A final farewell

Well, summer semester has come to an end and this will be my last post for the class. At the start of the semester, we were asked to develop a persona. My persona is Olivia Sawyer, a makeup enthusiast that works part time in a makeup store. Everything that I’ve written about this semester relates to makeup, a topic that I am incredibly passionate about.

As the semester draws to a close, I am still passionate about makeup and I feel that I know more now thanks to some extensive research.

In my first actual post, which I ended up naming this blog after, I delved into my history with makeup and why it is important to me. In my post after that, I wrote a satirical piece on men’s opinions about makeup. These two pieces changed my perspective on this class.

For me, writing has always been a hassle and reading about writing is just as bad. I viewed this course as nothing but a necessary evil because I was taking it over the summer. A course for writing and reading over the summer? Pure torture. But this course assigned a reasonable amount of reading that was actually very compelling. Each week a new reading helped make me conscious of mistakes I was making. Being able to choose any topic to write about really helped to keep me interested in the course.

Each week there was a new writing assignment and for the most part, the words flowed easily. The two posts I mentioned were fun to write and inspired me to try and be more compelling in my other posts. I was writing about a topic I loved, and that kept me more engaged. This class helped me to develop a distict voice in my writing. Due to the fact that I enjoyed posting to this blog, I may continue. I have had several people outside the class like my posts. That is enough encouragement for me to want to continue.

I feel that this class has developed my writing in a positive way. I have learned a few things about how to make my writing successful and I believe that many of the skills I learned will translate well into future writing assignments.

As a designer, there is not a lot of writing required, but I do need to know how to write about my work and discuss my design choices. There is not a lot of room for long-winded essays so the most helpful skill I learned was how to be more concise with my writing. I can confidently say that my writing is more clear and to the point than it was. A lot of that is attributed to the fact that we had to use Twitter often. Twitter only allows you to tweet 140 characters or less;  clear and concise is key.

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Let’s talk about fall launches

Before my last post, I wanted to take the time to discuss some exciting new products that are going to be launching in the upcoming months. Discussing new product is on of my favorite things to do.

Morphe Brushes:

Morphe is a small cosmetics company located in California. Their products are sold primarily online. They are popular for their quality brushes and eyeshadow palettes. Many YouTube makeup artists love Morphe for their quality and affordability. Recently, they launched their highly anticipated collaboration palette with Jaclyn Hill. Jaclyn Hill is one of the more popular beauty vloggers in the online makeup world. She has had many successful collaborations.

The Jaclyn Hill palette first launched on June 21st. With 35 beautiful, creamy, and blendable shadows, competitively priced at $38, the palette sold out in under an hour. Its relaunch on July 18th also sold out in under an hour. If you’re interested in getting the palette, thankfully, Morphe is restocking in higher quantities this month. This palette is a must have for all makeup enthusiasts.

Too Faced Cosmetics:

Too Faced is a well-known cosmetics company and is sold by many cosmetic retailers across the country. In Ultas across the country, they recently launched new shades of their Born This Way concealers and foundations, creating a wider variety of colors for people everywhere. In addition to the new shades, there is now a Born This Way setting powder and a new line of Melted Latex highly pigmented lip glosses. One of their more popular products their Hangover Rx 3-in-1 primer has been adapted into a spray for priming, setting, or refreshing makeup.

One of their more popular products their Hangover Rx 3-in-1 primer has been adapted into a spray for priming, setting, or refreshing makeup. The 3-in-1 primer and spray are amazing products for any makeup artist. They contain three key ingredients coconut water for hydration, alpine rose to brighten the skin, and Hyaluronic acid to lock in hydration and smooth out fine lines.

Their most exciting launch of the season will be available on September 1st. Last year they launched the Sweet Peach palette. The palette sold out quickly, was reformulated and relaunched for the holiday season. Due to the incredible popularity of the palette,, they have expanded on it and created an entire peach line.

The new line will be sold exclusively at Sephora. It includes an eyeshadow palette that contains 12 peachy-toned matte shadows. There will be 12 shades of a peach and sweet fig cream infused, comfort matte finish foundation. A peach line of lipsticks, blushes, highlighter, bronzer, setting spray and primer will also be included in the line.

Anastasia Beverly Hills:

ABH Cosmetics is a well-known company for their high-quality lip, eyebrow, and eye products. Recently they have launched the Subculture palette, which has 14 shades that perfectly complement the well loved Modern Renaissance palette. This palette was highly anticipated and it sold out on their website pretty quickly.

I wouldn’t be rushing out to buy this palette though. There have been a lot of negative reviews about the palette and people are disappointed. The shadows are not made with the same quality as previous palettes, they are powdery and unblendable. There have been comments that the shadows crumble as soon as they are touched with brushes.

The company as addressed the reviews in a statement. “Now since our mattes are pigmented, they’re soft pressed (within the specs that pass a drop test) but not so soft, that they would not pass that drop test. All production has a tiny % of leeway for random issues/defect because nothing is perfect. That’s why we have customer service, who is happy to replace or return a product.” Due to a mistake in the pressing of the shadows, people everywhere are unhappy. This is one launch that I will be waiting a few months to get.

 

 

My campaign

This week, I’m focused on creating a social media campaign for Empower You. Essentially, Empower You is a foundation to donate cosmetics to those in need while at the same time promoting proper disposal of cosmetic waste, recycling, and a cleaner environment. We will use recycled materials for packaging and print materials. The main focus is helping people who cannot afford cosmetics to have a few things they can use to feel better physically, emotionally, and mentally. It has been proven that people who look good also feel good.

To create a successful campaign, first I need to know where to market it.

For my social media campaign, I would focus on the sites that I know are most popular, In the top 15 most popular social networking sites, Facebook is number one, with Youtube, Instagram, and Twitter following. With those sites consistently performing better than others, I know I could reach a wider variety of people.

Among many makeup artists, YouTube is a go-to resource. In fact from tutorial videos, I learned a lot of what I know now. YouTubers and beauty vloggers discuss everything from technique to product. I would have an ad for my campaign to be run before makeup tutorials. This would ensure that people everywhere interested in makeup tutorials could be exposed to this campaign.

I would primarily focus my efforts on Youtube, but I would still market on Facebook, Instagram, and Twitter. For all three, I could use the same materials. This way my campaign’s message will stay consistent. A compelling image paired with the campaign’s hashtag and a brief bit of copy to explain the foundation will be successful in reaching people.

Now that my plan of attack is squared away I have to come up with an actual idea for the campaign.

The hashtag I want to use is #EmpoweringAll. For my secondary posts on Twitter, Facebook, and Instagram, I would like to use photos that show side by side comparisons of women that the foundation has helped, before and after their experience. It is my hope that there will be a dramatic difference with the after photos showing women that look more confident. The copy will be brief and it will invite others to share their stories along with the campaign’s hashtag.

For my ad that I want to air on YouTube videos, I  want it to be a brief walk through of the main goals of the foundation. In that ad, I want to use the women from the photos and have them give a brief statement on how they were helped by the foundation. I also want to show their before and after pictures and the hashtags. This will keep the tone of the campaign consistent.

 

Elizabeth Arden’s #PinItToGiveIt

In 2012 Elizabeth Arden started a social media campaign called #PinItToGiveIt. This campaign was made for Pinterest. With each repin of one of their posts, they donated a product to the Look Good Feel Better Foundation. This foundation is dedicated to improving the quality of life and self-esteem of those undergoing cancer treatment. The program offers complimentary group, individual, and online sessions that teach beauty techniques to help people with cancer to face their diagnosis with greater confidence.

During cancer treatments, many people undergo radical physical changes. They lose weight, their skin texture can change, and for many, their hair can fall out. This is a difficult time for many people undergoing treatment. Cosmetics are empowering tools for people everywhere, especially those who are going through difficult cancer treatments. Giving someone the tools to enhance their looks can improve their attitude and outlook on life.

On a more personal note, I have helped a lot of customers at Ulta who are going through treatment. I have taught them simple tips and tricks with cosmetics so that they can comfortably do them on their own. I’ve also recommended videos for them to watch if they have any questions. The most common thing I’ve heard is “I have cancer, but I don’t want to look sick…” I do everything in my power to help them leave the store with everything they need to help them look and feel better. It is one of the most rewarding parts of my job.

This Pinterest campaign took place three years ago. Scrolling through the Elizabeth Arden posts that feature the #PinItToGiveIt campaign, on average, each one got between 200 and 700 repins. In 2012, the first year the campaign ran, they donated around 7,000 lipsticks. The campaign was considered a success and brought back in following years.

Today, 7,000 repins would not be considered nearly as successful when there are videos of cats or puppies that get millions of views each day.

In my opinion, this campaign could have been more successful if it had been expanded to other social media platforms. Pinterest is a great site but I feel that it was not as popular as other sites such as Facebook or Twitter, back in 2012. Social media has grown so much in the last five years.

Many companies campaign via social media rather than commercials because it is a faster way to spread information to millions of people across the globe.

I chose this campaign to examine because it is working to empower women. This is one of the goals of my ideal foundation. The women that Elizabeth Arden and the Look Good Feel Better Foundation are looking to empower people who are going through a difficult battle. My foundation is looking to do the same thing for people who cannot afford cosmetics. I would work to campaign across the biggest social media platforms such as Facebook, Instagram, and Twitter.

Beauty and Madness

*Fade in to a woman’s face*

*She is telling a story about a crazy client she dealt with*

*Before getting to the best part of the story, she fades out and is replaced by someone else*

“Want to hear more? Be sure to buy the book, ‘Beauty and Madness: The Good, The Bad, and The Ugly for Makeup Artists.’ A sure-to-be NY Times best seller, This book dives into the lives of makeup artists everywhere.”

“Submissions are currently open for any makeup artists willing to share their stories. We are looking for stories that are funny, horrifying, sad, and sweet. Working as a makeup artist can lead to some pretty interesting stories and we are looking to publish those stories for the enjoyment of the public.”

“Now is your chance to share your stories with the world, to make them laugh, to make them cry, and to make them cringe at all of the trials you’ve faced as a makeup artist. This is it a tell all that women everywhere have been waiting to read”

 

*fade out with the submission link and social media links on the page*