American cosmetics brand CoverGirl has launched a new initiative that shrewdly traces a direct line between its social media presence and its stores – the two brand spaces that teens like the most.
In the relatively simple concept, in-store digital displays will show trending looks as chosen/worn by beauty bloggers from its newly formed Collective network of online influencers, created this summer. The digital displays will reveal the products used, as well as tips on how to replicate the looks.
The decision to bring social media so overtly in-store was born directly out of 2017 research by multinational software developer Hubspot. This revealed that 71% of beauty consumers are more likely to make a purchase when influenced by a social media reference.
Originally published on Stylus.com