Bobbi Brown tells her story through new blog
Bobbi Brown is venturing further into the world of social media with her new blog, Everything Bobbi. The blog/magazine hits the Web Sept. 7, when readers in 56 countries will be able to access videos, events, product inspiration stories, recipes and even Q&As with Brown’s idols, reported WWD.
“It’s always been my fantasy to be an editor at a magazine, to be able to tell the story my way,” Brown said to WWD. “This [blog] lets me do it. It isn’t about e-commerce … but more about how you can achieve realistic beauty, what inspires me and things like that.”
Maureen Case, president of Specialty Brands for the Estée Lauder Cos. Inc., says Internet statistics bode well for the blog’s future success. According to Case, 63 percent of Chinese shoppers find information about cosmetics brands online, rather than in stores. U.S. figures are comparable.
“These are savvy consumers and it’s important that brands engage them,” Case said “This blog allows us to dimensionalize the brand. We haven’t done a lot of advertising, and this allows us to communicate in a very cost-effective way.”
The site is designed to interest customers with interactive content.
“It’s not good enough to put your face online — you have to be human online,” said Donald Robertson, senior vice president, creative development, for Bobbi Brown and the blog’s builder. “Teenagers don’t buy Seventeen magazine anymore — they make their own magazine on Tumblr. And there’s no excuse to go slow. Content, above all, is the most important asset.”
To connect with potential consumers, the company used “social listening,” looking at its Twitter and Facebook feeds to discover what information would most grab visitors’ attention.
“[The blog is] a living, breathing thing that will morph and change,” Robertson said.
The brand has also revamped its Twitter account, now @BobbiBrown instead of @AskBobbiBrown, to include more company news, makeup advice, behind-the-scenes perspective and tweets directly from Brown.