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With the kickoff to awards season upon us, beauty brands are taking advantage of all the celebrity hubbub to show off their wares.

During last year’s Grammys, L’Oréal’s makeup artists got together to watch the televised broadcast of the Grammys. They began tweeting about the looks they saw on the red carpet, posting about how viewers could recreate celebrity looks using L’Oreal’s less expensive cosmetic brand.

“The response from consumers was amazing,” said Hugo Thibault, L’Oréal’s director of communications, in an interview with Russ Martin of Marketing Magazine. He added the team started getting retweets right away.

“When you watch the Grammys and Beyonce appears, [consumers say], ‘Oh my god, that lip colour!’ and with an actual makeup artist next to me, they can say, ‘Oh, it’s this colour.’ And they can teach how to recreate the looks right at home,” Thibault said.

The team then did the same thing for the Oscars two weeks later, and eventually pulled all of its content into a microsite. It also hired a production team to create videos, putting its marketing budget towards creating content to share on social media.

And this year, Thibault will be doing the same thing with digital agency Nurun, gathering hair stylists, makeup artists, and community managers together for big-ticket award shows like the Golden Globes, the Oscars, the Cannes Film Festival, and the American Music Awards.

Combined with organic social posting, L’Oreal is also spending much of its marketing budget on not just TV ads and sponsorships, but also social media. It has put aside marketing dollars for Twitter, Facebook, and YouTube, making sure its target demographic will get to see its content. Marketers can learn from combining traditional media with social media to reach their audiences, with the goal of reaching them on at least one of those two mediums.

However, there’s more than one way to reach a target audience. Some brands, like Revlon, choose to go for a more traditional, PR-centric approach, relying on beauty ambassadors Emma Stone and Olivia Wilde to get fans’ attention. Revlon sent press releases to the media, detailing how the actresses’ looks were created for the red carpet. However, it did share some of its promotional content on Facebook, showing teasers for its Revlon by Marchesa line ahead of its launch date and before the start to awards season.

However, Cover Girl took a much more social media-heavy stance for the People’s Choice Awards, buying pre-roll ad spots from Global TV’s video clips for Twitter through the social network’s new Amplify tool.  Showing short clips like these provided the beauty brand with “content from the show in an easily digestible format,” Martin noted, as some many viewers only watched the portions of the show that featured the celebritis they wanted to see.

Cover Girl also live-tweeted the People’s Choice Awards, commenting on beauty trends and the winners of the award night. The team also retweeted a post from Queen Latifah, who was using the brand’s products to create her look, and later posted a how-to-get-the-look guide as a followup post.

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