FACEBOOK’S BEAUTY PLAY: Facebook has tapped former InStyle publisher Karin Tracy as its beauty industry lead, a role that helps beauty brands market more effectively on the social media platform. As such, Tracy will focus on developing strategy to help beauty brands drive sales by leveraging Facebook and its sister site, Instagram.
This story first appeared in the March 18, 2015 issue of WWD. Subscribe Today.
In order to accomplish that, Tracy will build and lead sales and account services teams that will not only devise sponsorship opportunities for the brands, but she will also create a media strategy for them, among other things.
“Karin understands the beauty media space better than anyone,” said Facebook vice president of U.S. global sales David Lawenda, who naturally trumpeted the sites’ abilities to reach consumers. “With Karin on board we can get even closer to the top beauty brands and ensure that their great work is seen by the people who want and love their products.”
For her part, Tracy offered: “The media mix is shifting and beauty marketers are recognizing now, more than ever, the power of digital and increasingly mobile. I’m here to ensure that the industry understands that Facebook and Instagram can drive real business results, not just social metrics. Facebook and Instagram both give this industry a platform to communicate their stories to precisely the right audience, and measure those results, both online and offline. And effective work done on both platforms not only builds brands, it moves product off of shelves.”
In the publishing world, Tracy was best known as InStyle’s vice president and publisher, a role that she held for a year. She was unceremoniously let go in November, and was succeeded by Nina Lawrence amid continued restructuring that has impacted the magazine’s parent Time Inc. since chief executive officer Joe Ripp was brought in to right the ship in 2013.