Cosmetics brands, more than any others are driven by a fierce determination to maintain with their female consumers, a link comparable to the one of a romantic relationship: they want their targets to think about them, go out with them, speak of them to their friends, be faithful not to say exclusive...
In this passionate relationship, a third character has appeared, the blogger who does not hesitate to muddy the waters of this brands/buyers relationship.
Some brands have understood that these bloggers, naturally unpredictable and uncontrollable could act as notoriety and business boosters. Erborian and its BB cream are a perfect example. Remember its launch in 2009: The brand didn’t spend a single euro in renting advertising space or in press relations. Beauty bloggers were the first relays of this revolutionary product. Other brands have integrated these new interlocutors (half-journalists, half consumers) in their communication strategy.
Here are 10 golden rules that they diligently apply:
1. Delve into bloggers’ articles
To start a conversation with a blogger, you must make the effort to read his posts and understand what type of person he is.
2. Select bloggers according to their values/beliefs
Select bloggers who take an interest in your universe, who can be close to your targets, whose fights or rants could be yours.
3. Look after that relationship on the long-term and with special touches
The blogger will be sensitive to the fact you do not just contact him because you need him but because you also pay attention to his work by expressing your support (“I like”) on his Facebook page, by relaying his tweets...
4. Be yourself
Over-approached by brands who wish to be put forward without daring admit it but with loads of sycophancy, bloggers are sensitive and responsive to brands offering a more heartfelt speech.
5. Do not consider them as journalists
They do not belong to an editorial staff nor do they represent an Agency; they wish to have a privileged and human relationship with brands.
6. Respect their outspokenness
Bloggers are the sole masters of their blog; they alone decide of their editorial line and treasure their outspokenness. They have no obligations whatsoever but are prepared to do anything to talk about a product.
7. Help them live and share experiences
Bloggers receive invitations (by the thousands or almost). Be original, make them curious, so that your event or mailing stands out.
8. Organize events that favours proximity
No need to organize a big event or a too scientific presentation; bloggers want to see in person the founder of the brand and to have him personally answer their questions.
9. Let them have a sneak peak at the backstage of your brand
Readers consider their bloggers as a close friend who would be in the good books of large and small cosmetic brands and would release first hand secrets: let them live stories that bloggers will be happy to narrate.
10. Create and maintain the desire
Love for ever