After launching her popular beauty blog The Plastic Diaries in 2008, Kimberly Nissen took a hiatus in 2015 (you can read more about the reasons why here). As she prepares to relaunch her blog, Kimberly shares her thoughts on the evolution of the industry.
We haven’t heard very much from you for a while, but it’s great that you are back! How do you think the industry has changed?
The industry has changed so much that it's exciting while also being a little overwhelming. On the positive side it has given exposure and traction to some amazing content creators, opportunity for collaboration has grown immeasurably and there is a lot more consideration for the industry as a serious platform. It's starting to be considered a career. The amount of people who ask me "what does a beauty blogger do?" has reduced greatly because it's now so known. Beauty bloggers can actually be taken seriously now! That's probably the most exciting change for me.
It's still a very young industry trying to find it's feet and a way of operating. The diversity of content we used to see in the beauty blogging community is becoming a thing of the past. This is great for brands because they are getting lots of coverage for their products while still being in control of the message, but in my opinion it's the consumers who lose out on this because there is the danger all they see is the same content over and over again.
What will be your focus for content and services offered by The Plastic Diaries?
While the content will remain true to what it has always been - a source of information and education for women to find ways to look and feel their very best - it will be in a much simpler form that is reminiscent of how blogs used to be. The Plastic Diaries has always been a "Beauty+" blog, which means beauty editorial is more than just makeup and skincare reviews. I cover anything that affects our appearance and wellbeing, whether it be health, fashion or travel. I created The Plastic Diaries to help other women become well-informed, empowered consumers who can look and feel their best in any situation, so that will always be my guiding light.
In addition to the usual reviews and editorial features that I post regularly, I offer some regular content that’s particularly popular. Each month I publish a Best New Beauty round up (http://www.theplasticdiaries.com/category/popular/best-new-beauty) that features the newest products on shelves, so there won’t be any changes with that. One feature I’m looking to expand on is the 5 Things You Need To Know education series (http://www.theplasticdiaries.com/category/popular/5-things-you-need-to-know).
Blog content will return to being the main focus of The Plastic Diaries brand. Social media trends come and go, and the platforms constantly changing. Instagram has been the latest to take up residence on the throne but in my time as a blogger I’ve seen entire social media platforms rise and fall. Just as Facebook, Twitter and many others have done in the past, Instagram too will lose its shine eventually and something new will emerge as the next big thing. I invest a healthy amount of time in all social channels, currently Pinterest and Instagram the most, but the blog has become the main focus for me once again. Great content is timeless and my Google Analytics have shown me that when I publish a particularly helpful post, the visits continue to flood in years after it went live. This is the content I strive to create.
I use Instagram (http://instagram.com/plasticdiaries) as a way to engage with my readers/followers on more trivial beauty and life topics. It’s a lighthearted platform that focuses on short, shallow interactions so I’ve developed a unique feed that leverages the environment in my favour. This is where I share frequent updates about new releases, my latest purchases, mini reviews, polls and tips.
One of the most important services The Plastic Diaries has championed is the right to be a global shopper. Being able to get what we want when we want it shouldn’t be a luxury. I developed an asset, the Shopping Directory (http://www.theplasticdiaries.com/stores), to help my readers get what they want. One of the biggest reasons I love my job is not just that I’m able to help my readers choose what to buy, it’s that I get to help them choose where to buy it from. I help people from all over the world discover new things and help them to get it in their hands.
Can you tell us a bit about your target audience?
The Plastic Diaries has always had a really diverse audience and that’s because I have a strong belief in inclusivity. I believe the majority of women all have the same reason for their interest in beauty - to look and feel their best. Women aged from 16 through to 65 come to The Plastic Diaries for a few other key reasons - my extremely detailed and honest reviews, education and research on relevant issues, and to learn about beauty without being spoken to condescendingly. My core reader is a 30yr old woman who is experienced with self-care but not an expert. She might not know there is a "correct" way to apply eye cream, or she wants to learn a new blow drying technique, but she prefers realism over perfection. My audience makes choices based on the experience and recommendations of someone they trust .... me.
The Plastic Diaries audience spend A LOT of money on their beauty and lifestyle interests but they're savvy about it. This philosophy rolls out into all parts of their life - including travel and fashion. These are smart women, so education is an invaluable part of their shopping process. These women aren't necessarily cruelty-free shoppers but they want to know what ingredients are in their products and what the company's policy is on animal testing. They want to know how a product is formulated and made. They want to know the pros and cons that come from the choices they make.
Oh and just like me, they're online shopping athletes. If online shopping were an olympic sport, these women would be top contenders for gold. They are busy women, whether they are raising their children and running a household or running a fortune 500 company, so they prefer to shop in their own time in their own way, get great deals and look forward to the arrival of a pretty package in the mail.
What kind of brands are you most interested in?
Results are the most important thing to The Plastic Diaries readers and I. We like potent formulations, easy to use products and effective treatments. Ultimately results are key, and if a product feels nice to use but delivers unsatisfactory results it’s not for us.
There are a few brands/products that will peak our interest more than others. The biggest of which are vegan products, followed closely by cruelty-free. Veganism isn’t just a growing trend (of which it’s massive, by the way), it’s been a personal lifestyle choice of mine for a number of years and many of my readers have followed my path as a result. The great thing about vegan products is that they are true to my “inclusive” philosophy. Everyone can use vegan products and feel good about them.
Will you be making any new developments to The Plastic Diaries?
Absolutely! Lots of changes are in the works. The most exciting thing I’m working on is a complete website rebuild. Due to my absence there was a fair amount of structural upgrades required so I've been busy getting those parts up to scratch before I commence a complete redesign. Unfortunately it's not a fast process but I do hope to have a fresh site to unveil sooner rather than later. Aesthetically it will be very different to what you have seen from The Plastic Diaries before but I hope it will continue my theme of creating a site that goes beyond a blog.
My instagram account was the recent testing ground for a revised brand image. It has received a response far greater than I could have imagined so I'm excited to show you all what I have in-store for the mothership.
What advice can you offer to brands that are interested in working with you?
My main advice would be to read at least one of my product reviews (http://www.theplasticdiaries.com/category/popular/reviews), my About (http://www.theplasticdiaries.com/about) page and FAQ (http://www.theplasticdiaries.com/faq) They're a quick read and give you all the insight you need into how I operate. I do publish the list of ingredients and the company's animal testing policy for every product I write about and I publish reviews after testing the product for a minimum 30 days.
In terms of services I will offer to brands and businesses, I've put a hold on accepting paid sponsorships and advertising opportunities. I only want to work on mutually beneficial collaborations that deliver something unique and align with my brand.
With all that in mind, please email me and tell me what you are interested in doing with me and how you like to work/collaborate with influencers. Do you require me to call in products of interest? Do you do blind mail outs? Do you accept unsolicited content pitches or collaboration opportunities?
