Featuring Guest Guru, Vanessa Reggiardo, President of mark.
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August 2011 - Featuring Guest Guru, Vanessa Reggiardo
 
 
  Beauty by Numbers
July 2011
Share of Audience Report
July 2011
Brand Performance Report
This chart uses Web traffic from readers on TotalBeauty.com to rank the top 300 brands from over 1,400 on our site. Find out how each brand stacks up against the competition.

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  Guest Guru
Vanessa Reggiardo, President, mark.

Q: As former VP of marketing for mark, you are no stranger to the brand. Knowing the company's strengths and struggles, where do you see mark going in the future?


A: Our plan for mark is to continue to be "ahead of the now," finding groundbreaking ways to interface with our consumers and Reps. We will continue to reinvent direct selling for a new generation, with breakthrough social media applications that consistently foster an immersive buying and selling experience. Direct selling opportunities promote women's economic empowerment, so we continually look to grow our Rep base and provide them with the tools they need to increase their earnings. And at the heart of mark, giving back and raising awareness has always been -- and will continue to be -- a compelling pillar of this very special brand.

 
Q: What is "social beauty" and how do you think it's impacting the beauty industry today?
A: Social beauty is having fun with beauty and fashion, peer to peer. It's beauty tips. It's advice. It's social selling. These elements have been brought to life and empowered by technology, which is impacting the beauty industry in a significant way. A "typical" distribution access point no longer exists. Rather, consumers want the option to shop or sell 24/7, on their own time. We empower Reps with tools that leverage social media to enhance the e-commerce shopping experience for their customers. When you combine the high-touch power of direct selling with the innovations and sense of community of social media, you get "social selling." That's what mark is.

Q: Who is the mark girl? How do you relate to her?
A: The mark girl has an entrepreneurial spirit and is a total beauty and fashion junkie. Whether she's a Rep or a customer, she wants to be part of a community and she believes she can achieve anything. She embraces the digital space to interact with fellow beauty enthusiasts and get makeup tips and product recommendations. When shopping for beauty and fashion pieces, she looks for items that allow her to express herself, which is what we encourage our mark Reps and consumers to do. Most importantly, the mark girl is committed to making a difference and making her mark in the world in some way. She is confident and empowered. For all of these reasons, and as a beauty and fashion enthusiast myself, I can personally identify with the essence of the mark girl.

Q: What do you think sets mark apart from other youth-centered beauty brands?
A: Mark's sweet spot is providing the best on-trend beauty and fashion concepts for a total look, powered by technology and sense of community. We offer a customizable portfolio, so Reps and customers can make the brand their own. We dimensionalize social selling by encouraging our community to interact with each other, and share tips and how-tos. By providing our suite of innovative digital tools to our Reps, young women are given the opportunity to grow their own business and learn valuable entrepreneurial, marketing, and networking skills.

Q: What's your most surprising best beauty seller?
A: Our most surprising beauty seller would be the Nailed It mini nail polish duos. We had never created a nail polish collection before and thought it would be fun to experiment with this as part of our limited edition Instant Vacation collection this summer. The shades we selected complement the beauty and fashion collection and are a great addition to the beauty story. These mini duos turned out to be a runaway hit. As a result, we will incorporate more limited edition sets in future seasonal beauty stories.

Q: Anything new and exciting to share from mark?
A: We are leveraging social media and continuing to introduce digital innovations and first-to-market applications for our Reps and customers. For instance, mark will be launching a mobile app, which will enable Reps to sell directly from their phone, taking another step in giving them state-of-the-art tools to be entrepreneurs in a social selling world. As we move ahead, we will be launching an enhanced field strategy that will be critical to our continued success, as well as upcoming exciting alliance and digital partnerships.
 
 
 
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