FYI: Makeup Alley is a social networking site popular amongst makeup lovers. It was established in 1999 and has since grown into one of the largest websites for the beauty community.
What’s in the Alley?: Makeup Alley is mostly used for skincare and cosmetic product reviews. According to this website there are over 1 million users, and over 2 million product reviews of over 100,000 different products. Because Makeup Alley was so popular, they began regularly posting on Facebook, Twitter, Pinterest, and even Google+. They promote the latest trending beauty products and sometimes reveal sneak peeks of cosmetic collections. Their Facebook page features #MUADupeDay which shows inexpensive duplicates for high-end makeup products. They also post DIYs and How-Tos, and polls on their Facebook page.
Why Is This So Important?: This is free advertising beauty companies. If a makeup lover and avid Makeup Alley user gets her hands on a great product, then they will give it an amazing review online. Consumers are more likely to trust other consumers rather than marketing directly from a company. Instead of trusting beauty gurus who accept money and free products from makeup companies, Makeup Alley users are spending their own money on these products, and posting unbiased reviews. This sense of relatability and trust makes consumers more likely to buy makeup they saw endorsed by an average makeup user, just like trusting a sister, best friend, or neighbor’s opinion. This is uncontrolled marketing though, and bad products are relentlessly ripped apart in reviews on Makeup Alley.