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Bobbi Brown
nice foundation
by Preeti Khicha
March 18, 2010
Bobbi Brown’s passion for natural beauty led to the creation of an international cosmetic brand now available in 50 countries across the globe. The brand began in the 1980s, when loud colors, stark contours, and bright red lips were in vogue. Bobbi Brown’s mandate, however, was different: She wanted to sell beauty products that highlighted a woman’s innate look – a brand that helped women celebrate their individuality.
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Brown’s dream stems from a chance meeting with a chemist at a magazine photo shoot, who promised to collaborate with Brown in concocting a lipstick that was odor-free, creamy, long-lasting, and most importantly – natural. With the invention of a pinkish-brown shade of lipstick, the Bobbi Brown brand was born, after which followed a flurry of shades and products.
But for the Bobbi Brown brand, looking good online is just as important as making the its customers look, and feel, good.
And the brand’s site resonates with luxury and style. The navigation and formatting is clean, as the menu bar and sharp photographs all blend together to create an aesthetically positive first impression. The site effectievely promotes products in the “Makeup” and “Skincare” sections that break down into more specific categories – lips, eyes, and face, for example. Eloquent product descriptionsa accompany each offering.
Furthermore, the site offers a nice balance of content and interactive features, such as a live chat facility where shoppers can consult with a makeup artist – but availability is limited to US business hours. Also, each product page is accompanied by a customer ratings and review section, where registered customers can provide feedback on a particular product that they have used.
The online visitor’s learning experience does not end here, and the brand has an entire section on makeup know-how. Beauty articles, videos and information on upcoming workshops serves as an incentive for e-visitors to return to the brand’s site. Also, the site offers an e-mail sign up facility where users can receive product details and beauty tips.
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While, the brand’s online proposition is well defined and skilfully implemented, a few touch-ups could enhance its effectiveness. For example, a section higlighting top-selling products – similar to that on Benefit Cosmetic’s site – would be a useful selling tool that would attract new customers. Also, an R&D section similar to Shiseido’s website could be incorporated to showcase the brand’s emphasis on product quality.
Just a little touch up, that’s all that’s needed.
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Preeti Khicha currently lives in Mumbai, India. She graduated from the University of Bath, UK, with a master's degree in management, specializing in marketing. She holds an undergraduate degree in economics and psychology from the University of Virginia, USA.
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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Jul 16, 2010
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KIND Snacks - digital altruism -- Sheila Shayon
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Kind Snacks shows how a health food brand can craft a cause marketing campaign that combines social media, moxie, and random acts of pay-it-forward kindness between strangers.
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Jun 4, 2010
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Gatorade - Drink it up -- Mark J. Miller
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Gatorade’s digital marketing department is keeping extremely busy online. One of the main tools in their arsenal: the celebrity endorsement of big-name athletes.
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