Elizabeth Arden joined media and analysts for an exciting Social Studio launch at the Salesforce World Tour in New York City last week. During the event, Denna Singleton, Director, Marketing - Global Skincare shared her story of how Salesforce is helping Elizabeth Arden connect with customers in a whole new way.

Here are just a few tips you can incorporate from one of the leading global beauty brands.

1. Stay young, fresh, and global.

As a business person, beauty advisor, and woman's advocate, Elizabeth Arden was an inspiration to women all over the world. That's as true today as it was 100 years ago. Today, Elizabeth Arden products are distributed in more than 100 countries and the brand has seen 1.5 billion dollars in sales over the past year.

Elizabeth Arden uses social to keep a pulse on what their customers are interested in, their needs, and what's next.

"We have a very strong heritage and founder, and we strive to maintain her legacy by staying relevant to women worldwide" said Singleton.

Social is key to staying relevant to women all over the world, and helps the brand connect with young consumers. Elizabeth Arden is able to present women with a consistent experience globally with Social Studio, with one platform for global teams to pull from for success.

2. Keep your voice and balance it globally.

It is so important to maintain a consistent brand voice that greets customers with the same helpful tone across all channels. Elizabeth Arden uses social to connect with customers on a 1:1 level with consistent messaging, helpful content, and relevant news and tips.

Elizabeth Arden uses Salesforce Marketing Cloud Social Studio to standardize messaging, content, and ads globally with their community managers in each global market. Each global team uses branded content along with localized content to maintain relevance around the globe.

"At the end of the day, it doesn't matter if a customer is talking with sales, customer service, or marketing teams around the globe - they just need a solution," said Singleton. "What is important is to provide a quick and efficient response that builds a relationship with that customer."

3. Keep the customer at the center.

Elizabeth Arden was founded by one of the first woman entrepreneurs, who is also credited as being the creator of the beauty industry. Today, they maintain their presence as one of the premiere beauty brands for women by utilizing social media to connect with customers individually.

Most Elizabeth Arden customers buy products via department stores, so connecting directly with customers has traditionally been a struggle. With Social Studio, they have grown from 3 Facebook pages to 14, spreading their reach in all of their global markets.

Currently social media is managed by either Marketing or PR teams in each market. Elizabeth Arden is breaking down silos and incorporating social across all teams globally to deliver big brand campaigns, while still offering the personalized customer service brand loyalists have come to love.

What's the end goal? That the customer is presented with one brand voice that provides resources, help, and inspiration in a timely and relevant manner. Elizabeth Arden believes in providing the best customer experience that leaves the customer feeling beautiful and coming back for more expert help.

4. Look to the future.

Elizabeth Arden started their social efforts by focusing on Facebook, and is now looking to round this out across all networks and channels. The beauty giant will also incorporate more visuals across all channels.

"Makeup and skincare are dependent on visuals," said Singleton. "We plan to engage with customers by connecting on social, providing content, and listening for feedback."

Elizabeth Arden will also focus on the creation of multi-channel social media campaigns, enhanced linkage across digital vehicles (social, e-commerce, and email), and continued growth of brand awareness and engagement via increased social media presence.

"We are looking to extend our presence in a thoughtful and measured way," said Singleton. "The most important piece is to engage with customers and give them a consistent, outstanding experience wherever and whenever they connect with us."