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Bobbi Brown aims to increase mobile sales via commerce-enabled campaign

June 11, 2012

Estee Lauder’s Bobbi Brown is encouraging consumers to buy its cosmetics via the company’s new mobile site through an interactive advertising campaign.

The company is running mobile banner ads within Pandora’s iPhone application. Bobbi Brown entered the mobile commerce arena in April and this new mobile ad campaign is a great way to educate new and existing customers to make purchases using their smartphone.

“The ad that Bobbi Brown has created for Pandora is eye catching with the bright circle and clever tagline, and leads directly to a mobile Web site that allows a consumer to buy the product directly,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“A very clear, concise call to action that would enable their consumers to click, preview and buy is the way that mobile advertising should be done,” she said.

Ms. Troutman is not affiliated with Bobbi Brown. She commented based on her expertise on the subject.

Bobbi Brown did not respond to press inquiries.

Bobbi Brown is part of Estee Lauder Companies Inc., which also includes brands such as Clinique, La Mer, Smashbox and Aveda.

Cosmetically pleasing
The Bobbi Brown mobile banner ad features a sad-faced makeup bag with the text “Makeup Bag Looking to Connect” right next to it.

When consumers tap on the mobile banner ad, they are taken to Bobbi Brown’s mobile site where they can shop products to fill their sad-faced makeup bag.

Consumers can shop by category, such as eye shadow, mascara, lipstick or brushes.

Consumers can shop products via the mobile ad

Additionally, users can see what new products Bobbi Brown has to offer or use the search functionality to look for something specific.

The mobile site also lets consumers find the nearest store that sells Bobbi Brown products.

A mobile ad campaign such as this is a great way for the company to increase its revenue.

Additionally, running mobile ads that take consumers to its new mobile site is a smart move for Bobbi Brown.

Not only is it a great way to educate consumers to use their mobile device to buy products, but it will also be kept top-of-mind for next time.

New revenue stream
Bobbi Brown launched its mobile site last year and in addition to letting consumers buy products, the site also features social media.

Consumers can share their favorite products with friends and family and also visit Bobbi Brown’s Facebook, Twitter, Pinterest and YouTube pages.

“Overall, Bobbi Brown has done an excellent job in ad placement with a proper flow to an instant action,” Ms. Troutman said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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