The Independent independent.co.uk (RelaxNews - French-Europe) - April 20, 2010
Facebook beauty brands: how to be a superstar
After introducing its special discounts and promotions section, Stylophane - creator of the Facebook Fashion (and Cosmetics) Index - has set out to determine just what it is that makes some brands more successful social networkers than others.
The company calls its new feature Facebook Superstar, profiling brands that have an extraordinary number of followers and extent of activity on their page.
This week, this featured brand is ghd, manufacturer of the bestselling hair straighteners. It is the second most popular beauty label on the index (just after MAC Cosmetics) with 252,641 fans.
Contrary to other beauty brands
such as Bobbi Brown or Bumble and bumble, ghd's success in actual sales is reflected in its online popularity. But why? "ghd has a passionate fan base that have been attracted to ghd's official Facebook Fan Page through a number of online marketing initiatives, such as email marketing, competitions and Facebook homepage takeovers," the label's representatives explain, adding that the profile was only created in 2009.
Stylophane has told Relaxnews that next week's feature will present an upcoming fashion brand, namely that of Project Runway winner Christian Siriano "whose Twitter Followers exceed all major ‘high end' brands (i.e., more than Gucci, Louis Vuitton
, Chanel) - this is certainly an amazing fact - that reflects how young people are staying in touch with brands that are important to them."
More info can be found at http://stylophane.com/fbi