The Sephora Effect: Good or bad?

This is the last time I am going to write or say 'Happy New Year.' It seems only right to reference it on my first blog of 2025, but enough is enough! 

So, I have been pondering this post for a few weeks and it's a bit different to my top tips in marketing content. I needed to write about this, as it covers topics that I love to talk about and want to learn more about, brands and beauty! You may not be aware that I am an avid beauty fan. I am bewitched by skincare, nail varnish, hair care products, perfumes, and the list goes on. I have tried all the high-end beauty advent calendars, Selfridges, Look Fantastic, and this year Liberty (wow, this one is on a whole new level). I am that person who loves trying the products at the beauty counters and getting testers from Space NK! However, my daughter is now fifteen and is equally as enthused about beauty as I am. There lies the problem. I am an adult, however my daughter is clearly not. 

I want to share the experience that led me to write this post. The date is 27 December and we decided to head to Bluewater, a huge shopping centre about an hour away, (cue a big disapproving eye roll from parents-in-law!) Anyway, we set off nice and early and arrived at a virtually empty centre, just us and a few people wandering around. We managed to visit all the shops we wanted to, with little stress and none of the frantic scenes you imagine there being at the sales. 

It was coffee time (another huge passion of mine), and I could sense a different atmosphere, a sense of urgency and anticipation, and the noise level had risen considerably. We turned the corner to find a mouth-opening amount of people, queueing in a long line to get into one shop. No other shop had a queue. No other shop had security at the entrance. No other shop had customers with an average age of 12! 

If you have a teenager, I think you know where this is heading...Sephora. I have seen so many social media posts and read articles about Sephora and its almost cult-like following. Sephora as a brand is an absolute powerhouse in the beauty arena. Every popular brand, every viral fragrance, bright lights, and amazing displays. It reminds me of the Toys R Us jingle 'with toys in their millions, all under one roof.' My daughter has even pleaded to buy a product from there to get a Sephora bag. 

The Sephora effect, from someone who is passionate about beauty brands and interested in their journey, is very exciting. From a parent's perspective, however, I have honestly had to put on the brakes and have some serious chats. It throws up several concerns that cannot all be put at Sephora's door, but they do have a responsibility to their customers. They have a unique ability to inspire their customers toward financial responsibility, product transparency, and ethical consumerism. Sephora’s own statement reflects this commitment: "As the only truly global retailer, we can dare to change the way the world sees beauty, and we're committed to making a difference for our employees, our consumers, and our communities." 

Social media has a huge role in influencing our young people today. The super aesthetic skincare routines, and the need to keep up with their friends due to the social output from brands like Sephora, it's a worry. I drew the line at seeing videos of children using retinol. If you know skincare, you will know this is a massive no-no. Retinol is an anti-aging product, which if used on young skin can create problems. Luckily, I am well versed on what product does what, so requests from my daughter were screened and denied (most of the time.)

Sephora is growing, having opened 7 new stores in 2024 including Kent, London, and Manchester with more due this year. It is competing with iconic retailers such as Boots, Superdrug, and SpaceNK, all popular haunts with beauty lovers and the younger generation. It will be interesting to watch the expansion of Sephora and to witness how they evolve further. I want to see if they will use AI even more within their growth strategy, and what unique ways they will find to attract and retain customers. 

So to answer my question, is the Sephora effect good or bad? I am at the moment watching and waiting. I have outlined my concerns on youngsters being highly influenced to use products that are not suitable, and taking the need to buy multiple products too far. I love beauty, and so does my daughter. I have to take the lead and advise and guide, so the bad side of beauty doesn't encroach on her. Sephora is definitely one to watch if you love beauty and big brands, I know I will be. 

Have you or your youngsters experienced the Sephora effect? Let me know in the comments. Bye for now. 

Allyson    

  

Benefits of an outsourced marketing professional

Small to medium-sized businesses (SMEs) face a variety of challenges. One such challenge is marketing their products and services effectively which can include tasks such as creating content, managing social media accounts, running advertising campaigns, and conducting market research. Many businesses struggle with limited resources, a lack of marketing expertise, and staying up-to-date with the latest marketing trends and technologies. This is where an outsourced marketing consultant can be a game-changer.

Reduced costs

One of the most significant benefits of outsourcing to a freelance marketing professional is reduced costs. Hiring an in-house marketing team could include a marketing director, a graphic designer, a content writer, and a social media manager which comes with a heightened responsibility and high cost to the business. Outsourcing marketing and social media management allows businesses to pay only for the services they need when they need them allowing for an opportunity to save money on salaries, benefits, and training costs.

Targeted one-to-one attention

Freelance marketing consultants should ensure that they build a relationship with their clients very quickly and become familiar with their business and marketing objectives. This personalised attention ensures that all marketing efforts are tailored to meet the specific needs of the business. The best outcome would be for the chosen individual to become an extension of the team unless the relationship is on a project-by-project basis. 

A different way of thinking

A freelance marketing consultant can offer a fresh perspective on marketing strategies and provide a new way of thinking. Companies can unknowingly become stuck in their ways and fail to innovate their marketing techniques. A freelance marketing consultant can offer a different viewpoint, bringing new ideas and strategies to the table because of the variety of companies and industries they have worked with. Having a fresh pair of eyes, and looking in on the business could be a company's ticket to success and growth. 

Multiple sector experience

As mentioned above, companies that work with freelance marketing professionals will gain access to a wealth of experience from a variety of sectors. This experience can be invaluable in helping a business to stay ahead of the competition and achieve its marketing objectives. 

This blog's aim was to look at some of the benefits of outsourcing the marketing function to someone just like me!  If you are an SME struggling under the pressure of wearing all hats, get in touch to discuss how I can support your business. 

Exploring the new partnership between AI and human creativity

As technology continues to develop, I am witnessing how artificial intelligence (AI) as a tool, is changing how we generate, curate, and optimise the content we use on websites, social media platforms, and in our day-to-day working lives. AI is opening up new possibilities and opportunities for businesses, marketers, and content creators. Is this a good thing or is it just a bit lazy? Let's take a look. 

In all honesty, I have only been delving into the world of AI for a few months and trying to understand where it sits in my business (and with me.) I've listed some main areas, but I am acutely aware there are many more. 

Social media

Social media is a crucial component of marketing and staying active and relevant on the various platforms is essential. Staying on top of content ideas, and coming up with catchy captions, hashtags, and content ideas can be challenging. AI tools are assisting many content creators and marketers by analysing a brand's tone, voice, and target audience to generate engaging social media posts to share with their followers. 

Blog posts

Yes, we know that video is king, however, blogging is still a powerful content marketing strategy to establish authority, provide value to your audience, and drive traffic to your website. But consistently coming up with fresh and engaging blog post ideas can be daunting. The power of AI can create relevant topic ideas for your audience, write posts in your tone of voice and also add in some good old-fashioned search engine optimisation (SEO) for fun! 

SEO

I just touched on the subject of SEO and AI can certainly help content creators here as well. SEO is another fundamental aspect of digital marketing, and having optimised website content is crucial for ranking higher in search results. Yep, you've guessed it, AI tools can help you. Here's how. They can identify relevant keywords, analyse your competitor's content, and optimise your website copy to improve your SEO generally. The main aim for any marketer is to ensure the website is search engine-friendly and attracts organic traffic, gaining higher visibility and increased conversions. 

Time-saving

Blog posts, long-form copy, emails, social posts and calendars, website copy, and the list goes on. Content creation is time-consuming and resource-intensive. Businesses need to commit to having a plan for their content and also the resource to create and execute that plan. AI has the capability to save time on these tasks by using automation to generate ideas, analyse data and optimise content. This could encourage businesses to shift the marketing team's time to focus on other strategic initiatives, such as crafting creative campaigns, analysing performance metrics, and building relationships with their audience.

I am just exploring the benefits and limitations of using AI as a marketing professional. Is it my friend or foe? There is no getting away from the fact that it is and will continue to be a part of marketing and content creation. I can't say that I enjoy the 'blank page panic' when I sit down to write some copy, however, I definitely feel accomplishment when I have worked through my ideas and created the content afterward. Maintaining creative thinking and not relying on a computer program to come up with my thoughts is top of my list, but also allowing AI to assist me in making my work as sharp as it can be, is not to be discounted. 

Tell me about your experiences with AI. Do you use it, are you afraid of it? What is your AI tool of choice? Pop a comment below and let's discuss. 

Until next time. 

Ally 

Embracing imperfection and finding freedom!

This is quite a dramatic title, but I like it. 

I've been thinking of writing this for some time, so let's get into it. 

Perfectionism can be both a positive and negative trait. It can motivate people to strive for excellence, set very high standards, and achieve their goals. It can also be a source of stress, self-doubt, and anxiety.

I am a self-confessed perfectionist. As I sit here writing this, I am second-guessing everything, re-writing sentences because they are too long, too short not descriptive enough, and so on. Some may say, that is not perfection, that is just trying to get it right. However, when is getting it right becoming a problem and holding you back from progressing?

Perfectionism covers many areas and can hold you back if it leads to:

• Procrastination: When you fear not doing something perfectly, you may put it off or avoid it altogether. 

• Self-doubt: Perfectionism can lead to excessive self-criticism and doubt, making it harder to take risks or make decisions.

• Burnout: When you are constantly striving for perfection, it can lead to exhaustion and burnout.

• Difficulty accepting feedback or criticism: Perfectionists may struggle with getting constructive feedback or criticism because they may perceive it as a personal failure.

• Strained relationships: Perfectionism can put a strain on relationships because it can make you overly critical of others or make it hard to accept imperfections in others.

Do you do any of these? I know I certainly do and have. I used to think that procrastinating meant I was lazy. I would then speak negatively to myself because ten or fifteen minutes had passed and I had wasted time. It was just that I couldn't bring myself to just start. 

Self-doubt in yourself and your ability is also a real struggle when you are a perfectionist. You have already written yourself off before going for the job, taking on the project, writing the blog post, or whatever action you want to do. It is the feeling of being frozen, of not being able to progress, it's quite debilitating. 

Let us not dwell on the negatives, so what are the benefits of being a perfectionist?

• Attention to detail: Perfectionists will be all over the details and accuracy. 

• Completer/finisher: Being involved from the start of a project and being able to see and be part of the end of it is a must for a perfectionist. 

• Conscientious: Perfectionists want to do the best for themselves and the company. Don't all companies want people like this on their teams? 

• High standards: If you have a perfectionist in your team or as a friend/partner, you will have an individual that has high standards and expects that in return.

So how do you manage these types of emotions? 

Well, as much as I don't want to say it, a lot of overcoming negative feelings of perfectionism involves stretching your comfort zone. Just go for it, don't overthink it. When you succeed and push yourself into situations and follow them through, it helps. I also think that self-reflection is important. Look at your successes, write them down, or just mentally acknowledge them. You will build your inner confidence by seeing what you achieve on a daily basis. 

What we say to ourselves must be positive! You wouldn't say negative things to your friend or work colleague, so why speak to your inner self that way? We are not robots, life and work can sometimes be challenging. Give yourself a break and be gentle to yourself. I certainly find that perfectionism comes in ebbs and flows and at times I can hardly notice it. Other times, it is that devil on my shoulder!

 

To conclude, understanding what level of perfectionism you have, will dictate what actions you need to take. Having a tendency to be a perfectionist is something that can be harnessed for good, both in a career setting or personal life. Managing the negative aspects is the key thing so that it does not stop you from pressing publish on your next blog post or securing your perfect job! We can all find freedom from the chains of perfectionism, it is a case of growing and pushing yourself as well as being gentle when we need to be. We will not get things right all the time, and imperfection is not the monster we think it is. I'm trying to embrace this, and use it to learn how to overcome the cycle of being paralysed by perfectionism.

Please share your thoughts on this and any experiences or tactics you use in the comments.

Allyson

New Year....now what?

 

Happy New Year! I hope that 2023 has been good so far!

I've had a full week back at work and the children are back at school. If I am really honest, having the routine back (as much as it is hard work) is feeling really good. 

This week, I have been thinking about New Years resolutions and what to focus on that is important to me. I would like to set ten resolutions and achieve all of them, but in reality that may not be a possibility. My thoughts have landed at a point where I believe that resolutions are more about growth than just ticking a box in your journal. To make a commitment to yourself to grow and develop.

I have committed this year to:

• Grow my content for my blog 
• Improve my discipline to maintain my fitness
• Improve my discipline to read more books (even 5 pages a day)
• Grow and learn new skills to stay current in my business
• To be grateful and practice gratitude

The last point of gratitude is a very important one. We can always be looking for more without realising what we currently have! My aims for this year seem very tame, however if I can achieve these by the end of the year, I will feel stronger than I did at the end of 2022. 

What are your New Year resolutions if you plan to set them? For inspiration, the following are the 8 top popular resolutions as documented in Fatherly. 

Exercise more (52% of respondents)
Eat healthier (50%)
Lose weight (40%)
Save more money (39%)
Spend more time with family and friends (37%)
Spend less time on social media (20%)
Reduce stress on the job (19%)
Reduce spending on living expenses (19%)

I feel that I would like to do all of them, but what would you choose? Or do you have some different ideas to share?

Whatever your plans for 2023, I wish you a happy and healthy year. Keep an eye out on my profiles and blog to see how I am progressing at maintaining my resolutions!

My Insta is @claritycopy and my Twitter is @claritycopy 

Bye for now, thanks Ally x

COVID-19 - Where next?

As a marketer, I feel I am in a bit of a quandary surrounding my position during the COVID-19 pandemic. I personally don’t feel like ‘selling my marketing wares’, and I have switched off from marketing emails telling me how to get 'Summer ready'! I am hearing daily about people dying, losing their jobs, losing their companies, families being separated because they cannot get home and to be completely honest, I’m taking time to reflect a lot and how I can add value to myself and my clients at this time.

It dawned on me that what does make me feel good at the moment is hearing and learning about what individuals and companies are doing to support our incredible NHS, local and international businesses and families during this crisis.

Already today, I have read about Mercedes F1 making breathing aids which will help to keep people out of ICU (read more here), as well as Virgin Orbit (the space rocket people) who will hopefully soon be mass producing ventilator devices (read more here) and how Gin distilleries have sprung into action to make hand sanitiser for us. The way that businesses, their teams and technology are adapting at the time is quite staggering. 

I have also witnessed how businesses have been able to adjust so that their employees can work from home. We know this was essential to protect life, however it does put some weight behind the argument that positions can be done from home or remotely. The Joe Wicks PE classes are also a prime example of how to take the school PE lesson and bring it into peoples homes; I've loved taking part with my two little ones, although we have found several others to mix it up. 

Companies have had to change their working practices, and yes there are some heart breaking stories coming through, but through the use of technology, there is also light, which I hope will change the attitudes of remote working for many organisations.

I have worked from home for many years, however I have not had to integrate homeschooling two children into my working day. To be honest, I'm learning that it's all about structure and mindset. My children's schools have provided the tools and we as parents have become the teachers. It is a new challenge for all parents who are juggling many plates, but we are pushing through and we are adding so much value daily.

The world as we know it has changed for the foreseeable future and we don’t know when it will return to normal. When I say normal, I don’t really know what that will look like after we defeat this virus. Can we just click back into our past lives, carefree and not worry about the invisible predator? Only time will tell.  

We may be experiencing feelings of isolation as we live within our four walls, turning to the news, social media and our friends and families for comfort and reassurance, again the latter is proving to be a huge positive to rise from the sadness. We are however resilient, as human beings and as a nation. 

These are horrendous times and we are facing challenges that we could never dream we would, but we will overcome these.  For now, I am content and proud to be a support to my clients in which ever way that I can, whilst embracing my new role as Mrs McAlister, Head of Learning at Home School. :) 

And remember...... Please #StayatHomeSaveLives 

LEGO - The brand that just keeps giving.

Looking through the vast selection of LEGO themes… Technic, Friends, Ninjago, Duplo, Creator and not to mention Disney, Spiderman and Batman, I am in awe at just how the brand has evolved in the 85 years it has been in operation. See here:

Researching the history of the LEGO Group, it has not been plain sailing, but due to clear direction and an emphasis on superb craftmanship, the LEGO brand is now a global enterprise. Who knew that from wooden toys and ladders, Ninjago would be born?

So, what has sparked my interest in writing a post about LEGO? 

Since my children have grown into mini adults and they are now influenced by their friends, the T.V and YouTube, getting into LEGO is a natural progression when it comes to toys. A parent walks into a LEGO store and it is not only the children that feel the sense of fun and possibility! Have you noticed that there are rarely sales, that the staff are really ‘cool’ and it’s virtually impossible to get out of the shop (without a bribe)!  

I am fascinated by clever, talented and well-constructed marketing and brand management, and in my humble opinion, LEGO is up there with the best.  So, let’s break down my favourite bits:

The Themes

So I won’t name then all, but to give you a flavour, we have Duplo, LEGO City, LEGO Friends, LEGO Originals, LEGO Disney, Creator Expert and my new favourite, Boost. This one is AMAZING! A child can now enjoy the building element but also bring in the interactive part with an IPad, (Apple, oh there is another post right there). My 10 year old is able to code the creation, be it the cat, robot, guitar and make it do different movements and sounds! 

The Products

Long gone are the original bricks and 'you can build a gun' scenario. Oh no, kids today have the choice of backpacks, movies, keyrings, clothes, books, home storage and one to not tell my daughter the new DOTS collection. Make your own LEGO bracelet in the craft category! See here if you are curious! I cannot feel anything but envious of LEGO, as they appear to be all over everything, and the quality, timing and management is nothing less than flawless.

It’s not all about the kids

LEGO is not just for kids, yes that’s right, adults can play too! Heading back into that shop with all the shiny new LEGO blocks and figures, there is a whole section that is not child friendly and one that is designed purely for the big kids. According to this Guardian article from January, toy sales of LEGO are growing, and it is a serious hobby! The creativity and sense of achievement that comes from creating the masterpiece offers great stress relief and instils a sense of calm…who knew hey? 

Website

The website speaks for itself. It is like a playground for kids and adults alike. There is a mix of history, creativity, play and CSR. It is so important for successful companies to give something back, and I enjoyed reading about the LEGO Foundation, their views on sustainability and their People and Culture policy. The website seems that it could go on forever, page after page, leading you into the world of LEGO, and indeed it can, as we forgot to mention LEGOLAND and the hotel! 

Customer Service

Finally, I want to talk about customer service. You can have the best product in the world, but if you do not have a strong team of like-minded staff to follow through with the promises you have made, you will not fair well. In this ‘always on’ culture, we have so many was to communicate and look after our customers and clients. LEGO even have this completely covered, again from my experience. We have dealt directly with the team via email when some pieces were missing from a set. Within two days the pieces were with us, with an apology and all was well. I appreciate companies can get things wrong but is there no end to LEGO’s success?

I love to watch companies get it right and also see how they do it. As a marketer, I love to see companies become successful and treat their customers and the world around them with respect.  I feel LEGO do this well, but I also feel they are constantly learning and evolving to try harder and streamline their operations. I can’t wait to see what my grandchildren will be creating, but I am positive it will involve those magical plastic bricks. 

Thanks for reading my post about the creative powers of LEGO. What are your thoughts, what other power house brands have you experienced? Let me know, I’d love to hear. 

Thanks, Allyson