Dive Brief:
- Facebook has hired former InStyle publisher Karin Tracy to lead efforts to bring more beauty brands to Facebook and Instagram.
- Tracy has held executive publishing and sales positions at People, Lucky, Teen Vogue and Harper’s Bazaar, in addition to InStyle.
- Beauty retailers such as Sephora USA have embraced Instagram, and Tracy will help other advertisers realize that Facebook can produce real returns.
Dive Insight:
Facebook plans to expand its pull with beauty advertisers by hiring former InStyle publisher Karin Tracy. Tracy will help more beauty brands leverage Facebook and its photo-sharing site, Instagram, to drive sales using the free and paid tools the social networks provide.
Beauty retailers such as Sephora USA already have a strong presence on Instagram, but most have failed to realize a social strategy through the two platforms. Tracy will attempt to show that Facebook and Instagram's targeting and measurement tools can help move real-life products.