![]() Patrick, of Sephora, said it would come down to innovation and telling the product story well. (See: Kylie Jenner’s lip kits, highlighters and, yes, eye shadow palettes.) Ms. Kattan will need to distinguish Huda Beauty from other social-media-driven brands that rely on a similar product assortment: liquid lipsticks, highlighters and eye shadow palettes. Kattan featured its products in a post.įor all that, Ms. Brod’s client Alterna Haircare saw its Instagram following jump up by 5,000 after Ms. That has translated to both social media currency and actual dollars. Kattan appears more credible to her followers. But by not taking money for her content, Ms. “Everyone is up in arms about paid posts,” said the beauty publicist Alison Brod, who likens them to commercials or print ads. There is also the fact that she rarely accepts paid posts. A couple of years later, she reached a million followers.Īsked about her social media strategy, she shared the usual: Be true to yourself, share other users’ posts to gain a community and be “superinvolved” with both followers and customers by engaging in conversations. “I fell in love with Instagram,” she said, even rattling off the exact month (October 2012) and phone model (iPhone 4) she had when she started her account. Though she dabbled in YouTube, she never felt comfortable on the platform. Kattan was particularly inspired by “originals, like Michelle Phan,” she said, adding, “Her YouTube videos were like watching a movie.” But her favorite was Kandee Johnson, because, she said, “she did really good transformations.”Įventually, Ms. Kattan was in New York recently for a Women’s Wear Daily beauty event - last year the publication anointed her the Digital Innovator of the Year in the “prestige” beauty category. Kattan’s business partner is her sister Mona Kattan her sister Alya is her social media manager) only fuels the comparisons. Kardashian West in looks (dark and curvaceous), style (glamorous and sexy) and family (Ms. And one woman in particular has emerged as a force to be reckoned with, a Kim Kardashian West of the beauty influencer economy, if you will: Huda Kattan of who has 18 million Instagram followers, heads a namesake makeup line and is introducing a Huda Beauty emoji collection called Hudamoji (not unlike Ms. Every month there seems to be a newly minted beauty star - someone whose social media feed highlights trends, how-tos, product reviews and more to her plentiful followers.īut in the world of influencers, not all fight in the same weight class.
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