BOBBI BROWN IN THE DIGITAL WORLD: A BROAD RANGE OF LIFESTYLE CONTENT

Through its highly visible social media campaigns and blog, hundreds of thousands of followers and readers religiously check in for the latest tips and tricks, tutorials, and trends from this cosmetic leader.

The Bobbi Brown brand boasts over 3,788,000 Facebook likes, 500,000 Twitter followers, 1,500,000 Instagram followers, and 56,600 Pinterest followers. With numbers like these, it’s clear the brand is succeeding on each of its major social channels. But what’s really instrumental to the brand’s success is its broad range of lifestyle content and direct conversations with consumers.

While the Bobbi brand is sophisticated, its social voice is welcoming and engaging. The official Bobbi Brown Twitter account not only mentions other big brands and partners who tweet at them, but also consistently replies to individual followers.

One of the strengths of Bobbi’s social campaign lies in its ability to have direct conversations with its VIP consumers while retaining a voice that isn’t too stuffy for casual shoppers and new fans.

Bobbi Brown's blog Home Page

Bobbi Brown’s blog mantra nods to its lifestyle content: “a blog based on truth, beauty & being amazing.” Like its other channels, the blog content does not stick to the usual beauty content of tutorials, product reviews, interviews, and photo shoots.

Instead, it reaches out to its audience by applying the Bobbi Brown voice and perspective to news and culture stories, as well as producing lifestyle segments that position Bobbi as an expert in women’s lifestyle issues like Beauty, Life, Happenings, Beauty Food, Be Who You Are, allowing viewers to quickly find what interests them most.

The blog acts as an online version of a traditional magazine such as Vanity Fair: recent stories include a recipe for “Bobbi’s Brussels Sprouts (Faux) Pasta” right alongside a more traditional beauty blog post on “Old Hollywood Glam” that received 27,816 views and 2,975 comments – pretty amazing for a post that had only been published for one week.

All the while, Bobbi’s blog keeps the brand’s persona front and center – it frequently features posts that include her first-person voice. Bobbi’s favorite products across industries are regularly spotlighted alongside snaps from her family trip to Colorado, giving the consumer what feels like full access to Bobbi.

With over 14 percent of online adults in America blogging themselves, the Bobbi Brown blog is able to tap into the “personal blogging” hobby that many women of Bobbi’s target demographic practice daily, thereby building an even stronger connection.

Visually, the blog remains consistent with Bobbi’s other digital platforms. It’s important when planning the layout and visual elements of a blog to keep constant with the look, feel, and organization of other platforms.

Bobbi Brown on Instagram

In the same way Bobbi’s Facebook posts include personal photos from a trip to Africa, as well as a playlist created for Prince George’s birth. The brand’s meticulously organized Pinterest boards include product shots and how-to’s, as well as bridal boards and inspirational quotes from Bobbi herself. As for Instagram, images run the gamut from short video ads for new products to filtered snaps from events like press reviews at New York’s famous SoHo House. 

All these factors come together to form Everything Bobbi, Bobbi Brown’s beauty and lifestyle blog and socials.