I love the health & beauty business, because it is one category that has been the most impacted by the changes in consumption trends. I read this very interesting article about Make Up Forever Digital strategy.
You may all know that with the rise of social media, a lot of new experts of beauty showed up, thanks to blog firsts, then now Youtube & Instagram. They count for some of them several millions of followers, and could have a deep impact on how consumers will shop, thanks to their tutorials and tests.
Make Up Forever has provided a lot of content to those experts in order to provide tutorial on their products. Once again those products are difficult to use because specifically designed for TV sets or modelling.
But because of these new media, Make Up Forever has been able to reach new customers that would have neither bought their products nor knew how to use them properly.