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

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