Few brands understand the media’s influence like Huda Beauty founder, Huda Kattan, whose own beauty blog set her empire into motion in 2013. What started as a buzzed-about eyelash brand morphed into a full makeup range in 2015, before Huda Beauty branched into the skincare world with Wishful last year. Throughout this growth, Huda’s owned media has proved a powerful promotional tool, allowing her to build a community and customer base that can’t get enough of her products. However, earned media has also proved crucial in expanding her dedicated fan base – from rave reviews on Cosmopolitan to video reviews on TikTok.
Huda Beauty knows that, by monitoring their mentions, the brand can refine their PR strategy – whether by identifying gaps in their coverage, or joining the dots from viral media to spikes in sales. However, finding the right monitoring partner is a challenge for many beauty brands; one that can negatively impact the level of insight gained.
Here’s how we were able to help...
Manually sifting through coverage is a time-consuming and resource-intensive process; especially when your brand is as popular (read: talked about) as Huda Beauty. The brand needed a tool that would make light work of identifying coverage, fronted by an intuitive interface that’s quick and easy to navigate.
What’s more, Huda Beauty required a platform with human-like analysis, so they could achieve more accurate monitoring for their skincare franchise, Wishful. Without the right tool, an automated system would pull irrelevant articles featuring the word ‘wishful’, leading the team to, again, have to manually work through their coverage to filter out content.
By utilising mmi’s beauty-specific media monitoring tool, the Huda Beauty team was able to categorise their coverage by Cosmetics, Skincare and Fragrance. This automated the process of filtering out irrelevant ‘wishful’ content, so they would only see skincare-focused articles that relate to the Wishful collection.
Meanwhile, more granular categorisation helped them view coverage at a product level, so they could home in on Mascaras, Lipsticks, and more from the Huda Beauty makeup range. This efficient access to organised data not only made reporting simpler, but also made it easy for the team to understand how individual ranges or products are performing. Global and local dashboards further optimised their monitoring capabilities, so they could view media mentions across markets, or focus on key locales.
“Huda Beauty selected mmi due to the user-friendly and intuitive interface, its reporting capabilities, and the ability to segment the brand data by category. The mediaSELECT tool was the best of all those considered by the global PR team,” said Global PR Manager, Remi Mobolade.
To find out more about how mmi’s beauty specialist tool can give brands the competitive edge, read the full Huda Beauty Media Monitoring Case Study , then get in touch with our team.