Benefit Cosmetics has an irreverent streak and Claudia Allwood, U.S. director of digital marketing at the brand, wants to take full advantage of it.
But in the free-for-all of social media, even brands with an edge have to be careful about how they jump in.
Allwood said it’s vital that brands maintain an authentic voice when they do pipe up. To that end, she offered several things marketers should keep in mind as they seek to “master the art of not crashing the party” online, while also being heard.
• Not every conversation merits participation: Allwood said brands need to show restraint and think about what they are giving followers that is sharable on social media. “What’s your social artifact?” she said.
A good guideline might be to listen to the advice your mother had, when she said, “If you don’t have anything nice, don’t say anything at all.” Case in point — Miley Cyrus. While Allwood outed herself as personally in favor of twerking and keen as a marketer to latch on to the phenomenon, she decided to keep Benefit out of the fray. “Why would we slam her?” she said of the gyrating Cyrus.
• Join the conversation without butting in: Wanting to latch on to New Year’s, but skip all the downer resolution stuff, Benefit came up a more positive spin with #beautyboost. A tweet containing @Benefit and #beautyboost would generate an instant beauty compliment that Allwood described as “kind of a bad pick-up line” and some positive reinforcement from the brand.
• Plan for what’s known and make room for the unexpected: When a fashion week cross promotion with Uber featuring “emergency” mascara specialists ran into winter storm Nemo, Benefit pivoted and made use of the storm. The company zeroed in on the pink, snow-ready SUVs it had lined up for the promotion, featured them in its social media presentation and gained 50,000 Instagram followers. “Instead of pulling the plug, I was like Marky Mark going into the ‘Perfect Storm’ with this thing,” Allwood said.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)