the brief

A proprietary blend of branding, creative and new media.

The Makeup Girl’s New Look

October 26, 2011 | By Julie Ashkenazi

Founded in 2006 by Beauty Expert Lianne Farbes, The Makeup Girl, is one of the most popular beauty blogs on the web. Named a Top 50 Beauty Blog, the website was also featured in InStyle’s 2009 Best of Web issue and has been listed among the best beauty blogs by Glamour.com and Woman’s Day.

Why did you decide to rebrand The Makeup Girl?
I wanted a fresher look that more closely reflected my personality and the voice of the site.

How does the new look better reflect your blog’s vision?
I love the bright colors! The shades are some of my personal favorites. I think the new look is more reflective of the conversational nature of the site. People always say that reading my blog is like hanging out with a girlfriend and overindulging in all things beauty.

In true blogger form, you asked your readers to vote between two logo designs and announced the winning design by way of an updated website. In what other ways do your readers help define The Makeup Girl brand?
My readers are the best! They always ask the smart questions (which I try to answer as quickly and concisely as possible!) and are so supportive. When I collaborated with MAC Cosmetics, some of them suggested that I launch an entire line! Reader loyalty and support pushes me to make The Makeup Girl as informative and useful as possible.

You were one of ten bloggers selected to participate in MAC Cosmetics Bloggers’ Obsessions Collection. Given their purchase influence, are bloggers the new celebrities?
Oh wow. I don’t know about that, but I do feel the collection broke down some barriers— especially in demonstrating the influence bloggers can have on a product or brand launch.

What other initiatives have you launched to broaden your community?
I always like to have my hands in the cookie jar! Getting my name out there has been incredibly helpful in cultivating community, while also helping establish The Makeup Girl as a beauty authority. Two years ago, I launched Cocktails & Couture, a beauty networking event held twice a year during New York Fashion Week. This past year, I was also fortunate to attend the Independent Spirit Awards in Los Angeles as an Aveeno brand ambassador. Appearing in television segments and aligning myself with select beauty brands has also helped enhance community growth.

The blogosphere has grown exponentially since you launched in 2006. What do you feel sets your blog apart from other beauty blogs?
That’s a really great question because I think a lot of people (including bloggers) minimize the amount of work that goes into writing a blog. That being said, The Makeup Girl is a blog that people can come to for real advice, real experiences and honest and insightful product reviews. In a sea of blogs that just copy and paste press releases, I think it’s important to have both a point of view that real women can relate to.

Julie Ashkenazi

Julie Ashkenazi

Best of Cosmoprof 2011

August 11, 2011 | By Julie Ashkenazi

Cosmoprof 2011 had 750 booths of serums, moisturizers and shampoos and I had exactly 8 hours to see them all. So, I decided to powerwalk the room the way most women powershop their way through Target.

I’ve long argued that presentation can make or break a beauty brand. Often the purchase catalyst, packaging is typically one of first interactions consumers have with your brand. So, I made my way through the tradeshow like your average consumer with 10 minutes to stock up on essentials in between work, playdates and soccer matches. In doing so, I found Cosmoprof to be the perfect metaphor for the beauty category as a whole—crowded, overwhelming and often confusing. These were the brands that got it right.

1. Tay
Sarah Tay’s new, natural and organic skincare line belongs in every modernist’s bathroom (and on every glossy’s pages). Her 100% sustainable, tree-free bamboo packaging redefines shelf presence and her eco-friendly refill pouches minimize waste reduction. Free of parabens, fragrance and synthetics, TAY uses sustainable and fair-trade ingredients when possible.

2. Fix Malibu
A doctor brand that isn’t gray. Or silver. Or black. Founder and Dermatologist, Rebecca Giles, M.D., didn’t set out to launch a product line, but after mixing her own formulas for years, she started bringing them into the office and soon enough her celebrity clients were begging to take them home. Pretty yet powerful, Fix Malibu shakes up the clinical category with its bold, green identity, complete with graffitiesque floral illustrations. The brand’s high-tech skin solutions are formulated with antioxidants and growth factors to “trick” your skin into behaving younger. 

3. Barista Bath and Body
A healthy habit you’ll never want to kick. Formulated with organic coffee, essential oils and herbal extracts, b3’s rich, aromatic products maximize the therapeutic benefits of coffee. Their modern, unisex packaging proves once and for all that what’s hers is his—and his is hers. In addition to being a CEW 2011 Indie Beauty Award Finalist, the b3 gals are some of the best in the biz.

4. Love and Toast
Without a doubt, Love and Toast was one of the most creative booths at Cosmoprof. Youthful and energetic, the brand is a stand out in the natural category. Their bold palette, free-spirited illustrations, die cut hearts and cassette tape UPC codes lend modern whimsy to an otherwise serious category. And with products retailing around $10, they make it pretty easy to feel good about looking good.

5. Slice
Form meets function in Slice’s new line of beauty tools designed by award-winning architect and designer, Michael Graves. The brand’s modern, graphic identity and bold typography caught my eye instantly. Created for both professionals and consumers, these innovative designs bring style to everyday grooming.

Julie Ashkenazi

Julie Ashkenazi

Natural Selection

May 26, 2011 | By Julie Ashkenazi
Green might just be the biggest trend to hit the cosmetics industry since blue—ergh, eyeshadow. No longer hiding among the almond milk and aloe vera juice, natural beauty products are taking the industry by storm and expanding into the beauty aisles of leading retailers, such as Target, Sephora and CVS. Bringing high-powered cosmetics experience from Barneys New York, Saks Fifth Avenue, L’Oreal and Avon, Wendy Cockayne Lucas bridges the worlds of traditional and natural beauty marketing in her role as General Manager at Country Life, where she oversees the natural beauty brand, Desert Essence. In our conversation, she shares her insights and predictions for the natural beauty business.
 
What is the natural beauty consumer looking for?
The natural consumer is looking for products free of synthetic chemicals that really work. They want products that make them feel good about themselves and give them radiant skin and shiny, manageable hair. They have a vested interest in supporting companies that support the future of the planet and all living things on the planet.
Aside from ingredient preferences, what have you found to be the most unique difference between natural beauty consumers and traditional beauty consumers?
Natural consumers read the full product label and are extremely educated about ingredients. They have to be as many natural consumers come into the channel because they have allergies and want to use the most natural products possible to prevent a reaction.
Recent findings from comScore show that brand loyalty is on the decline for many consumer goods. Do you feel a natural beauty consumer has more brand loyalty than a traditional beauty consumer?
The highly allergic customer is most likely to be brand loyal once they’ve found a product that works for them. In general, the natural consumer is likely to switch between brands for items like body lotion and shower gels, while still remaining loyal to natural brands as a whole, however I do think there are specific segments where customers are likely to be more brand loyal, including skin care and dental care.
Recently more beauty companies—including clinical, doctor brands—have begun to include natural messaging in their marketing campaigns. Does this trend illustrate a shift in consumer preference?
Yes, more and more people are realizing that synthetic ingredients just can’t be good for you. I also think that consumers are looking to companies that really care about the environment and give back to communities. The truly natural companies have always been about this. You are either a believer in natural, sustainable and recyclable products across everything you do—or you aren’t. As a cosmetics company, you have to take a stand and launching a few natural products or brands is a bit of greenwashing, in my opinion. You can’t launch 90% of your products with chemicals and non-sustainable practices and expect the true natural consumer to buy your 10% natural products.
According to a report from Datamonitor, consumers consider personal care products formulated with natural ingredients as being better for them, however there are still concerns over the efficacy of natural ingredients. Can natural cosmetics really offer the same product claims found in traditional beauty products?
Yes, natural products are just as good, if not better than traditional beauty products. The days
of sacrificing performance in order to use natural products are coming to an end. When I started working in natural, articles would say that you have to give up lather in a shampoo to have a truly natural product, but now, a few short years later, there are natural ingredients that give a beautiful lather.
If you had 5 minutes to convince a traditional beauty consumer to give up her favorite products in exchange for natural beauty alternatives, what would you say?
Natural products are not only better for you, they also help protect the earth. Natural science is getting better and better each day. If you haven’t tried a natural product in a few years, you will be pleasantly surprised with how far the industry has come. Give up your synthetic products in favor of natural products for just 30 days and you will see a noticeable difference in your skin, hair and teeth.
What's next for natural beauty?
As natural sales continue to climb, more scientists and developers will continue to work on natural innovation. I think we are going to see a lot of interesting technology coming out of plants, minerals and other natural sources in the near future.
Wendy Cockayne Lucas is General Manager of Country Life. Connect with her on LinkedIn.

Julie Ashkenazi

Julie Ashkenazi

Full Coverage

February 22, 2011 | By Julie Ashkenazi

The beauty industry is a highly competitive landscape where innovation reigns supreme.
With new brands and products launching every day, establishing a PR strategy is as important
as staying current with ingredients, technology and trends. Public relations consultant Stephanie
Tsai has worked with several beauty brands, including Arcona, Clinique, CoverGirl and Guerlain.
In our recent interview, she shares her advice for launching a PR campaign that’s right for
your brand.

How do you know when you are ready for PR? Brands are ready for PR as soon as they are ready to sell products to consumers. However, that doesn’t always mean they need to hire an agency and invest a lot of money. In fact, most young companies should consider implementing a tiered PR strategy that is closely aligned with the brand’s business and product development strategies and is integrated throughout all marketing and sales efforts. This could involve anything from Twitter and Facebook updates to sending product samples to press and influencers. As the brand grows, however, it’s important to implement a more formal, long-term strategy, which might involve hiring an in-house PR Manager or partnering with a PR agency.
What are beauty editors looking for? Beauty editors receive over 100 products a day from PR agencies, retailers and brands directly. It’s cliché, but beauty editors repeatedly, emphatically insist they are looking for something unique—something that truly stands out from the crowd. However, recognized and established brands do have the advantage of not having to prove themselves. As a result, they frequently launch “me-too” products, but continue to get coverage because of their existing leadership position in the marketplace. New brands, on the other hand, must work a little harder and really need a “wow” factor—from market positioning to formula to packaging—in order to stand out. The best way to get your message across to the right editors is to get to know what they are covering and determine whether or not your product is relevant to their readership. It might seem obvious, but don’t pitch wrinkle creams to the beauty editor of a teen magazine. Also, can their readers easily purchase your products? You might have an amazing cosmetics line, but if your products are only available online, it may be a deterrent for coverage. Additionally, magazines are usually on newsstands half a month before the issue date, so your products should be available on-counter or in-store well before the issue date.
Successful design and marketing unifies a brand's identity. In your experience, how does a brand’s identity influence editorial interest? Both the press and the modern consumer are bombarded by marketing. Consider the type
of messaging that stands out to you. It probably has has an impactful design and offers information that is relevant to you. The same remains true for the product and message that you deliver to both the press and your consumer. When there’s not time to read every email
or pitch letter, your brand’s visual presentation and product design are often only attention-grabbing factors. I have PR friends who will not take on clients that not are beautifully branded or packaged, because it makes their job that much harder to do.
How does social media factor into a PR campaign? Social media is integral to any successful PR campaign. It offers new channels to communicate with both consumers and press. Many top editors and reporters are now on Twitter and it is vital for brands to be part of their conversations. A PR campaign should incorporate a social media component, but it’s important to understand that social media is just as much about individual communications as brand communications—meaning, too many canned and pre-written tweets will turn off your followers.
How does a celebrity endorsement impact a brand? Celebrities definitely help sell products, but it’s important to point out that they are not only brands unto themselves—like all people, they are also fallible. If you choose to align your brand with a celebrity, know you are committing to the celebrity’s every move. If your spokesperson is found with drugs or commits a crime, their publicity becomes your brand’s publicity. Keep in mind, celebrity endorsements don’t have to be restricted just to movie stars and musicians. Top YouTube vloggers and industry reporters, stylists and makeup artists can also help sell products.
There’s no such thing as bad press, right? It depends on what you’re selling. If you’re a medical company and you’re receiving bad press as a result of faulty equipment or malpractice-related events, bad press will definitely negatively impact your business. But if you’re a personality looking for perpetual fame (Speidi?), then any press is good press. I recently heard a great story from a well-known publicist who received some negative press in a small community newspaper. In her case, an influential neighbor saw the article, disagreed with the reporter’s perspective and became a new client. In this case, bad press was good press.
In your opinion, what is the biggest misconception about PR? That PR can make or break a company. It can definitely help define a brand and support
sales, but it requires support from all business channels. It’s just one part of the equation. Unfortunately, if you have a poorly run business with a bad product, no amount of PR will be able to change the inevitable. And if you devise a PR strategy that is not in line with the overall business objectives, chances are you will not get a return on your investment.
What advice would you give to smaller brands wanting to handle PR needs internally?

 

  • Hire an experienced publicist with extensive industry and media knowledge.
  • Learn and continually stay abreast of new PR strategies and tactics. There are great resources on the web that can help you execute successful PR programs. Recently, I’ve been recommending PR In Your Pajamas to young brands.
  • Stay current on what your competition is doing for press—made easy nowadays with Twitter and Facebook.
  • Make sure PR communicates with marketing and sales and incorporates their efforts in
    their outreach.

Stephanie Tsai is a public relations consultant and founder of Ink and Press, a beauty and lifestyle blog. Follow her on Twitter @stephersPR or connect on with Ink and Press on Facebook.

Julie Ashkenazi

Julie Ashkenazi

A Blogging Primer

January 10, 2011 | By Julie Ashkenazi
Our clients are continually approached by beauty bloggers— some credible, others… not so much. While many larger cosmetic companies have established social media programs, several are just beginning to explore beauty blogs and social media as an opportunity to connect with consumers. We’re thrilled to have beauty blogger Shannon Nelson of A Girl’s Gotta Spa! offer her insight into the world of beauty blogs and share her advice for selecting a blog that’s right for your brand.
 
How do you decide which products you will review? When I first started my blog, it was solely based on products I already used and was interested in. However, over the last 6 years things have evolved and now I choose not only what I use and love, but other products based on beauty trends or from intriguing pitches from publicists. I also receive email from readers asking me about products that sometimes prompt me to try them out.
What if you don’t like a product? I honestly get so many products to review, that if a product doesn’t wow me, it will be forgotten and not written about. There have only been a handful of times that I have written a negative review, but that only happens if I’ve had a really bad experience with a product while the media has touted it as the next great miracle product. I factually explain my experience and invite readers to share theirs as well. Additionally, gently used products that I don’t like are donated to my local domestic violence shelter. (Along with the extras I get when brands send entire collections.)
In your opinion, what kind of traffic should a blog have to be considered worthy of consideration? Consideration should not be based on traffic alone. Quantity of traffic doesn’t always equal quality. However, I do have a rule of thumb when it comes to working with other bloggers for
the brands I handle social media for.
  • Alexa Ranking
    A ranking of 300,000 or less is a good indication that the blog is getting consistent traffic and is updated regularly.
  • Google Page Rank
    Between 3-6 is average for a blog; obviously the closer to 10 the more importance the blog has in the search engines. If a blog has less than a ranking of 3, I put them on my list to check back on in 6 months.
  • Blog Age
    Blogs should have a minimum age of 2 years of consistent posting. You can find this out by clicking on the archives link.
  • Traffic
    I personally use Compete.com to get a snapshot idea of a blog’s traffic. 7K or more readers is usually a good indication of a loyal readership. However, Compete will show you in graph form how those numbers have changed in the last year, that way you can visualize growth or a blog on the decline.
  • Niche
    I always tell brands to stay away from blogs that are solely giveaway blogs, as their traffic is fleeting and their readers are only there to win something and have no interest in purchasing your product. Stick with blogs that align with your niche as their audience, as they will be most interested in your products.
Honorable mentions are the blogger’s Twitter and Facebook fan pages. Is their Twitter profile simply an aggregate of their RSS feed? Or is it a combination of conversation, RT’s and their feed? What is the ratio of followers vs. following? On Facebook, are there daily updates to the page? Is there an ebb and flow of interaction between the blogger and their fans? You can get a pretty good idea of a blogger’s influence by looking at their Twitter and Facebook activity.
How do blogs help support online marketing initiatives?Well, technically blogs aren’t in the business of supporting online marketing initiatives. We exist for our readers. However, through relationships with publicists and brands we’re often pitched story ideas and made aware of various campaigns going on. If it fits in with either our schedule or editorial content, we may write about it. Most brands know that not only does a favorable review help generate sales, it also helps with SEO. But don’t be so quick to assume a blogger will want to write about your product simply because you are offering it for free, which is commonplace these days. Your pitch will need to stand out and you will have to make a concerted effort to get to know the blogger beyond, “Hi Shannon, we’d love to send you free product in exchange for writing a review about us.” Help us understand the value and why you think it would be a good fit for our blog and readership.
Your article, Communication 2.0: Bloggers Speak Out on the Dos and Don'ts of Pitching, contains a lot of great tips, but I’m guessing you come across a rogue publicist (or marketer) every now and then. What is your biggest pet peeve?Not being addressed by name or being sent a pitch that has nothing to do with my blog. For example, I receive pitches that begin: “Dear Blogger,” “Dear A Girl’s Gotta Spa!,” or “Hi blogger.” This tells me that they have spent no time on my blog understanding who I am (just click “About”) or even as simple as knowing my name. Would you contact a producer or magazine editor that way? Probably not. Aside from the greeting, I have received pitches for HUD housing laws, iPhones and electronics, fitness products and restaurants. It is a waste of their time for putting it together and sending it to me...and a waste of space in my inbox.
Do you feel it is important for a beauty brand to maintain an internal corporate blog, for example, Clarisonic’s Sonic Chatter? Absolutely! From a customer perspective, it helps me feel like I have a direct relationship with the brand because I can interact with them in their comments section and receive immediate feedback. It also educates me and keeps me up to date on their products. As a social media consultant, I always advise maintaining a blog for customer conversation, SEO and bringing a different voice to the company that is not “corporate” in nature.
Do you feel beauty bloggers are more influential than beauty editors? I feel like this is a trick question! Here is my opinion—print magazines still outsell over blogger reviews/mentions of a product, however, a review from a beauty blogger will outlast the print review. Why? Because with print, once you get your next issue, you toss the other one away. With online reviews, they are there for life—no matter the season, month or date the review was originally written. So you want to make sure you are getting coverage in both print and on blogs.
There has been much debate about blog reviews being biased as a result of advertising and free products. How do you respond to these comments?Magazine editors and show producers/hosts are getting free products and advertising from brands. Are they biased? Some would argue yes, simply because their paycheck depends on it. For bloggers, we are only accountable ourselves. No one can fire us if we write a negative review. Additionally, most veteran bloggers adhere to an unwritten code of ethics—we write with integrity and honesty regardless of receiving an item for free or if the brand has placed an ad with us. I speak only for myself and of the other bloggers I have known for years. Yet, there is a new breed of bloggers out there that are simply writing positive reviews to garner more free products, unfortunately. I will also write about clients’ products as well, but only if I 110% absolutely LOVE that product. I make it very clear in my review that I work with that brand so that I am upfront about my relationship with the company. The clients I work with are also told upfront that coverage on my blog is not a given. Again, that is something I am always straightforward about so that it is crystal clear that there is no bias involved.
Shannon Nelson’s blog, A Girl’s Gotta Spa! is a Top 50 Beauty Blog. Follow her on Twitter @agirlsgottaspa and find her on Facebook at www.facebook.com/agirlsgottaspa.

Julie Ashkenazi

Julie Ashkenazi