1. CONTENT
SELLS
BEAUTY
Content Marketing in the Beauty Industry:
5 Out of the Box & On Budget Cases
Frank Delmelle, Content Strategist at sQills.be
Showcases Series

2. "There are numerous paths a beauty
consumer takes before making a purchase."
Source: 3 Tips: Digital Marketing Solutions for the Beauty Industry
http://www.business2community.com/online-marketing/3-tips-digital-marketing-solutions-for-the-beauty-industry-0302378#xk21Zkwg1J1hK0os.99

3. You’ve seen this one before.
(It went viral.)
Dove's Real Beauty Sketches: "Most viewed viral ad in history.” Read more: http://www.fastcocreate.com/1682823/the-story-behind-doves-mega-viral-real-
beauty-sketches-campaign; http://www.capturetheconversation.com/strategy/visual-storytelling-the-key-weapon-to-content-marketing; http://adage.com/article/
digital/dove-s-sketches-viral-ad/241792/; image from: http://cdn.blogosfere.it/styleandfashion/images/61286-Florence-original%20(Large).jpg

4. ... You’ve seen
the spoof as well.
(It was funny.)
Read more: http://www.fastcocreate.com/1682823/the-story-
behind-doves-mega-viral-real-beauty-sketches-campaign;
image: YouTube screenshot.

5. ... And the app too. (It earned media.)
Dove's ‘Beautify’ App is reverting photoshopped images back to their original state. Read more: http://www.fastcocreate.com/1682534/dove-
canada-uses-photoshop-trojan-horse-to-shame-potential-body-shamers; http://www.brandchannel.com/home/post/2013/03/14/Dove-Photoshop-
Real-Beauty-031313.aspx; image from: http://rassak.com/wp-content/uploads/dont-manipulate-.jpg

6. Talking about
beauty apps
earning media...
"To promote their Andy Warhol makeup collection,
Nars created a Facebook app that let people
“makeover” their Facebook profile pictures. (...)
Earned media impressions totaled 151 million." http://
www.digiday.com/brands/beauty-brand-nars-creates-
facebook-makeover/; image: http://
cdni.condenast.co.uk/1280x1920/k_n/
nars_warhol8_v_28aug12_pr_b.jpg

7. Estee Lauder, to name just one, owning 4% of the market, spends $80 million.
http://pandodaily.com/2012/10/19/the-beauty-of-birchbox-its-not-subscription-
commerce-its-marketing-that-women-actually-pay-for/; Image: http://
dailysugar.sukar.com/wp-content/uploads/2012/08/estee1.jpg
"Beauty brands spend
obscene amounts on
marketing to stand out."

8. Images:screenshotsfrommakeup.comand
blog.birchbox.com;moreaboutthemakeup.comcase:http://
www.digiday.com/brands/brands-that-do-content-right/
So, Which Beauty Brands Spend Wisely
When it Comes to Content Marketing
Out of the Box, But On Budget?

9. BEAUTY
Out of the Box
& On Budget
5 content marketing cases

10. 1SEPHORA’S
The Glossy

11. “Sephora
is Big on Tumblr
(and Pinterest)”
http://theglossy.sephora.com/; http://www.digiday.com/platforms/can-
tumblr-reel-in-brands/; http://www.business2community.com/
pinterest/sephora-snags-beauty-sales-with-
pinterest-0498836#0Pjo8Kg4joSYWFX3.99; http://
www.business2community.com/online-marketing/3-tips-digital-
marketing-solutions-for-the-beauty-
industry-0302378#juuIVcelsDUiPpzU.99; image on the left: http://
theglossy.sephora.com/articles/category/How-To

12. 2LANCÔME’S
Beauty Blogger

13. Lancôme (e.a.)
‘hire’ hot shot
(video) bloggers
"One notable blogger who managed to expand her footprint
while lending her influence (...), is YouTube sensation
Michelle Phan." http://www.youtube.com/watch/?
v=YEWFgRCeEvM; http://michellephan.com/blog/post/my-
exciting-new-pinterest-board; http://adage.com/article/digital/
bloggers-capture-venture-capitalist-interest/241687/; http://
www.fastcocreate.com/1680795/the-key-to-content-marketing-
and-business-be-less-self-centered; image: http://
www.mademoisellefutile.com/wp-content/uploads/2010/12/
w115780581.jpg

14. BIRCHBOX’
The Haute Box

15. Birchbox’s got 200.000* subscribers paying
for its “magical mix of content and commerce”
Birchbox is a subscription where customers PAY for boxes of curated samples, a magazine, educational videos, a blog, surveys and 'friendly email reminders'.
Co-founder Katia Beauchamp calls it discovery commerce. Birchbox is making big waves on social media. "With engaged profiles on Pinterest, Facebook,
Twitter and YouTube, and uber-sharable content on their blog “The Haute Box“, Birchbox is a social media powerhouse." *Read more: http://
www.inboundwriter.com/content-marketing/best-content-marketing-campaigns-of-2013-so-far/; http://pandodaily.com/2012/10/19/the-beauty-of-birchbox-its-not-
subscription-commerce-its-marketing-that-women-actually-pay-for/; http://www.fastcocreate.com/1680795/the-key-to-content-marketing-and-business-be-less-
self-centered; http://pandodaily.com/2012/10/19/the-beauty-of-birchbox-its-not-subscription-commerce-its-marketing-that-women-actually-pay-for/; http://
labs.openviewpartners.com/content-marketing-strategy-video-curation/

16. 4MYDEALS.COM
“Normal Barbie”

17. “What if Barbie Looked Like a Real Woman?”
Voilà the intriguing question that earned Mydeals.com an awful lot of media. "Artist Nickolay Lamm of MyDeals.com used CDC measurements of an average 19-year-
old woman to create a 3-D model, which he photographed next to a standard Barbie doll. Lamm then photoshopped the 3-D model to make it look like a Barbie doll."
http://www.huffingtonpost.com/2013/07/01/normal-barbie-nickolay-lamm_n_3529460.html; http://www.mydeals.com/blog/what-if-barbie-looked-like-a-real-woman/post

18. 5NARS’
Inner
Beauty

19. Nars’ ‘non-visual’ earning 1k shares & 4k likes
"44% of users are more likely to engage with brands if they post pictures on their social network pages." (...) "Many followers like, share, and comment on this
visual content. However, images that earn the most engagement on Facebook for the beauty industry are often images like this one from Nars Cosmetics.
The image post is a simple quote, and it reminds women that they’re beautiful for who they are, not what they wear.”
http://www.business2community.com/pinterest/sephora-snags-beauty-sales-with-pinterest-0498836#0Pjo8Kg4joSYWFX3.99; Focus on Inner Beauty, and People will
love your Beauty Industry Posts, http://taggs.co/blog/; image: https://www.facebook.com/photo.php?fbid=10151749130801387&set=a.
135779391386.109546.53590256386&type=1&theater

20. Convert your audience
into smarter, more loyal &
MORE PROFITABLE
CUSTOMERS.
Get content. Get
sQills, part of Sanoma
0032 (0)15 67 83 77
info@sqills.be
Image: Emma Watson, for Lancôme In Love, from: https://
www.facebook.com/photo.php?fbid=643895868958510&set=pb.
265395050141929.-2207520000.1372856983.&type=3&theater