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Last week, I joined two fellow MMC-ers for a media summit sponsored by YJP New York. The event, which discussed global digital media strategies and creative solutions in mass media execution, featured a fantastic panel of advertising executives and marketing professionals including:
- Shelly Diamond- Y&R
- Mark Goldstein- BBDO
- Bob Greenberg- R/GA
- Marc Speichert- L’Oreal Paris USA
These big-brained leaders explored the latest creative techniques in advertising and shared some of their successes in the digital media and marketing space today. As a member of the cosmetics team at MMC, I found a few specific points most interesting as we continue to evolve how we market our products to today’s beauty consumer.
A common thread I heard throughout the presentation was that the consumer is increasingly the most influential aspect to the marketing equation. In today’s digital world, we see the consumer is not only the target for sales, but creating content for brands and sharing reviews online which other consumers research before purchase. All of which is influencing marketing decisions and ultimately having the power to change the way big companies think about marketing and advertising.
Some interesting examples of companies adapting to the digital world and putting the consumer into the driver’s seat included:
- L’Oreal creating Destination Beauty on YouTube. This video platform enables consumers to create how-to videos on makeup techniques that aren’t necessarily branded, but with an adjacent ad for a product from the brand’s lineup that can help achieve the video’s look. This YouTube channel is helping consumers solve a problem and addressing beauty concerns through user generated content, rather than overtly pushing a product.
- The Supermarket Chain Tesco in the UK implemented a new digital receipt program, where consumers can see how much their purchases would cost at competitive retailers, on the spot. Tesco then matches the price if needed; a revolutionary way they are giving-up control to the consumer in this typically retailer driven arena.
As we continually look to push our creativity to the next level when creating public relations and marketing campaigns on behalf of our clients, it’s important at every step of the way we keep in mind the power of the consumer. In the age of real-time product feedback, self-made YouTube beauty aficionados and savvy shoppers, it’s absolutely necessary for PR professionals to connect product communication with consumers in a meaningful and authentic way to ensure a consistently positive user experience and relationship with the brand.
Red carpet media coverage during the major awards shows (Golden Globes, Grammys, Oscars), used to consist of a televised red carpet, followed by color commentary in the press the next day, and even weeks after. For this season in particular, there was a definite shift of how quickly coverage hit, particularly due to the rise in influence of Twitter and Social Media. In today’s digital world, where everything is reported in “real-time”, it would only make sense that we see the coverage of fashion and beauty trends on the red carpet also change. As we’ve watched the media coverage of red carpet beauty and fashion evolve in an ever-more-social media universe, there are a few key trends I’ve spotted this season:
- Twitter Closes the Gap
- With Twitter now boasting over 190 million users, it’s no surprise that literally millions of influencers, media and consumers alike use the platform to comment on trends throughout the night of an awards show. We no longer have to wait to see if E! or the New York Post agrees with our opinions of Sandra Bullock’s dress or lipstick, they’ve already posted their thoughts as soon as she got out of her limousine! What’s more, since Twitter allows for a real-time dialogue between media and consumer, everyone has a vote and a chance to be heard.
- Makeup Artists and Hair Stylists are the new Celebrity
- Although fashion is the front-runner in red carpet coverage, we’ve seen coverage of celebrity beauty looks take a much larger role in coverage over the past few years – and it was taken to new heights this season. In the past, the faces behind a starlet’s flowing locks and gorgeous glow were anonymous; but today, we see beauty brands forming strategic partnerships with hairstylists and makeup artists to credit their products in coverage, just as the top fashion houses do. In doing so, artists are now given not only a name and face, but expert credentials, and in return, beauty brands are embedded in the red carpet conversation. This season, we also watched brands contracting a key makeup artists for the entire awards show season in an effort to ensure constant and ongoing social media coverage of the brand linked to a certain actress.
- Beauty partnerships warrant full media strategies
- Beauty brands not only formed partnerships with makeup artists and hairstylists, but also created a robust media strategy for each show, which included pre-pitching news of celebrities’ beauty looks in an effort to reserve space on influencers’ blogs for the night of the show and encourage them to tweet in advance of the show to build excitement for the brand.
It will be interesting to see how red carpet media coverage continues to change as the social media space evolves, my guess is the consumer will hold the power in the future.
As a member of the COVERGIRL team at MMC, I have the exciting opportunity to combine both a personal passion of cosmetics and beauty with my daily job; I literally get to talk about makeup daily! However, in order to “talk the talk” you have to “walk the walk”, so I recently went out to pursue professional makeup artistry instruction and make sure I was up to speed on the latest industry techniques.
I headed to DEX New York Studios, where I met one-on-one with a makeup artist from the DEX New York Pro Makeup Artist team. We went through three looks: natural, smoky eye and bold lip, to try a variety of techniques and products. I felt like a professional as I went through each step, from base to finish, trying in my head to mimic the moves I observe from COVERGIRL makeup genius Molly R. Stern. A few helpful tips and tricks I learned from my makeup artist teacher:
- For all products, foundation to eyeshadow, it’s better to start off with a small amount as you can always build coverage and color
- Adding a highlighting concealer undereye after you’ve applied eye makeup brightens up the whole face and makes the eye pop
- Get super bold, thick lashes by holding a folded Kleenex at the eyelid and brushing lashes with the mascara wand against the tissue
Thanks to my gorgeous model (and fellow MMC colleague) Elisa for lending me her face for the evening!
I’ve always considered myself a Midwest girl. Born in Chicago, Raised in the Northshore suburb of Evanston then attended college in Wisconsin. In fact, when I decided to move to New York just over a year and a half ago many family and friends were pretty surprised I decided to venture to the big city on the East coast. With excitement, eagerness and just a little apprehension, I set off to establish myself in the world of beauty PR in the most exciting city in the world, always, knowing in the back of my head that I was still a Midwest girl at heart.
I’m not really sure when it first happened, but somehow along the way, New York began to become home. Sure, I still visited Chicago every few months and it is a strong part of who I am, but my life suddenly felt grounded in New York with my new MMC family. Referring to “going home” now meant my studio apartment downtown. I didn’t fully notice the change until I recently went to visit friends and family in Chicago and for the first time felt like a visitor. Although it was slightly upsetting to feel that I had let go of my past roots, I also felt comforted to realize that home is truly where the heart is and that I had established my own home, not confined to a zip code or where I went to school, but where my life is happening now and that feeling of excitement and eagerness for the future stirred again.
So…what does home mean to you?
Recently, COVERGIRL hosted an event with our makeup artist Molly R. Stern and key LA-based beauty bloggers that gave a behind-the-scenes look at how red carpet looks are created. Actress Rashida Jones partnered with COVERGIRL to be our celebrity “live demo” and worked with Molly to create the perfect red carpet beauty look in front of the 13 bloggers in attendance before Rashida left for her MTV Movie Awards parties later that evening. It was truly a great example of bringing online influencers together for an in-person experience.
I really enjoyed executing and being part of this new and unique event dynamic showcasing step-by-step makeup application with a celebrity in front of a live audience. One of the things I love about working with COVERGIRL is that we engage with makeup artists constantly and are able to elevate our brand through red carpet “get the looks,” artist relations and celebrity seeding. This event allowed us to take our red carpet pitches truly to the next level by engaging bloggers with customized and authentic content in an in-person setting, the media in attendance raved about it as well!
Rashida proved to be the perfect celebrity to anchor our event. Her chemistry with Molly was only made better by the fact that she was already a fan of so many COVERGIRL products, especially the Outlast Lipstain. It was great to hear her speak with Molly and the bloggers candidly and organically about her beauty routine, she was such a delight to work with. As you can see, Molly chose to create a colorful smoky eye utilizing COVERGIRL LiquiLineBlast, Smoky ShadowBlast and LashBlast Fusion for Rashida, she looked gorgeous and definitely red carpet ready!
24 Hours of Zac
One of my favorite things about living in New York is that I am able to keep a pulse on all the major fashion and beauty trends through news and events happening around the city. Recent buzz about town has been the debut of the fashion collaboration between Zac Posen and Target for their Go International series. Unfortunately, a Target store is probably the only thing that Manhattan doesn’t have, so we rely on the creative powers behind PR for stunty, limited-time pop-up stores featuring the collection. This one was no exception; Target publicized the pop-up as a 24-hour shopping party, literally! The Zac Posen collection would be available to savvy shoppers from 11pm Thursday April 15th – 11pm Friday April 16th.
As any die-hard trendsetters would do, my colleague, Elisa, and I battled the mid-town crowds to wait in line opening night. After 1.5 hours of standing outside in the cold, we looked at each other both thinking “are we crazy?” when, like in a fashionista’s dream, Zac himself appeared from above (leaning out of the second floor window, to be exact). As he looked out and exclaimed his thanks to us for coming, we received a boost of exhilaration and headed inside.
The collection had made major headlines on the top Fashion blogs that week and the inspiration that was quoted as “made for a woman who likes to dress up, but might not have a red carpet to walk every other week” was totally spot on! From girly dresses to edgy tees, it definitely had Zac Posen written all over it.
Elisa and I both managed to pick up the red tutu strapless dress we had been eyeing from the lookbook online, hopefully there will be a red carpet to walk soon…
One of the greatest parts of my job is being able to not only work with such creative and inspirational people within the agency, but the brilliant influencers and tastemakers in the beauty industry. I had the opportunity this week to spend some time with legendary Makeup Artist and Global Creative Design Director for P&G Beauty, Pat McGrath. Pat sat down with top print and online influencers to talk about the latest beauty trends from the Spring/Summer and Fall/Winter 2010 runways. Pat is a mastermind and creates the most fantastic beauty inspiration seen at all the top shows in New York, London, Paris and Milan. Here are 4 beauty trends and tips she has for Spring:
- Pastel eyes: as seen on the runways of Versace and Christian Dior, create a colorful pastel eye to brighten up your Spring look. Try COVERGIRL Smoky ShadowBlast in Purple Plume to get this fun look.
- Shiny lip: create an impactful, yet playful lip with a lot of shine as seen on the runways of Prada and Rochas. Try COVERGIRL ShineBlast Lip Gloss for the perfect glossy, sculpted pout.
- Lashes and Lines: Spring/Summer is all about thick, dramatic lashes and intense black liner. As seen on the runways of Anna Sui and Lanvin, try COVERIGL Smoky ShadowBlast in Onyx Smoke and new COVERGIRL LashBlast Fusion Mascara in Black** for the dramatic look.
- Rosy Fresh Skin: keep it light and fresh for Spring with a natural rosy glow. At Stella McCartney it was all about being a positive and real woman. Try COVERGIRL Simply Ageless Blush in Lush Berry for the perfect flush of color.
Now I can’t wait for the weather to catch up with my new fresh beauty looks!
**Beauty Insider exclusive news: be the first to check out the new COVERGIRL LashBlast Fusion Mascara at the online presale going on right now, click here to order yours!
Image courtesy of worldcashwatcher.org
