Look around carefully in a restaurant, and I guarantee there’ll be at least one table where everyone is snapping away with their camera phones intent on getting the right photo to document whatever’s on their plate. I call it the Instagram Effect. But ever since becoming a fully fledged Instagram addict I’ve noticed something else on my feed aside from selfies, coffee cups and lunch – beauty brands. Like any other social platform such as Twitter or Facebook, many brands are now using Instagram to communicate with their customers, attract new ones and promote their product. However Instagram is unique in the sense that the message is entirely visual allowing us a more intimate look into a brand whether it be behind the scenes in the office or sneak peeks into upcoming product launches.
- Charlotte Tilbury @ctilburymakeup - The key to a great start in business is building anticipation before launching, and Charlotte Tilbury did just that by giving us a sneak peek into her eponymous makeup collection with snapshots of what to expect. She had us counting the days until we could get our hands on the K.I.S.S.I.N.G Lipstick and Colour Chameleon eye pencils, in awe of her work at shows backstage and wondering just what was in that Magic Cream of hers. Where magazines usually reveal what we should be looking forward to, Charlotte removed that medium and took advantage of her huge social media reach by giving us all an exclusive look into her upcoming line.
- NARS @narsissist - One of the first accounts I followed when I joined Instagram last year, NARSissist is every bit a narcissist; it’s a NARS appreciation page with photos of their iconic, sleek black packaging, rows and rows of Sheer Glow Foundation bottles and lipstick swatches are aplenty. Also a reflection of their fashion forward identity, NARS uses Instagram to keep us up to date with backstage snapshots of the trends at New York Fashion Week.
- WAH @wahnails - More than half a million followers, myself included love looking at photos of pretty nails all day long. The WAH team bring you completely unique nail designs on their customers’ talons multiple times a day, and it’s the skill and intricacy of their designs that speak for themselves essentially making us want to head out to have our own nails attended to at WAH.
- Birchbox @birchbox - Not only do they deliver a carefully curated beauty box to our doors every month, Birchbox bring us daily snapshots of the products they’re loving, the ones they’re trying and testing for us and the odd cupcake. Their approach is really personal and friendly, almost like a group of friends sharing their favourite products and filling you in on what you need in your makeup bag. It’s also interesting seeing new products pop up on your feed making you wonder whether or not you’ll be seeing it next month’s Birchbox.