DIY BEAUTY IN THE DIGITAL AGE
User Experience Designer
VP, Director of Business Development and Project Management
December 5, 2013 — Since the dawn of time, women have been beauty product fanatics. And the women of Frank About Women are no exception. But in an age that is increasingly digital, we couldn’t help wondering how beauty specifically is being affected by our changes in media consumption and therefore how we go about our daily lives.
In our recent white paper, “From Paleolithic to Postmillennial: Gut Instincts in the Modern Age,” we explored the role of digital — and more important, social — in the purchase behaviors and actions of women. What we found was the rise of the “Frexpert.” This in-the-know, knowledgeable and relatable source for information was rising in importance. No longer did we wait for the input of our doctors, lawyers and teachers … we could get information, guidance, even step-by-step instructions from our own network of friendly experts out on the Web. And in this world of immediate communication regardless of location, these newfound “go-to’s” may not even be people we know.
If we’re turning to Frexperts for advice on what detergent to buy and how often to give our kids baths, why wouldn’t we turn to them for advice and guidance on our beauty regimens?
Enter DIY beauty, fueled by the power of digital media.
From the desk of our creative technologist:
|“Passing beauty tips down from one generation to the next really used to be the main source of beauty tips. I’ve heard many people say that they use a certain product because ‘that’s what their mother has always used.’ I personally think the best persuader for me to buy a product is to get a trusted recommendation from a friend or relative. When I was younger, the beauty tips only came here and there, either through a monthly magazine subscription or when I’d see my cousins once a year at Thanksgiving and we’d do makeovers on each other. Today, if you type in one beauty term, you’ll receive millions of results on beauty blogs that feature it, a YouTube video that shows you how to execute it or a Pinterest board that is filled with inspiration surrounding that term.”“I, for one, am very glad that if I don’t know how to put my hair in an up-do for a wedding, in a few seconds I can be watching a step-by-step video on how to master that look, even if it’s made by some random girl in Kansas.”|
As DIY has surged in popularity thanks to sites like Pinterest, beauty has naturally tagged along. It seems as if the more a woman DIYs, the “cooler” she becomes. She is looked at as having these secret skills she can just whip out from her tool belt. She can do the perfect eye shadow while her homemade kale chips are in the oven. She can blend the perfect homemade vegan mint chocolate chip shake and still have time to put together her two-year-old’s birthday party, all from stuff she found around the house.
Gone are the days when your closest Mary Kay party gave you a sneak peek into the techniques and products of tomorrow. Today women can look great with the support of the constant flow of beauty content that’s out there. Be it YouTube, Pinterest, Facebook, Twitter, beauty blogs or a perfect batch of beauty delivered to your door from Birchbox, DIY beauty is easier than ever.
Does the rise in DIY help your brand too? Or are you on the other side of the trend? Is empowering consumers helping or hurting your brand? Regardless of your situation, we’re here to help.