A cosmetic company with fan-based influence

Tarte Cosmetics is allowing its fans to get involved with its product marketing

Spotted: Tarte Cosmetics is a beauty brand known for having fans. They have labelled themselves as “#Tartelettes” and are actively involved in the product development and review process. This is part of the company’s strategy to re-shape the future of the beauty industry by taking customisation to the next level.

For example, Tarte have cleverly turned to Instagram to announce new beauty products with a name chosen by fans. The company tasks fans to share an inspirational quote that would not only help name the beauty product but also effectively market the product. This is a fun and interactive way to guarantee engagement from their followers. 

Candace Craig Bulishak, the Chief Marketing Officer (CMO) of Tarte, explained: “When we look at our social strategy every three to six months, we look at new platforms and new ways brands, influencers and fans are using it.”