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Beauty Brands are Successful due to Viral Merchandising

August 23, 2018

The concept of direct selling has returned and Avon was known as one of first direct selling companies. Besides, the social media’s power has been brought to a new level. The beauty industry has helped the brands and social media recognize its importance for increasing brand awareness, sales, product formation, marketing information, and insights into consumer preferences.

 
Social media platforms such as Twitter, Facebook, YouTube and Snapchat have become more powerful than just communication channels. Now, they are platforms for encouraging others in order to join their companies. Based on many followers on Facebook, Industry rankings see the most popular beauty brands on social media platforms being L’Oreal, Dove and Nivea.  
 
Beautycounter, the Direct selling company beginning with nine products, has more than one thousand consultants. Each of the consultants receives a personal site offering a promotional platform to build their business and stimulate others to do the same. After that, the consultant is paid for their own sales and about a percentage of their sales.
 
Also, social media has become a useful platform to increase sales. Among them, Sephora is a successful brand when it comes to improving brand performance using both social media and face-to-face conversations.
 
Most of the brands have realized that the advertising and marketing can help increase brand loyalty. On Twitter, the top cosmetics brands include Urban Decay, MAC Cosmetics, Benefit and NYX. Beauty brands have moved away from using online influencer marketing to drive sales when campaigns were product-focused. Brands are realizing that using online influencer marketing may not be a quick solution, but it may build and nurture over time.
 
Building brand awareness is now considered as the main reason for receiving the services of digital influencers. In the future, it is expected to see more brands use these models and develop new strategies of viral merchandising.
 
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