November 29, 2012, 3:25 PM

BHCosmetics.com: Content matters

BHCosmetics has a robust social following thanks to the content it shares, says Fred Sadovskiy, the retailer’s CEO.

Lead Photo

The reason BH Cosmetics has attracted more than 600,000 Facebook fans, 1,500 Pinterest followers and over 5.3 million video views on its YouTube channel is simple, says Fred Sadovskiy, the retailer’s CEO. The cosmetics brand gives its fan base, generally women 15 to 30, what they want—product information, makeup tips and a place where they can discuss makeup. BH Cosmetics’ YouTube videos, for instance, demonstrate tips such as how to get Katy Perry’s smoky eye look. On Facebook, BH Cosmetics offers exclusive offers, sweepstakes and asks questions such as “DO or DON’T: Bright eyeliner for Fall & Winter!” The brand’s content is influenced by what resonates with shoppers. “We dig into the analytics,” says Sadovskiy. That is, it sees what sparks views or comments, then offers more content along those lines.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Paul Dobbins / E-Commerce

6 tips for maintaining sales during the post-holiday lull

Use that stellar email list you built during the holidays to market new products or ...

FPO

Jeff Sass / E-Commerce

How brands use domains beyond dot-com to attract shoppers

Amazon, for example, posts holiday ads to amazon.blackfriday.

Advertisement