Catching Women in “Errand Mode”
Beauty brands can now
directly engage consumers
when they’re in “errand
mode” at the salon via a new
partnership between Gloss
Media and inMarket. This new
platform merges Gloss Media’s
salon video network content
with inMarket’s beacon
technology and app.
Gloss Media already
operates a salon video network in 20,000 locations and will now
leverage inMarket’s 44. 5 million monthly active users directly in-app.
“Salons facilitate heavy mobile usage by patrons—90% of whom are
female, and 65% of whom are Moms—who visit for an average of 60
minutes,” according to an official release from the companies. “This
hour of downtime facilitates heavy mobile usage, creating a tremendous
opportunity for brands to reach a highly coveted audience.”
Gloss Media already operates a salon video network in 20,000
locations and will now leverage inMarket’s 44. 5 million monthly
active users directly in-app. This allows Gloss Media to engage
consumers in salons that do not have their own standalone apps.
Kevin Hunter, president of inMarket, commented, “Brands looking
to reach women have a tremendous opportunity to engage during
one of their nearly 2 billion salon visits per year.”
Gloss Media is offering beacon proximity engagements for the
second quarter and beyond. InMarket’s beacon-powered campaigns
are set up just like a traditional media buy. n
Beauty Box Delivers Expert Advice Right to
Beyond Her Blush delivers makeup, lotion, toner, nail polish,
jewelry and a You Tube tutorial that allows the subscriber to create
specific looks. The monthly subscription is $18 or $20 a month with
free U.S. ground shipping.
“By providing You Tube
tutorials, the subscribers are able
to use each product featured in
the box to generate the exact
same look stylists create for their
celebrity clients,” said Michelle
The looks are curated by
celebrity stylists, comprising
five or six beauty products.
“The service provided by
Beyond Her Blush isn’t just to provide women with trendy, top-quality products but rather includes an interactive experience with
the customer,” added Grundman. “Since most women get their style
inspiration from celebrities, I wanted to provide a service that would
feature these looks from the individuals who know best: highly
regarded celebrity stylists.” n
Snapchat is the New Beauty Influencer ...
and Shopping Platform
According to MediaKix ( mediakix.com), an eMarketer study found
that 22% of the senior advertising executives surveyed planned to
advertise on Snapchat this year. Why?
“The good news is
clearly your reach,” said
Unilever CMO Keith
Weed of the platform at
the FMCG Social Media
Summit. As reported by
Marketing Week, Weed
added, “For Cornetto, it
was called Winterville.
We had over half a
million views. We had
ROI through to sales—we sold more stuff.” Snapchat simply works.
Indeed, more brands are getting engaged on the platform, which
boasts more than 100 million active monthly users. Recently, Coty
power brand Rimmel London named Cara Delevingne as its latest
brand ambassador, unveiling the partnership during a Snapchat press
Now, Ad Week reports that Lancôme and Target are running
shoppable ads on the platform via Cosmopolitan’s Discover channel.
The report noted, “Lancôme and Target’s promos appear between
Cosmo’s articles and videos, each with a 10-second call-to-action
instructing viewers to ‘swipe up’ for more. ... Swiping down on
the screen pulls up a loading page with Target’s mobile site where
people can shop the products featured in the ad—like plant stands
A consumer can shop within the Lancôme shop without ever
leaving Snapchat. n
Beauty Education through You Tube
You Tube and L’Oréal Paris are teaming up to launch an online
beauty school for 10 French vloggers to learn the skills required to
become a success on the social video channel.
The 10 vloggers will enroll in the new academy for six months,
learning from L’Oréal Paris and You Tube executives about video
making, audiences and beauty. It will be tied to a reality show airing on
L’Oréal’s You Tube channel, starting in December. n