Facebook wants more beauty brands using its platforms
March 24, 2015 12:56 PM
Facebook Inc. has hired former InStyle publisher Karin Tracy as its beauty industry lead.
The social network plans for Tracy to work with beauty brands to show them how they can use Facebook and Instagram to drive sales—both via its paid and free tools.
Tracy is well-positioned for that role given her background, says David Lawenda, Facebook’s vice president of U.S. global sales at Facebook. At InStyle, where she worked since 2013, she oversaw the magazine’s marketing and advertising sales. She also has held publishing and executive sales positions at People StyleWatch, Lucky, Teen Vogue and Harper’s Bazaar.
“Karin understands the beauty media space better than anyone,” Lawenda says. “Facebook and Instagram, because of their creative platforms combined with massive scale, great targeting and the ability to measure business outcomes, are great channels for beauty marketers. With Karin on board we can get even closer to the top beauty brands and ensure that their great work is seen by the people who want and love their products.”
Some beauty retailers, like Sephora USA Inc., No. 133 in the 2015 Social Media 500, have successfully leveraged social networks like Instagram to drive consumers to engage with their brands. But many have yet to unlock social networks’ full potential, Tracy says.
"I’m here to ensure that the industry understands that Facebook and Instagram can drive real business results, not just social metrics,” she says “Facebook and Instagram both give this industry a platform to communicate their stories to precisely the right audience and measure those results, both online and offline. And effective work done on both platforms not only builds brands, it moves product off of shelves.”