The fact that the Internet now constitutes the essential source of information for consumers is pretty obvious. More people than ever are checking what is fashionable and which products to use, with potential customers making use of the advice and experience of their virtual friends. Bloggers are often considered to be experts, and according to them you should focus on those who will become the target group later on. This means it is worthwhile cooperating with a blogger.

EFFECTIVE COMMUNICATION

Obviously, we cannot take the first blogger we find on the Internet for, just like the text of an advertisement or that of the actual cosmetic, it should meet the needs of the right group of recipients. Therefore, attention should be given to the subject matter which is usually discussed on a particular blog, where the best options for promoting cosmetics for baby care, for example, include parenting blogs because there we can find the greatest number of mums – the representatives of the target group. The popularity rankings for particular bloggers can be found online, and bloggers who run their blogs professionally usually share their statistics, which allows you to predict the effectiveness of the planned campaign.

COSMETICS AMBASSADORS

Finding a blogger who wants to be a product or brand ambassador is one of the best forms of promotion on the Internet. Customers like to identify with people who are well-known and ordinary at the same time, just like themselves. Bloggers, although they are famous (sometimes even called celebrities), are still considered to be “one of us” by the readers. It reflects the mechanism of imitation and the following way of thinking: “if it was good for her, then it would be good for me as well.”

For example: Covergirl and Nura Afia. The brand invited a Muslim vlogger to post videos on YouTube wearing a hijab and advising her viewers on make-up. The joint project addresses two aspects – business and social. The brand and the blogger argue that female beauty is something that exists beyond religious or cultural divisions.

A COLLECTION RIGHT FROM A BLOG

Limited editions and special lines of cosmetics (especially for make-up) can be perfect when designed in cooperation with bloggers, if you are aiming at a certain group of customers. They feel that the product was designed by someone they trust, and start to relate that to the brand.

For example: Paese and Tamara Gonzalez Perea (Macademian Girl) – thanks to their cooperation, a line of cosmetics for lip care was created. The Macademian Girl Makeup for PAESE collection is characterized by bold and intense colours, and perfectly fits the style of the blogger. Make-up products are available on the brand’s website and can be found by direct reference from the blog or on PAESE stands.

TESTING AND ADVICE

Advertisements will never replace good opinions posted on the Internet. A recommendation posted on a blog works like whisper marketing. A blogger tests a product, gets to know it and describes its real advantages and disadvantages. Sometimes they simply inform the readers which cosmetics they used to create their image – and some of them will certainly choose the recommended product.

FOR EXAMPLE: There are many such instances like that, and almost every article on cosmetics in the Polish blogosphere has its sponsor, which means that it was written on commission. This rule applies to cosmetics, fashion and lifestyle bloggers. The effectiveness of such an advertisement depends on the blogger you choose and how the product is presented.

Wise planning

It is worth remembering that although a campaign in the blogosphere is cheaper, it does not mean that it is for free. Bloggers are like journalists or advertising agency employees, and remuneration has to be paid for their work. Experienced bloggers reserve the right not to promote cosmetics which do not meet their expectations. You will be able to see how this cooperation works in the second part of the article, where Joanna Pachla, the author of a popular lifestyle blog Wyrwane z kontekstu, briefly talks about her experiences.