Bobbi Brown is venturing further into the world of social media with her online magazine, Everything Bobbi. The blog/magazine hits the Web Sept. 7, when readers in 56 countries will be able to access videos, events, product inspiration stories, recipes and even Q&As with Brownâ€™s idols, reported WWD.
â€œItâ€™s always been my fantasy to be an editor at a magazine, to be able to tell the story my way,â€ Brown said to WWD. â€œThis [blog] lets me do it. It isnâ€™t about e-commerce â€¦ but more about how you can achieve realistic beauty, what inspires me and things like that.â€
Maureen Case, president of Specialty Brands for the EstÃ©e Lauder Cos. Inc., says Internet statistics bode well for the blogâ€™s future success. According to Case, 63 percent of Chinese shoppers find information about cosmetics brands online, rather than in stores. U.S. figures are comparable.
â€œThese are savvy consumers and itâ€™s important that brands engage them,â€ Case said â€œThis blog allows us to dimensionalize the brand. We havenâ€™t done a lot of advertising, and this allows us to communicate in a very cost-effective way.â€
The site is designed to interest customers with interactive content.
â€œItâ€™s not good enough to put your face online – you have to be human online,â€ said Donald Robertson, senior vice president, creative development, for Bobbi Brown and the blogâ€™s builder. â€œTeenagers donâ€™t buy Seventeen magazine anymore – they make their own magazine on Tumblr. And thereâ€™s no excuse to go slow. Content, above all, is the most important asset.â€
To connect with potential consumers, the company used â€œsocial listening,â€ looking at its Twitter and Facebook feeds to discover what information would most grab visitorsâ€™ attention.
â€œ[The blog is] a living, breathing thing that will morph and change,â€ Robertson said.