4 Holiday Beauty Collections You’ll Be Dying to Get Your Hands On

  1. Tarte

    This year’s holiday collection is everything you ever dreamed of– glitter eyeliners, glittering top coat for your lips, and even a super size maracuja oil! Personally, I am trying to stop myself from ordering the limited-edition lip luxuries deluxe lip sculptor set.

  2. Fenty
    Rihanna’s Fenty Beauty collection was a huge success at its launch, and the Holiday collection will be just as dazzling.Two words: holographic packaging. This fun collection includes a bright eyeshadow palette loaded with shimmer, sparkly lip gloss, bold lipsticks, and a navy blue liquid liner.
  3. Too Faced
    Too Faced’s Christmas 2017 collection is a mix of new and old products wrapped up in adorable packaging. Surprisingly, it includes a cute yearly planner so you can stay pretty and organized. But my favorite product of all? The Unicorn highlighter. Because 2017 is the Year of the Unicorn (that’s you!).
  4. NARS
    This holiday season, you’ll need the NARSissist Velvet Lip Glide Set. It’s on trend and super comfortable for the perfect holiday lip. The cherry red color (called Burning Love) is perfect for holiday parties.
    NARSissist-Velvet-Lip-Glide-Set (1)

If you see any to-die-for holiday beauty collections, please comment links below!



5 Powerful Ways Video Can Help Makeup Artists Reach Clients

These days, it seems like being a makeup artist is not enough. Social media influencers are vying for attention– and winning it with their entertaining, informative, and shareable photos and videos. Everyone is listening to beauty influencers… when they could be listening to you!

If a beauty influencer can use video to attract an audience, so can you. You’ve got the experience and first-hand knowledge of applying makeup to other people that makes you the ultimate beauty educator. Use what you already know and combine it with the power of video to engage your current clients and meet new ones!

Consider these five ideas to use video in your marketing strategy.

1. Do a makeup tutorial live on Facebook.

Do you want to attract more attention to your makeup artistry business? Use the power of Facebook Live. According to Facebook, people watch live video for 3x longer than if they were watching regular video. Live video is exciting to people because it’s in-the-moment and unedited. Anything can happen!


Broadcasting a makeup tutorial live will help you get the most exposure for your business because Facebook gives live video top priority in the newsfeed, over regular video! That means your friends will see you at the top of their news feeds. If they comment, like, or share your video, their friends may see your video too.

Bonus: Your video won’t disappear (like on Instagram) so people can view it after it ends. Did you know that two-thirds of live video views happen after the live broadcast has ended?

Facebook Live will help you build a stronger connection with your growing audience. Focus on sharing helpful information, relating to your viewers, and letting your personality shine through! If you are consistently going live each week, you are staying top-of-mind for your audience. Here’s an easy step-by-step guide to going live and here is an iPhone tripod you’ll need to be hands-free!

2. Create 3 short videos of yourself sharing makeup tips, post them to your Facebook business page, and “boost” them!

If you aren’t a social media influencer with a huge following (not many people are!), meeting new clients on social media can be difficult to do without spending money. That being said, you don’t have to spend a lot of money. You can start with as little as a dollar a day per post!

To get in front of potential clients, create three short, helpful videos that highlight your talent with makeup. To create the videos, use bright natural lighting and a DSLR camera. Get the best tips for filming beauty videos from Shameless Maia here!

AAEAAQAAAAAAAAwDAAAAJDE2NDY0ZmM2LWI5NWItNGJlYS1iZTA3LTQ4YjIwOWI1NTBjNANext, press the blue button and boost them for a few dollars each. That means you’re advertising the posts to an audience that you choose! Here are the basic instructions from Facebook:

Go to a post you’ve created and click Boost Post in the lower-right corner.
Choose your audience and budget based on how many people you want to reach on Facebook and Instagram and how long you’d like your boost to run. You can also change your payment method.
Click Boost Post.

3. Share your morning makeup routine to your Instagram story.

AAEAAQAAAAAAAArGAAAAJDA1ZjI3YzFiLTEzMzUtNDFmOS04NjUwLTRjNGU5N2FlY2I0MQIf you use Instagram regularly, give your followers an easy way to relate to you and learn from you!

Try sharing your morning makeup routine. If you haven’t posted to your story at all, or it’s been quite a while, your followers may receive a notification of your post!

Don’t forget to tag brands that you’re using and summarize steps or tips using the text tool.

This is great way to keep your Instagram audience engaged with you and your business.

Other things to try: behind-the-scenes photos and videos of your work, a live Q&A, and quick photo tips!

4. Use live video to take your services online! #GoVirtual

Live video not only helps you engage with your current audience on social networks, but it can help you meet brand new clients. When you set up a virtual business in the ExperChat marketplace, virtual clients can find you and pay you to give them personalized advice and help with their makeup.

ExperChat is a virtual consulting platform for experienced beauty (that’s you!) and fashion professionals. If you are approved to be an Expert on ExperChat, you’ll be accessible by potential clients all over the country who can book a live video appointments with you.

It’s like a one-on-one Facebook Live video with a client who pays you for advice! To learn more about ExperChat and apply to join the Expert community, click below.

5. Host a live Q&A on Google Hangout, YouTube Live, or Facebook Live.

AAEAAQAAAAAAAAzPAAAAJDYwNDE4MjhlLWRlYTYtNDRkZi1iYjNjLTAzY2U3ZGI3YWYzZQYour friends and family members are always asking you for makeup advice. It’s a safe bet that everyone else in your network has questions about makeup, too!

Try hosting a live Q&A session to answer their burning cosmetic questions! This is a casual way to get exposure for your business.

Pro tip: If nobody has joined your live video yet, have some pre-decided questions to address so you aren’t left speechless!

If you want to see a professional makeup artist rock Facebook Live, see Mathias Alan’s videos here.

I hope this blog post inspired you to use video to boost your business. If you have any questions about using ExperChat to host live video appointments with clients nationwide, send me a message.

How Dove Is Using YouTube to Change Our Perception of Beauty and Create Brand Loyalty

Dove Beauty Bar

A company known for a white bar of soap is seeking to change the meaning of beauty in the minds of women all over the world. Dove conducted a study, The Real Truth About Beauty: A Global Report, which found that only 2% of women in the world consider themselves beautiful, Dove began a campaign hoping that it could make a positive impact on women across the globe. Not to mention other important goals, like building brand awareness and an emotional connection with women, which in turn would make Dove more relevant and profitable.

Launched in September of 2004, the Dove campaign for Real Beauty has been starting conversations about the definition of beauty for ten years. The campaign has been so successful that Dove developed their Confidence is Beauty line to complement its strategic advertising message.

Social media played a big role in the success of the campaign. YouTube has proved to be very effective in getting eyes on campaign content. In 2006 Dove released a video called Evolution on YouTube, which had only launched the year before, and the video went viral. At the time I am writing this post, it has over 17 million views.

Report: Digital IQ Index®: Beauty

Report: Digital IQ Index®: Beauty

Other beauty brands have not been so lucky on YouTube, and it is important for them to find out why. According to big data software company Pixability, only 3% of the 14.9 billion beauty-related video views on YouTube benefited major beauty brands’ YouTube channels. Beauty brands need to pay attention because The Digital IQ Index®: Beauty Report found that YouTube became a more significant tool for the beauty industry from 2011 to 2012. Click on the graph to the right to see how video views increased on YouTube from 2011 to 2012.

Pixability’s Chief Marketing Officer Rob Ciampa comments on Pixability’s report in this press release:

The data in this study highlights the tipping point for share-of-voice for the beauty business. More importantly, these YouTube dynamics will have a profound effect on how beauty brands and their agencies market and advertise.


YouTube has certainly had a profound effect on how Dove has advertised. In 2013 Dove Real Beauty Sketches became the most watched ad ever! Dove advertised the sketches in 21 countries and increased paid advertising and paid search after the video’s popularity skyrocketed. Dove is ahead of other brands with their video marketing efforts. According to Kantar Media, only about 24% of national brands are using online video to market to consumers. Video is a huge opportunity for brands.

YouTube and other social media channels are perfectly positioned for beauty brands. A study by Dove of 1,000 women ages 18-64 years revealed that 63% of women think that social media has a bigger impact on how we define beauty than print media, film, and music. People look to social media to help them decide what beauty is, and Dove provided the right messages to the right people via the right channels.

Another study by Dove discovered that 82% of women think social media influences how we define beauty. Dove uses social media and this newly discovered viewpoint to its advantage in its new film Selfie. The video encourages women of all ages to redefine beauty through visual media such as selfies posted to social media platforms like Facebook and Instagram. I watched Selfie and I loved it so I shared it on Facebook when the video ended. I emotionally connected with the video, and created more brand amplification for Dove.

Haven’t seen it? Watch it now!

But how do we know that Dove’s campaign for Real Beauty is really selling more product? Dove does not reveal sales figures but executives at Unilever, Dove’s parent company, suggest that the campaign has expanded sales. Jennifer Bremner, brand director of skin cleansing at Unilever, said the campaign was “obviously a positive for us, not just in the power of the brand, but also ultimately in sales.”


Although successful, Dove’s campaign has raised some questions of authenticity. The ads of unedited women in panties and underwear may look authentic but some people question the motives of Dove. Fully aware that the Real Beauty campaign could be perceived as a shallow marketing ploy, Dove decided that it needed to not only speak but act on the issue. As a result, Dove has partnered with organizations to provide activities and programming to encourage self-confidence in boys and girls.

Dove found a message to spread to consumers that is relatable and relevant in society today. In a study of over 1,200 10-17 year olds,  72% said they felt tremendous pressure to be beautiful. Dove is responding by saying:

We believe beauty should be a source of confidence, and not anxiety. That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential.

As evidenced by the popularity of Dove’s viral YouTube videos, consumers are engaging in conversation. Ultimately, an emotional and engaging relationship with women is likely driving more sales for Dove, and that is a big win!

An even bigger win is spreading an authentic message about the true meaning of beauty and empowering women around the globe to grant themselves the love, acceptance, and glorification that they so easily give to others. Dove has proved that their brand is unlike shallow, skin-deep health and beauty brands, and that is what women deserve.

Dove has stated that the Real Beauty campaign is not over yet and believes there is still much to be done to widen the definition of beauty. We can expect more videos to be published to YouTube by Dove in the future.


The Beauty of Word-of-Mouth Marketing

Ted Wright, founder of word-of-mouth marketing agency Fizz, said in a recent Social Media Marketing podcast, “I do not believe this is the age of social media. I believe this is the age of conversation. I believe social media tools are a very important part of that conversation.”

Ted offers a bigger perspective that often gets lost in our digital-obsessed world. We think social media is the key to more sales and customers, but it really comes down to the fact that the internet has given people a way to find commonalities between each other and connect in a way that wasn’t possible before.

Ingredients for WOM Marketing

In the podcast, Ted discusses two WOM marketing successes he’s had with his clients Pabst Blue Ribbon and Bissel. He says that in order to do WOM marketing, you need to have a story. Your story has to be three things:

Interesting, relevant, and authentic

Once you have your story ready, you need to identify your influencers. Your influencers are people who have an interest in you, and who are willing to share your story with their followers. Their followers see them as credible experts on a given topic. So, the next step is to give your influencers as many opportunities as you can for them to share your story!

Word of Mouth MarketingIn the podcast, Ted talks about how Bissel knew that their vacuums cleaned up small lego pieces really well. Who cleans up small lego pieces? Parents! So he identified an opportunity for Bissel to be where the parents were: a giant lego-building event for kids. He sent people in Bissel t-shirts to vacuum up lego pieces that had flown outside of the play area. Then, they would empty the vacuum pieces back into the play area right in front of the parents. Boom. The influencer parents made the connection: Bissel vacuums are great for cleaning up legos. That’s the story they share! Out of 30,000 parents that attended, about 3,000 were likely to be influencers. What a great way to reach the influencers where they are!

So, how do beauty brands use word-of-mouth marketing? You already know.

Social Media Stars (YouTube, Instagram, Snapchat, Vine, Pinterest)

Michelle Phan and L'OrealCosmetic brands seek our their influencers (people who are beauty experts and who have a large social media following). Examples of advertiser-influencer relationships:

  • L’Oreal & Michelle Phan (YouTube)
  • Maybelline & Zoe Sugg (YouTube)
  • Clean & Clear & Meghan Hughes (Snapchat)

Brands who connect with influencers are smart. They are using the influencers to gain the trust of consumers, and making more money doing it! According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate.

Why It Works

Here are two important statistics that explain why influencer and social media marketing works with consumers:

  • 74% of consumers rely on social media to inform their purchasing decisions.

This stat comes from the ODM group, and is a telltale sign of how significantly technology is impacting consumer behavior through unlimited information to product data and fellow customers’ experiences. How can a brand have a voice in all the user content and feedback that surrounds their products? I’ll give you three guesses but you only need one: influencer marketing.  

  • 90% of consumers trust peer recommendations. Only 33% trust ads. 

As per Nielsen, this stat clearly shows that, for brands to reach consumers in the current reality, they need the help of influencers. Consumers have begun to tune out traditional ads, and increasingly connect to their social networks to guide buying decisions.

Source: Simply Measured

Influencer marketing has proven so successful that there are companies that will provide influencers for your business. These include: Brand Backer, Socialyte, and Style Coalition.

WOM/Influencer marketing is powerful, but Ted explained one pitfall that brands should avoid:

…thinking that the speed of word-of-mouth or social media will be the same as broadcast. Broadcast’s ability to actually move markets is not what it used to be. For some media, it’s not working at all, which is why newspapers are either going out of business or are much smaller. Ads don’t work anymore.

Marketers need to be up front with client leadership, and let them know how much time word-of-mouth marketing takes and why.

Ted says word-of-mouth marketing campaigns will see movement in the first 10 weeks and significant movement in the first 30 weeks. Plus, an entire year’s worth of word-of-mouth marketing covering the whole country costs less than one flight of television ad buying time for one network show.

Source: Social Media Examiner

The beauty industry has taken advantage of influencers, but I think there is still so much word-of-mouth marketing that can be done offline.

Like Ted Wright said, this is the age of conversation. I think it would be really cool if a beauty brand decided to do WOM marketing IRL like PBR did with Fizz. Listen to the podcast. You’ll be inspired to start your own WOM campaign.


P.S. If you like infographics, here’s a great one:

The State of Influencer Marketing #infographic