Healthy is the New Skinny

The “Healthy is the New Skinny” Campaign Fights Back

Teen Vogue’s support of the push to promote a positive body image among young girls and what it means for beauty brand marketers

By Andrea Bussey

@A_BusseyIMC

Society as the Supervillain

For years, parents and doctors have faced the daunting task of fighting the forces weighing heavily on the minds of teenage girls. Models, actresses, and celebrities displayed on television and in advertisements have been the subject of attention as young girls search for validation of their beauty.  In many cases, parents and psychologists believe that these mainstream advertisements are responsible for negative body images held by this delicate, impressionable demographic.  Girls have succumbed to drastic weight loss measures, eating disorders, and in less severe cases, distasteful misuse of beauty products all in an effort to make themselves “beautiful.” For this reason, TeenVogue, one of the most popular publications among teenage girls, is featuring the "Healthy is the New Skinny" (HNS) campaign in its June/July issue.

According to the official website, HNS is a multi-platform movement to spread the message to young girls across the country that a healthy life is a happy life.  The movement is structured in three major components: The Perfectly UnPerfected Program, HNS Ambassadors, and the online apparel store.  PUP is the non-profit arm of the movement that offers outreach to high school and college audiences by making on-site presentations on self-esteem, body image, and healthy living.  The program ambassadors may be former or current models, beauty industry experts, or students who believe in the movement’s mission and are dedicated to reversing the effects of having a negative body image.  All participants and supporters are encouraged to wear branded apparel to support the movement and spread the word as quickly as possible.  HNS is on a mission to show teenage girls that society is redirecting its attack on the female body by proving that they don’t need to change who they are to be beautiful!

What This Means for Marketers

As advocates for products used to augment physical appearance, beauty brand managers must consider the potential impact of societal trends.  While cosmetics and fragrances are intended to enhance the consumer, this movement proves that latent motivators may drive consumers to use the products for other reasons.  In the case of many teenager girls, beauty products are used in an attempt to conceal insecurities and adverse body images.  As marketers, we must be sensitive to this epidemic and genuinely position the products as mere enhancements for people who are already beautiful.  As beauty products are primarily used for facial enhancement, brand marketers must devise targeted campaigns that deliver the message: “Beauty” is you. The brand’s reach may not occupy the space in a teenager’s mind that cultivates body image, but an empowering message can certainly assist in directing her down the right path.

Leverage the Power of Brand DNA to Succeed Amidst a Changing Demographic

                  The history of the beauty industry dates back to the eighteenth century, so I do not predict obsolescence in the near future.  However, throughout time, industry professionals have set trends and adjusted to trends, depending on consumer demand.  The time has come again for adjustments to be made so that we may support the millions of teenage girls who are struggling with their self-esteem and body image.  Consider taking the following steps to place your brand among the ranks of HNS campaign supporters:

v  Evaluate your brand DNA to determine how it should be positioned to uplift the teenage demographic through a targeted campaign.

v  In the spirit of beautiful diversity, incorporate non-traditional models and actors into product campaigns targeted to the younger demographic.  This includes television, print, and in-store displays.  Be the brand to lead by example.

v  Encourage colleagues to get involved with the HNS movement when/where possible.  Ambassadors appear at schools to speak to students, and the expertise and insight offered by a beauty industry professional is hugely impactful.

v  DONATE to HNS!  Statewide school tours reach over 10,000 students, and donations go toward supporting all related expenses. Your support is needed!

Beauty does not come in one size, shape, color, or creed.  It lives in all of us.  Not only as brand marketers, but also as adults, we are accountable for the state of our youth.  Teenage girls are putting themselves in danger by trying to change their bodies to become what we have told them is beautiful.  The "Healthy is the New Skinny" campaign seeks to unite us all as we take strides to encourage healthy, vibrant living above all else.  Beauty brand marketers operate on a platform that has the potential to impact thousands of lives.  After all, beauty is what we say it is.

Andrea is a student in Northwestern University’s Master’s Integrated Marketing Communications program.  Her studies are concentrated in Brand Management and Digital Marketing, and she has a particular interest in the beauty industry. 

Love of beauty is taste.  The creation of beauty is art. ~ Ralph Waldo Emerson

Will you find your beauty in a box? – an amazing box can help Marketers to create WOM

Have you ever thought you will find your beauty in a box? Women in the town are subscribing a little box called Birchbox, which will send out a box of 5 sample beauty products for $10 each month. This little box has becoming the most popular and amazing little box among women that roaming around word-of-mouth, tweeter and Youtube.

Receiving this Birchbox is like a gift. It probably gets you a latest series of SMASHBOX powder, or a lipstick of NARS. You don’t know what you will receive every time, but Birchbox will always surprise you. Check out the youtube, you will find lots of unboxing videos on it. People enjoy the unboxing moment to find out what Birchbox give them this time.

When you subscribed the Birchbox, you fill out a beauty profile. A beauty editor in Birchbox will choose monthly samples for you in your box. The success of the business caught many beauty brands attention. Brands like Smashbox, Stilla, Kiehl’s…. you name it, are scrambling to give away their sample to Brichbox subscribers. If you like the sample, you can go click on the item on Birchbox website and purchase the full-size one.

By sending a delicate box with beauty samples which might suit different person’s beauty profile, Brichbox creates a two-way communication and another sales channel for brands and consumers. Consumers enjoy the discovery process and try new stuffs. Brands seek as many touch points as possible with consumers. Beyond that, Birchbox creates a place for both consumers and brands to build a further relationship with each other. Consumers can share their comments online or through Birchbox, Marketers can receive feedbacks and collect data from both consumers and Birchbox.

The box is so hot that forbes, Mashables and Insiders all wrote a story for Birchbox. Because not only women can receive this “gift”, but men can also have it now. However, as forbes covered in the article, my question is, while it garnered great success among female consumers, will Birchbox gain success among men since their shopping behaviors are different from women?

But, hey, if you are a brand marketer, you may think about using Birchbox to communicate with your consumers. If you are obsessed with make-up, well, subscribe a Birchbox for yourself!

**Li-Chia Huang is a graduate student in the Northwestern Medill IMC marketing program and is specializing in beauty industry marketing trends. Li-Chia Huang will be graduating in December 2012. Li-Chia can be reached on twitter using the handle @Lycahuang0621.

Celebrating the Beauty of your Customer by Finding the Beauty in Your Brand

Pretty Face?

As a professional in the industry, you have a good grasp on the concept of beauty, but have you recently taken a moment to consider the face of your brand? What does it look like?  Arched eyebrows or high cheekbones?  What distinctive features allow it to stand out in a crowd?  How beautiful is your beauty brand?  Many beauty brands boast glamor and allure, but what makes a brand genuinely attractive?  As a brand manager, it is not enough to just know the product and its variations well, you must also understand how customers interact with the product in their daily lives.  As it may seem to the untrained eye, you are in the business of building communities of brand fans, but in actuality, your success is driven by your ability to engender confidence, style, and poise in consumers.  Concealers, liners, and pigments are tools used to help display inner beauty to the outer world.  In order to build toolboxes full of your branded products, you must: (1) profile your loyal customers and those who could become loyal customers in the future; (2) understand how they engage with the brand; and (3)  Capitalize and expand upon the “beauty” of the brand as defined by consumers. 

The Double Helix  

In the same way that double-stranded molecules determine our appearance and composition, your brand’s DNA determines its identity, aptitude, and scope.  A brand’s DNA is dependent upon the product(s) it represents, its origin, reputation, and possibly the people who build and endorse it.  By assessing these elements, you and your team will ensure that your communication strategies, product developments, and brand trajectory are aligned according to the most essential aspects of your product(s).  By understanding the core of your brand (i.e. what consumers associate with it, what they expect from it, and what characteristics could or should separate it from the competition), you will connect with consumers by intersecting at points of engagement, communicating authenticity, and creating financial and competitive results. 

Make Over 
 

       They are often highlighted during morning shows and teenage birthday parties, but makeovers have secured a place in almost every aspect of daily life.  In many cases, experts are solicited to lend consultant services, but since you are an expert on your brand, there is no need to seek the help of outside resources.  You can take a few simple steps to answer the question – How beautiful is your beauty brand?

§  Discuss the brand’s DNA and customer base with your team.  It is imperative for all those involved with the day-to-day business of the brand are functioning on one accord and working toward a common vision.  

§  Evaluate the current state of the brand in the competitive market and articulate weaknesses.  When everyone has gained a renewed sense of the brand's identity, the team must determine the ways in which marketing and advertising strategies are (or are not) aligned with the essence of the brand's DNA. 

§  Develop 3 ways to make your brand more beautiful.  Brainstorming never hurts!  Following a deep analysis of the brand and its position in the market, create a list of short- and long-term action items that will promote beautification.

Take the time to put on the best face of your brand.  After all, your customers do.

Andrea is a student in Northwestern University’s Master’s Integrated Marketing Communications program.  Her studies are concentrated in Brand Management and Digital Marketing, and she has a particular interest in the beauty industry.


Follow Andrea @A_BusseyIMC 

"Love of beauty is taste.  The creation of beauty is art." ~ Ralph Waldo Emerson