Marketing

Bobbi Brown Checkout Issue | Brand Experience Project

by Jamie Sanford on April 7, 2022

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First up, a general shopping tip. Sephora is currently having a sitewide sale, offering 10% off on everything. This sounds great, and I considered picking up some Bobbi Brown face base, a product I now see as one I cannot be without. However, it occurred to me that I should check to see if Bobbi Brown has their own e-commerce website, and I am so glad I did.

Bobbi Brown’s site is offering 25% off on everything during the Sephora sale! In addition, Rakuten will give you 4% cash back on purchases. Remember to check the manufacturer websites!

Having said that, I did run into a small issue during checkout on the Bobbi Brown site, and wanted to share it.

It was promoted prominently on the website that if you spent over $75 that you would get to create your own 4-piece set. I didn’t know what this meant exactly but I was excited to find out later that it would be 2 full-size makeup products from a selected group, a miniature skincare item and a makeup bag. How fun! (Also a great effort to increase the cart value and to make the shipping costs that have to be paid a bit less painful on the part of the brand.)

Let’s take a look at the page where you were sent to create your set.

The color names are unfortunately cut off. It’s very helpful that the colors are prominent in the product images, because I could find no way to reveal the color names peeking out underneath.

I also struggled with the select sample buttons over the covered text, which I suspect is related. Lower on the page (not shown here) where I was choosing the skincare, no color information was needed and the buttons worked immediately.

This is obviously a small issue, but I personally don’t like to see ANY issues. This added bonus set is such a great offer but is marred by the issues with choosing your items in checkout.

The rest of my Bobbi Brown shopping experience was quite good, so I look forward to continuing to shop there.

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I am back again, unfortunately having had another issue with a Colourpop promotional email. Their products are generally really great, so I don’t want to dump all over this brand. However, this issue I have today is a real miss and would be very simple to fix.

Let’s look at the email.

The rest of the email talks about other products in the Xtra Celestial collection, but the look is the same. Lots of product images like what you see here, showing the products in their packaging.

None of these images show me anything about “holographic hues” or “multi-dimensional looks.” I scrolled through the whole email looking for images of these products on a real human, and there weren’t any!

I clicked through to the website to see if I would find some. There they are!

In the eyeshadow products, you get to see this image (apparently from @emmas__eye).

SIDE NOTE: The image notes “emmas_eye” with what appears to be a single underscore. The actual person responsible for these images is “emmas__eye” with 2 underscores. Did no one check this?

Anyway, all 3 shadow palettes have an image showing the product on Emma’s eye, and they are great.

I really get to see the sparkle and color in these images. This content should be in the email somewhere! I find myself much more interested now that I can see the shadow on actual skin. I’m sure that someone at Colourpop is analyzing their emails and perhaps just showing products in packaging gets more people to the website, hoping like myself to see images of the product in use. Maybe I am fretting about this being a fail when it is actually a HUGE win for them. I would absolutely love to find out.

It is a miss that there is not more skin tone representation here. They do have swatches of shadows on multiple skin tones, which is great (and should be the standard), but I find it hard to believe they could not have partnered with a few other makeup/beauty influencers with a variety of skin tones. If they know enough to create the images of swatches on arms, they should know enough to present looks on more skin tones as well.

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I am a Vanity Fair subscriber. I’ve only become one in the past few years, but in addition to enjoying the magazine, I think their online content is great.

Cut to me being very confused at a recent Vanity Fair email. This is a regular email I receive to alert me to new content.

Let’s take a look.

What is happening with that top ad? I have a few questions.

  1. Is the VF email designer aware of how large that ad would be?
  2. Are they blindly using an ad generator without vetting the ads that are populating in that location?

Here’s the second half of the message.

So, it’s the same ad at the bottom, just bigger. I do not like this.

I think of Vanity Fair as a well-designed, high-end publication. These ads do NOT match my perception of what should be showing up in a Vanity Fair email. I understand business and I know that revenue generation is paramount, particularly when your business is content, but this is just not the way.

Suggestions:

  1. Offer ad packages that would include funding for ads to be pre-approved by a VF employee or potentially designed by VF (additional cost)
  2. Hire an advertising agency to manage the ad spots (I realize that there is likely a significant cost here)
  3. Use the email ad spots to advertise other content on VF, sending them to the website, where the ads may be less obtrusive to the content (potential reduction in email revenue but hopefully would increase site traffic and improve earnings there)

Not much else to say. The ad content isn’t offensive, it just doesn’t vibe with the content of the email and is jarring to the reader.

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Oscar Mayer Face Mask | Brand Experience Project

by Jamie Sanford on January 24, 2022

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I LOVE THIS.

I went to school in the 90s and I definitely saw kids with bologna on their faces, and finally in 2022, Oscar Mayer has delivered.

I mean, this is hilarious.

From CNN:

The $5 skin care product was created as a “playful spin on the often serious ‘New Year, New You’ trope with its meaty take on the self-care space,” Kraft Heinz said in a press release.

Oscar Mayer joined up with a Korean skin care brand to create this product, and it is a delight. Not to mention that I’m sure lots of people have not been talking about bologna and now are DEFINITELY talking about bologna.

It’s generating buzz, nostalgia, and sales! This sold out in one day. They are making more!

If they aren’t already, all brands need to take a hint from Oscar Mayer and start thinking of something super fun and relevant to create to remind people of the existence of their brands.

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ColourPop Promotional Fail | Brand Experience Project

by Jamie Sanford on December 10, 2021

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While I have largely reduced makeup purchases over the course of the last few years, I have kept myself on the mailing lists of brands I enjoy because I like to keep up with new product launches and also to see sales when they are happening.

One of the few makeup purchases I made in 2020 was the RawBeautiKristi and ColourPop palette because I have been watching her on YouTube for years and the palette and the eyeliners were right up my alley.

Cut to December 10, 2021, and obviously I open an email from ColourPop with the subject line “20% off RawBeautyKristi fave Colourmom Products.”

I’ve dropped the email below, and I’ll continue below the image.

Oh ColourPop, why. Why did you create a sneaky and confusing email?

Big picture of Kristi at the top, from her product launch in 2020, which is fine. I’m going to get 20% off on her faves with their code, great!

Then the only product that they show is her makeup palette from last year’s collaboration which is back in stock! GREAT!

…until I see the fine print.

*Offer excludes RawBeautyKristi x ColourPop Collection.

Get the entire hell out of here ColourPop! This is shady at best. When you click the email, the first thing on the page is the palette that isn’t included in the sale!!!

I create sale emails on a regular basis, and one of the things I’m SO deeply committed to is trying to make my messaging clear. This feels like the opposite of that. Sure, ColourPop can point to the tiny disclaimer on the palette, but to only feature one product in the email and have it be the one that isn’t included in the sale they are touting frankly sucks.

My ideas for improving this:

  • Keep the subject line and keep the top of the email. However, add a huge indicator of “This one is not on sale, but you can also take advantage of the restock of this palette.” (Something along these lines.)
  • Keep the subject line and the top of the email, but show other products that are actually included in the sale with a “shop now” button, and have that link only show items on sale. At the bottom of that email, promote the re-stock of the eyeshadow palette, and perhaps be a bit more generous with the font size on the messaging that the palette is not included in the previously-mentioned sale.
  • Make 2 emails, one promoting the sale and one promoting the restock. I understand the interest in limiting to one email, but I doubt that ColourPop would regret a separate email promoting an item that was so popular that they are restocking it an entire year later.

I will now be keeping a closer eye on the ColourPop emails to see if this is a regular occurrence or if they simply got it wrong this time.

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