Social media enables brands and retailers to assess the sentiment of thousands — and at times millions — of consumers at a time. The power of the crowd, in fact, equips businesses with insights that even the most detailed surveys couldn’t capture.
Beauty brand and eTailer Julep is one company that understands the value of social followers and brand ambassadors, maintaining robust communities on Facebook, Pinterest, Twitter and Tumblr, according to Jane Park, Founder and CEO.
“Doing business in the era of social media and such transparency is all about embracing vulnerability,” Park said in an interview with Retail TouchPoints. “You have to know you’re going to make mistakes but you have to open that dialogue, even if it’s not positive all the time.”
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But the brand’s Julep Mavens have the most impact on brand recognition and value. With help from its Mavens, Julep launched more than 50 new products, as well as more than 120 new nail polish colors in the last year.
Park explained: “We realized that if we included women and their voices earlier in the process we could really create the next generation of cosmetics.”
Retailers: How are you connecting and engaging your brand ambassadors on social media? Do their insights influence your product development? Share more in the comment section below!
