IMAGE: EVERYTHINGBOBBI.COM
Beauty junkies now have more reason to log onto social media. Beauty brands have started producing exciting original content on YouTube, Facebook and other platforms.
While offering detailed information, the channels also contain interactive elements, so consumers can have their say on products as well.
In this issue, we highlight the brands which have successfully incorporated new media into their business strategies.
One of my favourites is Clarins' hip Beauty Flash Blog. I am a fan of the four glamorous Courtin-Clarins cousins (Virginie, Claire, Prisca and Jenna) and I was excited when I first discovered the blog in 2012 that detailed their beauty routines, many of which they picked up from their late grandfather and Clarins founder, Jacques Courtin-Clarins.
The blog gives me a fresh perspective on the 60-year-old brand and keeps me looking forward to what the brand - and the Courtin-Clarins beauties - have to offer.
Similarly, when I stumbled upon Bobbi Brown's Everything Bobbi blog, I discovered another side to the label.
Brown's blog left an impression on me with its honest voice, as well as the clear and inspiring messages about beauty and living well, all of which tie in seamlessly with the brand's natural beauty philosophy.
With its impressive and dynamic website, and connected social media channels - a forum, an e-magazine, a video section and a wired photo board where one can "shop the look" - Sephora's online efforts are an extension of the lively physical Sephora store, which I often wander into to forget the day's stress.
I have also since discovered that www.sephora.com is a great distraction when I encounter writer's block at work. I need to know what fellow beauty junkies halfway around the world have bought from their local Sephora stores which is detailed on the forum, so
I know what to look out for the next time I shop there.
Now, if you will excuse me, I have a one-on-one appointment with celebrity make-up artist Lisa Eldridge on Chanel's YouTube channel, where she will be teaching me how to wear a red lipstick perfectly.
This article was first run in The Straits Times newspaper on May 2, 2014. For similar stories, go to www.straitstimes.com/premium/singapore. You will not be able to access the Premium section of The Straits Times website unless you are already a subscriber.