Digital Marketing

Gerard Cosmetics (The Importance of Reputation Management)

you-are-beautifulYou don’t have to be a beauty guru to have heard about the recent Gerard Cosmetics controversy.

Let me start by saying, I know very little about this company’s products. I’ve never purchased anything from them (I don’t tend to buy makeup from businesses that don’t have much of a presence in the industry anyway). The only time I’ve ever really seen this business spoken about is online, normally through the medium of Instagram or Youtube. So I have little to say about the businesses products or brand as a whole.

However, what I do know is that most professional businesses, regardless of their size or popularity do not resort to the rather juvenile and unsophisticated manner of dealing with customer complaints by abusing them through the medium of Snap Chat.

‘No, get out of here!’ I hear you cry. ‘Surely any business isn’t that moronic!’

I can confirm that they are. Sadly.

And here is some video evidence to prove it. The first link being the victim of the whole fiasco and the second being the original snap chat clip.

As you can see from the clip, the owner of Gerard Cosmetics is certainly old enough to know better then to call a customer ‘ugly’ (UGH, such a horrible word!)

A Youtuber under the name MannyMUA733 has also been caught up in the controversy, seeing as the original clip was taken under his Snap Chat account.

Of course we all know such cooperations as Chanel and Estee Lauder would behave very differently in this situation. These businesses often have a set of rules and regulations for staff to stop negative press which could result in damaging consequences for the business and it’s sales.

For Gerard Cosmetics, the last few days have probably given them more PR and attention then the last few years of their build up (You might have heard of their Whitening Lightening products which were all the rage two years back).

But sadly, the old saying ‘any press is good press’ is not completely true.

And that is why, my friends, we shall talk about the importance of Reputation Management in Business. 

Reputation Management is almost like the braces to your belt. It’s that extra protection that every business takes in order to protect themselves from potential negative press. In larger companies, it will often be a document which ensures that every single member of staff, primary those involved in the management of digital platforms, are clear on the process in which to follow if something happens within social media that damages their reputation.

Staff members are representatives of the brand. It’s like when you went on a school trip and your teacher warned you all that any bad behaviour would reflect negatively on the school. Didn’t stop some kids from being a little shit though did it?

Many businesses don’t understand how important managing the reputation is.

Gerard Cosmetics believed that by paying Youtuber’s/Bloggers for positive reviews (with lengthy contracts included) they could prevent people speaking badly of their products.

The only problem is that this isn’t real life. Everyone is entitled to their opinions and to speak freely. Not everyone is going to like the same things as each other.

I don’t like spinach. That’s my opinion. What I don’t expect is for Popeye to set up a Snap Chat account to abuse me.

Un professional is an understatement for the comments made by Gerard Cosmetics Owner.

Sometimes we say and do stuff over the internet we wouldn’t contemplate acting out in real life. When a camera is pointed at us, especially if we are the face behind a known brand, we need to act according to the way we wish to portray our company.

The reputation of this brand has now been tarnished for the foreseeable future. The hashtag #BOYCOTTGERARDCOSMETICS is now a thing. Quite simply, it’s the worst hit this company could take. Yet had they been more savvy about managing their reputation, they may have saved themselves a lot of backlash.

Businesses should always be knowledgable and aware of how they use social media.

Let Gerard Cosmetics be a lesson learnt for all companies, regardless of their sector. Understand that the customer is more important then yourself and deal with complaints appropriately. After all, they are the money makers.

And ‘UGLY’ shines out of your arse from the inside. No amount of makeup can mask an ugly personality.



Georgia XO

Digital Marketing

Lights, Camera, Kerastraight! (The KeraStraight Video Shoot 2015)!

Last week was exhilarating for the KeraStraight team!

If you remember my blog post from last month about The One Show’s Michael Douglas training the talented KS Art Team in presenting skills, then you would remember me mentioning that there was some exciting projects coming up for the team.

So last Monday, all of us at the KeraStraight HQ made our way to Trevor Sorbie’s Academy in Covent Garden for the filming of a brand new educational video featuring the new faces of KeraStraight (four fantastic models) and of course, our fantastic Art Team!

I can’t even explain to you in a coherent manner how EXCITING the atmosphere was on the day!

We were extreamly fortunate to be able to secure Michael Douglas and Andy Abrahams to direct and produce the video shoot, which gave the whole production a really professional feel (very One Show-esque) and put the entire Art Team at complete ease knowing Michael was on hand to deliver further presenting tips and direction if needed.

So here is a run down of the day since I was behind the scenes! (including a who’s who and a behind the scenes low down)

Model Prep

The makeup artist for the day was the talented Philipp Ueberfellner, an Austrian born self proclaimed ”Product Junkie” who’s wide spectrum of experience in the industry at such a young age is inspiring as well as outstanding. He studied at Glauca Rossi School of Makeup which has produced some of the most talked about Makeup Artists in the blogosphere (think Charlotte Tilbury and Gemma Kidd) and lent his talent to major names in London Fashion Week, becoming the top choice for many shows. He was also a nominee for Makeup Artist of the Year at the Vienna Awards and has worked for the likes of Jessie J and Dizzie Rascal as well as on commercial campaigns (Toni and Guy, Wella and Zara).

He ‘aims to put a smile on the face of all his models’ and if the faces of our KeraStraight girls on the set were anything to go by, then this statement is very accurate.

I was a little in awe of his MUA kit! Nars everywhere I tell you, and boy did that make me happy (my love for makeup grows stronger by the day!)


The model’s makeup looked so flawless and looked great on camera (the struggle is real when it comes to makeup on set).

Phillip was also on hand for touch ups throughout the day because a shiny t zone is pretty much like one of those annoying people who turn up to house parties un invited and drink all your alcohol.

To quote Phillip on the day, he stated ‘working with KeraStraight has been good fun. We had a great team and laid back energy’ ‘My favourite part would be seeing the transformations and everything coming together’

The models turned up to the shoot with their hair in all it’s natural glory, ready to begin the KeraStraight Ultimate Treatment on camera.

Tell us about yourself?

Andy and the crew filmed the lovely Alfie Booth (Director of Trevor Sorbie Manchester) interviewing our models (Risikat, Katja, Nena and Rhea) on camera. The models told us a little bit about themselves and then spoke about their natural hair and what they would change about it This was a really important aspect of the production as it allowed the team to get across on camera how unmanageable/damaged the model’s hair were. All the model’s had very different hair types that would benefit in different ways from the treatment.

The production team then snapped some pictures of the hair before treatment for comparison.


Let the treatment begin!

Each member of the KeraStraight Art Team was assigned a model for the treatment. They were filmed partaking in the consultation session that should always take place before the treatment begins. They asked the models to tell them about their hair (such as how long it takes to style and what aspects they would like to change with the treatment).


While the treatment got under way, Alfie interviewed Claire Solman (Owner of CF40 Salon) about her experience of using KeraStraight in her own salon and the brand as a whole. This gives some great insight for salons into how they can benefit from using the KeraStraight treatments and how much their clients are going to LOVE the results.


Alfie spoke to the camera during each stage of the process, making sure to ask each stylist about how they were applying the treatment and the techniques they were using for each hair type. The model’s hair was rinsed again after the treatment was left on for 30-45 minutes, depending on how porous the hair is, and moisture lock added. Heat was then applied to the model’s hair to lock in the long term treatment benefits. Claire with a barrel brush is a sight to be reckoned with! It reminded me a lot of speedy gonzales on caffeine. Alfie continued asking about specific techniques such as using tail combs for more info.


Gorgeous Hair, Made Easy!

The models got to see the final results of their treatment and we caught their fantastic reactions on camera! (You’ll have to watch the final video to see how happy our models were with their new KeraStraight hair)

Screen Shot 2015-04-08 at 12.56.58

The day was exciting and the Art Team had a fantastic time showing off their skills and talking about all things KeraStraight.

Matthew Roskell told me he ‘had a great time at the video shoot and it was brilliant to be back working with KeraStraight’ and Claire said ‘it was a very full on day which I found very inspiring, and I think the end result will be extremely motivational for all who watch it , I learnt some amazing presentation skills from Alfie, and the amazing Michael Douglas’.

The quotes speak for themselves! The day was a success and keep an eye out on the KeraStraight Facebook and Twitter page for the new educational video!

Digital Marketing

KeraStraight Art Team Become Presenters! (Art Team Day 2015)

2015 sure look’s exciting at KeraStraight HQ!

The year has only just begun but it’s already got off to an amazing start for the company.

Jez Barnett, KeraStraight MD, is always looking for ideas that increase brand awareness and create content for the company that is both educational and eye catching.

This month, KeraStraight are set to create some very exciting and informative content with the amazingly talented KS Art Team! And what a fantastic bunch of people!!

You’ll be seeing a great deal of them in the next year!

Under their request, the Art Team were really interested in picking up some tricks and tips of the presenting trade, since they’ll be in front of the camera a lot more.

And so, KeraStraight secured none other then the very talented TV Hairdresser and Presenter, Michael Douglas to equip the team with the tricks and tips of the presenting trade!

With years of TV experience and a wide spectrum of knowledge of both the hair and presenting industry, there was no one better for this teaching role. The team gathered a great deal of information from the day for future reference and experienced a day full of benefits that will mean they can take on video appearances like pros!

As Art Team Member Alfie Booth said ‘ I was blown away by how beneficial the day was. Not just for the upcoming shoot, but for my career’

Here is a little run down of the day:

Morning Meeting 

The Team met up with Jez, Michael and Andy, a BBC Producer, in Covent Garden in the morning for an initial meeting. Everyone introduced themselves, spoke about their experiences in the industry and told the rest of the group what they hoped to get out of the day. This was a great opportunity to see what camera skills the team wanted to obtain in order to gain more confidence on the screen. It was amazing to hear each team members story and what great careers they have had so far! And of course Michael shared some great stories!!

Mid-day, everyone made their way to Trevor Sorbie’s Covent Garden Salon which has recently undergone a refurbishment. It’s a wonderful salon and they kindly allowed KeraStraight to use the training academy for the day.


The Team Presents!

Each team member took it in turns to present a subject they were passionate about for 5 minutes. People forget how hard it is to stick to a time schedule when speaking in front of a group of people (or a camera!)

5 minutes can feel like 5 hours so Michael had some great tips on how to wrap up and conclude a discussion, very important in TV work since an abrupt ending never looks good when presenting!

During Claire Solman’s  (who own’s salon CF40) presentation a familiar face passed by, no other then Mr Eamonn Holmes! (What a legend!) Thankfully it didn’t throw Claire off and she continued like a champ.

Everyone did really well and Andy fed some constructive criticism back to the team.



Testing, testing!

Next up was the screen test!

Each team member was given a small section of script to learn which had nothing to do with hairdressers, a learning curve for the team which really took them out of their comfort zone. They took their scripts off to learn the lines from the top of their head before coming back to recite them in front of the camera.

They watched these clips back again in order to see how they presented themselves on screen and the group added their feedback on each member’s performance.

Both Michael and Andy gave everyone some fantastic advice on remembering their lines and addressing the camera.

They also showed the team members some previous footage from promotional and information videos similar to the content KeraStraight want to produce with the team. This allowed the team to talk about how they wanted to come across on camera and the style in which the video content could be presented.


The Run Through

Last but not least, the team decided to do practice a run through for the official shooting day to see how the video might look. Michael and Andy tested out various angles and shots to get a general feel of how the video content will look on the day. This gave some great insight for everyone into the production side of shooting and how everything would look aesthetically.

The day concluded with a round up of the day’s events and a chat between the team as to what subjects they wanted to speak about on camera and what information they had gathered from the experience.

Everyone was extremely positive and seemed excited about the future of Art Team video content.

Camera Run ThroughAlfie Camera

Micheal Speaking

I feel really privileged to have been asked to attend the day!

Even though I was there to observe the goings on, I learnt a great deal myself. As you may already known, I have a bit of experience behind the camera due to freelance video production and my Creative Media qualification but it’s so interested to learn about being in front of the camera from professionals with such wide experience in the real industry.

So thank so much to both Michael and Andy for sharing such amazing advice and knowledge.

And well done to the Art Team!

Keep an eye on this space, there are some amazing things to come from KeraStraight and some fantastic talent behind the brand.


Georgia XO

Digital Marketing

The DO’s and DON’Ts of Social Media for Business

There are often unwritten rules to how you should conduct yourself on a businesses social media account. Many businesses (especially ones of corporate size) will have ‘Rules and Regulations’ for their staff written down on paper.

Obviously, a business isn’t going to be using social media for the same reasons you might use it in your personal time so it’s important to have rules in place in order for a business to keep a professional tone.

For example, it’s not going to look very professional if a big company, say McDonald’s for example, have Bill from Marketing posting pictures of cute cat videos on the official Facebook site.

Businesses need to know that their social media is reflective of the way they conduct themselves as a whole. Social media in business must be relevant, informative and most importantly, professional.

If you work for a smaller business or have a business of your own which doesn’t have specific rules on how to behave in the digital world, I’ve got a few tips for you on what you should and shouldn’t do when running social media pages for business purposes:


Do be relevant 

All you posts should be relevant to the product/service you provide. As much as we all love a funny meme once and a while, it may not be appropriate for a business such as a solicitors, where seriousness is key. Understand the tone of your business. It’s fine to post ‘fun’ or ‘personal’ content if it relates back to your business. For example;


This meme would be perfect for a printing business if captioned correctly ‘Fed up of your printer playing games? Why not give us a call at Printing Limited’

So keep all your posts suitable for your page. You want your audience to accumulate knowledge and understanding about your business and what they do.

Do encourage engagement 

Engagement is one of the most important factors in determining the success of a business. If you go on a business page that has 5 likes and no posts from customers/clients, you are going to assume they aren’t very established, leading to you taking your business elsewhere.

Engagement also allows you to communicate with your audience, giving a more ‘human’ side to your business. You can also retrieve feedback quickly and deal with situations a lot faster if your customers regularly interact on your social media.

Deal with customer’s complaints instantly and in positive way. It will be seen by other customers and give your business a great reputation. Always reply to your customer’s inquiries.

Without emphasis on engagement through social media, customers may go to other sites to complain which can’t be as well monitored or dealt with accordingly.

Speak to your customers and let them know you care. They will trust you and want to come back time and time again.


Do be consistent

Post regularly as not to lose your customers/clients interest. You must keep yourselves fresh in the minds of the people. If you don’t post enough, people are going to forget about you.

You might end up like Larry Loner, sitting at the bus stop all day, no one ever stopping to give you a lift, your only friends a bunch of feral cats who get more attention then you do!

OK, maybe not that far, but people will get bored. Keep your posts exciting.

Facebook should be updated a minimum of 3 times a week. If you can, post at least twice a day (once in the morning and once in the afternoon) so that you will always appear on customers/clients Facebook feed at the busiest time of the day.

A lot of businesses will post up to 5 times a day, so they will always gain a high reach for their content and their customers can see how dedicated they are to their sites. Other social media’s like Twitter should be updated more regularly as it’s time frame isn’t as long as Facebook’s.


Do be polite and helpful 

Be nice to your customers. Even if someone is complaining about your business, this will give you the chance to act in a positive way and show other customers you can deal with complaints in the correct manner and you care about what your customer thinks of you.

Always try your hardest to help people out, even if it means directing them or having to explain in detail, you should always show interest in the customer/client and what they an inquiring about.

When I have received great customer service on social media I have remembered it. Being helpful and polite will allow you to stay in peoples minds as they will remember the amazing service you provided. They are more likely to use your business in the future and recommend you to friends.


Do be aware 

Whatever you do, DO NOT, I repeat DO NOT accidentally post a personal status on your business site. By personal I mean the sort of thing you’d write drunk as a skunk in the early hours of a Saturday morning. It’s an easy thing to do, especially if you run your business page from your personal site. Make sure you are posting as yourself when you post personal statuses.

You don’t want your customers to think you unprofessional when you share a naked picture of Kim K on your business page by accident.



Don’t post discriminating or offensive content 

I don’t need to explain this! You should know what is offensive!

Don’t retaliate to ‘trolls’ 

The haters are gonna’ hate. And you’ve just got to shake them off!

Don’t forget who your audience is

Don’t post content that your customer’s can’t relate to! If your customers are middle aged they aren’t going to care about who’s sleeping with who in Geordie Shore.

Don’t breach confidentiality 

Don’t share private info about your business or your customer on social media! This isn’t Gossip Girl and this kind of blunder could see your business having legal action taken against them!

Georgia XO