by Brandy D. Anderson
Millions of people spend hours and hours a week playing on Facebook, so it’s extremely handy whenever you can combine leisure with practicality. Beauty and personal products are just one of the many things you can find on FB. Here are four of the best beauty pages you should be following:
About: “For nearly 30 years, Essie nail polishes have been the go-to colour choice for millions upon millions of women, the guaranteed high-quality professional manicure standard. Now, Essie is expanding from the salon to include the world at large, becoming the global at-home manicure companion! And who would be better at introducing this amazing brand than Essie herself, the dynamic and unstoppable woman behind it all? Welcome to Essie‘s story… a nail story! ”
Essie is one of the top nail polish companies in the world, and part of their success is undoubtedly due to their active presence on social media, particularly on Facebook. They say they’re “committed to providing you with a place to share feedback, thoughts, opinions, and questions with fellow Essie Canada fans. This Facebook page is as much yours as it is ours. It’s a true community; a place for you to express yourself and for us to share our latest product news and exclusive offers.”
Their Facebook page is a great resource for checking out their newest products, it’s certainly the quickest and most comprehensive way to see what’s out there. With each new shade, they share a close-up photo of the new colour in the bottle, the bottle is always held by a woman with nails painted with the new shade so you can see what the colour looks like when painted on. They also share some videos showcasing their products, like this recent step-by-step video, the accompanying comment reads: “Now sophisticated couture quality, where design meets high performance technology in 42 brand new lust worthy shades. Dazzle in Essie‘s new #gelcouture long wear line available on june 14th in stores! #essielove”. Fan nail art is shared, where people can paint their nails with neat patterns and shapes and upload the photo to Essie, like this recent photo and comment: “We can tell @alinasnailplace created this pink design with a lot of#essielove! ”. Another fan production features glittering black nails: “Think global. Dress local. Add a touch of boho to your look with this beautiful black gold and crushed onyx. #tribaltextstyles #essiesummer2016”. Essie posts new content once or twice daily.
About: “’In 1993, Carol’s Daughter was born in Brooklyn, N.Y., out of my kitchen, with the belief that beauty lives within us all. I wanted to create products that bring out the natural and inherent beauty each person possesses. Our hair, skin and body indulgences meet the beauty lifestyle needs of men and women all over the world. For this I am truly honored, and I am grateful that each one of you is a part of this journey. After nearly 20 years, I am proud that we continue to infuse rare, natural ingredients and a lot of love into our products, helping us remain true to our motto: Beauty By Nature.’ – Lisa Price, Carol’s Daughter ”
Carol’s Daughter is a happy marriage of beauty and inspiration, essentially combining both inner and outer aesthetics. They are a company that wants to always be “Inspiring all women to be beautiful inside and out, since 1993”, they live up to their motto with their eclectic mix of beauty tips and inspirational quotes. One recent Facebook posts bears a meme reading “You had a purpose before anyone had an opinion” with a comment above saying, “Nurture, develop and protect your purpose – it’s so easy for others to create doubt – takes strength to push past doubters. #goodmorningpost #carolsdaughter”.
You will certainly also find a plethora of beauty care posts. For example, a recent post shows a hair product, then a photo of a woman using the product, followed by two ‘after’ photos: “@tylauren’s curls spring into action without the #frizz with #SacredTiare ➰➰➰ #madewithlove #carolsdaughter ”. Followers can share tips and pictures, like last week’s enticing beach photo where the ocean waves in the background while a few products are snuggled in the sand: “Stop stressing over your hair and have a #carefree vacay with #AlmondMilk whether it’s #dry from salt water / sun or #fragile from over straightening/processing – Save 30% off #madewithlove ( pic by @actually_ashly ) ”. Another post shows a meme reading “People do not decide their futures, they decide their habits and their habits decide their futures”, the comment above says, “Forming good habits is EVERYTHING #mondaymotivation #carolsdaughter (rp @secrets2success) ”. There’s a post which reads “Something so #powerful about a woman’s authentic confidence. @denisebidot has her point! #beautybynature #carolsdaughter” and the photo shows an average sized woman posing in tasteful underwear, no photoshop or air brushing applied. This page also acknowledges the occasional big news event, for instance, a recent post shows a bundle of rainbow coloured roses with “Pray For Orlando” written across the photo. Carol’s Daughter averages at about four new posts daily.
About: “In 1976, the Ford twins created a unique San Francisco beauty boutique with a whimsical candy store atmosphere. The shop grew famous for delivering quick fixes for every gal’s peskiest beauty dilemmas, and with a “double” dose of wackiness mixed with know-how, the twins successfully built Benefit Cosmetics into a global beauty brand. The “friskiest” beauty brand now has over 1,000 counters in more than 30 countries. ”
Benefit Cosmetics‘ motto is a play on a famous Lord Byron quote mashed with an idiom: “Laughter is the best cosmetic…so grin & wear it!”. This sort of youthful fun is easily seen in their both their products and overall style, and this enthusiasm really is on full display on their Facebook page. Pink is their theme colour and you definitely see the “whimsical candy store atmosphere” at work in most of their photos. One recent post shows a few mascara products with this headline: “Layer on the lashes! Toss your falsies & pump up the realsies with ‘They’re Real!’ mascara for a sexy evening look—you’ll have everyone asking if they’re real”.
They post a number of How-To video tutorials. One such tutorial is called “#colorcorrecting, Life’s Little Correctors Kit”: “We’re uncovering the colour-correcting basics using our Life’s Little Correctors Colour Correcting Kit. Whether it’s to hide dark circles, disguising discolouration, or to brighten eyes, we gotcha covered!” Another post shows a picture of four different pink and purple cosmetic products, each one held by a manicured hand hovering above the camera: “Your daily dose of sweet & pretty! xoxo, Benefit Cosmetics”. There’s a gif for ‘Kabrow’, showing you ‘before’ and ‘after’ effects of the product, the comment reads, “Girl, get’em…bigger, bolder brows are nearly yours! NEW ka-BROW! waterproof eyebrow cream-gel easily builds natural-looking to dramatic brows”. There are also many calls seeking user engagement, like this one which shows a fun ‘steaming’ coffee mug full of make-up pens, and reads, “Starting our week off right with makeup and coffee. Which benefaves do you count on every morning?! ” Benefit Cosmetics shares a new post about once a day.
About: “The art and science of pure flower and plant essences is the core of Aveda. Our beauty products are alive with the life force of plants, and contain pure essential oils. Our solutions are so powerful we call them ‘Purescriptions’™. While we specialize in hair care, we offer other plant-based products—skin care, makeup, ‘pure-fume’™, aromas and lifestyle—that are all professionally developed, clinically tested, and go to exceptional lengths to be respectful of the earth. Our professional network, nearly 9,000 salons and spas worldwide, shares our commitment. Ever since a hairdresser founded Aveda in 1978, our products have been harvested with respect for the earth, in harmony with the web of life.”
“Connecting beauty, wellness, fashion, and art since 1978” is Aveda‘s short description. Their Facebook cover photo looks like a shot from a GQ-esque fashion magazine, so you know this isn’t your average beauty line. Of course, their principle strength lies in their products and practical tips, like this recent hint: “’Fragile hair that doesn’t seem to grow? Brush through conditioner in the shower with the Aveda ‘Paddle Brush’. It’s [sic] many bristles separates wet hair better than a comb and allows conditioner to get to more of your hair.’ – Aveda Canada Creative Director, @KristjanHayden”.
Another great thing about Aveda is that they closely monitor the comments on their page so they answer any questions or beauty problems presented to them. For instance, a consumer commented on a thread that she misses an Aveda product and how much she wishes they’d bring it back; Aveda quickly replied, thanking her for her comments, adding, “we’ll definitely tell our team how much you miss ‘Deep Penetrating Revitalizer’ and that you’d like to see it make a comeback”. Another user shared how he uses some of the current products to match what the discontinued line used to do, and Aveda responded, saying that they “love that idea” and that they’d share his tips with the rest of the team as well. In addition to the product shares they post, you’ll also find a lot of “Pro-Tips”: “#ProTip: For a sculpted face, try contouring. It can chisel round cheeks, slim a wide nose or define a weak jaw. ”. Aveda posts the occasional calming or inspirational quote and photo as well, like a photo of a woman meditating with this quote written atop: “Spend a few moments of your day centering yourself with a few deep breaths and a conscious mind. #Wellness”. Although they often respond to user comments, they only post original shares every so often, with only a few a month on average.