Luxury brands are increasingly making it easier to interact with their product in an educational way to build their brands. They are utilizing social media in the form of online demonstrations and advice.
Popular video sharing website, YouTube, has seen a shift from being mere entertainment to a hotspot of "how to" clips. It's a way to get information and get it in an entertaining, interactive way. There is an insatiable demand out there of people who want to learn from the people who know - especially when is comes to beauty advice. From stay at home moms, TV hopefuls and professional makeup artists, YouTube is helping individual "experts" build a personal marketing campaign and a loyal audience.
Corporate websites are also starting to recognize the added value of reaching out to consumers, offering online interaction in the comfort of one's home. For example, Ford Models are using the YouTube platform as a way to subtly promote itself. The agency uses its models to give advice on beauty, fashion and style. Guerlain customers can utilize Isabel, a personal, online beauty advisor who helps them choose the best fragrance or skincare that best suits.
This is one evolution I'm confident that more consumers will appreciate and increasing rely on for quick tips and advice.
