• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform

    Essential Workers

    A Clean Commitment

    Deliver & Delight
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Some Good News at Inter Parfums

    Professional Beauty Association Names New Executive Director

    Curcumin's Role in Oral Care

    Degree Launches Bath and Shower Range

    Estée Lauder Companies Updates Supply Chain Leadership
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    28. Energizer Holdings

    27. Jafra

    16. Clarins

    The Top 50

    29. Scentsy
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Curcumin's Role in Oral Care

    SV Labs Acquired by PE

    What You're Reading on Happi.com

    CPG Sales Surged 19% During Pandemic

    Fortify+ is 'Anti-Bacterial' Skin Care
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Cars & COVID-19

    Some Good News at Inter Parfums

    Professional Beauty Association Names New Executive Director

    Curcumin's Role in Oral Care

    Degree Launches Bath and Shower Range
    Lab Equipment
    Mixing
    Packaging
    Testing

    Ross Introduces Double Cone Tumble Blender

    Happi Talks: Overnight Labels

    Three Form Vertical Beauty Alliance

    Logo Design Trends for 2021 & Beyond

    Coming Clean About Stink
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Jeen International

    QRS (Quality Resourcing Services)

    Aptar Beauty + Home

    BotanicalsPlus

    Siltech Corporation
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    Beauty & Social Media Marketing

    It's a new frontier for everyone, says Lisa Hurst of Upshot Agency.

    Beauty & Social Media Marketing
    More consumers expect more from marketers' social media campaign.
    Related CONTENT
    • 6. LVMH
    • LVMH Unit Announces Layoffs
    Lisa Hurst, Upshot Agency06.14.20
    The beauty industry has long been quick to embrace new ways of connecting with its novelty-seeking and trend-loving consumers. Now the marketplace changes brought on by the pandemic have accelerated the already warp-speed pace of innovation that characterizes the beauty business landscape particularly with respect to how today’s beauty brands are connecting with consumers on social media platforms. Optimizing paid social media strategies, applying AR technologies to content, and recognizing the need to align influencers with today’s consumer mindset are all shifts that brands can apply now and evolve into the future.
     
    Paid content during this time should consist of the business needs while prioritizing goodwill and helpfulness if they seek to reach out to a new audience. The number of consumers making purchases after seeing ads on social is growing. In fact, 24% more consumers made a purchase after seeing a paid social ad in the past year than they did in the previous year. However, placing paid content willy nilly, without any context of the current environment will likely backfire. 
     
    Beauty brands are increasingly turning to influencers on social channels to keep their paid content churning, while also staying relevant to recent stay-at-home realities. Take Hourglass Cosmetics, a cruelty-free luxury beauty brand, for example. They just partnered with Kate Bock, Sports Illustrated swimsuit model, to become their newest ambassador. Throughout the quarantine, Kate has been posting, live streaming, doing Q&As about her daily beauty and skincare routines. Hourglass’ embrace of strategic influencers that have loyal followings are paying dividends. 
     
    Holistically, beauty brands need to prioritize the paid promotion of content that is: focused on community relief efforts, informative and inspiring, or that spotlights strategies for wellbeing. This type of paid content will resonate with your audience in their current mindset and position brands as relevant thought leaders.
     
    On the organic content side, beauty brands must continue targeting existing consumers, but with a messaging change that emphasizes a nurturing, empathetic tone. A brand's social media post can help validate brands in the eyes of consumers. Nowadays, 58% of consumers visit a brand’s social pages before visiting their website,  an 81% increase from last year. 
     
    LVMH’s Instagram feed does this well, tailoring its messaging around themes of social distancing and light-hearted activities individuals can do at home, while still interacting with the brand. This Bingo Beauty board was posted on March 30th. It served to entertain and, just for a moment, remove the pandemic and stay-at-home orders from its followers' consciousness. LVMH has followed up the bingo board with multiple, light-hearted posts, ranging from, This or That WFH beauty game, a message of support, or their first-ever Youtube live stream event. 
     

    Lisa Hurst
    Here is what all of their posts have in common: they’re genuine. They stay true to their beauty roots, not shying away from, but embracing the new at-home beauty culture. They stay engaged, not just from post to post, but connecting all of these events through their Instagram story or now their first-ever live stream event. They don’t overtly sell, they seek to entertain and comfort.
     
    As online and social media marketing expands, and at a far greater rate due to the pandemic, beauty brands need to embrace a new, empathetic approach that connects with their existing and potential customers. 
     
    It may be a new frontier for social media messaging, but changing your brand’s voice, whether with paid or organic, will ensure you don’t get lost along the way.


    About the Author
    Lisa Hurst is executive vice president, account management, Upshot Agency. She brings strategic insight, business savvy and creative panache to everything she does. She’s a champion of building a brand all along the path to purchase, no matter what the consumer’s path. Hurst oversees the client management team, ensuring Upshotters exceed client needs with insight-driven strategies and solutions.
     

     

     
    Related Searches
    • Fine Fragrance
    • Personal Cleansers
    • Sun Care
    • Hair Care
    Related Knowledge Center
    • Hair Care
    • Color Cosmetics
    • Personal Cleansers
    Suggested For You
    6. LVMH 6. LVMH
    LVMH Unit Announces Layoffs LVMH Unit Announces Layoffs

    Related Expert's Opinion

    • Color Cosmetics | Hair Care | Skin Care
      Recession Proofing Your Brand

      Recession Proofing Your Brand

      It’s only a shock if you’re not prepared. Here are four ways to be ready for the next downturn.
      Mark Jeffreys, Founder, 4Sight 12.14.20

    • Actives | Functional Ingredients | Personal Cleansers | Surfactants
      Lather Up Long-Term Hand Hygiene

      Lather Up Long-Term Hand Hygiene

      For Global Handwashing Day, several Henkel campaigns are aimed at improving compliance for everyone, but especially students.
      Martina Spinatsch, Vice President, Beauty Care, R&D, Henkel North America 10.15.20

    • Actives | Functional Ingredients | Skin Care
      Start a Skin Care Line with Low Minimums

      Start a Skin Care Line with Low Minimums

      Smaller orders enable brands to capitalize on the hottest ingredients, environmental recommendations and cause-related promotions.
      Gavin Collier, Dynamic Blending 10.11.20


    • Color Cosmetics | Preservatives
      Cosmetic Preservatives Outlook

      Cosmetic Preservatives Outlook

      Snapshots of North American, European and Asia-Pacific marketplaces.
      Amit Rawat, Global Market Insights 08.14.20

    • Color Cosmetics | Skin Care

      AR Is Crucial Post-COVID19

      Augmented reality is the new reality for the beauty industry, explains David Ripert.
      David Ripert, Poplar 08.09.20

    • Color Cosmetics | Pigments | Skin Care
      Cosmetics & COVID-19

      Cosmetics & COVID-19

      There are some cosmetics that GenZ just cannot live without, explains Chris Becker, founder of Rising Consumers Market Research.
      Chris Becker 04.25.20


    • Functional Ingredients | Hair Care | Pigments | Surfactants
      Maintaining Hair Color During the Pandemic

      Maintaining Hair Color During the Pandemic

      There are ways to enhance and extend hair color while stay-at-home orders remain in place, according to Dr. Serkan Aygin.
      Serkan Aygin, MD, Serkan Aylin Clinic 04.20.20

    • Functional Ingredients | Personal Cleansers | Skin Care
      Keep Your Hands Healthy After Washing

      Keep Your Hands Healthy After Washing

      COVID-19 is taking a toll on hands; here's some help from Aprinnova.
      John Toner , Aprinnova 04.13.20

    • Color Cosmetics | Hair Care | Oral Care | Personal Cleansers | Skin Care | Sun Care
      SBA Loans Under the CARES Act

      SBA Loans Under the CARES Act

      Foley & Lardner attorneys explain this small business lifeline.
      Jamie N. Class Frank S. Murray Jr Erin L. Toomey Thomas B. Spillane Leslie A. Pinney Casey K. Fleming Daniel A. Kaplan Sarita R. Olson, Foley & Lardner LLP 04.06.20


    • Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Polymers | Preservatives | Skin Care | Sun Care | Surfactants
      Beauty Gives Back

      Beauty Gives Back

      The Panama Beauty Project's profound impact on the women of Portobelo, Panama and an executive who was there.
      Caren Dres-Hajeski, Acme-Hardesty 03.30.20

    • Actives | Functional Ingredients | Personal Cleansers
      Bell International Expands Sanitizer Production

      Bell International Expands Sanitizer Production

      Expects to manufacture 22 million units in the coming weeks.
      Marisa Plescia, Bell International Laboratories 03.27.20

    • Color Cosmetics | Hair Care | Skin Care
      How To Find the Right Design Agency

      How To Find the Right Design Agency

      A good agency should feel like an extension of your team.
      Paul Woodvine, Managing Creative Director, Vault49 03.10.20


    • Color Cosmetics | Disinfectants | Fine Fragrance | Hair Care | Laundry Care | Oral Care | Personal Cleansers | Skin Care | Sun Care
      Does Your CSR Program Include In-Kind Donations?

      Does Your CSR Program Include In-Kind Donations?

      Gary C. Smith, president & CEO, NAEIR, explains why it should.
      Gary C. Smith, President/National Association for the Exchange of Industrial Resources 01.20.20

    • Actives | Functional Ingredients | Personal Cleansers | Skin Care
      USDA Certified Organic CBD Products Emerge

      USDA Certified Organic CBD Products Emerge

      Brightfield Group's Virginia Lee explains what it means for consumer product companies.
      Virginia Lee, Brightfield Group 12.12.19

    • Color Cosmetics | Household Cleaning | Laundry Care | Packaging | Packaging | Personal Cleansers | Skin Care
      Seven of the Best Ideas in Beauty Sustainability

      Seven of the Best Ideas in Beauty Sustainability

      Consumers see beyond the cliché when it comes sustainability, according to Echo Brand Design's Jenny Cook.
      Jenny Cook, Strategist at Echo Brand Design 12.09.19

    Trending
    • Euromonitor Reveals Top 10 Global Consumer Trends For 2021
    • Formulating Liquid Laundry Detergents
    • What You're Reading On Happi.com
    • RB Buys Queen V
    • Ipsy Adds New Personal Care Brand
    Breaking News
    • Henkel Recognizes Top Suppliers
    • Estée Lauder Travel Retail's Sustainability Goals
    • Some Good News at Inter Parfums
    • Professional Beauty Association Names New Executive Director
    • Curcumin's Role in Oral Care
    View Breaking News >
    CURRENT ISSUE

    January 2021

    • Stepping into the Spotlight for 2021
    • The Independent Beauty Association Supports Sensible Reform
    • Essential Workers
    • A Clean Commitment
    • Deliver & Delight
    • Reusables for Consumables In the Pandemic and Beyond
    • A Rebound for Beauty
    • Beauty Brands Must Prepare for a 'Decade of the Home'
    • A Societal Shift
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Wiley’s Finest Earns Accolades for Taste of Omega-3 Products
    Clinical Evidence Suggests Potential Oral Benefits for Curcumin Extract
    Oleic Acid Possibly Implicated in MS Pathology
    Coatings World

    Latest Breaking News From Coatings World

    Scott McLaughlin to Race in PPG Colors During Rookie INDYCAR Season
    Vink Chemicals Offers parmetol PSG
    In Memoriam: CIN’s Honorary Chairman António Serrenho
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA Clears a Portable Hemodialysis System
    Solid Growth Forecast for India's HER2 Amplification Tests Market
    Abbott's Panbio Rapid COVID-19 Antigen Test Earns CE Mark for Two New Uses
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Civica to Build an Essential Medicines Manufacturing Facility in Virginia
    Humanigen, Emergent Enter Covid-19 Partnership
    Samsung Bioepis Opens New Headquarters
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Aura Introduces Customizable Hair Care
    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line
    Fitglow Beauty Wins Makeup Category at Annual Dirty Thinker’s Choice Awards
    Happi

    Latest Breaking News From Happi

    Henkel Recognizes Top Suppliers
    Estée Lauder Travel Retail's Sustainability Goals
    Some Good News at Inter Parfums
    Ink World

    Latest Breaking News From Ink World

    Paragon Expands Direct Mail Capabilities with Ricoh Pro VC70000
    BOBST Demonstrates Future of Flexible Packaging Production at Virtual Open House
    Morancé Soudure France Adds Comexi F2 MC 10-color Flexo Press
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    UPM Raflatac unveils new linerless labeling product
    VPF launches deep-freeze adhesive
    ProMach strengthens flexible packaging business
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Kimberly-Clark Releases Q4, Full Year Results
    Freudenberg to Establish Apparel Interlining Competence Centers
    Minet Adds Spunlace Line in Romania
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Nextremity Solutions Enters Supply Agreement with Fort Wayne Metals
    osteolabs Closes Second Financing Round of Nearly 1.6 Million Euros
    First Patient Implanted With NEXXT MATRIXX SA Cervical Turn-Lock System
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    First Solar Signs Definitive Agreement to Sell US Development Platform to Leeward
    Imec Technology Taking Off to Space
    North American Semiconductor Equipment Industry Posts December 2020 Billings

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login