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92 July 2014 | beautystorebusiness.com Skincare Spotlight The social-media truth this translates into is that if a post doesn't succeed, learn from it and move on. And learn from it from data—meaning look at your social media data daily. 4. "Makeup and fashion trends change—we must learn to adapt." The social-media truth this translates into is that these new platforms are always changing, including their privacy policies. It is critical to stay on top of what is happening and changing. 5. "Makeup is best when you still look like yourself, but better." The social-media truth this translates into is for you as a brand and brand ambassador to know what works for you, and to stick to that. Don't try to be like anyone else. Finally, the next presenter closed the day with another list: (I love lists— can't you tell?!) 10 THINGS TO KNOW RIGHT NOW IN DIGITAL—presented by Evan Clark, deputy managing editor at WWD 1. Advertising in the mall of Amazon. Half of the top 75 luxury brands pay for ads on Amazon, but less than one- fifth actually sell on Amazon. Amazon is a power to be reckoned with, and in beauty, we have just seen the start of it. 2. User-generated sales tools are growing in importance. (Think back to the consumer becoming the content creator.) New tools such as Olapic are helping brands fully integrate social media and ecommerce. 3. Targeted social advertising is the wave of the future. Both Facebook and Twitter are now trying to make money on advertising and are enabling brands to be even more specific in their targeting. 4. China is the Digital Dragon. Think of Alibaba. Enough said. 5. Every salesperson is a stylist, every consumer is a recommender. Everyone is taking pictures of outfits, sending them to a brand's customers, enabling a purchase right then and there. 6. The "Uber" effect is here to stay. A series of brands have become "the Uber" of their field. An example of this is the new beauty app Beautified, which enables consumers to book last- minute spa and salon appointments in a geographically specific area. 7. Multitasking is ever present. Purchase online, pick up in store. The digital world is no longer just digital, it is just the invention of a new way forward for retail. 8. Wearable technology is here to stay. Think Apple, but Amazon and Motor- ola are also starting to embrace this trend. 9. Mobility. A lot of brands are seeing 50% of their sales growth from the mobile channel. Today, you are shopping while stuck in a taxi in traffic. Shopping is about a different mind-set, a different place. 10. The IPO effect. Wall Street will definitely have an impact on the social-media players, including Facebook and Twitter. These two companies are already focusing more on growing revenue. A profit motive has been injected by the fact that these companies are now on Wall Street. Let's see how this changes the social-media landscape. ■ Ada S. Polla is the president and CEO of Alchimie Forever. She is the co-creator of her family's Swiss-based skincare line, which she launched in the United States in 2004. Her skincare knowledge and business skills have yielded double-digit annual revenue growth for the brand. She holds an MBA from Georgetown University and received a Bachelor of Arts degree from Harvard University. S k i n c a r e S p o t l i g h t 7 1 4 . i n d d 9 2 Skincare Spotlight 714.indd 92 6 / 3 / 1 4 4 : 5 1 P M 6/3/14 4:51 PM