While many marketers have been pushing their brands to diversify their social media advertising mix to be less reliant on Facebook over the last year or so, Laura Gellar Beauty has continued to increase its spending on the platform. The strategy makes sense for the beauty brand as it targets women who are 40-years-old and up, according to Sara Mitzner, brand marketing director at AS Beauty, the parent company of Laura Gellar Beauty.
“They’re more active on Facebook and Instagram,” said Mitzner of the brand’s target audience, adding that the brand has looked for earned media coverage from magazines like AARP, People and Prevention. “We’re trying to be where she is and not be where everybody else is – that seems obvious but with the culture of marketing you tend to go after whatever is hot.”
SOURCE : Digiday
