Borghese's publicity and social media strategies have really caught my eye lately. As a big fan of their skin care products, I wanted to get the inside scoop from their communications and publicity team on what they have been up to and what products we can expect to see this fall.
Pierce Mattie: Borghese sure has caught on to the develops of social media. You have a Facebook fan page, a twitter profile and a flickr page. How has online communication been working for the Borghese team?
Borghese: The social media has been amazing for us. We are connecting with customers from all over the US. We recently launched our Community Page; our customers are sharing stories with each other on when they first discovered Borghese, their favorite Borghese product, etc.
Pierce Mattie: I actually get announcements when to head over to Lord & Taylor for facials, has Facebook announcements like this in the past helped fill the chairs at the department store?
Borghese: It certainly has helped in the past although social media has made it easier for us. Instead of sending out invitations (whether a bounce-back card or email which may be forgotten) to our events by city and state, we are now able to just list all our events and have our customers see it all at once when they log onto their pages with reminders, a list of who else is going, notifications to their friends, etc.
Pierce Mattie: Borghese is doing something quite special because you are remaining true to your loyalty of retail but actually helping the department stores to garner more consumer demand by stimulating customers with your social media strategies, what other ways have you been exciting the shopper?
Borghese: We try to connect with our customers in different ways; a good example is the shopping event, Shecky’s Girls Night Out. We alternate between having a physical presence at this shopping event and just a gift bag presence. With the physical presence, we get to speak one on one, not just with existing customers but new customers and customers who we may have lost. Our R&D is always working on developing new products which use the latest technologies. Also, we sometimes include an invitation back to our retailers for a complimentary facial or makeover in the event gift bags.
Pierce Mattie: My two favorite products with Borghese are both actually cleansers; Crema Saponetta and Bagno Di Vita. Both of them have quite the cult following. What other products would you say at Borghese have stood the test of time in the collection?
Borghese: Our Fango Active Mud for Face and Body has the cult following to end all cult followings. It has been our #1 seller since we launched it in the late 70’s. Mothers have passed it on to their daughters and they in turn pass it on to their daughters. So we have three generations of women using the same product. It’s amazing and our customers are quite passionate about it. There’s even a growing cult following with men as well. Coming at a close second is our Superiore State-of –the-Art Mascara, which launched in 1993, again, a huge seller then and it continues to be today. By the way, did you know Crema Saponetta also makes an excellent shaving Cream?
Pierce Mattie: What new things are you launching for this fall season?
Borghese: Look for a new technologically advanced lip color formula in exciting new shades. We are also expanding our Vitamin-C Skincare collection. We are now marrying more replenishing botanicals with the antioxidants and regenerative benefits of Vitamin C.
Be sure to keep up with what's new at www.Borghese.com.
Posted by Pierce Mattie on June 15, 2009 5:23 AM
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