Cosmetics industry was used to promote through real life such as, billboards, television advertisements, advertisements in department stores and so on. However, after social media became a popular channel to communicate, cosmetics brands focused their “battle field” of promotion on social media. Social media is a channel that people can acquire different kind of information, freely discuss and know about recent news on it. Cosmetics industry is an integrated and developed business in America and people spend a lot in it. If you look at the entire worldwide cosmetic industry, sales reach about $170 Billion dollars a year. It’s distributed pretty uniformly around the world with ~$40 billion in the Americas, ~$60 billion in Europe, ~$60 billion in Australia & Asia, and another $10 billion in Africa. (Romanowski)
Cosmetics industry, as a thriving business, can not ignore promotion. The major difference between promoting in the real life and social media is that people can be more involved in the campaigns, because Social media is a two-way communication between the target audience and the cosmetic provider. The cosmetic companies are able to generate customer feedback via different online presences. Additionally, they are able to use social media to better target and approach their own customers and listen to different voices from them.(Young) Estee Lauder and MAC did a lot of work on communicating with viewers; they replied viewers’ questions related to the post and ask some argumentative questions in their social media. Through frequently engagement with viewers, they successfully increased their awareness and build a reputation of caring about viewers which are crucial to cosmetics business. Besides, for Hourglass which do no have boutiques but only department stores in Sephora, social media is a suitable channel to promote and broaden their awareness.
Also, social media can help them build brand image constantly, because in Facebook, Twitter and Instagram, viewers can scroll down the pages and read all their past posts. Viewers can have general impression of brands. Yet television advertisements are just for one time glance. Meanwhile, viewers can choose what they are willing to read when they are skimming a Facebook page. This function hands initiative in to viewers instead of business, so viewers have a sense of dominant position. Estee Lauder is turning their brand image to younger and vivid products, since Estee Lauder focused on promoting their makeup products and invite Kendall Jenner to be their representer. Customers will first get confused with the change, but they can look up to social media to explain the change to themselves.
Promoting in social media is also a great way to lessen the expenses in campaigns. In 2013, cosmetics industry spend 3.6 billion dollars in all channels of advertising, but only about 7700 million on Internet.(statista.com) With the enormous profit that social media brings to cosmetics industry, the spending has a great cost performance.
Overall, social media promotion is a crucial and influential platform for cosmetics industry.