They create the buzz and play an increasingly significant role in the marketing strategy of cosmetic brands. Bloggers are prescribers: one post on a product can literally boost a new launching, in a positive… or negative way. So how can they be integrated into a media plan? What kind of relationship should be maintained with them? The FEBEA organized a meeting for three of them to come and present their wish list to press officers and community managers.
Last Friday, April 18, the FEBEA had invited three bloggers, two women and a man, for a meeting with FEBEA members. The meeting topic was: How are press relations in the cosmetics industry perceived by bloggers?
The room was full, and the audience attentive. And it was not composed only of juniors from press relations services: even the most experienced managers of the greatest cosmetic brands were there… The Blogosphere phenomenon is obviously attracting very… interested consideration. Indeed, nothing can be done without blogs today when you work in communication.
My own blog
It was thus up to their authors to speak (the good word), and they started by introducing themselves.
It was obvious from the outset that there is not only one type of blog with generic criteria applying to all, but as many blog types as there are authors. This practice essentially enables one to express his/her own “self”, which may possibly represent a category of women or men consumers, who can recognize themselves in these bloggers and subscribe to their opinions.
Capucine Piot founded Babillages seven years ago to, as she puts it, “ tell about her path in cosmetics, inform about trends, exchange with her readers, …
