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/ 

SEO Analysis of the Lipstick Brands: Dior & Yves Saint Laurent

Dior vs. 

Dior's Lipstick Webpage

Yves Saint Laurent

Yves Saint Laurent's Lipstick Webpage

Introduction

SEO is an important consideration for marketers because with the use of brand/industry relevant keywords throughout their websites, consumers will find them easier, increasing website traffic.  In the cosmetics industry, Dior and Yves St. Laurent have incorporated SEO into their websites. Using keyword sentences throughout their sites like “Lip Colour” and “Long-Wearing Lipstick“ delivers brand awareness to consumers as a result of a search engine query. Dior uses brand-specific keywords such as “Haute Couture Long-Wearing Lipstick” and “Couture Color”. Yves St. Laurent also uses brand-specific keywords throughout their site such as “Rouge Pur Couture” and “Rouge Volupté”. These brand-specific keywords make the discovery of their websites a much simpler task. The objective is to compare and determine which of these two sites has a stronger SEO.

Summary:

Dior’s strengths are its use of brand-specific keywords and its organized, well-written content. Yves Saint Laurent’s strengths are its strong use of industry-related/brand-specific keywords and their social media presence with shareable features. Both sites ranked first when searching all keywords used. The sites are similar with their use of relevant keywords, and general layout.

Conclusion:

In the cosmetics industry, Dior and Yves Saint Laurent have excelled in incorporating SEO into their websites. With high rankings, consumers have no trouble finding their websites and visiting them. Using keyword sentences throughout their sites like “Lip Colour/Color” and “Rouge” were successful decisions by the brands. In my opinion, the overall winner of this SEO Search analysis is Yves Saint Laurent because of their overall website layout and aesthetics, use of keywords, social media presence, and shareable features.

APA Citations:

Dior Beauty (2016).  Lipsticks.

Retrieved from: http://www.dior.com/beauty/en_us/fragrance-beauty/makeup/lips/lipsticks/fr-lipsticks-lipsticks.html

YSL Beauty (2016). Lipsticks.

            Retrieved from: http://www.yslbeautyus.com/lips/lipsticks


Written by: Kim Lavia