The Beauty of Social Media

Beyond selling makeup and fragrance, Estée Lauder sets out to spread the message on social media that every woman can be beautiful.

The company uses social media platforms such as Twitter, Instagram, Youtube and Facebook to engage their target audience: women in their mid twenties to mid fifties.

Last year, Estée Lauder teamed up with lifestyle blogger, Emily Schuman of Cupcakes and Cashmere. Personally, I thought it was a great strategy for the brand because I feel historically Estée Lauder was perceived as being geared towards women in their mid thirties to mid fifties.

But Emily's following is as young late teens and women in their early twenties. That being said, she introduces the company to this younger demographic and it has increased their following on all social media outlets.

It shows in their sales. Last quarter, their sales were over $10 billion for the first time, making them the 4th largest beauty brand in the world, behind L'Oreal, P&G, and Unilever.

Estée Lauder Twitter

What I think has really helped the brand grow, is that Estée Lauder does more than just promote their products on these platforms. They offer beauty advice, tutorials and glimpses behind the scenes. A few weeks ago, Emily did a video tutorial on AM/PM skin care.

Overall, I'd say the brand is doing a great job promoting themselves and their products via social media. Recently, Estée Lauder has launched a #ModernMuse campaign on Instagram, Twitter and Facebook to coincide with the release of their new fragrance, Modern Muse.

The company has engaged their followers by asking them to share what inspires them" using the hash tag #modernmuse.

Until next time,
Ashley

Brand Ambition

"Find beauty in everything."

It's my personal mantra and my approach to life. Finding beauty in every thing and in everyone. That being said, I think it's only fitting that I make it a part of my personal brand: 

I would  like to preface by saying that this was no easy task... but it's rewarding to have the most difficult part of the self branding process - the value proposition - complete.

"I am an experienced and ambitious marketing student with a passion for beauty. I like to discover new beauty brands who share my philosophical approach to beauty and reinforce the notion that everyone can be beautiful and share them with those around me; in essence, I want to reach to consumers and make the world feel beautiful in a way that is sincere and genuine yet fresh and exciting."

Who I'm targeting:

Marketing professionals in the beauty brand industry who are employed by companies who value individual beauty and take an ethical approach when marketing their products to consumers. Specifically, Social Media and Global Digital Marketing executives Cathy Choi of Sephora and Jeanette Liang of Esteé Lauder. 

My platform of choice is going to be though my LinkedIn. This is primarily where to find my target audience, and I've joined four groups where the beauty marketing professionals are hanging out: Marketing Communications, The Esteé Lauder Companies Inc., Social Media,  and Beauty Meets Digital.