Tag Archives: Beauty

This is a guest post by Rupa Ganata, co-founder of men’s grooming online retailer Yes Sir,  and of Brand us Social (BUS).

Social Media Pop Up Shops

From fashion to food, an increasing number of businesses are exchanging goods and services for tweets and Instagram posts in the form of modern day Social Media pop-up shops.

Pop-up shops have become a regular and vital part of high streets around the world—but the latest trend is the exchange of free goods and services in return for tweets, Facebook posts and Instagram posts: the “Social Media” pop-up. At Yes-Sir.com, a men’s grooming company, we will be collaborating with Man Made London to launch London’s first Social Media Barber shop: from September 18 to 20, the Yes-Sir.com & Man Made London Social Media barber shop in Marylebone, London will allow you to pay for a free wet shave or beard trim via a Tweet, Facebook post or Instagram post using our dedicated hash tag #ShaveMeSir.

Other brands have already explored the concept of the Social Media Pop-up. A recent success story was Marc Jacobs, who launched a pop-up store in London’s Covent Garden. The idea was to enhance and magnify customer engagement by exchanging fragrances and manicures for tweets and videos. Shoppers received the chance to pick up their favourite pieces and pay with social media. The pop-up shop was laid out with creative photography and video in mind, with different areas where visitors could go to create that unique image to earn them some freebies. The more creative the posts with the #MJDaisyChain hash tag, the more amazing the prizes. For example, a Tweet and a Vine video won you a Marc Jacobs key ring and a free manicure at the in-store Nail Bar.

Some brands have also incorporated a ‘pay with picture’ strategy that encompasses the rising trend of visual social media in 2014. For example, frozen food brand Bird’s Eye turned interactive image posts into free meals in a London pop-up. And Nokia celebrated the Lumia 630 by launching the #100aires Pop-up in East London in June, where one-off art pieces were up for sale using social currency.

Let us know if your brand has plans to experiment with a social media pop-up concept!

About the Author

Rupa GanatraRupa is co-founder of Yes Sir, one of Europe’s leading men’s grooming online retailers and co-founder of Brand us Social (BUS), a forward-looking Social Media and Digital intelligence and events company providing news, data and conferences. She was recently featured as the Top 35 under 35 Women in the UK in Management Today and the Sunday Times.

Clarisonic Cause-Marketing Campaign Increases Facebook Page Views by 433%

Beauty brand Clarisonic used a cause marketing campaign to substantially increase traffic to its Facebook page, contributed to doubling unit volume of its skincare brush product, and resulted in a more than $1 million contribution to Look Good…Feel Better, which hosts self-help beauty workshops to help improve the self-esteem and quality of life for people battling cancer.  Clarisonic Director of Cause Marketing Lou Yaseen, describes the campaign in an interview with eMarketer.

The goals? Adding a social media layer to Clarisonic’s more traditional cause marketing for the nonprofit, to increase awareness of its own brand and Facebook page, as well as raise money and support for Look Good…Feel Better.  Clarisonic also wanted to drive sales of the special products, such as Pink Clarisonic products, that benefit the organization, and to expand its marketing beyond its typical audience of affluent women.

The partnership with Look Good…Feel Better made sense for the Carisonic brand because both the non-profit and Clarisonic were focused on a message of empowerment, according to Yaseen.

The campaign: During October 2010, Breast Cancer Awareness Month, Clarisonic launched a campaign in which the company donated $1 for every new “like” the Clarisonic Facebook page received.  Clarisonic bought Facebook advertising at the start of the campaign, spread the word via email blasts, Twitter, YouTube and its own blog, Sonic Chatter;  Look Good…Feel Better used email, its Facebook page and Twitter.  A tab Clarisonic’s Facebook page encouraged fans to send email messages, post on their friends’ walls and participate in polls. Other parts of the page continued to focus on matters related to Clarisonic, its products and messages of empowerment.

After the 2-month “like” campaign ended, Clarisonic continued initiatives to keep fans interacting with the page, including auctions of celebrity-signed products and continued postings about its ongoing support of Look Good…Feel Better.

The results: The “like” campaign itself generated $30,000 for the program. (In total, the company donated more than $1 million to Look Good…Feel Better in 2010.)  Average page views for its Facebook page increased 433%, to more than 2,000 a day, and the number of fans increased by 82%, to nearly 70,000, over the course of the campaign.

Most importantly, unit volume for the “Hope” edition of its Mia skincare brush more than doubled over 2009.  “I don’t know if you can directly attribute it to the ‘like’ campaign,” Yaseen said. “But we certainly had substantial increases of our limited edition products over the previous year, and Pink product sales in general.”

eMarketer has more details, and a link to a longer version of the article for Total Access clientsl