The Power of Selfies

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Selfies, a habit many of us are guilty of; if technology is evolving so quickly, shouldn’t we be evolving too? It comes as no surprise that the way companies connect with consumers and generate sales is switching to the rapid pace of technology. Needless to say, one of the major game changers in the fashion industry is the power of social media. Social media has changed the way we interact; revolutionising the way we stay connected with society and attain the latest news. In the beauty world, it seems like all the major beauty/makeup labels are on the hunt for their next ‘it’ girl.

From selfies to YouTube tutorials, your expertise and creativity all lies in the fate of your social media following. Let’s face it we all have the guilty pleasure of being glued to our phone whenever we have down time – we consider it a time saver to connect with friends from across the globe without sacrificing our beauty rest. So, why not take your hobby the extra mile and make it into a career? Take it from Lady Gaga, Kendall and Kylie Jenner who have all recently inked lucrative beauty deals in an innovative way. Who knows, you might even be the one inking the next major beauty deal.

Gaining a mass social following may be intimidating at first but the key thing is being authentic. For people to follow you and the things you do they have to relate to you and feel a connection. Begin by experimenting with different colour schemes with various eyeshadow palettes to find out what brings out the best in you. Many palettes show the way to recreate the looks on the labels and advertising campaigns or even on the packaging of the item. A great way to stand out is to recreate that look at tag the company’s social medial channels. Chances are you are not the only one tagging the beauty company but with persistence and building a social following in between, it will all come together.



If you haven’t heard already the Mama Monster, Gaga, landed a major new beauty campaign with ‘Shiseido’. Gaga has full creative range with this latest project as the photographer and model in the advertisements. Gaga brings an artistic vision and eccentric element to the relatively conservative Japanese brand. Gaga’s daring looks featured on Instagram caught the attention of the Japanese label. Thus, they masterminded her creative aesthetic by unveiling 50 personal portraits of the songstress taken from her social account in their ad campaign. Although this ad campaign has been rolled out solely in their native country, due to overwhelming praise, we’re confident we’ll see more campaigns coming to the UK and U.S. in the near future.


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‘Shiseido’ follows a long list of brands who have tapped into the power of social media. Beauty experts, ‘Estée Lauder’, appointed model of the moment, Kendall Jenner, as their new global ambassador. What better way to communicate with a mass audience that the insta-girl herself. Thus, it came as no surprise that the announcement was unveiled on Instagram to her 42 million followers.


In typical Jenner/Kardashian fashion, younger sister Kylie expanded her empire by adding cosmetics to her resume. Her ‘Lip Kit’ which currently features 3 shades; Dolce K, True Brown and Candy K sold out in a matter of minutes. So what does the Lip Kit entail, a lustrous liner matching the matte lip gloss, a first in the beauty game. Thus it comes as no surprise she is well in the works of expanding her line, already hitting the factories just days after the sold out launch day. So, what sparked this latest venture? Instagram of course! She discussed on ‘Ellen’ that she wanted in on all the business she was bringing to vapours beauty labels including ‘MAC’. As judging from her Instagram she is definitely a fan of cosmetics, telling followers where they can get their hands on the stars favourite brands. After tagging the brand, the products featured would sell out in a flash. Nothing new to the Jenner/Kardashian clan of course!

The future of beauty campaigns is here! So, be social and play on your looks!


Words: Rachelle Kong



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