I recently met Phyllis Cohen, Managing Director of Face-Lace. As we chatted I told Phyllis about my business 'Flourish With Social Media', and Phyllis told me social media was a key aspect of the success of Face-Lace and getting the word out about Face-Lace products. Never one to pass up an opportunity to find out more about how companies are using social media, I asked Phyllis if she would be happy to to share her social media story for my newsletter. I was delighted when Phyllis agreed and here is an insight into how Face-Lace are using social media for their business.
When did you set up Face-Lace?
Phyllis: I began doing the research in early 2011, we launched at
the end of February 2012.
What was your background before setting up Face-Lace?
Phyllis: I have worked as a Makeup artist in the UK, USA and
Europe for over 30 years, so I know the beauty industry well.
What motivated you to set up Face-Lace?
Phyllis: I always love a challenge and had been experimenting
using stencils to expedite makeup work where I needed to finish work on the
skin with elaborate details in a short time frame, I bought a machine to help
me cut intricate stencils and one day I thought about using the machine to cut
designs which could be stuck straight onto the skin.
How did you get the word out about Face-Lace?
Phyllis: I knew my best bet would be to launch it on the back of a
fashion show at London Fashion week as most of the worlds fashion press is
there. I asked a stylist friend of mine if she knew any young
designers who might want to collaborate. We created a bespoke design for a
young designer Corrie Neilsen and as soon as we placed the first Face lace onto
a model backstage several bloggers and journos swamped us to ask "what is
it"? They immediately began tweeting about it.
We also had samples and flyers sent out to
about 60 Beauty bloggers and journalists to coincide with the dates of the
show.
What social media channels do you use for Face-Lace?
Phyllis: We use Faceboook, Twitter and Instagram. We also have
tumblr, but don't use it too often.
How many followers do you have on these channels?
Phyllis: Facebook 5534, Instagram nearly 4600, Twitter nearly
2500
How did you get your followers, organic or paid reach?
Phyllis: After our first year we had 3000 Facebook followers, they
came to us organically.
What do you consider to be the most beneficial aspect of
social media for Face-Lace?
Phyllis: It is like free advertising, we had many PR companies
approach us but we didn't see the need immediately to go with any of them. I knew the love affair with the press would wane at some point so I employed a
PR company as we started out third year.
How often do you post updates on your social media
platforms?
Phyllis: It depends what is happening, if we are launching new
designs and have had any press we will post every day, if not at least twice a
week for Facebook, 2-3 times a week for Twitter, and 2-3 times a week for
Instagram.
What is your favourite platform to use?
Phyllis: I am one of the few people on the planet who doesn't have
a smart phone so I have to have a young employee to do Instagram for me. I do Twitter and Facebook. they each have their place. I remember some one
explaining that there are protocols for each type of media- he said Instagram
was all about catching a moment and if you put anything too staged it is sneered at by the aficionados . I have to admit I'm not too good at all the hashtag
words. But Zoe my young employee rattles them off in the most impressive way.
Do you consider social media to be an essential part of
your brand awareness strategy?
Phyllis: Yes definitely
What other forms of marketing and brand communications do
you use?
Phyllis: We still get involved with London Fashion week and do
quite a few collaborations with other companies and fashion houses, we have
sent many designs to Makeup artists working on popular programmes that
use performers including Dancing On Ice, X Factor, The Voice, etc.
Does social media play a key role in converting sales?
Phyllis: Yes our first stockist enquiry was from Harvey Nichols
who said they found out about the brand from a beauty blogger.
Where are your products stocked?
Phyllis: In the UK- Harvey Nichols, Selfridges, Topshop, Angels
Costumier, Screenface and Tilt- Professional Makeup shops. Aside from
that we have stockists in 15 countries.
What are the challenges you face when managing your social
media channels?
Phyllis: Just keeping track of it all, and having the time to do
it.
Do you employ someone to manage your social media channels
or outsource the management?
Phyllis: No I still do it myself, with Zoe's help.
What are your future plans for Face-Lace on social
media?
Phyllis: People have been saying I should do a blog, and set up YouTube
channels with ideas of using Face lace. When I can find the time to do so I
will take up these ideas.
What is your advice to other businesses who are hesitant in
taking the leap into the social media world?
Phyllis: It is definitely worth it, and will become more and more
important as the now younger consumer grows up.
Do you feel the number of followers you have on social
media reflects your success as a company?
Phyllis: It is difficult not to, and it is how I check the value
of companies and bloggers I might want to collaborate with. So if I'm assessing
a company by their social media profile they must be doing it to me as well.
What is your daily pattern with social media?
Phyllis: I check what is happening on all 3 platforms several
times every day
Do you use a social media dashboard?
Phyllis: No I don't know what it is.
Do you use social media as a customer service tool?
Phyllis: Yes we do special offers sometimes through social
media.
I would like to say thank you very much to Phyllis for being so generous in sharing her experiences with social media to date for her business Face-Lace. I am sure many businesses will learn something from Phyllis's insight.
