Since the explosion of the beauty related YouTube community, consumers are now privy to information that was once only available once you already made the decision to spend money on a new product. For beauty enthusiasts, the plethora of information dedicated to reviewing and categorizing cosmetic products helps them be smarter consumers. In an industry full of bold claims to make us look "ten years younger" and "blinding glow" the beauty community has been debunking not only product claims, but the notion of more money spent on a makeup product means it has better ingredients.
As with most things, the truth lies somewhere in the middle. Many women of all skin tones and skin textures often struggle to find good products that work well with their skin and help camouflage the things they may feel insecure about. When I began wearing makeup as a teen in 2005, I can honestly say that the drugstore did not have the quality or selection that we see today. I clearly recall sometime around 2008, my local Walmart began to re-do it's cosmetic aisles, installing anti-theft cameras and updating to clear shelving with harsh fluorescent lighting. As the YouTube beauty industry grew, I began to see physical changes in the way stores displayed their products. I began seeing anti-theft detection stickers clinging to the caps of foundation and nail polish bottles. It was merely the beginning of a beauty revolution and there I was standing right in the middle of it, completely unaware.
As a current business student, beauty marketing strategies constantly fascinate me. Not only do they result in massive amounts of attention for the company, but they result in a mass following of consumers on social media which is where I see new products most often promoted. Beauty marketing strategies are some of the most effective when it comes to enticing consumers and persuading them to try new products. You might not need any more lipsticks, but a flattering photo of a newly released product on a lovely Instagram models lips may leave you feeling differently. Companies send out large, extravagant public relations packages to online beauty guru's so that those guru's do exactly what you would expect them to, take a picture and share it with their large fan base via social networks.
When you think about it, there really isn't much competition using this platform and companies can save money by making 10 PR kits and if those PR kits go to guru's with about a million followers each, suddenly you've managed to expose your product to at least 10 million people. Those 10 million may buy products from other brands as well, but many individuals buy from several brands so having these elaborate PR kits ensures that the product not only stands out in a sea of other promotions but makes a lasting impression on potential consumers. These strategies have to be able to stand out because of the highly competitive nature of the industry, with so many brands making different claims aimed at different types of individuals they also must be very targeted to their primary audience.