Bobbi Brown has discovered social media and is letting the world know it with a Twitter press conference today. “Beauty bloggers and Twitter followers asking Brown questions and her answers in real-time beginning at 12:30 p.m.

The Twitter bit is all part of the new Pretty Powerful campaign that goes livetoday at bobbibrowncosmetics.com/prettypowerful.

The program involves 50 “real” women — Brown’s friends, staffers and consumers of all complexions — with before and after photos, video portraits, face charts and application tips for each, as well as behind-the-scenes looks at the shoot and a short documentary featuring Brown. An e-commerce link will allow interested consumers to purchase the products used.

According to Estée Lauder, which owns the Bobbi Brown brand, the campaign goes to the core of what the brand is all about—teaching women how to be the best possible versions of themselves.

The next component of the campaign is a video contest, which will take place on the Pretty Powerful website,. Beginning Jan. 19, videos will be solicited from consumers, asking them how Bobbi Brown Cosmetics takes them from feeling pretty to feeling powerful.