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The Face of Change: Social Media's Impact on Beauty Branding

By: Jamison Davis
Posted: October 1, 2008

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Shannon Nelson, beauty blogger (including “A Girl’s Gotta Spa” and “Make-up Minute”) and beauty publicist at Pierce Mattie PR, commented on this new generation of social shopping sites as marketing opportunities for blogger and brands alike. “People have short attention spans these days, and social shopping sites say ‘here are the top picks, here’s the price’ and link you directly where to get it. They are great examples of combining interactivity that generate buzz and tell you where to purchase a product with an embedded link. They write about products and link to each one,” says Nelson.

Social shopping also brings another benefit to marketers that was impossible before the Internet. The aggregate value of hundreds of positive comments about a product gives a brand a buzz that cannot be matched by promotion via advertising alone. Sites such as Lemonade.com and others afford marketers the opportunity to harness “the wisdom of crowds” the collective intelligence of the marketplace, which some marketing theorists believe will prove to be a more reliable barometer than individual experts in time.

Beauty marketers should certainly take advantage of the power and reach of social shopping with a couple of basic steps. First, have an affiliate program in place; second, search out social shopping networks to provide the widest exposure of the brand by involving consumers and third, have a definitive social shopping strategy as a component of an overall marketing and media strategy. There are also a number of social media consultancies that can provide strategy and planning.

Marketers seeking to leverage these exciting new trends should pay attention to social media, and social shopping sites in particular, as they represent the best opportunities to take full advantage of the changing face of the Internet.

Jamison Davis is chief experience officer of social economics software company Lemonade Inc. He serves as an advisor to many consumer, technology companies and nonprofits.