Beauty Bakerie’s use of Social Media

Beauty Bakerie’s use of Social Media

A brand that caught my eye recently not only for its adorable packaging but its cruelty-free cosmetics is Beauty Bakerie. This brand has an inspiring back story, the founder had a challenging but successful fight with breast cancer in 2011 and made it her mission to make high-quality cosmetics with healthy ingredients. Beauty Bakerie has also been dubbed as activists in makeup for speaking about a variety of injustices including the Black Lives Matter movement and the Dreams Act. This brand aims to encourage, inspire and educate people by helping them see the value of being sweet.

Beauty Bakerie has a strong social media presence with 1.2 million followers on Instagram. They utilize highlight reels, story posts, and collaborations with like-minded influencers to strengthen and grow their brand. As well, they have a strong target audience and know what kind of customers they want and how to attract them. This is seen by the activism in their posts and the inspiring words in their captions. The brand also has a strong theme separating them from the competition. Their makeup is packaged to look like sweets and treats such as their highlighter packed in an ice cream-looking box or their beauty blenders that are packed in egg cartons. Ultimately this brand has a strong sense of self which they utilize to target customers.

While the brand has a strong social media presence on Instagram it does not have as strong a following on other platforms such as Facebook and Twitter. I believe that a stronger presence across all social media would greatly improve their brand awareness. I also believe that interacting more oath customers and creating posts that they can engage in would be highly beneficial. Such as using the live video feature to hold tutorials on their products and getting more influencers that have a similar audience to them to join.

If you know anything about makeup you know that the beauty community is a competitive place with major brands such as Chanel, Maybelline, and MAC, to name a few. This means that Beauty Bakerie has a lot of competition in a market that is constantly changing to keep up with the latest trends. Compared to other major brands in the makeup industry Beauty Bakerie has a long way to go. Brands such as Chanel boast over 40 million followers and have a brand that has been established and polished with years of experience. However, I believe that Beauty Bakerie has what it takes to stack up against the competition. I believe that their unique products and packaging will help differentiate them from their competitors. As well their activism is something that not many brands do as they fear controversy but it is important to stand for what you believe and Beauty Bakerie does that. Because of this, I think that they will go far as they provide a safe and uplifting environment for their customers. So while they have some growing and polishing up to do I believe that they will be a big presence in the beauty community in the near future.