PR

Missing the Mark #5 | LORAC Mega Pro Palette 2

by Jamie Sanford on October 6, 2015

To view all of my content about brand experience, please click here.

To read my Missing the Mark post about last year’s Mega Pro Palette, click here.

I was not surprised to see that LORAC was coming out with another Mega Pro Palette after last year’s sold out so quickly.

They did change the plan a bit, instead of dealing with unhappy customers on their own website, they announced that this palette would be sold exclusively through Ulta. As with every other palette that hits the market, I went ahead and checked in with online reviews from some of the YouTube beauty vloggers I follow (I watched this specific video), and also of course, read the Temptalia review. If you aren’t familiar, Temptalia is a massively popular beauty blog – I trust the content on this blog and if the reports come in on products not being that great, I’m not buying it.

Here’s where the mark was missed. This palette was sent to Temptalia for review before it was released. As a general way to promote your new palette coming out, this is a great idea. However, if the PR people at LORAC were familiar with the in-depth nature of the posts on Temptalia, they should have expected this focus on the price/value situation.

Worth repeating is that this year’s palette contains 0.45 oz., whereas last year’s palette contained 0.62 oz. (the price is the same on both palettes); visually, they appear to be the same size, and the pans still line-up, so I can only guess that the pans themselves are shallower or somehow they tweaked the formula to make it fill the same volume with less product. I was surprised to see such a noticeable difference in quantity, given that they otherwise appear to be the same size.

This is disconcerting, especially since the palettes look identical in terms of product size. On every single palette review that gets posted, Temptalia provides information on how much you are paying per ounce of makeup, so of course there’s going to be a mention about the amount of product dropping so much when the price has stayed the same.

This information, combined with the swatches and overall lukewarm review of the product from xsparkage on YouTube, and I wasn’t interested in this palette any more.

But this isn’t the end of this. When I went back to Temptalia today to pick up the link to use in this post, I noticed the following addition:

Updated 10/5 at 8AM PST: LORAC PR emailed me with the following information: “Similar to all of the brand’s PRO palettes, the shadows in this new one have the same base formulations, pan size/depth and shadow volume. However, the difference in weight is due to the actual weight of the shadow pigment, which varies based on light or darkness of the specific color.”

What a total miss! The Temptalia blog post went up on Sunday, September 27th, and the update was not posted until October 5th. I’m going to assume that Christine from Temptalia would have posted this information as soon as she saw the email from LORAC, which says to me that it took them a week to notice that their product was being questioned. Their answer seems legitimate to me, so why didn’t they think of this to begin with? If you’re going to work with bloggers as a way to get information about your product out there, you need to also be familiar enough with said blogger and their content so that you are responsible for making those collaborations successful. That means knowing enough about their style and format to make sure that your brand and product doesn’t get potentially ruined because you failed to communicate properly.

I can promise you that many readers of Temptalia read that review and certainly didn’t go back to check and see if any more information about the product quantity had emerged. I even decided to go to LORAC’s Twitter to see if they had clarified this point, and they haven’t mentioned it at all.

I understand that a decision had to be made.

  • Do we post publicly about this, and tell all of our fans that there is less weight to the product and hope that it doesn’t dissuade anyone from purchasing?
  • Do we send an update to Temptalia, and randomly hope that the large number of site visitors re-read blog posts that went up a week ago?

I guess the answer is B.

While I was studying marketing in school, something that came up a lot was to work through scenarios when planning PR and advertising. This is the exact sort of thing that should come up and be addressed before anyone can say anything about the change to the palette from last year. It seems that LORAC hasn’t quite grasped this yet.

The Mega Pro 2 Palette is not sold out, and is available at Ulta.

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Day 1 of Web 2.0 Expo.

by Jamie Sanford on September 18, 2008

So today was full of sessions (all in the media and marketing track for me) and then the keynote presentation in the afternoon.  First up, I will just say that it is so nice to attend a conference as an attendee and not an exhibitor. Second, how nice to be at a conference wehre everyone is sharing information that I’m really into. I went to conventions for years with my job to work the booth, and it’s nice to be on the other side for once.

So, here are the presentations I saw today.

  • Viral Marketing 2.0 with Jonah Peretti
  • Web 2.0 and the Reinvention of Marketing and PR with Brian Solis
  • Web Analytics 2.0: Rethinking Decision Making in a 2.0 World with Avinash Kaushik
  • Keynotes from Fred Wilson, Deborah Schultz, Jason Fried, Maria Thomas and Gary Vaynerchuk (Keynote videos are available here.)

After watching the first 2 presentations, I found it fitting that I laughed more during Jonah’s presentation than Brian’s.  Of course the guy presenting on viral marketing is going to be funnier and more shocking, AS he was telling us that viral content tends to be funnier and/or more shocking.  Brian is coming from a PR perspective where embracing social media while still being in PR is very different than looking to create a viral phenomenon.  Brian made a great statement about how PR professionals need to be both anthropologists and sociologists and use the knowledge they gain to embrace social media in their work to their best advantage. 

Brian also presented the “conversation prism” which I am sort of blown away by.  His blog is also fantastic.

One of Jonah’s tips was to create a mullet – as in, make your website business up front, party in the back.  He indicated that Huffington Post was a good example of this.  Another thing he mentioned in relation to the Huffington Post was that the team there is constantly reviewing the performance of items on the homepage, tweaking headlines and moving things around to get the most action on the site.  I can’t even imagine having the resources to have that sort of attention paid to getting the most out of your content.  Don’t get me wrong, the sites I work on do not have the same kind of content turnover as the Huffington Post.  However, if we had more time to really analyze the sites (utilizing the great information from the presentation by Avinash Kaushik), the potential of these sites could be reached. Avinash’s presentation was great (thank you to all of the presenters who made it entertaining and informative) – I am really looking forward to using Google Analytics again when I’m back in the office next week. 

After a visit to the exhibit hall, I headed over to the keynote presentations.  Good setup, everyone had about 10-15 minutes and the presentations were concise and compelling.  Great choice of speakers.  Gary Vaynerchuk from WineLibraryTV finished up the presentations, and wow, that guy is energetic.  Also not one to bullshit, he tells it like it is and is clearly so passionate about people and how awful it is that so many of us are not doing what it is we dream about doing.  Not touchy-feely at all though, I just really enjoyed his presentation, and I don’t doubt that those around me felt the same.

I have more to say on the whole day but I am tired and will be back at the Javits tomorrow morning.

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