Saturday, April 18, 2015

Social Superstars in Fashion/Beauty

Social Superstars such as Gigi Hadid and Kendall Jenner may not have the typical face for the beauty and fashion world but their numbers make them prime targets for beauty and fashion brands hoping to address the millennial.  "Social media has allowed these girls to have a voice and a platform and not just be some random anonymous model," says Teen Vogue editor Amy Astley.  "Young people today are totally open to a self-invented person who uses technology to launch their career and put their message out there."  People are fascinated by the world these girls live in and use social channels to be a part of it.

What does this mean for brands?  Having a social supermodel in your roster allows greater connection to potential consumers, increased brand loyalty, and in the short-term, instantly higher sales.  With Instagram accounts reaching up to 25 million followers, these girls can market a product with more efficiency than any TV campaign with just a simple photo.  The content appears authentic and as users are checking their Instagram accounts multiple times a day, the retention is higher.  Estee Lauder and Maybelline New York have recently signed onto this strategy and they have doubled their own number of followers on their Instagram pages.

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