A decade ago, when I was working in the heart of the beauty industry at one of the high street's most well known names, 'big beauty launches' involved the following things: expensive in-store displays, a big discount offer, a PR push to magazines, lots of press advertising and (if you were lucky) a TV campaign that drove traffic to store. As consumers we got all of our information from glossy mags, celebrity ads and daytime telly, but impulse purchases while wandering through Boots were also big business. In less than ten years the landscape of beauty marketing has changed forever, with budgets being (in some cases) completely diverted away from TV and press altogether, instead spent on blogger endorsed campaigns and Daily-Fail homepage takeovers. With print media titles having been reduced to only a handful, that energy and budget is now understandably being diverted to the bloggers and vloggers who collectively have a larger audience than any of those glossy mags combined.
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