Bobbi Brown Cosmetics is banking on digital creativity to grow its business.

Through its close-knit team and clever use of social media, the beauty company has found multiple ways to increase brand awareness.

According to Alicia Sontag, Bobbi Brown senior vice president of global marketing, the brand has been able to trade off of five core strategies that implement product and celebrity endorsement.

The first strategy, which Sontag dubbed “smokeshow,” leverages social and digital media strategies to “seem bigger than you are,” meaning getting the most bang for your somewhat limited buck. The executive offered up the case of Katie Holmes, who signed on as the face of Bobbi Brown. The company was able to translate Holmes into massive media impressions, beginning with a cover story in WWD.


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