A comparative look at the Facebook accounts of Dior and Yves Saint
Laurent will observe posting habits, content, and popularity.
- Does a fair job of posting, doing so on a daily basis. They often post between 9am and 12pm.
- Applies the 50/50 rule, posting a combination of promotional content and industry related events and trends.
- The most successful post appears to be one posted on February 10, 2016, promoting their new fragrance: “Poison Girl”. The post generated 143,000 likes, 3,133 shares, and 1,536 comments.
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| Post for Dior's fragrance "Poison Girl" |
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| Post for YSL Beauty's Touche Éclat Concealer |
Yves Saint Laurent
- Yves Saint Laurent’s beauty account YSL Beauty, does not post regularly. Posts are very few and far between with only two posts for the year thus far. On the other hand, Yves Saint Laurent’s official account posts on a daily basis at various times of the day.
- Like Dior, Yves Saint Laurent posts promotional content and industry related events, with greater celebrity presence featuring Hollywood actresses such as Cara Delevingne and Angelina Jolie. Being a French-based company, Yves Saint Laurent’s YSL Beauty page posts content in French, requiring non-French speaking users to translate the page.
- Yves Saint Laurent’s most successful post appears to be one posted on June 3, 2015 promoting their Touche Éclat (Radiant touch) concealer. Interestingly enough, the post is written in German even though this is a French company. This post received 3400 likes, 65 shares, and 30 comments.
Both companies’ most successful posts are likely due to the visually appealing content and popularity of the product among users. Users were quick to comment, sharing their excitement and praise, as well as sharing it with their friends to spread the word on these product launches. Oftentimes these products are lipsticks, lip-glosses, and fragrances. This demonstrates that users like to be in the know, the first to know about new makeup products.
APA Citations:
Facebook (2016). Dior.
Retrieved from: (1) https://www.facebook.com/Dior (2) https://www.facebook.com/media/set/?set=a.950168401704492.1073742092.118197471568260&type=3
Facebook (2015). YSL Beauty.
Retrieved from: (1) https://www.facebook.com/yslbeauty/ (2)
https://www.facebook.com/yslbeauty/photos/a.252279930645.294566.226406520645/10155663210335646/?type=3&theater
Written by Kim Lavia
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