Media and the Beauty Industry

There is absolutely no doubt that we live in a world of constant change and beauty industry is one of them. Women are always thinking about enhancing their beauty and in keeping themselves updated with the latest trend. It’s not quite easy though. Losing countless hours in shopping the right product and still end up not being able to decide on the right ones can be nerve wracking. Print Media like magazines/newspapers and  digital media like TV ads play an important role in educating us about their products. (Talking about magazines I used to enjoy Macy’s catalogues that came away with samples of perfumes and beauty samples. This helped me quickly try out a new perfume without having to leave my couch!)

free-perfume-sample-magazine                   Nordstrom Roosevelt Field Cosmetics Trend Show

But that was not good enough. Beauty/Fashion industry never stays the same and there are myriads of options to choose from. Few years before, regardless of how much products I came across I still wouldn’t be sure of what make up products do I really need to wear, which ones suits the best for my face, how to apply them, which shampoos/hair color/hairspray should I go for? And the list was endless. Searching for the best beauty products used to be exhausting and made me feel insecure in a way. However I did enjoy a little bit of a cosmetic make over at retail counters like Macy’s and Nordstrom where the beauty experts analyzed my skin and prescribed beauty products that was more appropriate. But this required lot of planning particularly when you are a busy Mom. Not to mention my level of discomfort in clarifying my doubts (as simple as when exactly you apply a primer) with the beauty consultants. Most of my friends even today are still left in the dark when it comes to beauty aisle. Now what’s an under informed (who cannot differentiate between a bronzer or luminizer) girl like most of us to do besides go to a beauty consultant in a larger/retail stores?

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That’s where social networking sites like Youtube, Facebook, Pinterest, Blogging sites helped in satisfying our needs. The you tube vloggers like Michelle Phan and Mota have made beauty accessible to anyone out there and make us feel like a celebrity with their simple step by step make up videos which are very inspiring for millions of viewers like you and me. If many of you did not know who she was, feel free to take a look at this you tube celebrity’s website. ( She is mind-boggling.

What’s even better? Access everything and drive the channel’s content right from where you are seated and there is no question of “failing to remember” something (as I know I can watch the videos as many times as I want :).

I have always had this notion that beauty stuffs cannot be shopped online, as you don’t get to try it on you. Having said that when it came to beauty products we all have/will always enjoy certain “word of mouth” preaching, as it was more believable when it came from a friend/family you trust the most. Social media plays a significant role at that. Hundreds of positive comments about a product give the brand a buzz and in turn attracts the customers. This was one important element that was missing from the beauty brand’s earlier marketing approach. Social networking sites (YouTube, Face book, My Space) solved this problem by introducing consumer-related contents that contained products recommended by peers and friends and make up tutorials that can be viewed in your own sweet time. What more can you ask for?

Smart phones world has forced people to have a short attention span these days. Social networking sites are providing us with links that takes you directly to the product website saving much of your time. Also, online retailers like Amazon has made most of our lives much simpler with their customer’s unbiased/detailed product reviews and ratings and the company constantly strives to give their target consumer an outstanding experience (Amazon introduces Luxury Beauty channel matching content with product). Today as people are more and more reliant on smart phones and tablets, networking/blogging sites is a powerful channel for both the consumers and the cosmetic brand as well. On the whole, beauty shopping seems to be a no brainer for consumers since the popularity of these social shopping sites and I can only imagine marketers to leverage these exciting trends and give their audience an exceptional experience as technology continues to evolve.


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