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Facebook, Instagram Invest To Help Beauty Companies Reach Consumers

May 29, 2018: 12:00 AM EST
Facebook and Instagram are emerging as powerful platforms for sellers of beauty products. Both platforms are rich with beauty content and Facebook (which owns Instagram) is investing to help beauty companies reach beauty consumers. AI, and especially its face recognition software, is enabling Facebook to better target user interests. It is also letting businesses have “real-time, one-to-one conversations with their customers over Messenger” (Karin Tracy, head of industry for beauty, fashion, luxury and retail, Facebook). Instagram Stories proved an effective way to deliver fun and behind-the-scenes content to young, mobile users. The number of followers on IS has grown rapidly, now standing at 300 million with more than a third of the most viewed stories provided by businesses. Facebook is also beta testing and trialing with Sephora an AR-enabled camera effects for use in Messenger. [Image Credit: © Facebook, Inc.]
Faye Brookman , "Facebook Builds Beauty Without Boundaries", Women’s Wear Daily, May 29, 2018, © Penske Media Corporation
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