Page 26 - Flipbook Raw File

The same Facebook study I mentioned earlier found that 49% of facial

skincare shoppers aged 18-34 and 53% of makeup shoppers in the same age
group said they likely purchased because of one Make a social media post.

The most popular platforms for marketing a skincare brand are Facebook,

YouTube, Instagram, and Pinterest.

In addition, these social networks offer direct access to customer feedback

in real-time and a large amount of customer data.

STEP 8: BUILD A COMMUNITY OF BRANDED SKIN CARE PROPONENTS

Skincare brands need a way to communicate their brand values and
assimilate them with consumer values. They need to create environments
where they can learn from consumers while providing product training.

Beauty Pie and Glossier are two examples of brands that have built Facebook

communities in the tens of thousands. Glossier's group is public, which
means that any Facebook user can see the posts in it, regardless of whether

they are a member of the group or not. HoIver, Beauty Pie's group is private,

so only group members can view posts or see who is in the group. It is worth
it when a group works. Around 75% of the Beauty Pie group members are

active Iekly, which means the brand's product discussions are quick and
allow the brand to respond quickly to timely responses from real customers.

Building a community around a beauty brand doesn't happen overnight. It

takes consistent work to keep it going and a willingness to adapt to

consumer needs. But the brands that do this will benefit from a consumer
base that feels emotionally involved in the product philosophy; and who will

share their personal experiences to shape product development as the

beauty industry continues to adapt to a consumer-centric market.

26