Social media attracts fans brands want

Looking to engage consumers — especially millennials — major beauty brands are increasingly turning to social media, and oral care is no exception.

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As noted in a TABS Group “2014 Insights into the Beauty Consumer” webinar hosted by Drug Store News, social media is “very important” among beauty mavens, with blogs and YouTube topping the list.



To celebrate the launch of Colgate Optic White Platinum Express White toothpaste, Colgate announced a first-of-its-kind collaboration with two of YouTube’s brightest stars, Andrea Brooks of AndreasChoice and Blair Fowler of JuicyStar07.



Together, these YouTube stylists are engaging fans through a seven-part online video series, titled “The Smile Show.” Hosted via Colgate Optic White’s YouTube channel, these segments feature exclusive tips and tricks on topics ranging from fashion to beauty and how to make your smile your best accessory.



To officially kick off this program and lineup subscribers, Brooks and Fowler co-hosted a 30-minute Google+ Hangout, where they revealed their beauty routine secrets.

The efforts seem to be paying off. During its first-quarter conference call on April 30, Colgate executives noted that the February launch of Colgate Optic White Platinum Express White added incremental share. Its year-to-date share for whitening was 5.8%, which grew to 6.8% in March.



Meanwhile, Procter & Gamble’s Crest tapped actor Taye Diggs to help promote the launch of its new Crest Pro-Health [HD]. Diggs created a short video that showcases the new daily two-step system in action. Crest also encouraged consumers to share the video and their #HealthyObsession in creative ways.



Meanwhile, Orabrush’s social media marketing model not only caught the eye of millions of YouTube viewers, but also that of DenTek, which acquired the brand earlier this year. DenTek also partnered with Molio, a video marketing ad technology company founded by former Orabrush executives, to continue building the Orabrush brand on YouTube, which has more than 44 million views.