Minimalist is the answer for Bare Escentuals. 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.'"