I came upon Jeshin Toor’s Blog after browsing through the dense selection of blog posts in comm101. Covergirl’s brief, catchy few word slogan ’I Am What I Make up’ successfully transform the brand. If there is one sentence to sum up the reason behind the makeover of Covergirl, that is focusing on individual customers and meeting their expectations enable expand markets and draw in more consumers.
In addition to the new inclusive slogan, Covergirl debuts new products to its followers and creates exposure to the brand through social media.
Covergirl opens up the official channels on YouTube, Instagram, and Facebook, which provides the brand free platforms to communicate with its customers. Another effective marketing strategy is promoting its products through influencer marketing.Influencers are nothing new to marketing, particularly within the fashion and beauty sector. An incredible 57% of beauty and fashion companies now use influencers as part of their marketing strategies.(source)
Over the last few years, most beauty brands discovered the marketing and advertising potential of social networks. They make great use of the visual medium and user engagement to increase brand loyalty. For consumers, Social media is empowering them to move away from depending on the air-brushed ads released by cosmetic brands to decide which products to purchase. Vloggers are at the heart of this trend, regulating the industry with unbiased reviews in most cases). Therefore, consumers feel more satisfied about the products they bought.
I see the beauty products being featured in Influencer marketing in a number of different ways, the most commonly seen are Product Review, Video Tutorials, Flat-lay Photography, and Make-up Look. By these ways, not only it is easier for brands to get their content in front of their followers, but it also allows them to show their consumer exactly how the product is intended to be used.
Personally, I no longer buy cosmetics without thoroughly researching them first. When it comes to purchasing decisions, swatches at the makeup counter of my nearest department store, or a flashy ad, no longer holds an influence.Instead, I turn to various online platforms such as YouTube and Instagram for beauty tips, product recommendations and tutorials. This type of content is both informative, and fun to watch. When it comes to making purchase decisions, I will turn to my favourite beauty bloggersBecause I can gauge how a certain product will look on my face before buying it, and I no longer have to waste money testing cosmetics that will not flatter my skin tone.
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Blog Source：
Jeshintoor (12 Oct. 2017.). Covergirl Gets A Brand Makeover – Jeshin Toor’s Blog. Blogs.ubc.ca. Retrieved from https://blogs.ubc.ca/jeshint/2017/10/12/covergirl-gets-a-brand-makeover/
Article Source：
Nicole Gittleman (11 Apr. 2016.). How Beauty and Fashion Brands Can Leverage Influencer Marketing – Flying Point Digital. Flying Point Digital. Retrieved from http://www.flyingpointdigital.com/2016/04/11/how-beauty-and-fashion-brands-can-leverage-influencer-marketing/
Lindsay Kolowich (n.d.). 22 Companies With Really Catchy Slogans & Brand Taglines. Blog.hubspot.com. Retrieved from https://blog.hubspot.com/marketing/brand-slogans-and-taglines