Unlocking the potential of social media and the internet in cosmetics

Insight by Leah

We wanted to highlight both this podcast and article that discuss the power of the internet and social media, and the cosmetics industry’s failure to take advantage of both mediums to date.  Despite a dismal year in cosmetics and beauty sales, the internet remains the sole bright spot for many companies.  Moreover, as companies are also discovering, consumers are not only using the internet as a retail outlet, but are actively searching for reviews, tips and information on beauty products, and accessing social networking sites like Facebook and Twitter as well as actively reading beauty blogs and product reviews on sites like Sephora.  However, most beauty companies remain hesitant about fully embracing the internet and the new social web – perhaps some fear loss of brand control or being open and honest with their customers.  A few companies, mainly smaller, that are effectively embracing social media, and thus growing their existing and new customer bases, include Aveda, Clinique and even Gillette, which recently launched a very popular YouTube campaign.  As this article highlights, social media and the internet are ideal channels for beauty companies as beauty products fall in " “high involvement” categories where information, feedback and testimonials from trusted sources play an important role in buying decisions."  Now is the time for the beauty industry to embrace the new social web, and improve their business outcomes by effectively leveraging the internet and social media tools.

Listen to the podcast

Read the article