How Do You Feel About Big Beauty Company Blogs?

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Lancome is the latest makeup powerhouse to dive into the world of beauty blogging.

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The company recently started The Lancome Blog, a beauty blog edited by Lancome PR folks, that features updates on Lancome launches, company news and giveaways.

Bring out the BIG guns

It’s evidence of a growing trend among big companies in the beauty industry. They’re all starting blogs!

Last year Sephora started Beauty and the Blog.

Stila recently added a beauty blog-esque feature to their site called Sarah Says.

And MAC is twittering updates straight from Fashion Week. They also make a news widget available to other bloggers for posting on their own blogs. It displays alerts on company-sponsored events and product releases.

The big players are becoming more and more involved in blogging, and it’s a trend that’s picking up steam.

Why?

Because companies want to connect with their customers on a personal level.

What does it mean for the average Jane?

Well, without a doubt it means quicker access to product announcements and promotional material, and it means a more conversational, interactive approach by beauty companies than we’ve probably ever seen before. Good stuff, right?

Is that all it means?

For the most part, I think so, but the beauty biz blogs that rise to the top are going to be the ones that consistently provide valuable info to readers and do so in a way that feels natural and sincere.

They’ll be the blogs that don’t get trapped in the blur between marketing and opinion, and they’ll be the blogs that don’t sound like they’re written by teams of lawyers or marketing pros — or if they do sound like they’re written by lawyers or marketing pros, they’ll give away lots of free stuff, LOL! 🙂

Unfiltered opinion?

Like any established medium, blogging has gotten the attention of the big kids now.

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Can you imagine the mania that would ensue from a MAC company blog? “Outta my way, bitches! I gots to get to a computer IMMEDIATELY!”

How do you feel about this trend?

I’m curious to hear what you guys think…

Your friendly neighborhood beauty addict,

Karen

22 Comments

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  1. Amanda says:

    hm-first of all, big shout out for the NKOTB! LOL-woah-oh-oh-oh-oh-hangin’ tough.

    I like sephora’s blog-it seems to have the good balance you touched on. They have had some neat posts, and I enjoy getting the news about products and such. I agree 100% that that is really the key.

    I think company blogs are fine, if they go about and beyond regurgitating press releases. I also like seeing behind the scenes things. I’m not big on twitter-I just don’t get it. One good thing of stila vs. sephora’s blog is sephora updates daily, and stila doesn’t….

  2. amy says:

    A good move if the blog provides more than product descriptions, but real information. I’d look at them if they had cutting edge information. To be honest, there are a lot of blogs (not yours!) that just copy and paste company’s promo pics and descriptions and those are a waste of time. I’ll still read non-company blogs for honest, in-depth product critiques and tutorials.

  3. diana says:

    A lot of big companies are seeing how much of an impact bloggers have on people. There’s more competition since people will have faster access to product launches and events but bloggers who are consistent and give more honest, conversational, and valuable opinions on beauty products will still be a reliable source and have a greater impact. Especially if you established yourself as a reliable source and have created your own community of readers. As a blogger myself I’m not worried and I think its good to see more beauty companies following this blogging trend. But I don’t think it can compare to non-company blogs who are more honest and unbiased.

    diana´s last blog post..New Fragrance From Bond No. 9- Astor Place

  4. Vanessa H says:

    Hi Karen!
    I love reading your blog because you’re an AWESOME writer, you have a great sense of humor, and you give honest opinions. You are so easy to relate to!
    I would like to read the big company blogs only to see what products they’re going to be releasing in the future. It wouldn’t be the same as reading a blog like yours (or Vanessa Garcia’s) because I imagine these power suits just using the blog to sell…and not give real reviews/swatches/opinions.
    You welcome the reader and make them feel at home when reading your blogs by including tidbits about Tabs, el Hub, and your everyday life…you’re a real (and beautiful!) lady that writes amazingly well.
    Keep blogging Karen, I’ll keep reading!

  5. Sarahc says:

    I think the more the merrier, but you got to know what the companies are in the business to sell their products. I don’t have a problem with that since I like what they make but they aren’t the same as a personal blogger.

    The company blogs will only say good things about their products because they have to.

  6. Kerry says:

    I think it is exciting and for me it will provide an ‘in’ for getting to know the product line from the creators those who know the product best. The blogs will also help to put a fresh spin on some of the companies that maybe lagging behind interms of keeping a pace with the trendsetters in my mind-stila and MAC. So lets see where they take us I look forward to it.

    one love Kerry
    ps thanks for the heads up on the lancome blog another must do daily :)*wink*

  7. It would be great to obtain information about new products more quickly but, I wouldn’t believe reviews done on company blogs because I would still wonder if they’re biased.

    I would still prefer blogs that do not profit from saying whether or not a product is good.

    Girl with Curl´s last blog post..And the product testing goes on..

  8. MzMelanie says:

    I just found this blog yesterday and it sucked me in with how personal it is and how well you write. I have bookmarked the lancomb blog but I don’t know that I will check it daily or anything I love that it’s there tho. I think in this information age the more the merrier. I just worry that the everyday jane like myself (podcaster/blogger) will be buried and never discovered in the midst of all the big co bloggers poppin up. I can’t hate tho I love info in as many places as I can get it.

  9. Luv J says:

    Good and bad.. I do like to be informed of upcoming products, launches and new technology.. but as a consumer, I would rather rely on independent bloggers to get an honest and unbiased first hand opinion on these products. Who knows who’s behind these company blogs.. it’s a sad to say but a good amount may be on the payroll?

  10. Jian says:

    I think it’d be nice to find out about the launching of new products, but I will doubt almost everything put to me. After all, the blogs are just huge advertising tools. Recently however, I was looking at eyeko.com’s blog and they seem quite a friendly bunch with lots of discount/freebie codes to share. I doubt Lancome will be so generous…

    Jian´s last blog post..Mini Haul & Rant about Superdrug

  11. Apple Diva says:

    I would read them for swatches and launch dates, but I would still want to read beauty bloggers take on the product..good, bad or indifference.

    Apple Diva´s last blog post..Makeup Show LA 2009 Wrap-up

  12. Briana says:

    I agree with most everyone else. It would be nice to know launch dates and stuff, and see previews… But for actual product info I would rather come here, where you test out all kinds of different brands and give us the honest truth on them. Instead of a big company blog just telling you in every post about how awesome their product is.

    Briana´s last blog post..Yay Spring!

  13. Paula says:

    I like the fact that the companies are reaching out – I am esp enjoying them on twitter. The good ones are very interactive and even have twitter only specials, which is very enticing. It just makes a better connection between company and customer, I think.

    Paula´s last blog post..Lancôme’s in the house…

  14. Heather says:

    I just entered lancomes giveaway! I have a suggestion for the comments. When you reply to the comments, could it maybe pop up in our email address?

  15. claudia says:

    Personally, I trust independent blogs more than corporate ones, especially for product quaility. I would rather take real-life advise from Karen!

    Similarly, I feel like magazines like Allure are all product-promoting for their sponsors and they would advertise the crappiest products just because they are paid to feature them in their magazines.

  16. Nancy says:

    I love your blog. I was so inspired I wrote about this with a different slant. My opinon was too long to put in here but nonetheless, I have crossreferenced you.

    http://nancyti.blogspot.com/2009/03/mass-market-entering-relm-of-beauty.html

    Keep up the awesome writing!

  17. ParisB says:

    First off, can’t Lancome do better than using Blogspot? It gives me the impression that its only temporary – coming from a big company its a bit of a surprise to me. I don’t mind everyday bloggers on blogspot – but not companies so I don’t take it seriously. Secondly, they’ll only feature products from one brand which can get boring after a while. We need variety! And thirdly, Yay NKOTB – I laughed like crazy when that picture popped up in your post 😀

    ParisB´s last blog post..Review: Neutrogena Ultra Sheer Dry Touch Sunblock SPF50+

  18. Erin says:

    Well, no matter who comes out with a blog next, I will still completely trust you to honestly review products for us readers!
    However, I’d also be all up on a MAC blog like whoa.

  19. sammie says:

    Umm, I would check it out once or twice, but only to check out seasonal looks. They would be too bias for me to use regularly- the reason why I read make up blogs is to see what REAL people like and use. That and all the great extra stuff that you throw in for entertainment will mean there would be no competition for me, Karen! =P

  20. Hi Karen, I blog in german only, and I took the same road as you did, just do not have so many pics (I am not as beautyful as you are, and still keep myself a bit hidden;-)

    I agree with the most, that companies are biased. How could they say their cleansing milk causes spots if you have oily skin? Will they? The won’t!

    So our chance as bloggers is to remain honest – which is not easy. When I get a product for testing how can I say it is awfull? Can I?
    I do not say anything bad, but not anything nice either, so people can make their own mind on that…

    As long as I do not have enough $$ to buy it all myself and to say VERY CLEAR this is crap, I keep it with neutral information.

    But when I think something is really bad crap, I guess I will say…

    http://www.mybeautyblog.de´s last blog post..HERMÈS Rose Ikebana

  21. Marisol says:

    I think it’s a good idea because you would get to know the branch and/or collection better. But I wouldn’t buy an item based on their review if they were to even do one.

    Marisol´s last blog post..Sisterly Love

  22. Marisol says:

    Also, I followed some of the MAC artists on Twitter during NYFW and it was pretty neat to read about what they were doing. Did you ever decide if you were going to join Twitter? If you did, I am missmarisol on there if you want to follow me. 😀

    Marisol´s last blog post..Sisterly Love

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