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| (Vector, 2016) |
Estée Lauder was
created in Queens, New York in 1946 by Josephine Esther Mentzer who over time changed
her name to Estée and married
into the last name, Lauder (Biography.com Editors, 2016). Esther took
up this interest learning how to make face creams and soaps by her chemist
uncle, which is where she developed her passion for cosmetics (Estee Lauder, 2016). With the
latest celebrity endorsement by Kendall Jenner, Estée Lauder has been more
popular than ever. They completely re positioned their segmentation showing
consumers that Estée Lauder is also a youthful brand. In terms of social media,
Estée Lauder is on LinkedIn, Facebook, YouTube, Twitter, Instagram, and Pinterest. The overall objective is to dictate how well Estée Lauder does on social media.
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| 24,517 subscribers & 10,592,580 views on YouTube |
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| 984 thousand Instagram followers |
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| 32.7 thousand followers on Pinterest |
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| 277 thousand twitter followers |
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| 3,865 likes on Facebook |
As you can see here, Estée Lauder's most effective social media sites are Instagram with the most consumer followings and Twitter with the second most followers. Youtube also ranks high with their amount of views. The new commercials with Kendall Jenner quadruple the views on Youtube and the amounts of likes and favourites the same post got on their other sites which shows that the celebrity endorsement change has created a new look by consumers and Estée Lauder is increasing its own brand awareness.
On each of their sites, Estée Lauder posts very regularly throughout the day. However, very differently from other cosmetic brands, they focus on advertising their products instead of posting things about the company. In this, on every site, there is no evident communication from business to consumer which is interesting.
These 6 photos were all Instagram posts by Estée Lauder. This shows how all of their posts revolve more about their products rather than increasing brand awareness posting about their values and beliefs. Not that there is anything wrong with their methods of posting but they focus most on product advertisement.
This is another example of how Estée Lauder bases their posts on the products versus talking about the company and what they want to tell their consumers. On twitter they posted this picture of an eye shadow palette and captioned it Pick a palette, any palette. The only thing this tweet says about the company itself is that it offers a wide range of palettes telling customers they offer a large product depth.
Overall, from the analysis of social media and Estée Lauder, it is clear Estée Lauder only uses social media to generate consumer awareness on their product. Their constant posts on all of their pages are used to sell and get people seeing how their products can create an artesian vision on one's face.
References:
Biography.com
Editors. (2016). Estée Lauder Biography. Retrieved from Bio.:
http://www.biography.com/people/estée-lauder-9374625
Estee Lauder. (2016). Mixologist. Retrieved from
Estee Lauder:
http://www.esteelauder.ca/estee-stories-brand-story-chapter-1-born-beauty
Vector. (2016). Estee Lauder. Retrieved from
Vector.com: http://vector.me/browse/29165/estee_lauder
Company Social Media Sites:
https://www.youtube.com/user/EsteeLauder/featured
https://www.instagram.com/esteelauder/
https://www.pinterest.com/esteelauder/
https://twitter.com/EsteeLauder
https://www.facebook.com/EsteeLauderCanada
