7 Ways to Grow A Successful Brand Like Anastasia Beverly Hills
Dolipo@dolipox
7 years ago
How Anastasia did it!Anastasia Beverly Hills is a successful cosmetic brand. I began to wonder, how did the Romanian-born beauty entrepreneur, Anastasia Soare grow her brand ? As a Data Scientist who loves beauty and makeup, I quickly notice how much her brand is loved on Instagram. Like many other Anastasia Beverly Hills makeup enthusiast, my sister is one, and she introduced me to the Vintage Lip Gloss, and it’s now my default lip gloss. After months of using the product, I noticed one of my Makeup Artist Friends used the products a lot on her clients. I wanted to find out why the Anastasia was loved so much, then, I analyzed sentiments from over 15,000 tweets. My findings were interesting and I’ll be sharing them here.Anastasia’s Passion: Brow-shaping It started with her passion – Eyebrows! Anastasia loves to enhance people’s beauty by shapening their arches. She enjoyed doing that and did it all over again until she mastered it. She focused solely on Eyebrows that you wouldn’t be wrong to call her the “Eye Brow Expert”. Famous people like Oprah, Naomi Campbell, Kim Kardashian, JLO, Victoria Beckham sat down on her chair at some point to get their brows beautified. Game Changer: From Brow-Shaping to Brow-ProductsFrom her ‘eye-brow” passion, she branched out into makeup which she’s turned into one of the world’s most influential make up brands. Just type #anastasiabeverlyhills on instagram and see the amazing returned results of over 9million images tagged with her brand name. Her expansion now includes liquid lipsticks, highlight kits, and contour kits. Anastasia’s Social Media Game on Fleek ABH engages customers every step of the way. From listening to followers to including their insights in the production process and making changing to products based on real-time conversations. The brand remains open, flexible and dynamic to followers changing needs and that’s one of the reasons her fans love her.Anastasia Beverly Hills Got Fans Feeling PositiveAnastasia has found a way to become stick to customers. By creating a user-centric product that now makes customers feel “Happy”, “Excited”, “Fabulous”, “love” on Social Media, the brand continues to win. These were the feelings of consumers based on twitter data. While there were some negative sentiments such as “dark”, “late” “messy”, they only represented a tiny chunk of the tweets. ABH could also work harder to ensure such tweets disappear by making sure consumers are helped to pick the right color tone, delivering faster or whatever the case may be as to why those negative tweets popped up.ABH’s current spot is where you want to be as a business, where your products brings out positive feelings in customers and they begin to have conversations about you.Anastasia Beverly Hills Built Tight Relationships With Beauty Influencers With top influential beauty and makeup personalities, Anastasia has built some really strong relationships . Those relationships has raked in massive sales for ABH. My analysis discovered some ties which are bulleted below. No doubts, the following influencers increased brand awareness and customer loyalty for the Anastiasia brand.Amrezy 5.3million followers on instagram 179k twitterShayla @Makeupshayla 2.3followers on instagram 81.2 twitterDesi Perkins 3.2 followers on instagram 534.kRay Boyce 1.3 million followers… 72.6kLillylashes with 675k followers followersTaren Makeupbytaren 157k followersChristina Cagle @chrisspy 3.7million followersThe brand also partners with influencers to drive fan engagments and sales. Influencers are also integrated into the product development to get the products right. It’s interesting how ABH continues to build its business around passionate people. ABH also engage influencers are successful in the industry partly because of their passions. Soare, founder of ABH said to Fashionista;They are my friends. We don’t pay friends. We send them products, and whatever they like, they post. I never ask anybody to talk about it. I want people to be in love with what I make …Anastasia’s Brow Game is On PointOne of the top hastags that often appeared along with the #anastasiabeverlyhills was “brow”, this is because Anastasia has found a brilliant way to make people love their brows. As she said in an interview with byrdie in 2014.It took me 24 years to make this country obsessed with eyebrows,” Anastasia Soare, founder of ABH Cosmetics says.While my research didn’t prove her claim right, data has indeed shown that her brand is known for brows, and her customers love to enhance their brows and perhaps they might be obsessed with it.Anastasia Sells Sophistication For Less Anastasia Beverly Hills has positioned her brand as the Latest Sophistication in the industry. With names like “modern Rennaisance” “Anastasia, “Beverly Hills”, you can’t help but think exotic and high-end. “Glow”, “Gloss” ,”Glitter” are some high occuring words in tweets, they’re also product names in the brand and customers love it! Of course some girls dream of glowing, staying glossy and glittering, ABH definitely appeals to those population. And surprisingly her products are reasonably priced starting from $16! So reasonably priced! Key takeaway From Anastasia Beverly Hills SuccessANASTASIA doesn’t sell cosmetics, she sells sophistication and happiness at reasonable prices. One thing to remember, build your brand such that it appeals positively to your customer’s feelings about themselves just like Anastasia has got people loving their brows more.