Anastasia Beverly Hills: The Rise From Brows To Buzzy

Earlier this year, we ranked the 25 Buzziest Beauty Brands of 2018, highlighting companies leading the way in social media engagement and community involvement in the cosmetics and beauty space. Anastasia Beverly Hills – known for their brow perfection – topped our list. From their niche start in brows to their growth into success with everything from contour kits to eyeshadow palettes, here’s what makes Anastasia Beverly Hills special:

With 16 million followers on Instagram and over 1.5 million likes on their Facebook page, the brand has gathered a following of fans who want to connect, like, and share their love for their favorite products. The company’s emphasis on social media is evident. They have one of the top followings trailing only behind M.A.C. Cosmetics. So, how did they do it? Check out these three ways they make beauty buzzy.

Influencers

Take a look at ABH’s Instagram page.  It’s flooded not with just celebrity endorsements or product advertisements. Instead, the brand features real customers and influencers alongside them. This allows the customers to become makeup artists. By mixing ordinary consumers in alongside familiar faces like Kim Kardashian, Anastasia Beverly Hills shows its audience they can be just as glam as they A-listers without being intimidated.  

One of ABH’s most successful influencer campaigns was with Mario Dedivanovic (Kim K’s makeup artist extraordinaire). The Master Palette by Mario generated the hype most beauty brands can only hope to achieve. Putting the palette in the hands of a makeup expert gives the product a high-quality feel, but maintains approachability. Influencers like Mario are forging their own path in the cosmetics industry and customers are all about it.

This @ABHcosmetics Master Palette by Mario is still one of my fav 🎨 💁🏼 #Beauty #MakeUp #BeautyBlogger #Cosmetics pic.twitter.com/WqetBAs9KE

— Aida Draganovic (@fashioncore_) December 22, 2017

Owner Engagement

Anastasia’s daughter, Claudia, has taken to social like ABH’s liquid lipstick to lips. She links customers to the top of the company,dishing out VIP treatment by answering questions, getting feedback, and giving a voice to her customers. She retains the feel of a small company by communicating directly.

Claudia removes a middle man to give customers exactly what they want. In doing so, ABH maintains the feel of a small company despite its size, something the brand sees as central to its identity. “We are so in tune with our customers because of our social media,”the brand stated . Listen to the most important critics (the customers!) and hear what they have to say. Instead of guessing about what a consumer might or might not buy, head directly to the source.

Twitter doesn't make this easy, I'll share a note via photo pic.twitter.com/va2bK5Vo8p

— norvina (@norvina1) July 31, 2017

Surprise Sales and Giveaways

Who doesn’t love a good deal? Online shopping and digital marketing means instant access to goods and content. ABH uses social platforms to release big sales. With the feeling of exclusivity, customers keep coming back for more.

Fusing sales with social has helped ABH up connectivity by meeting customers where they are. Clicks, updates, and shares are the new word of mouth, and are helping the brand bypass the waning attention spans and busy lifestyles of millennials.

On the same palette as surprise sales are giveaways. Anastasia has teamed up with clubs such as MooMoo Clubrooms Fleet to be the featured giveaway. This creates great brand awareness at the event and spikes enthusiasm. ABH lovers will flock to it, while unfamiliar consumers might do some extra research.

 

Community Highlights

The queen of giveaways herself is gifting ABH products to her inner circle. This past Thanksgiving, Oprah, gifted her friends Anastasia Swag Bags filled with only the best. This consumer facing company reaches audiences that normally wouldn’t find them through unique partnerships.

ABH gets the Oprah stamp of approval. Before making strides as one of the buzziest brands, Anastasia captured the attention of high profile individuals (like Oprah) with her mastery of proportions and brow shaping. Her attention to Da Vinci’s “Golden Proportion” along with her drive to reinvent beauty laid the foundation for a cosmetics empire.

Oprah’s holiday surprise celebrates the strength of this powerhouse brand as she shares the products in an intimate setting. Check out this video to see her share the love of ABH: