The total revenue of cosmetics industry in the United States alone is 53.70 billion dollars and seems to growing. What does this mean for companies, who now have to focus on multiple platforms to attract customers? Well according to Estee Lauder, it means putting more money into digital marketing in hopes of seeing even more sales. With companies like MAC, Bobbi Brown, and the newly acquired Smashbox Cosmetics, Estee Lauder has its hands in many different niche markets that need different advertising to be successful (http://mashable.com/2011/08/30/estee-lauder-social-media/).
So how do companies like Estee Lauder, which encompasses so many other brands, keep up with each brands needs? Simple, they understand and accept each brand needs a different kind of advertising to succeed. The company realizes how MAC produces multiple limited edition that do well with promotion through blogs and other social media sites. Other brands, such as Estee Lauder itself, benefit mostly from TV and only producing a few products launches a year. Ensuring that there is enough engagement for the product to have influencers is vital to improve any brands social media prowess.
But what is the future for Estee Lauder and its individual brands? Creating a stronger social play environment will be incredibly beneficial. Social play, in this case, is interacting with the customer from the companies stand point. Making sure that customers can ask a company, on say Twitter, for a look for Valentines day or how to incorporate a brands new cream shadow into a smokey eye is great for both the consumer and the company. Continuing and expanding on social play could help companies for years to come, especially if they can intertwine with not only social media sites but bloggers and TV shows. Mobile may also become a new standard for beauty purchases. Understanding how customers are using their phones to connect and browse products, helps Estee Lauder understand how to best work with their customers social media wants and needs.
In short, any and all companies need to focus on what types of social media their customers respond best to. In doing this, they will become more successful within their markets. Looking into the differences between social media sites, and what the future could be, will also bring out successful advertising campaigns.