Social Media
The Estée Lauder Companies’ Marisa Thalberg, Rachel Ostrom and Alexis Rodriguez with
Jill Scalamandre of Chrysallis.

Cosmetic Executive Women (CEW) hosted its Women & Men in Beauty Series, titled “Behind The Strategies of Social Beauty’s Top Brands,” on April 19 in New York City. Rachel Ostrom, executive director of consumer engagement for Aveda; Alexis Rodriguez, executive director of public relations for Bobbi Brown Cosmetics; and Marisa Thalberg, vice president of global digital marketing for The Estée Lauder Companies, came together to discuss their strategies for navigating the diverse social media landscape for beauty brands.

As a supporter and developer of world-class digital and social marketing across The Estée Lauder Companies’ 25 prestige brands, Thalberg knows a thing or two about social media’s effect on a company’s success.

“Social media is a profound change that is irrevocable,” said Thalberg. “It’s a dialogue; it’s a conversation. We like to call it social marketing—going through social media. There are now close to 200,000 ratings and reviews across all The Estée Lauder Companies’ brand websites, and we all know the power of peer influence.”

After 12 years at Aveda, Ostrom has seen the brand experience tremendous success and innovation within the online channel (Aveda was the first professional brand in the hair care industry to launch e-commerce in 2004).

“At Aveda, we have a lot of stories to tell, including a strong environmental story,” said Ostrom. “We use social media to amplify campaigns such as Clean Water, and to take consumers on a deeper journey with the brand. Our recent Aveda campaign on Twitter uses ‘Promoted Tweets’ to spread the word about our Clean Water campaign, and as a result we saw a 30% increase in the channel and a 30% growth in followers.”

In only two years, Rodriguez has helped implement a comprehensive social media strategy for Bobbi Brown Cosmetics, resulting in a 177% increase in Facebook fans and a 243% growth of Twitter followers, as well as the launch of the brand’s Pinterest page.

“We have publicists incorporate social media into the overall strategy to create a unique experience for social influencers,” said Rodriguez. “We launched ‘Bobbi Brown Brings Back: Lip Color’ as a Facebook App and had consumers vote for their favorite of 10 discontinued lip shades. It created more conversation in the social space, which created purchase anticipation over time. Also, being able to utilize Bobbi herself in many ways is a big advantage. She will tweet tips and tricks, or behind the scenes coverage from Fashion Week—a chronicle of what goes on with the brand and in her personal life and it gives the consumer a deeper look at the brand as a whole.”

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Shiseido’s Abby Landau, Andrea Fazio,
Margaret Des Gaines and Nicole Cardillo.
Avon’s Susan Arnot Heaney with Gail Boyé, Victoria Colby and Meg Werner of mark. Coty Prestige’s Lori Singer with Marianne Diorio of The Estée Lauder Companies.
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Elizabeth Arden’s Christina Bennett and Flightpath’s Michelle Kelarakos with
Johnson & Johnson’s Alex Garvey and
Jessica Goon of Avon.
OpenSky’s Peter Condos and Allison Slater. The Estée Lauder Companies’ Stephanie Bruno and Susan Tendler with Karen Flinn and
Sophie Bensamou of Givaudan.
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Sonia Kashuk with Maureen Case and Veronica Ullner of The Estée Lauder Companies. Martha Stewart Living Omnimedia’s
Raylene Salthouse with Gretchen Dowling
of Elizabeth Arden.
Laura Geller Beauty Ingenuity’s Laura Geller with Barbara Zinn Moore of Lord & Taylor (The Bay).

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