BRANDING STRATERGIES OF ANASTASIA

BEVERLY HILLS

A PROJECT SUBMITTED TO
UNIVERSITY OF MUMBAI FOR PARTIAL
COMPLETION OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
UNDER THE FACULTY OF COMMERCE

BY
MS. POOJA BISWAS

UNDER THE GUIDANCE OF

PROF. PADMA NADAR
SHRI CHINAI COLLEGE OF COMMERCE AND
ECONOMICS
ANDHERI- EAST, MUMBAI – 400 069

APRIL, 2020

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SHRI CHINAI COLLEGE OF COMMERCE AND
ECONOMICS
Andheri- East, Mumbai – 400 069

Certificate
This is to certify that Ms. Pooja Biswas has worked and duly
completed her Project Work for the degree of Bachelor of
Management Studies under the Faculty of Commerce in the
subject of Marketing and her project is entitled, ―Branding
strategies of Anastasia Beverly Hills‖ under my supervision.

I, further certify that the entire work has been done by learner
under my guidance and that no part of it has been submitted
previously for any Degree or Diploma of any University.

It is her own work and facts reported by her/his personal

findings and investigations.

Name and signature of guiding teacher

Date:

2
 Declaration

I the undersigned Ms. Pooja Biswas here by, declare that the
work embodied in this project work titled ― Branding
strategies of Anastasia Beverly Hills‖ Forms my own
contribution to the research work carried out under the
guidance of Prof. Padma Nadar is a result of my own
research work and had not been previously submitted to any
other University for any other Degree / Diploma to this or
any other University.

Wherever reference has been made to previous works of

others, it has been clearly indicated as such and included in
the bibliography.

I, here by further declare that all information of this

document has been obtained and presented in accordance
with academic rules and ethical conduct.

Name and Signature of the learner

Certified by

Name and signature of the Guiding Teacher

___________________
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 Acknowledgment

To list who all have helped me is difficult because they are so

numerous and depth is so enormous.

I would like to acknowledge the following as being idealistic

channels and fresh dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for

giving me chance to do this project.

I would like to thank my Principal, Dr. B.B.Kamble for

providing the necessary facilities required for completion of this
project.

I take this opportunity to thank our Coordinator Prasika Gaikwad

for his moral support and guidance.

I would also like to express my sincere gratitude towards my

project guide Prof. Padma Nadar whose guidance and care made
the project successful.

I would like to thank my College Library, for having provided

various reference books and magazines related to my project.

Lastly, I would like to thank each and every person who directly
or indirectly helped me in the completion of the project
especially my Parents and Peers who responded me throughout
my project.

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 INDEX

CHAPTER TOPIC PAGE REMARK

NO. NO.
1 INTRODUCTION 7-9
2 RESEARCH AND 10-13
METHODOLOGY

3 HISTORY 14-21
4 REVIEW OF 22-36
LITRATURE

5 POPULARITY OF 37-41
ANASTASIA
BEVERLY HILLS
6 EXPOSE STATUS OF 42-53
ANASTASIA
BEVERLY HILLS
7 DATA ANALYSIS 54-72
AND
INTERPRETATION

5
8 FINDINGS AND 73-78
SUGGESTIONS

CONCLUSION

BIBLOGRAPHY

ANNEXURE

6
CH- 1 INTRODUCTION

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Romanian-born beauty entrepreneur Anastasia Soare
launched her namesake brand with a Beverly Hills flagship
salon in 1997 and the company‘s first product line in 2000.
Rooted in the sacred geometry of the Golden Ratio, ABH
creates prestige cosmetics for a passionate prosumer
audience.
Soare was first to introduce brow shaping product, this have
changed the makeup routine now, their individuals who don‘t
were makeup but go for brows Anastasia Beverly hills was
first came in market with brow product which have impact in
industries like Hollywood, etc.
This product does not need advertisement because, this is a
high-end product this is many afford by high class people and
middle high call people .
Anastasia product are able in stores like Sephora in India
where at online there are many sites where it can found and
most reliable website are Naykaa.in, purple.co.in and
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AnastasiaBeverlyhills.uk. where at Anastasia website it will
charge more because it inculcate shipping charge they also
provide some gift hampers.
Anastasia Beverly hills starting price is $ 12 to $24 which is
Rs 800 to Rs 1200 for one brow define or brow gel .
This product have tough competitors they are Huda Beauty,
MAC. Huda Beauty is getting famous lately because of its
eye shadow, foundation and highlighter which is giving tough
competition to Anastasia Beverly Hills .
MAC has a strong PR and launce products with famous
actress and youtubers .

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CH–2 RESERCH METHODOLOGY

2.1 THE GOLDEN RATIO

2.2 MINIMAL

2.3 DRAMATIC

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Anastasia Beverly Hills was founded in 1997 when Anastasia
Soare, inspired by the ancient principle of Divine Proportion,
began tending to the shape of an at the time often overlooked
feature - brows.
Anastasia recognized that this mathematical principle of
thirds, known more modernly as the Golden Ratio, could
influence not only centuries of art and architecture, but could
be applied directly to the human face to create aesthetic
harmony. Believing that brows should be shaped according to
an individual's bone structure, Anastasia developed a formula
for the Golden Ratio's application.
The concept was transformative, and she soon built a cult
following. What followed was the patented Golden Ratio
Eyebrow Shaping Method, and later, the patent-
pendingGolden Ratio Contouring Method. Both were

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designed to deliver balance and proportion as unique as the
individual.
These timeless pillars of aesthetic proportion and a
commitment to the creation of quality continue to be behind
every aspect of the Anastasia Beverly Hills brand today.

2.1 THE GOLDEN RATIO

The guiding principle behind Anastasia's universal eyebrow
shaping technique. Observed in patterns that occur in nature,
art, music, and the human body, the Golden Ratio offers the
key to finding balance, symmetry, and beauty

2.2 MINIMAL
QUICK, EASY ENHANCEMENTS

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 2.3 FEATHERED
NATURALLY TEXTURED

2.3 DRAMATIC
DEFINITION AND IMPACT

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 CH- 3 HISTORY

3.1 BACKGROUND

3.2 HOW ANASTASIA BEVERLY HILLS

CAME TO BE THE BEAUTY WORLD’S
EYEBROWS AUTHORITY

3.3 CEO, ANASTASIA SOARE

3.4 PRESIDENT, CLAUDIA SOARE

3.5 ANASTASIA'S GOLDEN RATIO

METHOD

3.6 WORDS OF ANASTASIA SOARE

3.7 PLACE WHERE ANASTASIA BEVERLY

HILLS PRODUCTS FOUND IN INDIA

3.8 ANASTASIA'S DAUGHTER, CLAUDIA

SOARE, ALSO HAS A HEAVY HAND IN
CREATING SOME OF THE PRODUCTS.
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 3.1 BACKGROUND

Anastasia Beverly Hills was founded in 1997 by Anastasia

Soare when she opened her flagship salon in Beverly Hills.
The company's first product line was released in 2000. The
brand has become known for its eyebrow products and for
introducing a new brow-shaping service to customers, the
"Golden Ratio Eyebrow Shaping Method." The Method aims
to finding balance, symmetry, and beauty through the
creation of arches that perfectly frame any face shape.
Since its launch, Anastasia Beverly Hills has grown to sell
over 485 products in over 2,000 stores worldwide, including
Dillard‘s, Macy‘s, Nordstrom, Sephora and ULTA. Their
products are also sold in over 25 countries.

3.2 HOW ANASTASIA BEVERLY HILLS CAME

TO BE THE BEAUTY WORLD’S EYEBROWS
AUTHORITY

The beauty entrepreneur and lovingly nicknamed "Eyebrow

Queen" responsible for this revolution is Anastasia Soare.
The Romanian-born founder of makeup brand Anastasia
Beverly Hills immigrated to the US in 1989 and started
working at a Hollywood beauty salon where she offered a
service that wasn't popular at the time: brow shaping.
Her ability to fill in this gap and stay ahead of the curve -
which, as we all remember with slight embarrassment,

15
dictated overly plucked brows - ultimately catapulted her to
widespread recognition. After moving on to a salon in
Beverly Hills, word of her eyebrow-shaping skills spread and
she amassed a steady roster of celebrity and supermodel
clients.
In 2000, she launched her first product line to bring her
signature shaping techniques and tools to anyone who
wanted beautiful brows.
Since then, Anastasia Beverly Hills (ABH) has become
synonymous with eyebrows in the beauty world.

3.3 CEO, ANASTASIA SOARE

Beauty pioneer, creative visionary and powerhouse

entrepreneur Anastasia Soare is Founder, CEO, and driving
force behind Anastasia Beverly Hills—one of the fastest-
growing brands in the global beauty industry. Soare
immigrated to the US from Romania without language skills
or financial means; instead she leveraged a fierce resolve and
education in art and architecture to fuel her entrepreneurial
vision and unique approach to beauty. In 1990, she
introduced a new ―brow-shaping‖ service to clients—later
patented as the ―Golden Ratio‖ method—that has gone on to
become a staple service and enduring new category in
modern beauty. Soare continues to push boundaries today,
expanding beyond the brow category with the company‘s
leading prestige cosmetics line. Her capacity for driving
growth through innovation and organizational focus on
customers has become a hallmark of her leadership and the

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ABH brand. Soare‘s gift as artist and entrepreneur is
complemented by an ease and grace with customers with
whom she connects daily in video tutorials and personal
appearances around the world. Her audience spans the globe
and comprises many of its most famous faces, who rely on
her unique vision of individual beauty to amplify their own.
Soare has achieved iconic status in her twenty-five year
journey to self-made entrepreneur and American success
story. She has been featured in The New York Times, The
Guardian, People, Vanity Fair, Vogue, Elle, and Allure,
among numerous other publications, and has appeared on
such television shows as The Doctor Oz Show, The Oprah
Winfrey Show, and America‘s Next Top Model. Soare's
belief in beauty‘s power to transform extends to her lifelong
work for women and children and the establishment of The
Anastasia Brighter Horizon Foundation, which supports and
advances the lives of young adults exiting the foster care
system.

3.4 PRESIDENT, CLAUDIA SOARE

Anastasia Beverly Hills President Claudia Soare leads the

company‘s day-to-day operations, product development, and
marketing for the brand‘s best selling prestige cosmetics line.
As the daughter of ABH Founder Anastasia Soare, there may
be no better-suited executive, given her own voracious
entrepreneurial spirit and hands on experience through the
years, working in every layer of the organization from
receptionist to salesperson to product tester. A radical
entrepreneur in her own right, Soare has been credited with

17
leadership decisions that have catapulted ABH to its standing
among the world‘s most influential cosmetics brands. As an
early adopter of social media platforms, Soare has made an
art out of knowing her customer a bold, self-regulating
approach to customer retention where products are tested and
reported on in real-time by millions of captivated followers
who demand top-performing formulas and visionary trends.
In industry-unique positioning, Soare puts herself forward as
the brand‘s first line of engagement, working directly with
ABH followers and influencers to introduce state of the art,
industry-defining products direct to consumer.
―Anastasia Beverly Hills is the crowning achievement of my
mother‘s extraordinary vision as an artist and entrepreneur.
My task is to align that vision with the dynamic voice of our
customer we‘re a winning team.

3.5 ANASTASIA'S GOLDEN RATIO METHOD

―Our eyes are intrinsically trained to spot divine

proportion and immediately associate it with beauty and
harmony.‖ – Anastasia Soare
It‘s been well-documented over the millennia by
groundbreaking thinkers including Pythagoras, Leonardo Da
Vinci, and Albert Einstein that the human eye is encoded to
recognize nature‘s universal design fractal: The Golden
Ratio. This mathematical ratio of 1.618 to 1 in which the
whole is greater than the sum of its parts offers the key to
finding balance, symmetry, and beauty.

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Inspired by this age-old ratio, Anastasia created a unique and
breakthrough method of shaping brows. By following these
principles, she could create a set of arches that perfectly
framed and suited any face shape.
―Brows should begin directly above the middle of your
nostrils. The highest point of the arch should connect the
tip of the nose with the middle of the iris. Brows should
end where the corner of the nostril connects with the
outer corner of the eye,‖ Anastasia says.
This patented Golden Ratio method remains at the heart of
Anastasia Beverly Hills. Each product launch is inspired by
makeup‘s unique ability to create the illusion of facial
balance, symmetry, and proportion.

3.6 WORDS OF ANASTASIA SOARE

Soare says, "My goal is always to bring a sense of balance,

symmetry, and proportion to each individual face. The brows
are an essential starting point. With perfectly built arches,
the rest of your features are instantly enhanced and brought
into focus."
Technically, with this foundational concept, you could use
any eyebrow pencil you wanted. But people stick with
Anastasia Beverly Hills products because of their ease of use,
highly pigmented formulas that deliver an efficient colour
payoff with each stroke, and flexibility effective whether
used on their own or in conjunction with other ABH
products.

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The product line includes eyebrow pencils, brow gels,
powders, and pomades, each available in multiple shades.
Outside of brow products, Anastasia Beverly Hills makes eye
shadow palettes, lipstick, contour kits, and other makeup
essentials, which have attracted their own healthy following
of loyal fans.

3.7 PLACE WHERE ANASTASIA BEVERLY

HILLS PRODUCTS FOUND IN INDIA

 AMAZON

 SEPHORA

 NORDSTROM

 MACY’S

3.8 ANASTASIA'S DAUGHTER, CLAUDIA

SOARE, ALSO HAS A HEAVY HAND IN
CREATING SOME OF THE PRODUCTS.

Most people don't know this, but Anastasia works with her
daughter Claudia to help create the makeup products, from
the contouring kits to the liquid lipsticks. "I always kind of
been a behind-the-scenes person," says Claudia. "I'm the
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president of the company. I started at the front desk of the
salon. I make all the makeup. Obviously, I run everything by
my mom first. She has to love it and approve it. But I make
the makeup, and she makes the brow."

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 CH-4 REVIEW OF LITERATURE

4.1 SECONDARY INFORMATION

4.2 FROM SEPHORA’S WEBSITE

4.2.1 What it is?

4.2.2 What it does?
4.3 MORNING RENAISSANCE EYESHADOW
PALETTE

4.4 DIP BROW POMADE

4.5 ANASTASIA BEVERLY HILLS

LIP GLOSS

4.6 DIP BROW GEL

4.7 SUGAR GLOW KIT

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 4.1 SECONDARY INFORMATION

I have been trying out a ton of products lately which is why I

haven't done any reviews, I've also had two very sick
doggies. But I wanted to review my new HG brow item. The
Anastasia Beverly Hills Dipbrow Pomade. First of all,
Anastasia is the brow goddess, I will never trust my brows to
any other products. There is just something about the way
that Dipbrow has transformed my brows, it has changed how
I do my makeup and how I see my face.

Brows are the most important step in my makeup routine

because brows really frame the eyes and define the face. I
have super sparse and very light brows because my hair is
naturally a dirty blonde.light brown, so my bores match that.
I dye my hair a very dark brunette that verges on black at it's
darkest, and at it's lightest/most faded is a medium brow.
Since I've really gotten into makeup I've used 4 products for
my brows. One from revlon, it was a twist up waxy pencil,
then I use a NYX brow powder duo, then I switched to a
matte MAC eyeshadow. And I used the eyeshadow for a
good few months. My issue is it wasn't defining my brows
enough so I went on the search for my perfect product.
Thanks to the lovely ladies and gents on Sephora's Beauty
Talk I discovered the magic of ABH Dipbrow. And the
funniest part is as I was considering buying it, one of my
coworkers came in to work with PERFECT brows, so of
course I attacked her and demanded to know what she was
using, and it was Dipbrow, so I got my ass over to Sephora to
meet my true love! It is very similar to a gel eyeliner but it's
for perfect eyebrows instead of perfect eyeliner. As I
mentioned I have very sparse brows that don't have a shape

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that I like. Dipbrow is thick enough and pigmented enough
that I can really shape and build my brows into something
that I love.

Initially when I decided to change my brow routine I was

between Too Faced Bullet Proof Brows, Dipbrow and the
Tarte Brow Mousse, thanks to reviews, beauty talk and my
co-worker, Dipbrow seemed the best to me.

4.2 FROM SEPHORA'S WEBSITE

4.2.1 What it is? :

A smudge-free, waterproof pomade formula that performs as
an all in one brow product.

4.2.2 What it does? :

This creamy, multitasking product glides on skin and hair

smoothly to create clean, defined brows. The standout
formula works as a brow primer and provides colour,
sculpture, and shading. It is ideal for oily skin and in humid
climates.

So far I haven't really been able to tell how well it will hold
in in humidity because it's barely turning spring in my city,
we still have sbow on the ground, and I also have dry skin.
But I can tell you that it does last 16+ hours, I can't even tell
you exactly how long it lasts because I have found it's limits.
It is totally worth the price because a teeny tiny bit does both
brows.
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I apply it with the ABH #7, it is a fantastic little brush, great
for travel. It is the perfect size and thickness to achieve
whatever brow look you want and it is super handy to have
the spooley on the other end. I may pick up the #12 at one
point just to have an extra brush.

The only thing other that I use after I have applied the Dip
brow is a bit of the ABH tinted brow gel in chocolate just to
hold the hairs in place. I am not going to do a full review on
this, but basically it is the best brow gel I have ever tried. I
love that it is tinted because it adds a little bit more depth and
dimension to my brows and it holds them in place really well
without flaking at all.

Also I find some products can make the skin under my brows
break out with horrible little pimples that hurt a lot. I have
been using this for a good few weeks and so far I have had no
issues, so that is a major plus!

As I said at the beginning, this is my Holy Grail brow

product, I love it, I use it every day and I cannot live without
it! If you have not tried this product, go check it out, see if
the lovely ladies and gents at Sephora can test it out on you. I
promise you will fall in love!

So far it comes in Blonde, Auburn, Chocolate, Dark Brow,

and Ebony, there are three new colours coming out in the fall.

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 BEFORE

AFTER

Sephora India has been at the forefront in India bringing in

some of the best beauty brands from around the world to our
doorstep. And this time, the brand hit it out of the park with a
label that is sure to make any makeup lover go weak in the
knees. Anastasia Beverly Hills has launched in India at
Sephora with much fanfare and the cult label is retailing out
some of it‘s bestsellers from today. What don‘t we know
about Anastasia Beverly Hills? The eyebrow queen as they
call her, Anastasia Soare has been creating full and beautiful
eyebrows for years with her patented Golden Ratio Eyebrow
Shaping Method – a technique that is known to create the
best brows on modern gals.

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This, combined with her particularly compelling brow
products has made ABH a label to look out for. What exactly
is the Golden Ratio? It‘s in its truest sense a mathematical
formula that uses – the ancient principle of Divine Proportion
or Phi on the most neglected part of our face – brows. It
works on the principle that brows ought to be shaped
according to an individual‘s bone structure, designed to
deliver balance and proportion as unique as the individual.
27
Phi, on which this works on, is associated with aesthetic
perfection. If you‘re looking to know how to work this, do
check out the hundreds of videos that Anastasia puts out on
YouTube.

But apart from that, the new-age brow-centered label is

known to bring balance into beauty with their first-of-its-kind
products that look out for classic, structured eye makeup.
Whether it‘s brow color, eyeshadow formula, and contouring,
this is one label that is about artistry. As the label launches in
India this week, we bring to you, the top 5 iconic products to
own from Anastasia Beverly Hills.

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 4.3 MORNING RENAISSANCE EYESHADOW
PALETTE

A cult favourite that broke the internet, this warm-toned

palette is every makeup lover‘s dream. Eyeshadows are
highly pigmented, blend out well and have the best real girl
shades – something you can wear everyday. The best bit
about it are the shades that are versatile and the kit does not
have one shade that is not wearable. The colour payoff is
high and the texture stays on. We also love the very popular
Norvina Eyeshadow Palette, for those obsessed with mermaid
eyes but if you really had to pick one, the Modern
Renaissance is the more practical one of the two. There are
14 shades that go from neutral to berry tones with a few
warm ones in the middle. We especially love the Golden
Ochre and the Primavera, and extremely partial to Warm
Taupe and these shadows are crease and fade-resistant too.

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 4.4 DIP BROW POMADE

We‘re big fans of the pomade formula only because it stays

put and is fuss-free. It‘s smooth, smudge-free and waterproof
– a kind of all-in-one brow product. Versatile and
multitasking – it creates clean, defined brows and also works
as a primer.

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 4.5 ANASTASIA BEVERLY HILLS LIP GLOSS

If you onto the newest iridescent lip gloss trend, look no

further than this ABH lip gloss. It‘s fully pigmented, shiny
with tiny shimmer particles and weightless lip gloss that
comes both in lacquer and luster finishes. We recommend the
luster ones more only because they are in trend and with hues
like Venus that comes in dazzling gold and pink reflective
sparkle alongside Freya in gold and pink reflective sparkle,
it‘s a party every day

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 4.6 DIP BROW GEL

If you‘re a sucker for immaculate, high-performing

packaging, then you can‘t look away from this shiny gold gel
that is very popular. It‘s highly-pigmented and long-lasting,
alongside a powerful waterproof formula – it‘s the pomade,
but in gel form. Lasting for up to 12 hours, it also gives you a
natural finish, all thanks to 11 shades.

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 4.7 SUGAR GLOW KIT

Highlighters are again another Anastasia Beverly Hills staple

and the most popular one of the lot is the Sugar Glow Kit that
comes with shades like Marshmallow/ Gumdrop/
Butterscotch/ Starburst that are all, brown-girl friendly as
well as very versatile. We know that the Anastasia Beverly
Hills x Amrezy Highlighter is a winner but this one ticks all
the boxes only because though they may give you the same
effect, they come in a variety of colours. They are highly
33
luminous and come with a buildable metallic-lustre formula,
And the best part? They can be used on top of the lips too.
This one is yet to launch in the Sephora store, and we‘re
waiting on that.

4.8 ANASTASIA BEVERLY HILLS LIQUID

LIPSTICK STAYS ALL DAY — REVIEW

Shaping celebrity eyebrows may have started Anastasia

Soare, the founder and namesake of Anastasia Beverly Hills,
towards her self-made billions, but it is her expertise with her
makeup brand that has kept her in our hearts and cosmetics
bags.
Soare's company is known for outstanding brow products
(she's personally touched the arches of Victoria Beckham,
Jennifer Lopez, and all of the Kardashian-Jenners) and richly
pigmented makeup colors. The Anastasia Beverly Hills
Liquid Lipstick more than lives up to her well-earned
reputation — and, frankly, it's easier to get an appointment
with.

34
I tried the lipstick in the shades Bohemian and Trust Issues,
two hue variations that are available in the December 2019
Allure Beauty Box. Both colors play on a delightfully
vampiric mulberry and immediately add a well-dosed hit of
drama to any look. This berry lip is one Liv Tyler could have
easily worn in the '90s, and similar shades were seen on the
runways this season.
The formula paints on easily with a precise paddle applicator.
A simple swipe was all it took to cover my whole mouth and
the lipstick dried down to a powdery matte stain in an
Olympian-record flash. The opaque, matte color didn‘t crease
or cake; felt weightless, flexible, and comfortable; and stayed
put all day — even when tested against adverse conditions
(as defined by one large coffee, two carafes of water, and one
very giant tea). After going hours without reapplication, my
mouth was still decidedly, and deeply, mulberry-hued with
nary a smudge.

35
But perhaps the best recommendation? The fellow subway
rider who politely, but insistently, tapped my shoulder to
inquire on the shade. Perhaps we all need a little more drama
in our lives.

36
 CH – 5 POPULARITY OF
ANASTASIA BEVERLY HILLS

5.1 HOW ANASTASIA BEVERLY HILLS

BECAME THE MOST POWERFUL BEAUTY
BRAND ON INSTAGRAM
5.2 A MASTER ON INSTAGRAM
5.3 WHY DOES A BRAND LIKE ANASTASIA
WORK WITH MICRO & SMALL
INFLUENCERS?
 They accept free endorsement
 They are more authentic
 They target distinct audiences
 They are more engaged

37
5.1 HOW ANASTASIA BEVERLY HILLS
BECAME THE MOST POWERFUL BEAUTY
BRAND ON INSTAGRAM
With 800 million monthly active users (500 million daily
active users) and a highly visual content platform, Instagram
is the best place to showcase your brand and engage with
your audience. With recent new features such as Stories or
Polls, Instagram has also significantly increased its usage
amongst younger demographics.
If you want to grow your brand quickly, you must build a
smart Instagram strategy.
Take the example of Anastasia Beverly Hills. In just a few
years, the brand has become one of the most engaging beauty
brands on Instagram. How did Anastasia Beverly Hills
manage that? And how can you apply the beauty brand‘s best
practices to your own brand?

5.2 A MASTER ON INSTAGRAM

While Anastasia is ―only‖ the 2nd most followed beauty
brand on Instagram (17M followers, behind Huda Beauty‘s
25M followers), Anastasia Beverly Hills is actually the most
powerful beauty brand on Instagram today.
According to Octoly Top 25 Instagram Beauty Brands,
Anastasia generated the highest number of posts (4,594) and
interactions (7.38M) among US Beauty influencers in March

38
2018. Way ahead of any of its beauty competitors - including
Huda Beauty!

Anastasia relies on thousands of smaller influencers who

receive products usually 1 to 3 weeks before each launch.
They distribute products based on You Tubers‘ videos or
Instagrammers‘ photo quality and makeup artistry, rather
than the number of followers.

39
5.3 WHY DOES A BRAND LIKE ANASTASIA WORK
WITH MICRO & SMALL INFLUENCERS?

 They accept free endorsement:

If your brand resonates with their community, most micro-
influencers will agree to do a review in exchange of a free
product.
 They are more authentic:
By not being paid, influencers keep their freedom and share
their honest opinion on products. Nurturing honest
relationships based on gifting is one of the main keys to
success of Anastasia Beverly Hills.
“Influencers are my friends. We don’t pay friends. We send
them products, and whatever they like, they post. I never ask
anybody to talk about it. I want people to be in love with what
I make. Everything that I do has to be organic. That’s the
reason we are successful.” — Fashionista, 2016
 They target distinct audiences:
By collaborating with tens or hundreds of influencers, you
can reach many different audiences all at the same time.
 They are more engaged:
According to research, micro and small influencers mention
brands 3 times more in their posts than big influencers. They
can become your next ambassadors.

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41
 CH – 6 EXPOSE STATUS OF
ANASTASIA BEVERLY HILLS

6.1 A VISUAL TIMELINE

6.2 1989
6.3 1990
6.4 1992
6.5 1997
6.6 1998
6.7 2000
6.8 2006 – 2007
6.9 2012
6.10 2013
6.11 2014
6.12 2016
6.13 2017

42
 6.1 A VISUAL TIMELINE




 


Almost 30 years ago, Anastasia Soare immigrated

to the United States. Last year, Anastasia Beverly
Hills celebrated 20 years as a brand. But what
happened in-between? We‘ve created an ABH
Visual Timeline to fill you in on all our
favourite, momentous events.

6.2 1989

In 1989, Anastasia Soare immigrated to the United
States from Romania with her young daughter,
Claudia Norvina Soare. Without knowing the language
or a single other soul, she found work as a salon

43
aesthetician and began the origin story of a brow
empire in the making.

6.3 1990

After spotting an empty niche in the salon market,

Anastasia begins offering eyebrow services to existing
clients. At the time, most people didn‘t see brows as a
separate service, and if they were tended to at all, it
was typically during a facial as an afterthought. With
the feeling that she was on to something, Anastasia
began developing her signature technique based on the
Golden Ratio , a concept she had discovered through
one of her art teachers, the late Nicoulae Asciu, back
44
in Romania. Early adopters of the service reported
both an improvement in their appearance and an
increase in compliments received but without anyone
being able to put a finger on exactly what was making
such a difference. It was transformative enough to
build a cult following, and Anastasia‘s brow service
soon became one of the best kept secrets in town.

6.4 1992

Breaking out on her own, Anastasia rented out a small

space with the intention of becoming solely devoted to
brows. Though she soon piqued the interest of
celebrit ies, working with the likes of Naomi
Campbell, Michelle Pfeiffer, Faye Dunaway, and
Cindy Crawford, Anastasia took gr eat pleasure in
45
giving every woman who walked through her door the
perfect shape.

6.5 1997

THE ANASTASIA BEVERLY HILLS FLAGSHIP

SALON OPENS

―The landlord didn‘t believe I could pay rent with

eyebrows. If was only after a very long talk that I
convinced him to rent me the space. The very first
week, a line would form even before the store would

46
open – which the landlord was able to see from his
office. That was best told-you-so I could imagine."

6.6 1998

ANASTASIA APPEARS ON THE OPRAH WINFREY

SHOW,DOING THE HOST‘S BROWS LIVE ON
NATIONAL TELEVISION.

―After Oprah reached out, the phone would not stop

ringing for six months. Getting to know her changed
my life – it‘s a stamp of approval, it‘s like getting an
Oscar. But as a human being, she‘s just incredible.
Once you step inside the perceived sugar-coated life
of celebrities, you realize how hard women like her
work, how smart they are, and just what it takes to be
successful and maintain that success. You recognize
their magic, and that there‘s a reason they are where
they are.‖

47
 6.7 2000

The first ABH brow collection launches in Nordstrom.

Every single weekend, Anastasia would visit
department stores to promote their services and
personally show clients how to use the products.

6.8 2006-2007

In 2006 and 2007, the Anastasia Beverly Hills brow

line launched in Sephora and Ulta respectively.
―It was a game changer. The production, the volume
it all changed once we were exposed to that audience.
It presented new challenges, but also so many new
opportunities.‖ And just like that, the name
‗Anastasia‘ soon became synonymous with brows.

48
 6.9 2012

Anastasia Beverly hills‘ becomes an early adopter on

the Instagram platform.

The move was driven by Norvina, who saw an

opportunity for the brand to expand through social
media and build a special relationship with users.
Knowing that not everyone would use makeup the
same way and that it would need to be customized
from face to face, ABH was excited to showcase the
diversity of what everyone was creating. Individuals
were sent products along with a SonyA6 camera - this
was pre the days of iPhone photo quality and the front
facing lens. Taking this grassroots approach of

49
sending product build incredible relationships, even
leading to collaborations with talented artists,
including Amrezy, Nicole Guerriero, and Mario
Dedivanovic.

6.10 2013

ABH launches the Anastasia Brighter Horizon

Foundation. ―The country gave me and my family so
many wonderful opportunities, and I wanted to find a
way to give back. The ABH Foundation gives
individuals the opportunity to attend beauty school,
build a career, and pursue a passion.‖.

50
 6.11 2014

ABH launches its color line, geared towards

professionals and prosumer

6.12 2016

After Anastasia Beverly Hills was recognized by

WWD the previous year as #1 on the ―Instagram
Influencer List,‖ ABH President Norvina received the
honor of being listed as one of ―The 10 most in-
demand execs in digital fashion and e-commerce.‖

51
“WHAT MAKES SOARE STAND OUT AS AN INNOVATOR
BESIDES HER ABILITY TO DRAW IN MILLIONS OF DEDICATED
SOCIAL MEDIA FOLLOWERS, IS HER SKILL AT WORKING
DIRECTLY WITH FOLLOWERS AND BEAUTY INFLUENCERS TO
HELP INFORM PRODUCT DEVELOPMENT. ‘MY TASK IS TO
ALIGN [MY MOTHER’S VISION AS AN ARTIST AND
ENTREPRENEUR] WITH THE DYNAMIC VOICE OF OUR
CUSTOMER,’ SOARE SAID.”

-WWD

6.13 2017

Anastasia Beverly Hills celebrates its 20th year as a

brand.
52
“IT FEELS LIKE YESTERDAY, BUT IT FEELS AMAZING.
IT’S THE MOST FULFILLING THING I CAN IMAGINE.
EVEN IF I’M WORKING HARD OR TIRED OR ON A
DEADLINE, IT DOESN’T FEEL LIKE I TRULY WORK A
DAY, BECAUSE I’M DOING WHAT I LOVE.”

-ANASTASIA SOARE

53
 CH - 7 DATA ANALYSIS AND
INTERPRETATION OF ANASTASIA
BEVERLY HILLS

7.1 DATA ANALYSIS OF ANASTASIA

BEVERLY HILLS

7.1.1 ANASTASIA SOARES HAS

BECOME ONE OF THE
―WORLD’S RICHEST SELF-
MADE WOMEN‖

7.1.2 THE SOCIAL SUCCESS

STRATEGY BEHIND
ANASTASIA BEVERLY HILLS

7.1.3 THESE WERE ANASTASIA’S

TOP INFLUENCERS IN MARCH
2019
 USING BRANDED HASHTAGS
 STAYING AUTHENTIC ON
INSTAGRAM
 ANASTASIAS WOARDS
 CUSTOMER SATISFACTION

54
7.2 INTERPRETATION OF BRANDING
STRATERGY OF ANASTASIA BEVERLY
HILLS.

A. HOW THE 18- YEAR-OLD

ANASTASIA BEVRLYHILLS
BRANDBECAME THE BIZZIEST
BEAUTY COMPANY ON THE
INTERNET.

B. HOW DID YOU GET YOUR START

IN THE U.S.?

C. WHO WERE SOME OF YOUR

FIRST CLIENTS AND HOW
DID YOU CONVINCE THEM
TO TRY THE BROW SERVICE?

D. IN THE '90S BROWS WERE

TERRIBLE AND REALLY THIN —
EVERYONE PLUCKED THEM. DID
YOU HAVE A HARD TIME
CONVINCING WOMEN TO STOP
DOING THIS?

55
E. WHEN AND WHY DID YOU
LAUNCH YOUR BROW LINE?

F. HOW DID YOU DECIDE TO

EXPAND THE ANASTASIA
BEVERLY HILLS LINE FROM
JUST BROW PRODUCTS?

G. MATTE LIQUID LIPSTICKS

ARE SO POPULAR NOW.

H. HOW HAS SOCIAL MEDIA

CHANGED HOW YOU RUN A
BRAND?

I. DO YOU THINK PENCIL-THIN

EYEBROWS WILL EVER
COME BACK?

J. DO YOU FEEL YOUR CONSUMERS

KNOW WHO YOU ARE AS A
BRAND OWNER?

K. DO YOU THINK YOU’LL EVER

GIVE UP SOCIAL MEDIA
CONTROL?

56
 L. WHAT ADVICE DO YOU HAVE
FOR FOUNDERS OF NEW, UP AND
COMING BRANDS?
M. HOW DID YOU GET INVOLVED
WITH RUPAUL’S DRAG RACE?

7.3 BRANDING STRATERGY OF ANASTASIA

BEVERLY HILLS.

57
 7.1 DATA ANALYSIS OF ANASTASIA
BEVERLY HILLS

In the month of March, Anastasia Beverly Hills generated a

total MIV of $79.5M.
It‘s no secret that the beauty industry has boomed as a
result of social media’s takeover. Instead of only the
biggest brands winning out by owning the purchasing power
to monopolize shelf-space, ‗indie‘ brands like Anastasia
Beverly Hills can now use content, influencers, and digital
platforms to market their products and compete at a much
lower cost. Beauty products are valued not only on their
quality but also on the buzz they generate as a result of
beauty influencers, bloggers and other key industry
Voices.
Anastasia Beverly Hills (ABH) has continued to dominate the
industry through their clever marketing strategy and
widespread social presence. The brand boasts 19.3m
followers on Instagram alone (over 6 times that of Estee
Lauder) which is also their most frequently used platform to
communicate with their customers and fans. From the
conception of a singular cult brow formula to an estimated
company value of $1.5 billion, Anastasia Soares has
become one of the ―world‘s richest self-made women.‖

58
7.1.1 ANASTASIA SOARES HAS BECOME ONE
OF THE ―WORLD’S RICHEST SELF-MADE
WOMEN‖

In 2018, Forbes listed Anastasia Soare, founder of makeup

brand Anastasia Beverly Hills, as the 21st richest self-made
women in the U.S. In the 1980s, Soare fled communist
Romania after studying math, art, architecture and design.
She said ―I looked at beauty from a different angle than
everyone else,‖ says Soare. ―I saw so many opportunities
in the U.S. because I knew that I could make a living
doing things I could never do in Romania.‖

7.1.2 THE SOCIAL SUCCESS STRATEGY

BEHIND ANASTASIA BEVERLY HILLS

Gifting Micro and Mid-Tier Influencers at scale

One of the biggest trends we have seen with brand behavior
in our recent State of Influencer Marketing Report is that they
are leveraging Micro (those with under 100k followers) and
Mid-Tier Influencers (those with 100-500k followers) over
those with larger followings. Anastasia Beverly Hills has
done this to scale.
Of the brand‘s total Media Impact Value (MIV) for March,
$47.8M was generated solely by Micro and Mid-Tier
influencers. The most successful posting date in March in
59
terms of MIV was on the 14th when the brand generated
$4.49M in MIV in one day. On this day, Anastasia Beverly
Hills shared posts from 5 Micro and Mid-Tier Influencers,
their follower bases all ranging from 5k-139k. Whilst they
still distribute product to influencers with larger level
followings, the data shows that the most MIV is generated
from these smaller profiles, suggesting they are more likely
to share product reviews and content if the product is gifted
to them and not a paid campaign.

7.1.3 THESE WERE ANASTASIA’S TOP

INFLUENCERS IN MARCH 2019

 USING BRANDED HASHTAGS

One of Anastasia Beverly Hills‘ top tactics when it comes to
social success is the use of branded hashtags, which helps
create a bank of user-generated content, building even more
buzz. The most popular hashtag that ABH encourages its
customers to post in, is #ABHBrows, which currently boasts
677K posts, giving the brand their choice of high-quality
beauty content to repurpose, the ability to stay in touch with
their consumers, as well as increased social attention.
Customers also then feel a part of the ‗ABH community,‘ and
have the potential to be reshared on ABH‘s social channels,
making this social strategy a win-win for both brand and
consumer.

60
  STAYING AUTHENTIC ON INSTAGRAM
Instagram is by far Anastasia Beverly Hills‘ most valuable
social platform for generating MIV. In fact, Instagram
brings 94% of ABH’s MIV from influencers. The brand
has managed to shape a beauty community online that creates
makeup looks specifically ‗for Instagram‘, but has done so in
an authentic way.

 ANASTASIAS WOARDS
Anastasia Soares has previously said that she and her
daughter manage the brand‘s Instagram account on their own,
creating authentic content ―because they are in the salon, with
the customers.‖ ABH consistently repurpose content from its
consumers, far more than posting product ads, which offers
higher engagement as well as increased authenticity. Almost
every one of their 7 daily posts, features one of their fans.

 CUSTOMER SATISFACTION
Anastasia also personally interacts with consumers on the
channel as she notes that ―by speaking directly with
consumers on social platforms, responsive brands can
innovate to meet real-time shopper demands.‖

“By speaking directly with consumers on social platforms,

responsive brands can innovate to meet real-time shopper
demands.”

61
7.2 INTERPRETATION OF BRANDING
STRATERGY OF ANASTASIA BEVERLY HILLS
[ Secondary information (interview session ) ]

A. HOW THE 18-YEAR-OLD ANASTASIA

BEVERLY HILLS BRAND BECAME THE
BUZZIEST BEAUTY COMPANY ON THE
INTERNET
Anastasia Soare, founder of Anastasia Beverly Hills. (Photo:
Anastasia Beverly Hills)
In our long-running series, "How I'm Making It," we talk to
people making a living in the fashion and beauty industries
about how they broke in and found success.
Anastasia Soare and her company Anastasia Beverly Hills
which originally launched as a brow product brand in 1998
are now the undisputed beauty queens of Instagram.
According to WWD, the brand has the highest earned media
value on the platform. (To come to this designation, Tribe
Dynamics analyzed data from over 50,000 influencers.) To
put this into perspective, ABH has almost double the earned
media value of MAC, which dominates every other social
media platform, on Instagram.
Soare came from Romania to LA in the early '90s, where she
took a job as an aesthetician. After being unable to convince
her first employer that eyebrows could change the look of the
face, she went into business on her own, operating out of a
rented room in a salon. Supermodels, Vogue and the
Kardashian family soon found her, and a brow business was
born. She appeared on Oprah and built a strong operation, but
62
her business really exploded about two years ago, thanks to
her long-time celebrity clients the Kardashians included
singing her praises on social media. (Anastasia makes both
Kim's and our favorite brow filler.) Last year, the brand
released an expanded makeup line, including liquid lipsticks,
contour kits and highlight kits, all of which are well-loved on
Instagram. The company frequently re-grams influencers
wearing its products, creating a huge web of shares and new
fans in the process. Here, Soare talks about how she turned a
nearly two-decade-old label into the hottest "new" brand
online.

B. HOW DID YOU GET YOUR START IN THE

U.S.?
Because I didn't speak the language, the only job that didn't
require perfect English was an aesthetician at that time. I
started doing facial and body waxing and I realized no one
considered eyebrows a service. There's a mathematical
formula [used by] Leonardo Da Vinci called the Golden
Proportion [Ed. note: it's also referred to as the Golden
Ratio]. I really believe the eyebrow can give you a totally
different look. In art school I had a teacher who emphasized
that if you want to draw a portrait and change the emotion,
just change the eyebrow. The owner didn't really believe in
this, and I decided a year and a half later to rent a room in
Beverly Hills and start this eyebrow [business]. Obviously
everyone around me thought I was losing my mind. A year
and a half in America and starting my own business! I wanted
to be free – that was the reason I came here.

63
Vintage Anastasia packaging. (Photo: Anastasia Beverly
Hills)

C. WHO WERE SOME OF YOUR FIRST

CLIENTS AND HOW DID YOU CONVINCE
THEM TO TRY THE BROW SERVICE?
Six months after I started working, my first client was Cindy
Crawford and then all the supermodels. One of their agents
came and was my client. I was fresh off the boat and I had no
idea who they were. Remember, I was from a communist
country where everything was censored. One day, the girls
had a photo shoot and [the agent] sent a van full of six-foot-
tall gorgeous girls [to me]. I remember my first reaction when
I saw Cindy. I thought, It's impossible to make such a perfect
creature.

64
D. IN THE '90S BROWS WERE TERRIBLE
AND REALLY THIN — EVERYONE
PLUCKED THEM. DID YOU HAVE A HARD
TIME CONVINCING WOMEN TO STOP
DOING THIS?
Absolutely! It was very hard. It took me years to educate
women that brows are so important. It doesn't matter if you
do your makeup wrong — you can take it off and it's OK, but
eyebrows don't grow back if you tweeze for too long. For a
year or a year-and-a-half I was trying to figure out the perfect
[brow] shape, so I didn't charge anybody. I was doing facials
and body waxing, and after a year I started charging for
eyebrows because people started coming back getting their
eyebrows done, even the makeup artists at Neiman Marcus
[which was across the street.] I started charging $10.

E. WHEN AND WHY DID YOU LAUNCH

YOUR BROW LINE?
In 1994 Marina Rust from Vogue came in and wrote about
me. In the same issue there was a story about Kevyn Aucoin
because he launched his Making Faces book. He was the guru
of makeup that talked so much about how important
eyebrows are, and then there was an article about me doing
brows. That was a very important point for the awareness of
women in the U.S. At that time I used to work with celebs
here: Michelle Pfeiffer, all the supermodels, Jennifer Lopez. I
decided by '95 or '96 to open a salon. In my mind I said, I
didn't come to the U.S. to be in one little room and pluck
eyebrows and squeeze pimples. I opened a salon in Beverly
Hills, and at that time there were no products for brows. It
65
was the only boutique salon that did eyebrow services. In
1998 I went to Italy and talked to a lab and started making
my own products. We had brow pomade, brow powder, brow
gel, tweezers, scissors. I was the first one to invent that
double-ended brush with the angle cut and the spoolie on one
side. [Ed. note: I was unable to confirm this. But it's an
awesome product!] But at the time I didn't know I could
patent that.

F. HOW DID YOU DECIDE TO EXPAND THE

ANASTASIA BEVERLY HILLS LINE FROM
JUST BROW PRODUCTS?
Two years ago I said, "We need to educate women and
explain that makeup needs to be done specifically for their
bone structure." Just using shading and light colors to
enhance parts of your face, you can create a three-
dimensional face; you can hide things you don't like and
accentuate things you do like. My daughter [Anastasia
Beverly Hills president Claudia Soare], said, "Mom, let's do a
contour kit and make it easy for women to understand." We
launched a contour kit that sold out within hours. Based on
that, we developed many other products in the makeup line.
Like liquid lipsticks – I didn't like shiny lipstick, I like matte.
After 15 minutes I don't have anything on. I was telling this
to my daughter and she said, "Mom I'm going to go to the lab
— let's do something that will stay forever."

66
G. MATTE LIQUID LIPSTICKS ARE SO
POPULAR NOW.
It's not that easy to make different colors of liquid lipstick
because the formula is not stable. The labs didn't have
enough experience yet. We launched liquid lipstick last year
and it was insane. We cannot produce enough to keep
products on the shelf at Macy's now.
Kim Kardashian's makeup artist Mario Dedivanovic uses
your products a lot. How did you develop a relationship
with them? [Ed. note: ABH is currently working on a
collaboration with the makeup artist.]
The Kardashians have been my clients for many years, since
they were in high school. They have beautiful brows. Look,
it's a form of recognition when you have celebrities [using
your products] but remember I was on the Oprah show, too.
But I think the Kardashian effect [happened] the same time as
social media. You reach way more people through that than
you used to reach [even] through Oprah. It didn't just
"happen" for me two years ago. I've been working on this for
so many years. I've worked with every celebrity possible. Of
course the Kardashians are good, but I think I can link them
with social media because they have [that] power.
I've heard it was your daughter's idea to start an
Instagram account for the brand. How did you react to
that?
She said, "There's this new app Instagram that we have to get
on." I was like, "No. I don't like Facebook. I don't need to
know how many times a day somebody gets a cappuccino."
But I [gave in] and slowly we started posting and I loved it.
It's just me and my daughter posting. We pull content, we
67
look for the legitimate artists that we like. I use Snapchat
behind the scenes. It's a lot of work. In the morning my social
media takes me four hours just to answer. I can't answer to
everyone, but I go through questions and try. I read my
comments. It helps us so much. I used to travel and in one
day reach 200 people. Now I put a post up and reach 50,000
people that are all over the world.
On Instagram the beauty vloggers are very influential for
brands. Who are the ones you really like or who have
helped get the word out?
We like to promote and support not only the already
established artists like Amrezy [Amra Olevic], Desi Perkins,
Chrisspy and Shayla, but also the up-and-coming ones who
have a thousand followers. It's a partnership with us. We help
each other. They're talented and they work really hard. Like
[Amra], people think, Oh, what does she do? That's a full
time job what she does. It's not easy what she does. Social
media is not easy.
People often question influencers' reviews online because
it's not always obvious which posts are sponsored and
which are genuine. Do you pay them or do you just send
them product?
They are my friends. We don't pay friends. We send them
products, and whatever they like, they post. I never ask
anybody to talk about it. I want people to be in love with
what I make. Everything that I do has to be organic. You
cannot fool women. You fool women once with a bad
product and they will never buy again. You give them a good
product and they will go crazy. Everything is organic with us.
That's the reason we are successful.

68
Anastasia Soare and daughter Claudia. (Photo: Anastasia
Beverly Hills)

H. HOW HAS SOCIAL MEDIA CHANGED HOW

YOU RUN A BRAND?
Before Instagram, I used to travel every weekend, doing
events at stores, teaching women why they even have to
shade in their eyebrows. Now, I post one tutorial and women
across the globe instantly know how to do it. Look at photos
of eyebrows in 2012 and look at right now. Women are
smart; they learned. They have access to the tools now. They
have social media and it empowers them. If you ask me, I
think knowledge is power and and being able to do your own
makeup, or someone else‘s makeup, is power in itself.
69
I. DO YOU THINK PENCIL-THIN
EYEBROWS WILL EVER COME BACK?
No, it‘ll never come back. Once you tweeze them, they never
grow back. People didn‘t know that before.

J. DO YOU FEEL YOUR CONSUMERS KNOW

WHO YOU ARE AS A BRAND OWNER?
We‘re very transparent. My daughter and I are still handling
our Instagram account, we answer the questions, we read the
comments. I want to know what our followers know, what
they don‘t know, what they want to know.

K. DO YOU THINK YOU’LL EVER GIVE UP

SOCIAL MEDIA CONTROL?
I feel like a smoker sometimes. The reason why many people
can‘t quit smoking is because they don‘t know what they‘d
do with their hands. The first thing I do when I wake up is
reach over and reach the comments. It‘s so normal to me.

L. WHAT ADVICE DO YOU HAVE FOR

FOUNDERS OF NEW, UP AND COMING
BRANDS?
You need to make money, of course. You can‘t survive if you
don‘t make money. But as far as I‘m concerned, we never,
ever make a product with the idea that we‘d make a lot of
money. We make products because we‘re inspired by the idea
70
that people will love it. Everything else just comes. If you‘re
passionate about what you do, it will always pay off. But if
you do something only for money, it‘ll never be the same.
You cannot fool people. There‘s an energy we put in our
products that people feel when they put it on. So you can‘t
fake it. So I‘d say do it with your heart and soul; don‘t lose
your integrity. And if you lose the trust of your social media
followers, you‘ll lose them forever.

M. HOW DID YOU GET INVOLVED WITH

RUPAUL’S DRAG RACE?
I came up in the ‘90s they helped me get where I am because
I‘d shape [drag queens‘] brows and send them to a makeup
artist and everyone realized it was so much easier to do
makeup when brows were shaped. We were also the first
brand on Instagram to post guys wearing makeup. We got a
lot of hate at the beginning, but it didn‘t matter to us. We‘ll
post and encourage people of all ages, genders, whatever.

6.3 BRANDING STRATERGY OF ANASTASIA

BEVERLY HILLS.

Anastasia Beverly Hills has a similar strategy, focusing on

influencer collaborations for campaigns, product launches,
exclusive announcements and roundups, which have gone to
produce soaring levels of media impact value. A notable
campaign was with beauty all star James Charles, leading the
results with $480 million in media impact value. As for

71
Fenty, influencers are important but play a slightly smaller
role than across other brands. It‘s worth noting that its media
impact value was influenced by 46,779 mentions, helped by
the authority Rihanna commands as a pop star.

72
CH - 8 FINDINGS AND
SUGGESTIONS

73
 1. FINDINGS
Jeffree star posted his review of the palette and experienced
similar problems with blendibility, oxidising shades and large
amount of fall out. Finishing by saying it was not Jeffree star
approved.

1. SUGGETIONS
Jeffree star always review about new product which have
launch and his review is of the honest review on internet, and
also a highest subscribed channel on YouTube with 17.5
million subscriber and 15.9 million in instagram. He said
Anastasia subculture eye shadow palette is not approved.
According to my suggestion Claudia daughter of Anastasia
soare should make its product more pigment and press harder
to minimize fall out or in future people could return the
palette and ask for full refund.

2. FINDINGS
The new Anastasia Beverly Hills brow pencil is coming
across with being extra dry and chipping off frequently.

2. SUGGESTIONS
As per my primary and secondary research on Anastasia
Beverly Hills, negative comments are rare, but this new
products could be hit market by slight changes like
inculcating moisturizing formula for smoothness which will

74
prevent from drying and chipping. Chipping can also occur
because of dry formula.

3. FINDINGS
As per survey their are many people across the world have
received damaged product and have also faced terrible
customer service team, also in some point they stopped
replying about query.

3. SUGGESTIONS
My suggestion on this is Management of Anastasia Beverly
Hills should insure how customer Service team are, because a
75
customer service provider should be polite and should be soft
spoken as well as should listen to every problem and query
about product and should suggest and clear out if they can do
anything about it as soon as possible.
And also shipment packaging should be made more firm and
look after it for minimize the damage.

4. FINDINGS
As per people review the brushes of Anastasia Beverly Hills
is useless with shimmery shades.
Also people have to be very careful while using eye shadow
because it is too powdery and customer have to use it
carefully which is very time consuming.

76
 4. SUGGESTIONS
When it comes to matte eye shadow its pretty good.
It is cruelty free as it‘s been said at interview and also
mentioned in article of Anastasia soare.
Customer said the pigment of shadows is amazing, it have
enough neutral shades for everyday look.
Anastasia Beverly Hills users have said that ―they feel
expensive because of their packaging and design of the
product‖.

5. FINDINGS
As per research and many people use Anastasia
Beverly Hills products. Users have said that this
product gives them confidence because brows are the
most important part of the face and it plays a major role
in showcasing expressions, confidence in speech, etc.
As per reviews and surveys, non-users are willing to
buy it but are hesitant due to its high price.

5. SUGGESTIONS
There‘s no doubt that Anastasia Beverly Hills is an amazing
product but on the other hand it is expensive. My suggestion
is to lower the price of product so that more people could
afford it and can feel confident about their own selves.
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I myself use makeup products and I have been using
Anastasia brow definer, it is quite good and my brows are
perfect whenever I use it. It helps me get the look and attitude
that I want the people around me to perceive. It also helps me
project a more charismatic appearance.
It builds confidence in me.

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CH- 9 CONCLUSION

79
I, conclude that Anastasia Beverly Hills is astonishing
brand.
I, have been using brow pomade gel and definer for
three years, it‘s quite an amazing product as I have said
that it has boosted my confidence, there are many
positive sides of Anastasia brand.
Anastasia lately growing in India and many men and
women who have interest in makeup are getting to
know about this product.
This product is prarabin, sulfer and crulty free which
lead doesn‘t to skin damage. Where on other hand a
dry skin that has not been primed can come across as
the product being not as smooth or its falling out.
Sometime product may get dry but it could get fixed by
illuminating gel or by face serum.

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CH- 10 BIBLOGRAPHY

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Magazine – Vogue

Website: -
1. www.anastasiabeverlyhill.com
2. https://digiday.com/marketing/brows-fleek-anastasia-
beverly-hills-followed-beauty-instagram-account/
3. https://www.harpersbazaar.com/uk/beauty/make-up-
nails/a23319840/anastasia-soare-interview/
4. https://www.allure.com/review/anastasia-beverly-hills-
liquid-lipstick

Reference book:-
 Lady literature
 Beauty and Books

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CH-11 ANNEXURE

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  What do you know about Anastasia Beverly
Hills?

 How attractive is this brand according to you

0 1 2 3 4 5

Not at all very much

 How attractive is Anastasia Beverly Hills

packaging according to you
0 1 2 3 4 5

Not at all very much

 Which product do you prefer more?

Anastasia Brow definer pencil and gel / Eye brow pomade

Anastasia eye shadow (all kind) and Mascara

Anastasia Beverly Hills lipsticks

Anastasia Sugar glow kit and illuminator

Anastasia contour kit and Foundation

Anastasia simmer body oil

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  Do you recommend this product ?

0 1 2 3 4 5

Highly recommended

 What is your over view on this product ?

 What is the plus point of this product according

to you ?

 Do you have any complains about product

 Do you have any suggestion on this product

85