After more than a decade of success as a digital entrepreneur, having amassed over 7 million+ followers across various social media platforms and having been named one of Forbes’ top influencers, Christen Dominique set out to service the loyal community she built with aspirational yet relatable beauty products with her brand, Dominique Cosmetics. Through the same social media platforms that Christen built her online empire on, the team sets out to drive awareness for the brand that was created for her audience and their needs.
Dominique Cosmetics’ strategy centered on creating an approachable beauty destination that Christen’s followers could trust. Through her years of testing thousands of cosmetic brands and products for the purposes of creating content on her various social platforms, Christen began to develop a clear idea of the Dominique Cosmetics brand ethos.
Christen spent several years engaging intimately and listening to her fans, surveying their needs. The result was quality, multi-purposeful products born directly from Christen’s years of beauty experience and the feedback of her community of 7M+ beauty aficionados around the world.
For every launch, Christen prioritizes sharing on her own social media platforms and providing early access to her core community to build engagement for the Dominique Cosmetics channels.
Christen’s sales success is derived from a mix of direct product marketing on both her personal and the brand’s channel. Her strategy leverages her existing “Dom-fam” viewership while continuing to appeal to existing Dominique Cosmetics customers. The brand’s Instagram has also been optimized for in-app conversion with shoppable tags.
In the spirit of turning online fans into real life customers, Christen hosted an intimate consumer pop-up in West Hollywood to meet her fans and tell them about her latest launch, the Latte 2 eyeshadow palette.
Dominique Cosmetics has grown to over 400K followers on Instagram to date. As a result, the online support has intensified their offline presence through the expansion to major retail spaces, including more than 300 Sephora locations and over 100 Nordstrom stores nationwide.
