The people have spoken.
Beauty fans around the world voted Mary Kay Inc. “Best Pinterest,” “Best YouTube” and “Best App” in this year’s #beauty20 Awards presented by innoCos Digital. The annual program recognizes beauty brands that are finding innovative ways to connect with consumers through digital technology and social media.
To identify which brands are cutting through the noise and building a loyal following, a panel of industry experts selected five finalists in each of 10 categories, with the winners then chosen online by the public. Mary Kay has been named a top digital marketer in the #beauty20 Awards for four consecutive years.
“We love that Mary Kay customers and our Mary Kay Independent Beauty Consultants are some of the most engaged, loyal and enthusiastic brand champions on social media,” said Sara Friedman, Mary Kay Vice President of U.S. Marketing. “Whether it’s in person or digital, Mary Kay continuously strives to provide the most innovative products and experiences while developing superior, personalized service.”
On the brand’s Pinterest page—which has more than 95,000 followers—users can find anything from Hollywood-inspired makeup tutorials to holiday gift ideas, anchored by the kind of lush photography that draws users to the platform. In the past year alone, the page has garnered nearly 45,000 clicks to the Mary Kay website. The company’s award-winning YouTube channel has generated 11.1 million total views since it launched in 2009.
“With the explosion of social media, customers now dictate which digital channels they engage through, so it’s paramount that beauty brands engage customers in innovative and creative ways to differentiate themselves from their competitors,” according to Irina Kremin, Co-Founder of Global Cosmetics Community and Director of innoCos Events.
One way Mary Kay introduces its products to new audiences is through the free Mary Kay Virtual Makeover app, where users can upload a personal photo and try out any combination of the brand’s eye makeup and lip color, along with a variety of hairstyles and accessories. Voted Best App in the #beauty20 Awards, Mary Kay Virtual Makeover has been downloaded more than 7 million times.