MAC vs. Estée Lauder on Youtube

YouTube is a global video media online source. All videos on social media pages stem back to YouTube as their source. More specifically to cosmetic brands, Mac and Estée Lauder have made an excellent point of promoting themselves through their YouTube pages only posting things consumers want to watch. A big factor to this post is celebrity endorsement with the latest trending teens, Ariana Grande and Kendall Jenner.

MAC's YouTube channel

MAC's Youtube channel has 280,550 subscribers and a huge 13,849,429 views. Majority of their videos are tutorials on how to apply their products while some other videos are models wearing the products and celebrities talking about their products. More specifically to celebrities talking about their product lines, Ariana Grande made a video talking about her lipstick line "Viva Glam" and who she wants it to appeal to while answering basic interview questions. The 3 minute video got more than 233,000 views, 11,000 likes and 750 comments which was one of MAC's highest.

MAC's successful YouTube video of Ariana Grande

  The content in the description summarizes what the video offers to consumers...

"Our VIVA GLAM star Ariana Grande talks about the impact that one lipstick can have on lives all around the world."

Estée Lauder's YouTube channel 

Estée Lauder's Youtube channel has 25,000 subscribers and 10,700,000 views. Most of their videos are, similar to MAC, how to apply their products as well as a few commercials here and there advertising and videos of celebrity endorsing them. Since celebrity endorsement is one of the most popular methods of promoting company's and their products, Estée Lauder did a fabulous job in doing so using Kendall Jenner. 

This commercial is Kendall Jenner working out and promoting a new foundation line by Estée Lauder. The point of it is to show customers the quality of the foundation and prove you can wear it while intensely moving all day. The commercial makes its point without directly saying, long lasting foundation which is why it is effective. The commercial itself was successful with over 1 million views and 800 likes on YouTube. The description in the video proves the point previously made; Estée Lauder's new foundation line is warn during an icon, Kendall Jenner during her workout.

Estée Lauder's foundation endorsed by Kendall Jenner on their YouTube channel 

Written By: Alexandra Torres 

Chanel | Fan Pages

There are numerous amounts of fan pages that are dedicated to Chanel. The three active pages that I believe best represents the brand are as followed:

Instagram - Chanel International

Instagram fan page for the brand Chanel

Chanel International is a fan page dedicated to "Chanel lovers". The page has 523 posts, 3,715 followers, and is following 701 people. The pictures are all of Chanel's products, often being worn by someone. The description informs users to tag @ChanelInternational on their Chanel related posts in order to be featured on the page. 

Click here to visit Chanel International on Instagram

Facebook - Chanel Cosmetics

Facebook fan page for the brand Chanel

Chanel Cosmetics is a Facebook page dedicated to Chanel's cosmetic products. The timeline page portrays itself as an official Chanel page but it was actually created by a fan as a presentable blog about Chanel. The page features images and videos of Chanel's cosmetic products, with each post receiving a large amount of likes. Currently, there are 105,363 people liking Chanel Cosmetics Facebook page.

Click here to visit Chanel Cosmetics on Facebook

Pinterest - Chanel 

Pinterest fan page for the brand Chanel

Currently, Chanel does not have a Pinterest account and when searching on Google "Chanel on Pinterest" this fan page is the first search result. This page was created by Ashlee Sara Jones and it is 1 Board out of many that she has on her Pinterest account. The Chanel Board has 5k pins and 18.2k followers. There are mostly professional images and articles of Chanel's various seasonal fashion shows and product campaigns. 

Click here to visit Chanel on Pinterest

Written By: Shannel De Melo

Yves Saint Laurent: Fan Pages

Yves Saint Laurent Fragrances and Beauty - Facebook Fan Page

With 291,633 likes*, this fan page provides viewers with an inside scoop on the latest Yves Saint Laurent's beauty products, industry news and events. On page's "about" section viewers can see that its the official YSL Beauty fan page, along with their mission:

Addicted to Love
Devoted to Life
Let’s fight against Boredom

Yves Saint Laurent Fragrance & Beauty Facebook fan page

Fan_Yves_Saint_Laurent - Instagram Fan Page

Yves Saint Laurent Instagram fan page

Viewers can expect to find a mix of Yves Saint Laurent's beauty products (especially lipstick and lip-gloss and fashion creations. The fan page has 10,400 followers*.

Babillages - Blog

Yves Saint Laurent is mentioned in this French fan page blog, as the writer shares her love of their makeup products, giving them a review.

Babillages Yves Saint Laurent

*As of March 3, 2016.


APA Citations:

Babillages 2012. Devoted to...Yves Saint Laurent. 
      Retrieved from: http://babillages.net/2012/07/22/devoted-to-fans-yves-saint-laurent-palette-maquillage/

Facebook, 2016. Yves Saint Laurent Fragrances and Beauty. 
      Retrieved from: https://www.facebook.com/YvesSaintLaurentBeautyUSA/

Instagram, 2016. Fan_Yves_Saint_Laurent.
      Retrieved from: https://www.instagram.com/fan_yves_saint_laurent/


Written by Kim Lavia

Dior: Fan Pages

Dior Valley - Instagram Fan Page

An Instagram fan page titled "Dior Valley" posts anything and everything Dior. Viewers can expect to find Dior products such as lipstick, lipgloss, nail polish, shoes, handbags, sunglasses, and perfume. The page has 38,000 followers*.

Dior Valley Instagram Page

Check out Dior Valley here.

Public Ados - Christian Dior Page

A French newsletter website titled "Public Ados" has a page dedicated to Dior news, photos, and videos. Viewers can read a short biography on Christian Dior and share content on other social media platforms (Facebook and Twitter).

Public Ados Christian Dior Page

Keep up with Dior news here.

Tommy Beauty Pro - Blog

Dior is mentioned in a fashion and beauty blog titled "Tommy Beauty Pro". There you will find backstage coverage of makeup looks at Dior's Spring-Summer 2014 L'Or Show. 

Tommy Beauty Pro Blog

Visit Tommy's blog here.


*As of March 3, 2016.


APA Citations:

Instagram, 2016. Dior Valley. Retrieved from: https://www.instagram.com/diorvalley/?hl=en

Public Ados, 2016. Christian Dior. Retrieved from: http://mode.ados.fr/Christian-Dior.html

Wordpress | Tommy Beauty Pro, 2014. Dior Backstage Makeup - L'Or Show S/S 2014. 
       Retrieved from: https://tommybeautypro.wordpress.com/tag/dior/


Written by Kim Lavia

Chanel vs. Sephora on YouTube

An analysis on Chanel and Sephora's YouTube channels will determine each brands video posting habits, content, and popularity.

Chanel

• Chanel's YouTube channel has 535, 635 subscribers and over 222 million views. They provide several links to their other social media platforms.
• Videos are frequently uploaded on to their channel to promote their seasonal fashion shows, product collections, high quality ingredients, and behind the scenes footage. 
• A recent successful video which they uploaded on to their channel is a 3 min and 27 sec video about the "Vocabulary of Fashion - Inside Chanel". The video currently has 2, 878, 450 views and 67 comments. I believe this video has become successful because it tells the story of The Vocabulary of Fashion through the history, symbols, and codes of Gabrielle Chanel. One of the reasons Chanel has a large amount of loyal followers is because of their long history of being a fashion icon and through this video they allowed their followers to get a glimpse inside Chanel. 

"Vocabulary of Fashion - Inside CHANEL" YouTube video

Sephora

• Sephora's YouTube channel has 520, 720 subscribers and over 62 million views. They provide several links to their other social media platforms. 
• Videos are uploaded almost daily and most of the time several times a day. They have a total of 478 videos and 14 playlists with titles such as How-to's from Sephora Pros, Trending at Sephora, Colour Correcting, etc. Their videos promote their vast variety of brands as well as engage with customers by showing them how to apply makeup. 
• With 19, 126 views, 732 likes, and 27 comments, Sephoras "Mattified Lip Stick + Lip Flip with Kendall Jenner and Irene Kim" is their most successful recent video. It is a 51 second promotional ad that features 2 well-known models. I believe this video became successful because not only was it fun and innovative, it also featured high end models such as Kendall Jenner. 

Sephora's Mattified Lip Stick + Lip Flip YouTube video

Click Chanel and Sephora to see more details

Dior vs Yves Saint Laurent on YouTube

A comparative look at the YouTube channels of Dior and Yves Saint Laurent will observe posting habits, content, and popularity.

Both Dior and Yves Saint Laurent demonstrate frequent and consistent posting habits on YouTube, uploading videos on a weekly basis. Within a week, about three to six videos are uploaded to keep the interest of subscribers.

Dior

Dior regularly uploads videos for promotional purposes such as commercials and "making-of" videos. They also upload behind-the-scenes footage at company/industry events, and beauty how-to videos. Typically the how-to videos are how to use their products in different ways to achieve certain looks.

In the description area, viewers will find a description of the product being promoted, a link to the company website, and a link to subscribe to their channel.

Dior's YouTube channel is categorized under "How-to & Style".

With 384,753 views, 130 likes, and 4 dislikes*, "Dior Diorsnow Bloom Perfect - The Film" is the most successful recent video. It's a promotional 30-second "film" ad that promotes their new skin brightener and colour corrector with SPF 35 PA+++.

Dior Diorsnow Video

This video was a success because of Dior's understanding of their target audience. The typical Dior customer appreciates grace, elegance, and femininity, all of which are depicted in this video. Dior also understands the need for and desire of perfect skin in their market, therefore using this knowledge to their advantage to create a video meaningful to their subscribers.

Yves Saint Laurent 

YSL Beauty's videos are a good mix of promotional, and tutorial content. Their promotional videos highlight the newest of their products, while their beauty how-to videos teach viewers how to achieve perfect eyebrows, daring/red lips, smokey eyes, etc.

Usually the description area simply states the category "How-to & Style", sometimes accompanied by a link to the company website.

With 12,217 views, 102 likes, and 7 dislikes*, "L’HOMME Yves Saint Laurent – 2'40’’ Director’s Cut" is the most successful recent video. It is a TV campaign for their men's fragrance.

Dior's L’HOMME Yves Saint Laurent – 2'40" Video

This video was popular most likely due to it's subtle sexuality, avant-garde black and white filter, and handsome leading man. All of which captivates YSL Beauty's target audience.

APA Citations:

YouTube, 2016. Christian Dior. 
     Retrieved from: https://www.youtube.com/user/Dior/videos

YouTube, 2016. Dior Diorsnow Bloom Perfect - The Film. 
     Retrieved from: https://www.youtube.com/watch?v=swQkTRZls1o

YouTube, 2016. L’HOMME Yves Saint Laurent – 2'40’’ Director’s Cut.

     Retrieved from: https://www.youtube.com/watch?v=xmZ12A86kdE

YouTube, 2016. YSL Beauty. 
     Retrieved from: https://www.youtube.com/user/yslparfums

*Figures as of March 2, 2016.



Written by Kim Lavia

MAC vs. Estée Lauder on Twitter

MAC's twitter page with 1.13M followers

MAC's twitter page is all of what you would expect with a cosmetic company's social media page. Full of product advertisements, celebrity endorsements and vague pictures to generate brand awareness to consumers. Overall, from an observation standpoint, MAC posts and retweets roughly every day. They do not maintain a consistent 50/50 rule with all of their posts on their other social media pages and it tends to feel like you are reading someone else's page but all in all, their posts are very successful. One in particular is the celebrity endorsement from Caitlin Jenner. The reason for their success with the post is promoting what they stand for; which is beauty and diversity in all shapes, colours, and ages; "All Ages. All Races. All Sexes." This tweet has 16,000 likes and 7.2 thousand retweets.     

Successful tweet of Caitlin Jenner on Feb. 26th

Estée Lauder's Twitter page with 277,000 followers

From an observant eye, Estée Lauder has a different posting method. They post every couple of days but multiple times in that day with tweets of their own and retweets from other people. Estée Lauder has a tendency to only post based on their products and post with the purpose of selling, however one of their tweets I discovered most interesting was not relevant to their products at all. On February 4th, Estée Lauder tweeted a video for World Cancer Day. The video generated likes and retweets but was overall most successful for posting something the company cares about and wants customers to know. It was nice to come across something other than a picture of a product. The purpose was to generate Breast Cancer Awareness and show how Estée Lauder supports it; a very successful tweet from a customer's point of view. 

Successful tweet from Estée Lauder

Written By: Alexandra Torres

Dior vs Yves Saint Laurent on Pinterest

A comparative look at the Pinterest accounts of Dior and Yves Saint Laurent will observe posting habits, content, and popularity.

Although both Dior and Yves Saint Laurent have Pinterest accounts, neither of them are quite active.

Dior

• Verified account
• 10 boards
• 50 pins
• 0 likes (towards others' pins)
• 73,500 followers
• Following 43 accounts

Dior's Pinterest page

Dior's pins are rather odd, as the majority of them are solid black photos with no content. Only 10 out of 50 pins consist of white text, that make up a sentence when viewing their homepage. It reads a quote by Christian Dior:

"I CREATE SO THAT EACH & EVERY WOMAN IS THE MOST BEAUTIFUL"

A user took the time to comment on Dior's bizarre posting habits:

User Comments on Dior's Posts

These pins were also posted two years ago, in 2014. Dior's motive behind the creation of a Pinterest page and minimal posts may have been to simply promote the brand, however it was done with a lack of effort.

Yves Saint Laurent

• Account not verified
• 1 board
• 17 pins
• 0 likes (towards others' pins)
• 4,000 followers
• Following 0 accounts

Yves Saint Laurent's YSL Beauty Pinterest account consists of a few posts which seem to promote a product (possibly cologne) for men. These pins were posted a year ago in 2015, in a board titled: "YSL L'Homme Sport X I am Galla". Posts gained anywhere from 1-21 likes and re-pins. It is likely that Yves Saint Laurent made these posts to promote the men's line in their brand, however it was not executed very well.

Yves Saint Laurent's YSL Beauty Pinterest page

Yves Saint Laurent's YSL Beauty Pinterest pins

APA Citations:

Pinterest (2014). Dior. Retrieved from: https://www.pinterest.com/dior/

Pinterest (2015). YSL Beauty. Retrieved from: (1) https://www.pinterest.com/ysl_ beauty/ (2) https://www.pinterest.com/ysl_beauty/ysl-lhomme-sport-x-i-am-galla/

Written by Kim Lavia

Chanel vs. Sephora on Pinterest

Unfortunately, Chanel doesn't have an official Pinterest account but there are Pinners, Pins, and Boards dedicated to the well known brand, they feature content directly related to the company. In the near future, there will be a blog post on Chanel's Fan pages which will feature a fan page from Pinterest.  

Sephora

Sephora's Pinterest Page

An analysis on Sephora's Pinterest page will determine pinning habits, pin and board content, and popularity. 

• Sephora is highly active on their Pinterest account. They pin daily to their 71 Boards and have a total of 10.5k pins. 
• They currently have 407.2k followers, 113 likes and following 125 pinners. 
• Sephora's description is "Let's Beauty Together". They use this account to connect with their followers on a personal level. 
• Their Boards are dedicated to various categories such as: Today's Obsession, Lips, Eyes, Beauty How-to's, Trending Now, Gifts Under $25, etc. 
• One of Sephoras most successful pins was saved to their Lips Board and was pinned 168 times, liked by 56 pinners, and has 4 comments. The pin is promoting Sephora's Lip of the Day: Lip Boldly by PacificCentre. The image they used was uploaded from their #BeautyBoard gallery on their website. They are encouraging followers to upload their "look" to the gallery for a chance to be featured. I believe this pin is successful because they have a visually appealing image of lips with a bold shade of lipstick on. One of the comments on the pin is of a pinner asking what shade the lipstick is, this proves that the pin was successful in promoting a product and potentially making a sale. 

Sephora's Lip of the Day pin

Pinterest has always had a large base of female Pinners and is now becoming more and more popular internationally. Sephora does an excellent job using this social media platform to promote their company. They know their target market is females and by using Pinterest they are able to reach out to more of their followers in a creative way. Pinterest is a visual discovery tool that Sephora has taken advantage of with all their visually appealing products. 

Written By: Shannel De Melo

Click Sephora to view their Pinterest account and successful pin

Chanel vs. Sephora on Twitter

An analysis on Chanel and Sephora's Twitter pages will determine each brands tweeting habits, content, and popularity.

Chanel

• Chanel doesn't always tweet daily but when they do, they frequently tweet multiple times in the same day. 
• For over a month, the majority of tweets have been videos and GIFS promoting their shows #HauteCouture, #FrontRowOnly, and #CocoCase. Due to the rich history Chanel has, they are extremely exclusive and don't see the need to use the 50/50 rule. They had an enormous loyal fan base before the rise of social media. 
• Chanel's most recent successful post on the story of the Chanel Fall Winter 2017 show was reblogged by 9.4k twitter users and liked by 18k users. This tweet was successful because they showed a glimpse into the story of one of Chanel's shows and their newest collection. The video had well known celebrity figures, which would be another reason it became so popular.  

Chanel's video on the story of the Chanel Fall Winter 2017 show

Sephora

• Sephora tweets daily, often several times a day. 
• Regularly applies the 50/50 rule on their Twitter page, they post company and industry related content. Sephora is well aware of who their target market is, women between the ages of 16 to 30, and often post content which would appeal to them. They tweet tutorial videos, tips&tricks, and promotional content. Some of their tweets are meant to engage with their followers on a more personal level such as their recent tweet about International Womens Day.
• The most recent successful tweet was of a GIF demonstrating how a variety of lip shades looked on different skin complexions. The tweet was reblogged by 220 users and liked by 590 users. By using a GIF to showcase their visually appealing content, they were able to create a successful post. So much can be expressed through a GIF and by using this form of expression, Sephora was able to show their followers "a full sprectrum of perfect-for-you trending lip colours". They used the hashtag #GIFparty to get their followers to promote their lip shades. 

Sephora's full spectrum of lip shades tweet 

Written By: Shannel De Melo

Click on Chanel and Sephora's links for more details