Dove harnessed the power of digital to expand its Self-Esteem Project into ever more areas this year. That the brand can produce a tear-inducing video is well-known, and it did that in 2015 with its “Love Your Curls” tribute, before taking the campaign viral with its immensely popular curly-hair emojis. But it also tackled one of the biggest issues in cyberspace — namely, online bullying — with a multimedia campaign that launched during Hollywood’s biggest event of the year. The brand issued a call to action to consumers on Oscar night, using the Academy Awards red carpet to kick off its #SpeakBeautiful campaign. Designed to combat the culture of criticism about physical looks that permeates social media, the campaign launched with a concurrent TV spot and Twitter campaign. According to research from Dove, last year women sent more than five million negative tweets about beauty and body image. While the brand declined to connect the #SpeakBeautiful campaign with sales trends, Dove was able to assess that two weeks after the Oscars, there were 43 percent fewer negative tweets about beauty versus the same two-week period the year before.
Anastasia Beverly Hills
Talk about David outwitting Goliath: Anastasia Beverly Hills was the most-liked beauty brand on Instagram by far in 2015, not bad for the 18-year-old label founded by brow guru Anastasia Soare, who has successfully activated a cadre of followers to post about her brand. Soare was an early adopter on the platform and today posts at least once every three hours daily. The brand has been particularly effective in using Instagram to expand consumer awareness — and retailer interest — beyond its core brow category and into contouring, lip color and more. The strategy has paid off in terms of sales, which industry sources indicate have quadrupled.
According to The NPD Group, for the first half of 2015, Anastasia Beverly Hills was the 14th-ranked brand in prestige color cosmetics. Its growth in online sales is equally as impressive: For the same period, the brand ranked number 10 in total makeup sakes, up from number 22 in 2012.
Call it the perfect Millennial mash-up. Glossier, a play on “dossier,” and created by Into the Gloss founder Emily Weiss, was borne out of Weiss’ desire to combine community, content, product creation and commerce. The results, a tightly edited skin-care lineup, have captured the attention of the entire industry. “We’re trying to create one holistic beauty experience where you can be inspired by other women, both the people we’re interviewing and the community contributing to the conversation,” said Weiss, earlier this year. Glossier launched online on its own Web site, but Weiss has shown herself willing to think outside the screen for distribution, too, with pop-up shops and more, and has partnered with the likes of Net-a-porter and Nasty Gal, too. Said Weiss: “We’re looking to provide context around the commerce experience in a way where [the customer] feels heard and represented.”