Boasting a cool 19.3 Million followers on Instagram, Anastasia Beverly Hills (ABH) has made their mark on the global beauty industry. They have curated the perfect digital marketing formula to shift the brand fromthe conception of a singular cult brow formula to an estimated company value of $1.5 billion.
So what is involved in this magical marketing mix?
Four main routes have been taken by the brand allowing them to dominate the industry and obtain awidespread social presence.
Step 1, Micro-Influencers.
ABH works with small and micro influencers, targeting beauty bloggers who have smaller followings (between 5K-100K). Micro influencers will accept free products in exchange for product reviews, making it a cheap and effective way to generate greater reach and engagement with a wider audience. As there is no paid exchange the reviews are often more genuine and consumers feel there is greater authenticity as opposed to paid promotions; Nurturing honest relationships based on gifting is one of the main keys to success of Anastasia Beverly Hills.
Step 2, User Generated Content.
ABH rely heavily on user generated content, as they believe the best and most honest feedback is from their fans. The benefits here extend beyond a cost perspective but through hashtags and tagging, they increase visibility, engagement and again create that greater sense of authenticity. ABH are also very active on their Instagram account, sharing upwards of 7 posts and stories a day, they are constantly sharing and engaging with their fans content.
Step 3, Generate Conversation.
ABH have mastered the ability to communicate with their followers, interaction is strong with the brand consistently responding to every commenting and question across all social platforms – regardless of is being positive or negative.
Step 4, E-Commerce.
Through their Instagram bio consumers can directly access their online website, but further from this they use Instagram stories to create an external link so consumers can again be directed to an online store; 90%of their stories transferring customers to their e-commerce site.
Grace's Blog 
Thanks for the great post Grace!
This analysis is really practical and concrete, focusing on Anastasia Beverley Hill’s social media success! The brand has also tapped into several niche markets which I would argue has contributed significantly; like sponsoring RuPaul’s drag race. Not only does this increase the parameters of their market, it also positions the brand as a queer ally which is incredibly valued in today’s political climate.
ABH is doing good things! A great example of marketing done right
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This was a really interesting read! I have always been aware that influencer marketing is popular amongst makeup and beauty brands, but I was not aware of the benefits of using ‘micro’ influencers. However, the risk in putting a lot of the responsibility back on your users and influencers is that one or two negative reviews could ruin your credibility as a brand. I think ABH is leading the way in the digital marketing world and that beauty brands need to keep up if they want to stay relevant.
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