The Beauty Company launches HerVoice

Media Contact: Alisa Marie Beyer
The Beauty Company
202-249-1500
Alisa@thebeautycompany.co

The Beauty Company announces launch of the beauty industry’s most exciting consumer engagement program, HerVoice™  

TBC launches HerVoice™, a unique consumer social media program based on consumer product testing that drives brand advocacy at a social and viral media level to revolutionize how consumers talk about beauty brands online

Washington, DC — Jan. 10th, 2012 — Alisa Marie Beyer, Founder Partner and CEO of The Beauty Company, announced the launch of HerVoice™, a consumer engagement program designed to get consumers talking about beauty in a completely new way online. “No one talks to more women than TBC, and after five years of listening to their feedback on everything from names to taglines to packaging to formula fragrances, we realized we had a real opportunity to engage these consumers on an intimate level to help brands gain critical consumer input on their brands and product offerings, as well as create extended brand awareness, excitement and loyalty among online consumer networks,” remarked Ms. Beyer from her DC office.

Using a revolutionary platform, HerVoice™ will inspire and motivate women to not only start talking about your brand, but to inspire and engage other women, as well as key beauty players in the industry. With a sophisticated viral approach, HerVoice™ employs social media, blogs, on-line discussion rooms and live-chats, product reviews, Twitter campaigns and more to penetrate the vast web of online social networks. “HerVoice is going to go much further than traditional social media campaigns. Drawing from our expansive Pink Panel of beauty consumers who have tried and tested hundreds of products over the years, we create a customized group of ‘brand advocates’ for each panel. These advocates then engage their own personal networks, as well as consumers the world over, in discussions about your brand and specific products, driving awareness, interest, excitement, and making sure your brand is part of her daily conversation.”

Highlights of the HerVoice™ Program include:
• The TBC Pink Panel has access to over 20 million critical female beauty consumers from which to create your unique ‘brand advocate’ panel.
• In order to become a panelist, consumers must have participated in TBC’s proprietary Consumer Trial Group (CTG) where they have tested, tried and rated your products for a minimum of 1 day up to 4 weeks.
• HerVoice™ panels run for 90 days to guarantee rich consumer on-line penetration and interest.

Running in two phases, the entire HerVoice™ program is designed to maximize brand visibility with the consumers who matter most, as well as industry influencers, insiders and decision makers. “What’s different about our program is, we hand-select each panelist,” notes Beyer, “They are real women, who have personally used, tried, tested and rated products through one of our Consumer Trial Groups. HerVoice™ panels are only going to be made up of consumers who are familiar with the brands they are talking about so they can truly be the authoritative ‘voice’ for brands to engage other consumers, as well as beauty insiders.”

To drive interest in the panel and fuel the on-line discussion, the HerVoice™ program will employ the latest thinking in online communication to create buzz and interest including sampling programs, Tweet parties, YouTube video testimonials, exclusive coupons and sales. “Our goal with HerVoice™ is to kick-start conversations and build relationships between brands and consumers, and then leverage the power of social media networks and relationships to further increase brand presence in the marketplace.  These days, consumers want to know what their friends are doing, using, thinking, wearing and  most importantly – buying, and the first place they go to find this out is on-line. With HerVoice™, now your brand can be part of that conversation on a daily basis,” said Kate Helfrich, Vice President.

Headquartered in Washington, DC, TBC has worked with over 75 beauty brands in the past five years—from the biggest names in beauty to the cult-favorite indie darlings that have gone on to become household names.  For more information on the HerVoice™ Program or The Beauty Company, please visit our website at http://www.thebeautycompany.co and follow us on Facebook (http://www.facebook.com/tbcbeauty).

About The Beauty Company
After building and selling three companies, Alisa Marie Beyer founded The Beauty Company—a strategy firm that helps clients build beauty brands and products women want to buy. With proven methodologies and passionate perseverance, we fix what’s wrong, build from scratch a product or brand that captures her at “hello” and yields positive financial returns. From individual projects to complete concept-to-launch services, our top-notch team maps out a winning strategy and business for your brand. Often referred to as the “McKinsey” of women’s beauty products, we serve brands at every stage of development, from start-ups to 13 of the top 15 global beauty companies, to the world’s largest health and nutrition company. Each year we publish the industry’s most sought-after insights—the PinkReport®—and our dedication to increasing our knowledge and commitment to both the industry and your brand is unmatched. TBC’s approach is to inspire through intelligence and execute through creativity. Instead of theories, we give our clients proven results with consumer insights, the latest industry research, and unparalleled business savvy.

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