Minimalist is the answer for Bare Escentuals which makes almost no wall posts or video uploads on Facebook. Fans completely drive the conversation on wall updates, discussion boards and pictures.
Mineral-based makeup is the new rock star in cosmetics, and companies have flooded the marketplace with natural-sounding "mineral" foundation, blush and eye-shadow formulations. That's why Bare Escentuals, the trailblazer in the mineral-makeup world, considers Facebook such an important brand-differentiation tool. "We consider ourselves a community, not a company," says chief marketing officer Simon Cowell. "And Facebook's just provided a great platform for us to continue that dialogue we have with our customers." The firm adopts a "hands-off" Facebook strategy, he adds, letting unsolicited testimonials from its nearly 200,000 fans drive traffic to Bare Escentuals boutiques and resellers. Customer feedback on Facebook even led to a redesign of the firm's product packaging, says Cowell: "We sell loose minerals, so customers wanted something more portable. That's where the new 'Click, Lock, Go' container came from. It was a huge improvement.'"