In an industry as visual as cosmetics, social media is the perfect platform to showcase products. Just a quick search on Instagram for #beauty brings back over 250 million posts, and each week 2 million unique users search for beauty related content on the platform. When you combine that with the fact that 74% of consumers now rely on social media to make a buying decision, it is more important than ever that cosmetics brands make sure their social media strategy is working as hard as possible to reach the right people with the right message.
For retailers selling luxury goods, social media is an essential tool to reach their audience – in fact with 70% of luxury purchases now preceded by at least one online interaction, a robust social strategy is critical for high-end brands today. But this niche market is at risk of a unique set of threats online.
In previous years intellectual property infringements in an offline world were arguably a more manageable issue to detect and police. Internal legal teams and law firms, working with custom officers, were tasked with enforcing the protection of a brand’s IP when looking for the illegal use of a company name, brand name or trademark.