Optimising digital to the max - Proactiv debuts #BeYouTV
Many cosmetic brands have been turning to social media of late to connect people and interact, distribute their own messages and ultimately expand brand awareness.
Working with a Google account team, Proactiv digital strategists scoured YouTube for popular search topics to create videos that give beauty consumers content from trusted celebrity experts.
According to Google's industry director for home & personal care, Brian McDevitt, brands that want to be relevant to today's generation are building and connecting with fan communities on YouTube.
"By collaborating with popular YouTube creators, Proactiv is bringing a new approach to reaching a group of people that have grown up consuming and engaging with content primarily online.”
In addition to skin care, make-up and hair tutorials and tips that teach viewers how to get glam, celebrities like Olivia Munn and Nicole Scherzinger were brought on board to highlight health, beauty, fitness and lifestyle topics that Proactiv says will help viewers 'be the best version of themselves'.
Rob Reynolds, SVP of marketing and innovation at Guthy-Renker adds that a strategy like this goes beyond advertising.
"We are providing value. We are expanding our storytelling, increasing engagement and providing content that fans and potential customers want in a space that they spend their time in."
Recognising social media will breed success for beauty brands
According to Richard Stacy, social media consultant at Stacy Consulting, if beauty brands are to be successful on the digital platform, they must look at the way in which people actually use social media rather than the way they would like them to use it.
“For the cosmetics industry, social media is a tool that should not be ignored, but there is still some confusion over how to maximise sites to create relationships that hold real value for brands,” he tells CosmeticsDesign-Europe.com.
In order to connect properly with the audience people within the social digital space should be treated as an individual, not as a member of an audience, says the social media guru.
“Organisations will therefore only start to create value from social media when they harness its power as a way of connecting individuals rather than distributing messages.”
Therefore, the key is to base strategies on listening instead of pouring irrelevant content into the space in the vain hope that some of it will create the feeling of ‘engagement’.
