Dior vs Yves Saint Laurent: Content Marketing

Dior 

Dior's most successful marketing campaign was for their Dior Addict Fluid Stick. They promoted the product across various social media platforms, all linking back to their YouTube landing page. This allowed users to view the promotional video content of the product, further increasing brand awareness. The brand made it clear that their fluid stick is indeed not a lipstick, but something more: a "do-it-all hybrid lip fluid, high impact colour, glossy shine [and] fabulous wear". This ad was highly promoted on Instagram, with the caption, "this is not a lipstick".

Dior Addict Fluid Stick ad

Instagram post for Dior Addict Fluid Stick

Yves Saint Laurent

Yves Saint Laurent's most successful marketing campaigns include Hollywood actress Cara Delevingne promoting their Rouge Pur Couture Red Lipstick. Advertisements are easily come across many social media platforms, promoting brand awareness and their product.

The most talked about image from this campaign is of Cara Delevingne posing in a reclined position, wearing only their red lipstick and a black blazer. The pant-less photo was quickly shared on Instagram as people reacted to the risqué advertisement.

YouTube videos were also shared on YSL Beauty's YouTube channel, including behind-the-scenes footage and tutorials.

Rouge Pur Couture Ad Campaign Image

Cara Delevingne for their Rouge Pur Couture Lipstick

Instagram post for their Rouge Pur Couture Lipstick featuring Cara Delevingne

Content Marketing Idea - Dior

To further promote their Dior Diorific Lipstick, the brand can create an ad campaign involving their newest celebrity spokesmodel, Jennifer Lawrence. A video of her applying the lipstick, taking a selfie and then saying "I am Diorific" can be uploaded onto YouTube and the brand's website. This will then be advertised on Instagram and Twitter encouraging users to take a photo of themselves wearing the lipstick accompanied by the hashtag #iamdiorific. The audience of this ad campaign includes current Dior fans, beauty/makeup junkies, and the primary Dior target market, females ages 18-35.

The purpose of this ad campaign is to gain more followers, and brand popularity through user engagement. This would be scheduled to launch during the spring/summer season, as lipstick shades are the most fun and bright, creating a light, playful atmosphere, perfectly complimenting the bubbly personality of Jennifer Lawrence.

APA Citations:

Cara Delevingne Is Bolder than Her Lipstick in New Ad. (2015). 

      Retrieved March 05, 2016, from http://preen.inquirer.net/12760/cara-delevingne-is-bolder-than-her-lipstick-in-new-ad 

Cara Delevingne Strips Off For YSL. (n.d.). 

      Retrieved March 05, 2016, from http://lovethatmag.com/2015/08/26/cara-delevingne-strips-off-for-ysl.html 

Dior uses multifaceted digital campaign to launch new lip product. (2014). 

      Retrieved March 05, 2016, from http://www.luxurydaily.com/dior-uses-multifaceted-digital-campaign-to-launch-new-lip-product/ 

Sephora | Fan Pages

The three active fan pages that I believe represent Sephora the best are:

Instagram - SephoraPro

SephoraPro Instagram page

Sephora makeup artists created this fan page. Currently, there are 304 posts and 91.3k followers. The page is used to inspire others to be creative with their Sephora makeup. There are images of people who have had their makeup done by using Sephora products, images of products, and tutorial videos.

Click here to view SephoraPro on Instagram

Pinterest - Sephora Makeup

Sephora Makeup on Pinterest

This Pinterest Board was made by Nicole Hawkins and currently has 155 pins and 168 followers. The content on this Board is of various makeup products offered by Sephora, how-to videos, and articles on Sephora.

Click here to view Sephora Makeup on Pinterest

Tumblr - Marilyn's Beauty Corner

Marilyn's Beauty Corner on Tumblr

Marilyn's Beauty Corner is a fan page featuring Sephora's products. The blog does a good job keeping active by frequently posting or reblogging. All the posts are of images, with some reaching up to 200 notes.

Click here to view Marilyn's Beauty Corner on Tumblr

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

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

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

MAC vs Estée Lauder on Facebook

MAC's Facebook page is very colourful, literally and metaphorically while looking funner and free willed where as Estée Lauder's page manages a high level of class and sophistication. 

MAC's Facebook page

From an observant standpoint, you can see what MAC stands for through their banner photo. The mixed up eye brows matched with different eyes and promoting all of the brows are beautiful shows MAC stands for diversity and equality combined with universal beauty. Interestingly enough, on average through observation, MAC posts every 5 days or so and most of their posts are not directly promoting their products. MAC posts to get conversations started about them and increase brand awareness instead of posting an exact product and trying to sell it and post tutorial videos which are useful for makeup fans. Looking through all of MAC's other social media pages, MAC failed to use the 50/50 social media posting rule. Some things were similar but there was no second post identical to one on Facebook. This made it feel inconsistent between different social media pages. 

One very successful recent post from MAC was a tutorial video of how to apply lipstick and create a "full and flawless lip." This is useful to them and consumers because it advertises their products and shows customers how they can apply the lipstick if they buy it therefore, very successful. As proof of this, a customer commented on the video and MAC replied. It's a WIN WIN!

MAC recent tutorial post with 116,000 views

Estée Lauder's Facebook page

Estée Lauder on the other hand, tends to post every 3-4 days. Estée Lauder makes a point of posting product specific. Every post of theirs is a selling promotion. Between all of Estée Lauder's social media pages, the 50/50 rule is very prominent. Every post on Facebook is reflected on their twitter page and every video is on Estée Lauder's YouTube channel. 

Estée Lauder's most successful post was on February 12th when they posted a new commercial starring Kendall Jenner. The post received 250,000 views and a ton of likes and reposts. The reason behind their success is by using a youthful icon like Kendall Jenner. When her fans see she is using products, her fans want to be like her and use the same things. The celebrity endorsement has changed Estée Lauder's target audience completely positive. 

Successful post from Estée Lauder

   Written By: Alexandra Torres