Our team has decided to work on Browhaus Singapore for our social media analysis project.
Browhaus is a one-stop eyebrow and eyelash grooming salon chain. Since its first store opening in Singapore in 2004 by the Spa Esprit Group, it has now expanded its presence to over 40 outlets in 10 cities worldwide. The salon specialises in brow grooming services, beauty treatments and also develops and sells their own range of beauty products.
Being the first concept store in Singapore to specialize in Brow and Lash grooming, Browhaus advocates fast, easy and convenient services for its consumers, hence targeting the image conscious urbanites. Moreover, it inculcates an all inclusive culture, reaching out to both genders.
Browhaus faces stiff direct competition from beauty brands Benefit and Shu Uemura. Even though they are largely cosmetics brands, they provide services such as Brow Waxing and 3D Brow Styling and have stronger social media reach as compared to Browhaus. We have identified Benefit and Shu Uemura as our direct competitors as they focus heavily on brow and eye makeup and like Browhaus, they have similar pricing strategies for their brow shaping services.
In addition, there are also numerous low cost alternatives such as Rupini’s and Milly’s that provide similar services at a fraction of the price. Although they provide less specialised services, these small-scaled salons would still pose a significant threat to Browhaus as they capture the market share of price sensitive consumers.
We chose Browhaus as our project topic because for an international beauty brand, their brand social media reach is unsatisfactory and below Singapore industry standards. When compared to its competitors, we found that Browhaus’ social media platforms (mainly, Instagram and Facebook) lack engagement and reach. Moreover, its content lack consistency, relevance and fails to generate consumer interest.
In addition, Browhaus’ target audience are in line with avid users of social media. Hence, incorporating social media strategies is an effective way to fully tap into this emerging trend and maximizing engagement and reach.
Evaluation of current marketing strategies
Browhaus is currently active on the following social media platforms – Twitter (598 Followers), Facebook (11K Likers) and Instagram (3.6K followers), and has an website that is updated regularly. However, it still has a relatively small following on its social media networks, indicating a potential area for improvement through the implementation of new social media engagement activities.
Relevance of Posts
Companies will usually dedicate posts to major current affairs matters and Joseph School winning an Olympic gold medal was definitely a highlight. In congratulating him for the win, we can see the different approaches that Benefit and Browhaus took.
Instead of providing information, it is important to encourage interaction from the audience and acknowledge their contributions, which is something that Benefit placed a lot of emphasis on – “Tag us at #benefitsg to get featured”. Browhaus only features influencers, which may discourage a bulk of their consumers from posting about their products
The purpose of this research is to firstly understand the social media behaviours of Browhaus’ Singapore consumers and to study the variety of platforms Browhaus is currently engaged in.
Following which, we aim to devise a comprehensive multi-pronged social media strategy to increase the organic reach and engagement of the brand among our target audience by;
- Communicating the value of Browhaus and its competitive advantage
- Increasing emotional connection between Browhaus and its target group thereby strengthening its relationship between potential and existing customers
To achieve the above goals, we aim to tackle the following research questions;
- How can Browhaus leverage on social media to effectively communicate its competitive advantage and differentiate itself from its competitors?
- What strategies can Browhaus adopt to create lasting impressions among target segment and achieve a “Browhaus community”?
We will gather information by the following methods:
Firstly, we will gather primary data by conducting observational field studies through surveys within close proximity to the stores to understand the consumer demographics. Furthermore, online surveys to uncover their perceptions of Browhaus, their consumption patterns, as well as their social media habits and behaviors, will be created and sent to the target audience. In addition, we will conduct focus group sessions session to gain a deeper and more comprehensive understanding of consumers’ sentiments.
Collecting such data will affirm the brand’s target audience demographics, understand their social media habits, and hence allow us to effectively reach them through our strategies.
Next, we will conduct secondary research through social media data analytics on Browhaus’ and their competitors’ social media strategies (their use of influencers, campaigns etc.). Finally, we will analyse research articles and look at past examples of relevant real-life campaigns to create attractive social media strategies for the brand.
In conclusion, we hope that through these recommended strategies, Browhaus would be able to achieve a prominent brand recognition and value in the social media sphere.
By: Guo Su’an, Li Ruichen, Lok Xin Min and Shamini Selvaraju