Experts came together to discuss the topic, “Turning Social Media into Sales” at Cosmetic Executive Women’s Beauty Insider Series event in New York, in October.

“We’re no longer seeing a linear path-to-purchase model as digital interactions are shaping how consumers purchase beauty and move along in this journey,” said Carlotta Jacobson, CEW president. “We’re excited to bring together some of the best thought leaders in the space to uncover key learnings and evolve how brands approach social media to maximize their ROI.”

Conor Begley, co-founder/president, Tribe Dynamics (shown in the slideshow above, second from left) and Karen Moon, co-founder/ CEO, Trendalytics (shown in the slideshow above, seated fourth) discussed the best practices for social measurement and influencer engagement to yield sales increases.

Laura Elkins, SVP of global and North America marketing at MAC Cosmetics (shown above second from right), explained how the brand became a pioneer in the fast-paced social media sphere while always keeping an eye toward the future.

After the presentations, moderator Jenny Fine, editor of WWD Beauty Inc. (shown above, first on left) moderated a Q&A session. The event was sponsored by Shape, Givaudan, 24 Seven, GLOSSYBOX, Identipak, Sealed Air, Beauty Inc, WWD, Kaplow Communications and Pixafy.

Show ‘Attainable’ Experiences, Advises Trendalytics’ Karen Moon

Trendalytics’ Karen Moon said there is a correlation between the photos that trend on social media and beauty product sales. “The face mask category recently doubled in size,” she said. Did social media help fuel sales of sheet masks? Moon said it did. “It’s a spa experience you can do it home – and it’s instagrammable,” she explained.

Moon offered this tip for beauty brands that want to create better social content. “Show a transformation that feels attainable,” she said, adding, “No one wants to see ‘perfect’ photos.”

Reminding Beauty Brands That Authenticity Is Key

Tribe Dynamics’ Conor Begley reminded everyone just how much a social media influencer might impact a brand’s success. “Becca Cosmetics has transformed from a once struggling brand into one of the fastest growing brands in the industry, thanks in large part to the way it’s nurtured relationships with digital influencers like Jaclyn Hill who have helped reenergize the brand and business,” Begley explains. (Becca Cosmetics was acquired by the Estee Lauder Companies in October 2016, for approximately $200 million.)

Why did it work? “Authenticity,” Begley states.   “She was really into the brand, posting about how much she loved Becca’s products even before the brand engaged her. That organic content is important for an influencer’s (and a brand’s) credibility with online audiences. When authenticity is questioned, audiences lose trust and often times will stop engaging.”

MAC’s Laura Elkins agreed that authenticity is key. “A lot of influencers are now being paid. A brand can’t expect exclusivity from an influencer,” she said. “But if 80% of an influencer’s content is being paid for, then that’s not authentic. The consumer is smart,” she added.

Jenny Fine asked the experts if influencers often gain and lose credibility, and if this makes it more of a challenge for a beauty brand to decide who to partner with and sponsor.

Begley responded, saying, “You should think of influencers as editors. A certain percentage of content needs to be paid to “keep the lights on,” but the majority should be unbiased editorial content to maintain trust and interest.”

Decide If a Trend Has ‘Staying Power, Said MAC’s VP Laura Elkins

Is it possible for a brand to capitalize on the beauty trends that move at such a fast pace on social media?

When Jenny Fine asked the panel about the ‘timing of the trend cycle,” MAC Cosmetics’ Laura Elkins said, “We are seeing longer trend cycles, but when it drops, it drops rapidly.”

Elkins pointed out that a trend could be gone by the time product development begins. “We’re seeing more micro-trends,” she said, and they’re being “amplified at high speeds.” How? “It could be something as simple as an influencer talking about it – and before you know it…”

The key, however, is to determine which trends will have staying power – and ignore the rest. Elkins said that MAC has a team that monitors trends that are gaining traction on social, and then a few decisions have to be made, including, “Should we create social content around this trend to fuel it?”

Deciding whether or not a trend will be short-lived also affects business and production decisions. “We have to make sure we are producing enough of the trending item to keep it in stock,” Elkins added.

Seizing New Opportunities

Trendalytics’ Karen Moon had a few tips for beauty executives – and the product categories brands should be focusing on next.

“Color correctors,” she said. “There are still very few products in the marketplace that identify themselves as color correctors, yet the category is growing. There is a lot of opportunity here on social media, especially with tutorials,” she said. 

What’s next? “Lashes,” Moon said, stating that the opportunity in this category lies in product innovation. She added, “There have been more online searches for eyelash extensions than for red lipstick or blush.”