Lancome is the latest makeup powerhouse to dive into the world of beauty blogging.
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.
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! 🙂
Like any established medium, blogging has gotten the attention of the big kids now.
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,