Cover FX: Fan-Made Beauty Content Spurs Sales
US beauty brand Cover FX is using user-generated content (selfies) instead of imagery featuring traditional models in its new #showusyourshade campaign, to provide consumers with a more accurate and authentic experience when buying makeup online – not to mention catering to its fans' own egos.
The campaign was created in partnership with US social media analysts Bazaarvoice, whose research revealed that consumers in the US identified more with real people wearing Cover FX products than with celebrities. The initiative subsequently encourages shoppers, via its marketing email and social media channels, to share selfies and tag them with the name of the Cover FX shade worn. Selected images – all images are mediated by Cover FX – are then pulled into the brand's e-commerce site (they appear automatically when consumers click on a product they're interested in, so right at the point of purchase), allowing users to see how the selected shade looks on a real person.
Bazaarvoice has stated that since the launch of the campaign two months ago (August 2015) three times the number of people clicked through to the brand's e-commerce site in response to marketing material featuring consumer selfies in comparison to standard images. Affirming the positive impact on sales, that uptick has also converted into sales – the number of consumers buying Cover FX products has tripled.
For more on bringing user-generated content directly into the path to purchase, see the section Consumer Generated, Ego Indulgent in The Social Media Sell, 2015, Beta-Style Rewards: Tap the 'Invested Self' in Beta Brandscapes, part of our Get Real Macro Trend, Brands Behaving Authentically: Culture & Inclusivity and Instagram for Retail Brands.
Also look out for our upcoming report, Teen Targeted Beauty, to be published on November 18.