I can't help but notice the many other beauty blogs are available on the internet. Combine that with the in-house blogs spun from almost every makeup line in existence, and there's a lot of beautiful content to navigate through.
Blogs such as Friends with Benefit (Benefit Cosmetics in-house blog) have a wide following. The brand's theme is evident throughout the blog, without feeling like blatant product pushing or advertising. In maintaining a certain level of integrity, Benefit gains trust and respect as a valued brand within the beauty industry.
Makeup lines that choose to extend their brand through a blog can reap the benefits (no pun intended!), and should consider the following when building a blog:
1) Giving your brand a strong voice. Benefit is positioned as a youthful, fun, and fresh company. Their blog maintains this through images, videos, and an individual writing style unique to the company.
2) Consumer engagement. The option to comment on blogs, or have Q & A sessions further a brand's image as approachable and easy to connect with.
3) The use of multi-media and links. This could include how-to videos, clips from backstage at photo shoots or fashion shows, and links to Facebook, Twitter, Pinterest, etc....
Provided makeup lines put some time and energy into building blogs which reflect their company's voice, they will be able extend their brand power and reach consumers on a whole other level.
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