Vuhes Magazine - Latest News & Updated Trends on Wellness, Beauty & Aesthetics, Luxury Living

    Home Way to be relevant on social for Legacy Beauty Brand

Way to be relevant on social for Legacy Beauty Brand

March 12, 2019

It is true to say that emerging beauty brands have successfully applied online platforms to their business strategies. They collaborate with influencers for connecting with consumers to promote their products. Many legacy beauty brands have improved by acquiring new brands with an available online platform.

Typical examples for these legacy beauty brands are Coty and LOréal that are two of the worlds leading beauty brands. Covergirl of Coty underwent a brand overhaul last year; However, socially, it is still far behind new brands ColourPop, NYX Cosmetics, Lime Crime, Morphe and Melt Cosmetics.

CoverGirl is one of the heritage brands / Ph: CoverGirl

The fact of the matter is that Coty bought Younique, a cosmetic brand with an online sales strategy for $600 million for 60% of the shares. Thanks to that, Youniques sales have increased; besides, its influence also increased remarkably, especially for the French, German and Spanish markets.

It is worth mentioning here that the old brands need to conduct good online chat with their consumers. Haggai Klorman, Preen.Me’s co-founder and COO, said that in the long run, brands that won on social activate a large part of their fans to do the talking for them. Today, these modern brands often have used social networking platforms like Instagram and facebook to develop brands and promote products. That has helped them overcome heritage beauty brands that use traditional marketing methods.

Covergirl has begun to adopt this strategy during the overhaul of the brand, although a bit late; and this company is witnessing a remarkable increase in revenue. It is clear that this method is effective for today!

However, Covergirl still faces many difficulties when younger rivals still achieve much success. In order to catch up with them, Covergirl had to raise its social speed to 857% last year, besides, another brand, Limecrime, increased 36% compared to the year before.

Overall, social platforms are not only important for beauty brands but also important for brands in other industries. Promoting social velocity is essential for survival in the competition pressure as present of the beauty world.

RELATED ARTICLES
May 09, 2017
Balmain partners with L’Oréal Paris for a capsule lipstick collection

Balmain partners with L’Oréal Paris for a capsule lipstick collection

The Balmain x L’Oréal Paris capsule collection range is divided into three ‘themes’ and will be sold via L’Oréal Paris stockists, with a limited edition ‘jewel’ lipstick sold in Balmain stores. “L’Oreal Paris and Balmain share the same strong vision of...

August 27, 2018
L’Occitane Launches New Experiential Concept Store on the Fifth Avenue in New York

L’Occitane Launches New Experiential Concept Store on the Fifth Avenue in New York

L’Occitane is a France-based Group which is currently joining the experiential shopping bandwagon as a newbie by opening a new concept store – the L’Occitane en Provence – on the prestigious Fifth Avenue in New York City. The 173...

July 02, 2017
The MiLi Skin Moisture Meter – Skins Breathalyzer

The MiLi Skin Moisture Meter – Skins Breathalyzer

Recently, technology has introduced us to some incredible innovations, including the beauty shere. And the latest gadgets have mainly focused on zapping away skin problems such as dark circles, acne, body hair and skin dryness. Now, read on this...

February 20, 2017
Estee Lauder just launched Bronze Goddess 2017

Estee Lauder just launched Bronze Goddess 2017

  Estee Lauder Bronze Goddess 2017 Collection includes:  1. Bronze Goddess Illuminating Powder Gelee  – Limited Edition: $45 Smooths on as a soft sheen. Builds to a luminous pearl highlight. 2. Bronze Goddess Summer Lip Glow – Limited Edition :  $28...

October 19, 2018
Rimmel London Launches Cross Country Beauty Tour

Rimmel London Launches Cross Country Beauty Tour

If you are a true beauty fan, you have to know about Rimmel London which is one of the most famous British Beauty Brand. Rimmel products are available all over the world from the West to the East. Recently, it...