Social media is an invaluable tool for
supporting the backbone of beauty
branding and marketing—visuals,
education and trust.
| BY SHERI L. KOETTING, MSLK
The challenge beauty brands have always faced is how to scale a highly personal, one-on-one conversation with the masses. For ages, women and men have been talking about
beauty, sharing beauty secrets and tips from mother
to child, friend to friend, salon professional to the
client in the chair. Every face shape, complexion, and
hair and skin type is different, and therefore the tips
and tricks that work for one person may not work
for another. Enter social media—finally, an easily
accessible, visual medium for a visual industry.
From product education tips and tricks to
trendspotting and trendsetting, social platforms
provide beauty brands with the tools to make that
one-on-one beauty experience scalable for customers.
Education & Trust
Historically, brochures, product inserts, and
books filled with photographs or illustrated
instructo-graphics were among the only methods
of product education brands had at their disposal.
Although hugely popular, glossy books by artists
were often large in size, unwieldy to reference and
unable to break down the nuances of even the most
Social Media Builds
52% percent of beauty consumers believe the advice of beauty experts
and editors over traditional advertising.