Beauty disruptors reveal how to get your brand Instagram-ready

As Instagram becomes beauty’s go-to social platform, Cosmetics Business explores the brands building it into their DNA

GlamGlow's camera-ready My Little Pony range

Last month Instagram quietly rolled out a set of e-commerce features, allowing users to pay for products and services without leaving the app.

Available to select companies in the US and the UK, the development allows the businesses to accept in-app payments for services, such as booking manicure slots or taking hair appointments.

On top of that, following a small-scale beta trial with multinational retailer Marks & Spencer and clothing brands Heidi Klein and Mahabis, sellers can tag and sell up to five products per single image or 20 products per multi-image post.

“People come to Instagram to follow their passions – from travel and fashion to food, entertainment and everything in between,” states Instagram.

“And those passions extend to brands, with 80% of Instagrammers following a business today.”

And the cosmetics industry is no exception, in fact, . . .

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