The Brow Expert Brand - Anastasia Beverly Hills

Welcome back,

Anastasia Beverly Hills is an infamous brand amongst celebrities and their makeup artists, which is no surprise as founded Anastasia Soare is known as the brown queen, and it's safe to say a brand that has shaped the beauty industry.

Source (Beauty Packaging)

Anastasia Beverly Hills (ABH) was initially launched with a Beverly Hills flagship store in 1997 and then began the first produced line in 2000. The brand initially started with brow shaping products on her patented Golden Ratio Eyebrow Shaping Method which started a brow revolution, and has since products stocked in 25 countries, available online and in stores such as Sephora and Selfridges. (source)

ABH is one of the fastest-growing brands in the global beauty industry, and there no surprise why especially with the high-quality products which have developed into the well-known eyeshadow palettes and complexion products. Alexandra Soare is known for working with the likes of Kim Kardashian and Cara Delevingne; she also likes to participate in masterclasses sharing her wisdom and tips with people alike.

Similarly to its competitors, ABH focuses heavily on influencer marketing and social media marketing especially with the "500 million daily users" Instagram has (source), this is a great platform to share photos with your target audience on and to gain a lot of insights and analytics behind this as well. ABH joined Instagram in 2012 and is the 2nd most followed beauty brand, and has since seen sales quadruple year-over-year (source).

"Anastasia Beverly Hills has become an eyebrow empire with $340M estimated sales in 2017 and a line of 450 products sold in over 25 countries" - Octoly

Unlike other brands, ABH focuses a lot on micro-influencers especially with PR packages and direct marketing, which can benefit them in terms of scalability, as influencers with a smaller following as seen to be the most active in terms of reach and engagement. Also, user-generated content does wonders for the brand, with makeup artists and enthusiasts creating content featuring ABH's well-loved products followed along by hashtags, which have all contributed to their audience growth and brand awareness and authenticity.

Source (Octoly)

The image above shows the extent of how many posts that are related to ABH, this is a paramount way for them to promote their products, this is a heavily used and probably why the brand is so successful amongst social media platforms and their audience. This goes to show how successful a brand can be thanks to a good marketing team and digital marketing techniques!

What are your thoughts on ABH's success across social media?