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JUDE'S BLOG
THOUGHTS, OPINIONS, WISHES AND INSPIRATION FROM A BLOGGER KNOWN AS "J".
* About The Author…
COME HAIR! TRUTH, LIES AND MYTHS DEBUNKED!
Posted by jhsikora on July 3, 2012
Posted in: Uncategorized. Tagged: beauty, clothing, self expression, style.
Leave a comment
Decades before folks concerned themselves with ‘political correctness,’ millions
lived their lives vigilantly determined to be viewed as ‘stylistically
appropriate’.
Amazing, but true! Growing up in the fifties, sixties or even the seventies,
style mavens across the country reverentially anticipated Memorial Day, as it
heralded the launch of the ‘white season.’ On that long awaited holiday,
thousands of fashionista’s coast-to-coast collectively reached for their white
handbags, believing they had the official nod of approval to bring their white
apparel and accessories out of closet hibernation.
Did you ascribe to the ‘white rules’ of fashion?
Unfortunately, the highly anticipated emergence of ‘fashion whites’ each summer
was doomed to a brief twelve-week run, capped off abruptly by Labor Day.
In those days, only the bravest of the pack dared to buck the rules... Indeed,
only a mere fraction of society— those self-described ‘free spirits‘–were
willing to engage in the greatest fashion faux pas of all: wearing white
off-season! Unlike today, the rules were the rules back then, and very few dared
to challenge the style commandments that dictated dress, style and image, by age
and gender.
> But, that was then and this is now.
Today, rules of correctness are more often challenged and rebuked, than
routinely adopted and revered. Obedience to, and reverence for, any type of
social guidelines seeming to inhibit self-expression, tend to be viewed as silly
and outdated. As the saying goes: we’ve definitely come a long way, baby, in
little more than one generation.
> Yet, in spite of all the progress, there are a surprising number of folks who
> unwittingly cling to outdated standards and points of view pertaining to aging
> and image.
The time has definitely come to closely examine, debunk and rebut many of these
beliefs that we, the original open-minded Aquarius generation, still ascribe to.
> As Summer Solstice kicks in, what better time than now to cleanse our minds
> and free our souls of old, self-deprecating notions that negatively impact our
> sense of self value, esteem and self-worth?
Are you ready to join the movement and unite in a quest to banish out-dated
style and aging ‘taboos, forever? Take a look at the new generation of hip and
happening women who dare to defy the old rules, and as a result, have forever
raised the bar for the rest of us who have a simple mantra and mission: look
better, longer.
Today, I selected a few truly inspirational women who have conquered the old
style rules regarding hair length. (Remember when women wearing long hair over
the age of 45 were categorized as ‘aging hippies’?) While we have slayed that
dragon, there are still many repressive age related style and beauty taboos left
to eradicate.
(See Jane Seymour above at age 59.)
Cher @ age 65 and Holly Hunter (below) @ age 51.
Are you inspired yet?
I’d like to lighten and brighten your week with a new Las Vegas Examiner
column, which will be posted under the title ‘Ageless Style.’ Each article will
address and solve age-related beauty, style and image challenges, as they
relate to our Fab@40 and/or 50+ crowd.
If you are over age forty—or even in your fifties or sixties, this style and
beauty blog is for you! In the meantime, get to know your sizzling ‘sista’s’ who
are blazing new image standards for all of us, creating a real tipping point (in
our favor) in the quest for ageless beauty and style. Gorgeous, aren’t they?
I invite you to follow my new column (upon its debut,) as together we will take
on the remaining –no longer relevant beauty and style age related myths… and
embrace the array of new options available for achieving authentic, gorgeous,
self expressive style and beauty, in our 40’s, 50’s and beyond!
(See Bernadette Peters below at age 61 and Renee Russo at age 51 below.
Bernadette Peters sizzles in her sixties…
>
HAIR, GLORIOUS HAIR! A NEW BLOG SERIES FOR THE ‘FAB AFTER 40 (OR SO) CROWD!
Posted by jhsikora on June 17, 2012
Posted in: Beauty, Beauty Trends, self-image. Tagged: aging and self image,
beauty marketing, fab at 40 or so, hair, hairstyles for women over 40, J Sikora,
Judith Sikora, self esteem, self image, style. Leave a comment
It’s often been said that sexiness is all about how we view ourselves.
From birth, our love-hate relationship with our hair has a direct correlation
upon our daily outlook, self-esteem and psyche. (Image source: istock.com)
Many would have us believe that our sense of self-worth and attractiveness
begins with the self-images and thoughts we carry inside our own heads. Are
you buying that… or, could the experts have it reversed? Should the folksy
truism be changed to read: ‘When it comes to a sexy, confident self-image,
what’s on your head may determine the picture in your head’?
While controversial, and most definitely in juxtaposition to today’s modern
‘Zen’ self-image directives, the latter view may be a more honest depiction of
what makes us tick in the self-confidence department. Real hair enthusiasts just
might (and not surprisingly) subscribe to this more provocative point of view.
In fact, a recent poll in ShopSmart, (a subsidiary of Consumer Report Magazine),
polled their readers to find a significant and undeniable connection between
hair and self-image.
> Nearly half of those who participated in the survey (44%) felt that a bad hair
> day controlled their mood throughout the entire day, while 25% revealed that
> they had been known to break down and weep after a bad haircut. Clearly, the
> state of our hair has a very direct correlation to, and wields influence upon—
> the state of our lives! Now, add in the aging factor and the topic grows
> exponentially.
There is no doubt about it; as we grow more attached to our trademark manes,
studies prove that the hair on our head is literally becoming less attached to
us. With each passing year of our life, hair becomes less abundant… less
resilient and most definitely less lustrous.
Here is the irony in all of this…
While Mother Nature wreaks havoc on our aging hair and hairline, our aging ego
continues to grow more deeply entangled (no pun intended) with this lifelong
precious attribute. Quite a conundrum!
So, what’s a gal or guy to do?
In my new ‘Fab After Forty or So’ blog series, we’ll be examining ways in which
we can conquer aging-related image issues that we all struggle with a little or
a lot… and win (!)— beginning with our hair. Each blog will examine new ways to
appear young-er than your age, whatever that glorious number may actually be.
We’ll discuss personal style strategies, as well as cosmetic, aesthetic,
surgical and non-surgical approaches to dealing with the ‘age demons.’
We’ll savor the journey by posting and sharing our thoughts with each other;
kindred spirits who find the never-ending quest for youthful exuberance and
beauty as innate and enjoyable as those on the hunt for the perfect golf swing,
or the priceless flea market find.
> Do you have a specific age-related image, style, hair or beauty challenge
> that you’d like to see this blog series address? Bring it on! Simply leave a
> comment at the end of the blog with your suggestions or requests. Then, tell
> your friends about this series and check back often, for the next release. In
> my upcoming FA40OS blog, “Come Hair! Truth, Lies and Myths Debunked,” I’ll
> shed light on hair styling myths related to age, image and style. The truth
> is… there is a resurgence of joy, self-confidence and excitement out there
> among forty and fifty something’s, related to beauty and image. As you follow
> my blog series, you’ll begin to understand why.
By the way, the timing of this blog launch is meant to be ‘spot-on’ as they say.
I’m kicking off this blog series just in time to help you put a plan in place
for your upcoming summer or fall high-school/college reunion. (See the ad below
from the ‘Calling All Swans’ reunion campaign that I developed several years
back as a Marketing Executive for a Medi-Spa Network.)
My mission?
Simple really…
I dream of you, Dear Swan, walking into that hotel ballroom and knocking their
jealous little socks-off!
Why? Because you can.
And because it will feel so darn good to show ’em what you’ve really been up to
(transforming into the incredible, accomplished swan that you are) for all these
years.
[Author’s note: I originally published a similar version of this article for the
Las Vegas Examiner in December of 2010. While the columns are still up on the
Examiner site, I am broadening the audience reach and taking them out to my
extended network of friends and colleagues on Linked In, Twitter and Facebook,
which includes you!]
This ‘Fab After 40 or So’ blogger.’ [Circa June 2012]
WHY—GENERATION Y?
Posted by jhsikora on June 5, 2012
Posted in: Beauty, Fashion, Gen Y, J Sikora, Jude's Blog, Marketing, Marketing
Strategy, Uncategorized. Tagged: fashion marketing, generation Y, J Sikora,
Jude's Blog, Judith Sikora, luxury, luxury goods, marketing, marketing blog,
marketing trends. Leave a comment
Generation Y Has Captivated Global Marketers
So much has been written about the undeniable economic power of the Baby Boomer
Generation, but hold on- there is a new tsunami of insatiable spenders helping
to keep our economy afloat and promising to be a larger and more powerful
consumer demographic than Baby Boomers… (drum roll please!)
Allow me to introduce you to GENERATION Y!
> They are the hardest-to-reach but freest-spending generation. This group of
> super-consumers has an “always-on” connection to social media and the Web.
>
> Karen Weiner Escalera,
>
> President & Chief Strategist at KWE Partners
Generation Y believes in self indulgement, for all the right reasons.
Generation Y consumers, born between 1945 and 1964, out number the Boomer gang
by about 13 million (Gen. Y’s represent an estimated 83 million potential
shoppers.) Über eager to spend on items they see as chic, valuable (lasting) and
prestigious, these rabid buyers grew up in the shadow of their Boomer parents’
reverance for all things iconic. Over the past decade, the Y’s have became
accustomed to the accessibility of ultra gauche items on private sale internet
sites, such as Gilt, Belle and Clive, Rue La La and HauteLook. But the good news
for those retailers is that studies show that many of these lux niche
worshippers have been converted and now purchase directly (and in store) from
the luxury retailers they met in passing, online.
According to Karen Weiner Escalera, President and Head Strategist at
luxurysociety.com, “Gen. Y has embraced social media and blogs for information –
they are more likely to listen to each other than listen to what marketers and
previous generations are telling them. They are the hardest-to-reach but
freest-spending generation.”
> Ethan Lyon, writer for sparxoo.com, says: “Gen Y’ers rationalize indulgence
> spending. Lyon goes on to state … “I work really hard, and I need to invest in
> myself,” is a standard buying rationale for affluent Gen Y’ers.
In fact, Lyon quotes market research consultancy Chatter.com whom, he reports,
conducted behavior analysis surveys indicating that Gen Yer’s seek out luxury
niche brands.
> Their closets are a mash-up of Louis Vuitton handbags, D&G belts, Gucci
> trousers, Armani suits and Dior perfume, writes Lyon.
Bloggers who study luxury agree that Generation Y’ers are in it ‘for the love of
the deal.’ Modeling a mindset learned from Boomer family members, Generation Y
appreciates luxury and value, but distinguishes itself from its elders through
its profound‘W-IQ’, or what I like to think of as ‘web intellect’. Y’ers truly
“get” the enormous capacity of the internet to serve up incredulous deals and
steals. After all, these are the kids who grew up with computers in their
classrooms and cell phones stashed in their book bags.
Baby Y’s learned the magic of technology at a young age.
Generation Y has a passion for technology and an innate understanding of
‘on-demand’ e-browsing and shopping. They are experts and can pull off deals
where they save hundreds or thousands, literally in a New York nano-second.
Author Lyon points out that one of the first luxury flash sales brands, ‘Gilt
Groupe’ pulled in around”$500 million in 2010.” This writer suspects that
Guilt’s sales and growth were funded mainly through an abundance of Generation Y
white-knuckle-mouse-clicks!
Which takes us back to the heart of the discussion: how to reach this dreamy
group of discerning and decisive Y’ers? Escalera cautions that the way to these
spendthrift consumer’s haute lux hearts is through ‘authenticity.’ She suggests
that you ‘not talk down to them’… don’t push your brand ‘in their face’… and
‘let your raving fans do the job (of marketing) for you.’ Which are all great
suggestions, considering that there is a great deal at stake!
Authenticity is key with Generation Y consumers!
Parting words… when you pursue the ‘Y’ Generation, begin your chase knowing the
‘why,’ but make certain to also determine the ‘how’, ‘what,’ ‘when’ and ‘where’
of your campaign. That’s the ticket, (as we Boomers like to say,) with this ‘Y
click and buy’ crowd.
Image sources:
* Appreciation goes out to Microsoft.com, Google.com and istock.com for the
royalty free images used in this blog.
Sources:
http://luxurysociety.com/articles/2012/05/generation-y-luxurys-most-buoyant-market;http://www.sparxoo.com/2010/05/17/tomorrows-luxury-a-look-at-affluent-gen-yers/;
http://www.startupnation.com/business-articles/9011/1/marketing-GenY.htm
http://luxurysociety.com/articles/2011/12/top-8-luxury-travel-marketing-trends-for-2012
“DEFINING COSMECEUTICALS” – JUDITH SIKORA, BEAUTY INDUSTRY EXPERT FEATURED IN
GCI MAGAZINE ARTICLE, MAY 2012
Posted by jhsikora on May 13, 2012
Posted in: "Defining Cosmeceuticals", Anti Aging Skincare, Beauty, Beauty
Marketing, Beauty Trends, Cosmeceuticals, cosmetics, GCI Magazine, J Sikora,
Jude's Blog, judith sikora, Skincare, Skincare Marketing. Tagged: beauty claims,
beauty industry, beauty marketing, cosmeceuticals, cosmetic manufacturing,
cosmetics, J Sikora, Jude's Blog, Judith Sikora, marketing trends, MJ
Consulting, MJ Consulting Co, RX skincare, science of beauty, skincare
formulation, skincare manufacturing. Leave a comment
> DEFINING COSMECEUTICALS
THIS IS A REPOSTING OF AN ARTICLE FEATURING AN INTERVIEW WITH YOURS TRULY!
WRITTEN BY: SARA MASON, POSTED: APRIL 27, 2012, FROM THE MAY 2012 ISSUE OF GCI
MAGAZINE.
* As the term cosmeceutical is unregulated, it has found its way into
describing any number of beauty products. However, it is generally thought to
denote a more active, pharmaceutical beauty product.
* The value in the term is using it in conjunction with ingredients and
products that offer real results. Otherwise, the message can be easily
muddied.
* Testing information is highly important in cosmeceuticals. Consumers expect
more scientific backing from such products.
Cosmeceuticals are widely referred to as cosmetic products with active
ingredients purporting to have medical or druglike benefits. According to
Michael Anthonavage, technical fellow, active ingredients, Presperse, the
difference between traditional products and the active ingredients used in
topically applied cosmeceuticals really comes down to the level of biological
activity within the skin—as opposed to applying a product to the skin’s surface
for simply an appearance benefit. However, there currently are no requirements
to prove such cosmeceutical products live up to their claims.
Companies often use the term “cosmeceutical” to more prominently feature
ingredients that wouldn’t normally be seen in a cosmetic product—and maybe to
imply better results. “Legally, cosmetics manufacturers don’t need to prove that
their products do what they promise because they are not drug claims, but rather
topical alterations,” says Heidi Lebel, global sales and marketing manager,
AkzoNobel Surface Chemistry, Global Personal Care. But it can be misleading if
the levels that have been clinically tested are not used. “If the consumer
interprets a cosmeceutical to be similar to a pharmaceutical product, he or she
may conclude that cosmeceuticals are required to undergo the same testing for
efficacy and quality control as required for a medication,” says Lebel.
As consumers’ technology threshold raises and they are increasingly interested
in maintaining a youthful appearance, their demand for these types of high-tech
products continues to expand. Yet, the more educated the consumer becomes, the
more important it is for the reputation of the industry to help consumers
understand the term cosmeceutical and how it’s used.
TECHNOLOGY EVOLUTION
> Prior to the past 20 years, beauty products were marketed heavily based upon
> the promise of emotional and sensory changes in the skin. “The sales pitch
> revolved around how the product would make the consumer feel,” says Judith
> Sikora, founder of MJ Consulting, which provides marketing expertise to small
> business entrepreneurs looking to launch (or relaunch) their brand. “Cosmetic
> companies used words like ‘plumping,’ ‘smoothing’ and ‘softening’ in their
> marketing and education campaigns, with an emphasis on the impact the product
> would make to the consumer’s psyche and overall confidence level.” The
> industry steered clear of anything that changed the form or function of the
> skin because it scared consumers at the time.
>
> However, as the industry became much more competitive and consumers’
> expectations of benefits increased, beauty marketers were searching for clear
> points of difference to support their claims of ingredient superiority.
> Concurrently, a number of beauty manufacturers were acquired by pharmaceutical
> companies. “Science invaded the beauty industry in a very big way, and the
> industry changed direction and course as a result,” explains Sikora.
>
> Cosmetic chemists began to innovate, using delivery system technologies,
> high-tech ingredients and synthetic compounds that were gaining popularity in
> the pharmaceutical world. “The cosmetic industry began using words such as
> ‘encapsulated,’ ‘microsponge,’ ‘ceramide,’ ‘anti-aging’ and ‘time release’ and
> ‘retinol’ in their marketing vernacular,” continues Sikora.
>
> And the product claims—benefits—the manufacturers were making took on a new
> level of science and sophistication. In fact, skin care products began
> sounding very therapeutic and extremely pharmaceutical. So much so that
> suppliers were finding beauty brands weren’t even interested in active
> ingredients that didn’t penetrate or have biological activity. Unless, of
> course, those ingredients were from the medical or pharmaceutical
> industry—even if they weren’t biologically active, according to Presperse.
And thus a name was developed for this new category of skin care products making
pharmaceutical claims: cosmeceuticals. “The word itself combines ‘cosmetic’ and
‘pharmaceutical,’ although there’s no medication to be found in the products,”
explains AkzoNobel’s Lebel. “Like cosmetics, cosmeceuticals are topically
applied and they improve appearance, but they do so by delivering nutrients
necessary for healthy skin.”
A FUZZY LINE
Marketing for these high-science beauty products quickly took a new direction.
Beauty brands began serving up claims focused on the aggressive innovation and
cutting-edge technology of their cosmeceutical ingredients. “Cosmeceutical” had
begun being used as a catch-all descriptive term for products targeting baby
boomers, and now it’s being used on a wide range of products in markets ranging
from prestige to mass. “Cosmeceutical is a name invented to market how their
products work,” explains Presperse’s Anthonavage. “It is a fine line, and it
keeps getting fuzzier.”
However, there is a clear distinction between drugs and cosmetics. As defined by
the FDA, cosmetics are “articles applied to the human body for cleansing,
beautifying, promoting attractiveness or altering the appearance,” and they
comply with only the most liberal of guidelines. And of cosmeceutical, Lebel
says, “Since the term is not recognized legally by the U. S. Food and Drug
Administration (FDA), there are no set guidelines to set them apart from any
other cosmetic ingredient.”
Beauty products—the classification cosmeceuticals fall under—don’t have to
provide evidence of their efficacy, and they aren’t required to undergo approval
before they are sold to the public. However, if claims are not carefully labeled
to avoid indicating drug properties, the product may be subject to FDA review,
which could trigger a demand for reclassification of the product to a drug (or a
rejection of the product altogether), costing the manufacturer millions in fines
and research and development fees.
It’s also a natural inclination to think of “pharmaceutical” as a synonymous
term. As a result, the term created controversy, with many believing it was
deceptive and meaningless. “It can be misleading because it carries with it a
notion of having efficacy and having testing behind it,” said Anthonavage.
“You’d like to think it’s substantiated, but many are using it without having
the science to back it up.” He points out that two products on the shelf—one
with high regulation next to a cheaper product with no license or
substantiation—can both be considered cosmeceutical. The claims may be the same,
and even the packaging can be similar.
> However, Sikora points out, “Dermatologists and doctors of esthetic medicine
> endorsed the term [cosmeceutical], believing that it denoted a higher level of
> product and ingredient efficacy, as well as a higher level of brand
> credibility. They chose to use the term to successfully position and sell
> certain skin care brands in their practices to their patient database.”
R&D AND MARKETING SYNERGY
Cosmeceutical is a consumer-driven claim, a buzz word, but in order for it to be
useful for a beauty brand, it has to make sense to the brand. Without consumers
being savvy, they won’t be able to recognize when a product is clinically tested
correctly. Therefore, cosmeceuticals should be associated with brands that can
dedicate time to educate and explain this to the public. And it’s the brand’s
job to use appropriate terminology that consumers can understand to convey the
right message.
From a supplier perspective, cosmeceutical is not a word that’s used too often.
When ingredient suppliers talk with beauty brands’ R&D, they focus on active
ingredients and efficacy, but they don’t often distinguish ingredients as
traditional versus cosmeceutical. Data is the only thing that sets cosmeceutical
ingredients apart from traditional ingredients.
It used to be that looking to an ingredient to provide an instant benefit was
enough. “Now, you have to collect a dossier of information,” said Anthonavage.
“In vitro testing, clinical and self-assessment testing, market testing,
before-and-after photos, and so on.” Expectations are higher and substantiation
is critical. And the synergy between R&D and marketing becomes that much more
important.
“We aren’t looking for another excuse to regulate,” said Anthonavage. “What
consumers want is product performance that measures up to what’s said in
advertising and on package.” Consumers can see the claims being made on the box.
If the product performs as promised, consumers will keep buying it. Otherwise,
they won’t. The value to your product is in having both R&D and marketing
working together. “By integrating ideals, both the brand and the consumer
benefit,” Anthonavage explains. “You are then telling the whole story,
translating science to an experience the consumer can relate to.”
NEW FRONTIERS
As cosmetics grow more sophisticated and the line between cosmetic products and
drugs continues to blur, it will likely become more and more difficult for
beauty marketers to use a term such as “cosmeceutical” to describe a category of
products or ingredients that has not been recognized, defined, measured or
tested by the FDA.
> “I can see a new cosmetic category with expanded boundaries and definitions
> emerging to encompass a new product classification: pharmaceutical beauty
> products,” says Sikora. “Somewhere between moisturizers and eye cream on one
> end of the spectrum and Botox and Latisse on the other will potentially reside
> a new ‘high-tech Rx’ category of skin care, which I believe will inherit both
> the legacy and potential of cosmeceuticals as we know them today,” she
> concludes.
Sara Mason is a freelance writer based in the Chicagoland area. She was
previously managing editor of GCI magazine.
A BLOG DEDICATION… READ THIS FIRST!
Posted by jhsikora on March 1, 2012
Posted in: Dogs. Tagged: Blog dedication, dogs, J Sikora, Jude's Blog, Judith
Sikora, MJ Consulting, Personal reflections from a dog lover. 1 Comment
I invite you to peruse the various posts in my blog: “With Dogs I Write”… also
known as “Jude’s Blog.”
At this point, the blog represents a three-year montage of my personal
reflections and professional insights pertaining to…
* The world of marketing and social media
* Skincare technologies and ingredient trends
* Beauty industry news and headlines
* Team building strategies and leadership philosophies
And…
* Updates on beauty, fashion and luxury brands that I love!
The new name of the blog (With Dogs I Write) was inspired by my three adorable
4-legged loving companions, who keep me entertained and sane as I blog away on
my creative rants. I have no doubt that their collective calming influence has
helped me get through many a ‘blogger’s block.’
> In return, I am dedicating this blog to them, and wish to thank them for the
> profound joy and love that they (Ricky, Romeo and Mathilda Mae) — have brought
> to my life.
To my cherished ‘little monkeys!’
(see images below)
May they each live healthy and happy, for another 15 years!
Judith Sikora
February 2012
WILL SOCIAL MEDIA TAKE YOU ON A MAGIC CARPET RIDE (TO SUCCESS?)
Posted by jhsikora on January 30, 2012
Posted in: Facebook, Jewelry, Jude's Blog, Marketing, Marketing Strategy, Social
Media, Twitter. Tagged: branding, Carol Brodie, HSN, J Sikora, jewelry, jewelry
brands, Jude's Blog, Judith Sikora, marketing, marketing blog, marketing
consulting, marketing trends, MJ Consulting, MJ Consulting Co, Rarities, social
media, social media confusion, Wild Horse Couldn't Stop Her Blog. Leave a
comment
Are you hoping to take your brand to new exhilarating heights? Then you
absolutely must read the article in Forbes Woman entitled: “Is Social Media the
New Vogue?”
As a marketer, I’ve heard many anecdotal tales about brand growth and success as
it relates to social media, but this one really hits the nail on the head. Let’s
take a moment to consider your options as a business person dedicated to growing
your brand.
* Option 1: You can choose to engage ONLINE in the halls of social media and
come alive to your audience as a loveable, three- dimensional rock star,
or…
* Option 2: You can opt to play OFFLINE, hoping that your target demographic
will embrace the one dimensional caricature of you depicted in some glitzy
magazine article.
The magnitude of choices related to ‘branding’ today are truly breathtaking.
Here is an analogy to help you get my point.
Let’s say you were hoping to wow a new romantic interest that your friends are
introducing you to. You have the choice to:
1. Mail the individual a photo, write up and bio of you —or—
2. Start an email chat with the individual in real time… and attach pictures
and videos, capturing even more of the details and essence of your life.
Which option do you think stands a better chance of getting your blind date
to think about you, and want to spend time with you?
The answer is easy, and I have made my point! Think of today’s consumer
audience as your blind date! They very much want to communicate directly
with someone from the brand whose product or service they are considering
purchasing. In 2012, shoppers really want to hear the voice of the brand- get
inside the brand’s head and determine if they feel a chemistry, a kinship… any
type of connection with the brand.
If it is your business, you are the brand! So, in a sense, potential buyers
really want to meet you, get a sense of who you are… and interact with you,
before making a decision whether to buy from you. Still not sold? Then watch
the TV shopping channels. Many of the callers phone in – not to gush about the
merchandise they bought, but rather to go on and on about the brand
spokesperson! These ebullient customers all giddily describe a very “strong
connection” they feel with the spokesperson after having watched them on the
shopping show over a course of months or years!
> It’s corny, but true: great “di-alogue” (and a good product or service
> offering) make for great “die-hard” fans.
>
> It’s that simple.
>
> That is precisely why I think that this is such an important article– on many
> levels. First, it captures a woman that many of us admire: Ms. Carol Brodie.
> Carol is a very talented jewelry designer to the celebs and she also happens
> to run a robust jewelry business on the Home Shopping Network. Carol’s brand
> is unique, as she designs using real REAL GEMSTONES! Check out her
> line, ‘Rarities’ on HSN. Secondly, Carol is an entrepreneur who ‘gets’ that
> there are meaningful ways to use social media. Her innate knowledge of when
> and how to use each platform is nothing short of brilliant. (But, alas! I
> don’t want to give too much away- you simply need to read the article!)
For many in the business world, understanding when and how to use Facebook,
versus Twitter, versus Linked In and You Tube–can feel like a virtual maze.
There are even those who believe that ALL of these social media platforms
are merely duplications of each other, hence opting to use NONE! In fact, a
number of business cynics see the various social media spaces as one large
fabricated ‘Rubik’s Cube.’ Sadly, there are even those folks who have decided to
ignore the ‘puzzle’ altogether and avoid the world’s largest virtual playground,
entirely!
Is Social Media a puzzle that you just can't solve?
If you are one of those bona-fide “social media skeptics”, I implore you to read
this article.
Ms. Brodie is building a successful jewelry dynasty using Facebook, Twitter,
Linked In and You Tube to catapult her brand to the Home Shopping Network’s Hall
of Fame. You, too, can reach brand nirvana, using Social Media.
Whether you are in beauty, apparel, medical esthetics, luxury goods or another
industry entirely, there are two things that, like the famous Ms. O, I pretty
much know for sure:
1. IF you actually learn to use Social Media for business, and—
2. IF you engage in Social Media using a smart, strategic, discerning approach…
(Let Ms. Brodie be your model)
THEN, I KNOW that you’ll be blown away by the number of ‘kindred,
devoted spirits’ who will surface quickly to make themselves known to you. Many
of these individuals will actively and immediately pursue your products or
services, while others will take a bit longer.
There will be consumers who, after engaging with you honestly and sincerely
online, will profess their loyalty… telling you how much they adore your brand.
And, there will be consumers who will not only purchase your product or service,
they will also do everything they can to help you build a robust, dedicated fan
base within that social media sandbox.
Here’s the kicker…
It will be these loyal social media evangelists who end up helping you to
elevate your brand to amazing heights that you never imagined you’d reach.
Set yourself up for a 'magic carpet ride' using social media.
The reward? You’ll get to take that ‘social-media-magic-carpet-ride’ that you’ve
been dreaming of. You know, the one where you are suddenly and enthusiastically
pursued by the media for very cool features in prestigious publications and
spots on popular celebrity news shows. But the best part is that in this
scenario, you’ll show up with loyal fans already out there cheering you on.
Pray tell, “which fans?” you ask? Easy answer. It will be the admiring folks
that met you and fell in love with you when you hung out in the halls of social
media. Because just like the Pied Piper story, the fans you meet along the
way on those virtual playgrounds can and will follow you…. without restrictions
or limitations. Nothing can get in their way; not geography, nor time zones or
signal reach. These fans can reach you with the click of a mouse and a send
button! Once “today’s fans” decide that they ‘like’ (aka ‘believe in’ a brand)
and feel that connection, they are there for you. Their loyalty spans time,
space and distance. And that unbridled support and reach can go on to form a
launching pad for your magic carpet ride with destiny; a ride that most can
only dream of.
Read the article and interview with Carol @
http://www.forbes.com/sites/leahbourne/2012/01/04/is-social-media-the-new-vogue/
JS 2012
CAN ‘SPORTS’ STAR RESCUE SHRINKING FRAGRANCE INDUSTRY?
Posted by jhsikora on November 4, 2010
Posted in: Beauty, Beauty Trends, Fashion, Fragrance, Fragrance Industry Trends,
J Sikora, Jude's Blog, judith sikora, Linked In Blogs, Proctor & Gamble (P&G).
Tagged: beauty news, Beauty News Wire, Fragrance, Fragrance Industry, Fragrance
Launches, fragrance news, fragrance sales, Fragrance Trends, J Sikora, Jude's
Blog, Judith Sikora, P&G, Proctor & Gamble, Puma, twitter beauty, twitter
fragrance, Usain Bolt. 2 Comments
Yes, it’s true. While the news is filled with a growing number of celebrities
and clothing designers signing on to launch new, glamorous fragrances, (Justin
ie–Taylor Swift—Ungaro— Herve Leger and Lady Gaga, to name a few)… industry
trend watchers are significantly less optimistic about the current state of our
fragrance union. In an article released earlier this week in
CosmeticDesign.com, writer Andrew McDougall cites a recent report by research
giant Mintel showing a 5 year decline in fragrance sales within food-drug and
mass outlets. Specifically, Mintel found that women’s mass fragrance sales saw a
23 percent decline over the last five years. (Note: Wal-Mart was not included in
the study.)
And the situation seems to be an equal opportunity employer, affecting ‘big’
fragrance manufacturers in much the same way. Author McDougall notes that “Coty
Beauty, creators of Halle by Halle Berry, Faith Hill, and Calvin Klein… lost $10
million in sales from 2009-10, while Elizabeth Arden Brands, owner of Elizabeth
Taylor and Britney Spears fragrances, held on to market share as sales declined
by 4.5%”. The article notes shifts in target audience demographics related to
aging, and changes in consumer buying preferences as the main reasons for the
down-sizing of the fragrance category. However, not all is bleak! McDougall
gives kudos’ to a new P&G brand, writing…
> “Procter & Gamble is pushing its way to the fragrance foreground by using
> record-setting and champion sprinter Usain Bolt to represent a line of men’s
> and women’s fragrances in its Africa-themed campaign for the Puma Brand”.
As a fragrance industry sales and education veteran and avid fragrance
enthusiast, I was inspired (by the suggestion of GOOD NEWS) to dig deeper into
the details of the deal between Puma and Bain. In an article published this past
August in the Guardian.com, writer Anna Kessel reported that Bolt “signed the
biggest sponsorship deal in sports history” when he extended his contract with
Puma to 2013. “The 24-year-old Jamaican wants to be a legend in his sport…” says
Kessel. Puma Chairman and CEO, Jochen Zeitz, is also quoted as saying he
believes that “the Olympic and world champion could achieve a similar profile to
that of David Beckham”.
All of that proud pontificating got me thinking. McDougall is right on the money
with his kudos’ to P&G; this fragrance project has the three tell-tale signs of
a success in the making. #1— This is a fragrance launched by a P&G brand
(Puma) #2—-The fragrance is branded and sponsored by a “David Beckham type”
athletic icon #3—- The icon has been given a Michael Jordan sized contract.
Whew! How can it not succeed in a very big way?
So, could a fragrance from a new athletic icon be the industry’s biggest game
changer; halting or reversing a five-year downward spiral by the mass
fragrance category?
What say you? Weigh in… I’d love to hear your point of view.
Blog by J Sikora
11/4/2010
ARE WE IN THE THROES OF A SOCIAL MEDIA MARKETING ECLIPSE?
Posted by jhsikora on October 27, 2010
Posted in: Beauty, Beauty Marketing, Cosmeceuticals, cosmetics, Facebook, Health
& Beauty, J Sikora, judith sikora, Linked In Blogs, Marketing, Marketing
Strategy, Skincare, Skincare Marketing, Social Media, Twitter, Uncategorized,
You Tube. Tagged: advertising, advertising trends, beauty industry, beauty
marketing, cosmeceutical, cosmetic manufacturing, cosmetics, Facebook, J Sikora,
Jude's Blog, Judith Sikora, marketing, marketing trends, social media, Twitter.
Leave a comment
Print and television advertising may be cost prohibitive for young beauty
companies...
If you have been even a teeny weenie bit curious about the growth and impact
that social media marketing is having on the beauty and esthetics industry, then
you may find an article published earlier this week in Cosmetics Design.com USA
to be particularly fascinating…
Remember how costly it was (and still is) to purchase pages of advertising in
major beauty books, to support product launches and re-launches? Even today,
radio and television spots remain out of reach for many smaller beauty companies
or young skin care start-ups.
Have you toyed with the idea of an all 'social media' campaign to cut costs?
As a corporate marketer or company executive, have you ever dreamed about
abandoning all of your traditional advertising in favor of a robust social media
strategy? If so–read on!
In the publication’s recent article: “Social Media Marketing Allows For A New
Generation Of Sales Strategy “, author Emily Dobell states that “social media
has turned advertising budgets on their heads”. Ms. Dobell serves up an
interesting case study… the cosmetics brand Swedish Skin who used social media
for 100 percent of its marketing in support of a product launch early in 2010.
In the article, Dobell implies that the reduced marketing investment not only
saved the company money and reduced associated financial risks, but also
provided the company with what we marketers would consider to be a strong
‘Unique Selling Proposition’ (USP) to market to its target audience.
“Since the launch,” Dobell writes,”the brand has continued to focus its
marketing strategy solely online, and has heralded a ‘new era of more affordable
skin care’ through social media marketing”. The article goes on to explain that
the company’s social media marketing strategy, as described by CEO William Byrd,
was simply “to pay skincare gurus to talk about— and show— their products on You
Tube”. Result? A high percent of viewers viewed and then excitedly clicked
their way over to the company’s website for online shopping.
You Tube product evangelists created a direct path of "action" for social
networkers, from viewing their vlogs to visiting the company's e commerce site.
Remember the saying ‘a picture provides a thousand words’? As an experienced
beauty industry B2C marketer, I would suggest that we all take that concept and
embellish it’s meaning exponentially when referring to the visual power of a
beauty ‘vlog’ (or, a video blog). There is no doubt that honest, verbal
testimonials about beauty products, known as ‘beauty vlogs’–which are created by
end-users and posted to a medium such as You Tube, have created an enormously
influential “beauty vlogosphere”. As the brand Swedish Skin discovered,
this influential and lucrative vlogosphere can become a skincare marketer’s
wonderland, especially for brands perceived to be authentically valued,
technologically exceptional and über affordable by social media enthusiasts.
Is Social Marketing the new "trumpeter" for beauty and related products?
Which takes us back to the case study of Swedish Skin. Company executives told
author Dobell that their users’ product reviews were posted in video format on
YouTube and viewed collectively over 115,420 times. As you might imagine, the
impact on the company’s e commerce sales was astronomical. The article cites one
example where one user’s review boosted sales “by 2000 percent” during the it’s
first week of posting. And, of course, reviews made their way to Facebook and
Twitter, expanding the company’s social media campaign bandwidth, and validating
their belief that “social media may well put an end to ‘expensive TV and print
advertising campaigns”.
Or, to put it another way, we may be witnessing the eclipse of the century.
Have you executed a product launch that was 100 percent social media driven? If
so, what were your results and key learnings? Please comment or share your
thought in my Linked In Groups: “Beauty Lab M” and/or “BEAϋTY News Wire”.
Are we witnessing a marketing 'eclipse' that is unprecedented and game changing?
Judith H. Sikora, October 2010
BEE’S, BLINK’S & VIDEOGAMES: HAS ‘CLEVER’ RETURNED TO BEAUTY MARKETING?
Posted by jhsikora on October 22, 2010
Posted in: Beauty Marketing, Marketing. Tagged: advertising, advertising trends,
beauty marketing, Facebook, J Sikora, Judith Sikora, marketing, marketing
trends, skincare marketing, social media, Twitter. Leave a comment
TRADITIONAL ADVERTISING IS VIEWED AS “LESS VALUABLE” BY KEY ADVERTISERS.
AS BEAUTY MARKETERS AND MANUFACTURERS OF PERSONAL CARE PRODUCTS, MOST OF US HAVE
BEEN INVOLVED IN THE CRAFTING OF ANNUAL MARKETING PLANS FOR OUR RESPECTIVE
BRANDS.
WITH THAT IN MIND, YOU’LL PROBABLY FIND SOME OF INFORMATION PROVIDED IN A
GCIMAGAZINE.COM SEPTEMBER ARTICLE “NEW MARKETING TECHNIQUES- CHANGING THE GAME”
TO BE BOTH AMUSING AND THOUGHT-PROVOKING.
THE AUTHOR, DONNA BARSON, ASSERTS OUT THAT THE ANA (ASSOCIATION OF NATIONAL
ADVERTISERS) RECENTLY POLLED MORE THAN 80 TOP ADVERTISERS AND FOUND THAT “AN
INCREASING NUMBER OF MARKETERS BELIEVE GENERAL ADVERTISING (PRINT, RADIO &
TELEVISION) TO BE LESS VALUABLE TO A COMPANY’S OVERALL MARKETING PROGRAM, THAN
AT ANY PRIOR POINT IN TIME.” WELL, WHO WOULDN’T AGREE WITH THAT?
BARSON STATES THAT NEW METHODS OF MARKETING INVOLVING THE INTERNET AND SOCIAL
MEDIA ARE RISING EXPONENTIALLY IN VALUE AND BUMPING OFF MANY OF THE OLDER MEDIA
CHANNELS, WHICH ARE BEING REPLACED BY SOME INTERESTING AND CLEVER NEW BEAUTY
MARKETING TACTICS.
MARKETERS ARE LOOKING FOR MORE EFFECTIVE WAYS TO REACH THE CONSUMER.
HERE ARE A FEW FROM BARSON THAT YOU MAY OR MAY NOT HAVE HEARD ABOUT:
·“BLINKS”- ONE SECOND RADIO SPOTS INSERTED BETWEEN COMMERCIAL MUSIC TRACKS,
DESIGNED TO MAKE MAXIMUM USE OF THAT BRIEF ‘NANO-WINDOW’ OF TIME BY PLANTING
SUBLIMINAL PRODUCT IMAGES INTO THE LISTENERS’ MINDS. HMM—A LITTLE “MASCARA
JINGLE” SANDWICHED BETWEEN JUSTIN BEIBER AND BEYONCE?
·“VIDEO GAME VECTORS”- CONSIDER POSITIONING YOUR BRAND’S GORGEOUS, NEW FRAGRANCE
AS A SUPER ACTION HERO IN A VIDEO GAME! YOU CAN CONVERT YOUR BEAUTIFUL ICONIC
FRAGRANCE BOTTLE INTO A VIDEO GAME VECTOR, OF SORTS. THE BENEFIT? THE BRANDED
IMAGE OF YOUR PRODUCT HANGS OUT, MOVES, AND SPINS IN FRONT OF THE PLAYERS
THROUGHOUT THE ENTIRE GAME, WHICH COULD LAST MINUTES –VERSUS SECONDS. GREAT
BRANDING EXPOSURE!
·“SMART MOBILE COUPONS, ANYONE?”– NOW, THIS IS A COOL IDEA WHICH REMINDS ME OF
‘SMART AD TECHNOLOGY’. AS BARSON DESCRIBES IN HER ARTICLE— IMAGINE HOW
CONVENIENT IT WOULD BE TO WALK BY A BEAUTY STORE AND SEE A PROMOTIONAL COUPON
FOR A PRODUCT THAT IS SOLD THERE POP UP ON YOUR PHONE!’
COULD 'SMART COUPONS' SENT TO YOUR MOBILE PHONE, BE THE ANSWER?
APPARENTLY, THE LURE TO MARKETERS OF SMART COUPON’S IS THE UNUSUALLY HIGH
REDEMPTION RATE. GUESS IT PAYS TO CATCH THE CONSUMER WHEN THEY’RE ‘IN THE ZONE’,
LITERALLY.
·SOCIAL MEDIA ‘BEES’? – OKAY, THAT’S AN ORIGINAL TERM WHICH I’VE COINED FOR THIS
BLOG, BUT ACCORDING TO BARSON, THERE ARE PERSONAL CARE BRANDS HIRING FOLKS TO
MANUFACTURE ELECTRONIC BUZZ ON SOCIAL MEDIA SITES. THESE ARE PROFESSIONALS WHO
ARE TRAINED AND PAID TO TALK, BUZZ OR TWEET ON YOUR BRAND’S BEHALF ABOUT YOUR
PRODUCTS–ON FACEBOOK, LINKED IN, TWITTER AND OTHER SOCIAL NETWORKING PLATFORMS.
BUZZ MANIPULATION? MAYBE. ‘VIRAL BEES’? DEFINITELY!
SO, WHAT SAY YOU ABOUT ALL OF THIS? HERE IS MY TAKE…
PERHAPS, IT’S NOT ENOUGH TO LEARN TO RIDE THE WAVES OF SOCIAL MEDIA. PERHAPS, AS
MARKETERS WE ALL NEED TO CREATE OUR OWN ‘WAVE FACTORIES’.
RIDING THE SOCIAL MEDIA WAVE MAY NO LONGER BE THE ULTIMATE CHALLENGE...
PLEASE POST A COMMENT ABOUT SOME NEW CREATIVE WAYS IN WHICH YOUR COMPANY USES
SOCIAL MEDIA EFFECTIVELY TO ADVANCE YOUR BRAND AND GENERATE BUZZ. WHAT IS THE
BEST NEW MARKETING TACTIC YOU’VE USED THIS YEAR?
TO READ THE ORIGINAL ARTICLE, TO TO:
WWW.GCIMAGAZINE.COM/BUSINESS/MARKETING/27829924.HTML?PAGE=1HTTP://
“WITH” OR “FOR”? WHICH LEADERSHIP CAMP ARE YOU IN?
Posted by jhsikora on October 8, 2010
Posted in: Marketing, Team Leadership. Tagged: corporate, Director, J Sikora,
Leader, leadership coaching, leadership traits, Manager, team leader. 2 Comments
Recently I was discussing management styles with a CEO whom I hold in very high
regard. He was describing his leadership philosophy and said something that got
my attention. He spoke of the difference between the phrases: “My staff works
for me” and “My staff works with me”.
My friend theorizes that the deliberate selection of one word over the other
provides huge insights into how a Manager leads and relates to his/her direct
reports. If you say your staff works FOR you, does that really suggest that you
have a controlling and dictatorial management style? On the other hand, if you
say your staff works WITH you, do you sincerely see your staff as peers and
partners? And, if the latter, what can/will you do to manage and lead your team
differently from the hundreds of thousands of executives who view their direct
reports as bought-and paid-for ‘hired hands’?
Some think that great leadership begins and ends with the right demeanor and
mindset. They believe that a leader’s words are less important than their
actions. I beg to differ. I see life as a flow of actions and exchanges,
framed, punctuated and governed by our choices of words (semantics).
Here is a great study that speaks to the power of semantics, for the doubters in
the audience. In an article released by my favorite social media braniac at
HubSpot.com,
http://blog.hubspot.com/blog/tabid/6307/bid/6737/Don-t-Submit-To-Landing-Page-Button-Text.aspx ,
Social Media Scientist Dan Zarella looked at conversion rates of landing pages
with ‘submit’ buttons. Dan checked out 40,000 pages and compared those using
‘submit’ as the default semantic of choice at the end of a web form , with those
that had changed their button to read “click here”, “go”, “download” or
“register”. Interestingly, he found that landing pages with submit buttons
which were actually labeled “submit” tended to have lower conversion rates than
those that used other wording. Aha! There it was! Clear and undisputable
evidence of the power of words, definitively framing our lives and our conscious
or subconscious decisions and activities!
Dan went on to conduct an informal test offering a few other ‘submit’ button
label synonyms, and found that the top performing button variations were “click
here” and “go.” Very Interesting… considering the clear difference in the
meaning of those words. As Dan points out: “Compared to ‘submit’; ‘click here’
and ‘go’ are much less committal and imply a lower investment of time and
effort.”
Which takes us back full circle to the implied differences in leadership style,
inherent in the selection of the words ‘with’ or ‘for’. Funny, they are simple,
short words. Nothing fancy or complex. Each consists of only three or four
letters— but the selection of one word over the other could signal a huge
difference in the way a Manager views, leads and governs his/her employees.
Today, I am renewing my vows. I pledge to be known as a ‘With’ versus a ‘For’
type of leader. I take the vow because I believe that as a “W” style leader,
I’ll be framing relationships with my team members to generate the highest
probability of success. It’s sort of like the button on the landing page
controversy. I would omit the word ‘submit’ from the universal lexicon of
landing page button labels. If given a choice, I would always use ‘GO’ as my
button’s default label. Why? Because words count. What would your button say?
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