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How bloggers helped launch a make up brand

Affärsvärlden today writes (subscription req.) about how the new cosmetics company EasyLooks approached blogs like Legally Blonde and Sofiaovärlden to market their make up concept. Fashion bloggers were invited to the first press breakfast and goodie bags have been sent to bloggers. The company also link to fashion bloggers from their site (no negative quotes though).

The founder, Caroline Barthon, says (my translation):
– Blogs are very important, really. They are influential.

She also says that they try to limit the number of freebies because there are bloggers who do not want to be “bought”. (Which is interesting considering the current debate in Sweden regarding the independence of bloggers.)

– We have realized that many [bloggers] don’t like when you give them stuff for promotion, they want to keep that independent feeling, Barthon says.

A number of bloggers also show up before the company site in a Google search for “Easy Looks”.

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