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/ 

Social Media Study | Sephora

       
              

A Study on Sephora’s Social Media Presence

Sephora, a well-known beauty supplier of top brands, offers a variety of beauty products such as makeup, skincare, fragrance, bath and body, nails, and hair. They are currently active on several social media platforms. Their makeup brands, specifically their widespread lipstick collection, have a high presence on each platform. Their products are promoted on their social media platforms as everyday high quality beauty products. By analyzing their social networks, I hope to understand Sephora’s social media strategy.

Sephora’s social media platforms consist of:

Facebook page - 13, 639, 257 likes

Twitter page - 1.89 million followers

Instagram page - 6.4 million followers

YouTube channel - 516, 861 subscribers

Sephora is consistent in posting similar or the same content to each platform with the exception of YouTube, which they use exclusively for videos. They post frequently, everyday or every other day, on their Facebook, Twitter, and Instagram pages. The content on each platform consists of Sephora promoting products from their various brands, and various engaging posts. They often post tutorials either in video or written format, and promote their current promotional plans. They use these platforms to emphasize to consumers how they are beauty specialists that are there to help consumers with their everyday beauty needs. Consumers feedback is more often positive than negative and any comments that are negative Sephora is quick to reply to the comment.

Facebook tutorial video

Facebook promotional tool - interactive app

Facebook promotional tool - product sample

Sephora replying to a comment on Facebook

I believe Sephora’s social media strategy is a well thought out plan. They have been extremely successful at integrating their social media platforms. Though each platform has been effective for them in regards to an interactive promotional tool, I believe their Facebook page has been the most effective. They have a substantially larger follower base on Facebook and are the most interactive with consumers than any of their other platforms. 

Written By: Shannel De Melo

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

Introduction to lipstick brands and our team

Introducing our Blog:

This blog will examine a variety of real lipstick brands in the light of their social media and digital marketing strategies. This blog is a part of a Digital Marketing course for Sheridan College.

The brands we will be analyzing are:

• Sephora
• Estee Lauder
• Chanel
• MAC
• Yves Saint Laurent 
• Dior 

Click on brand links for more details.

Introducing our writers:

Shannel Fernandes De Melo
Business Marketing Student at Sheridan College

This author is a marketing student at Sheridan College Mississauga Campus. Shannel is optimistic and a hard worker who has a deep passion for marketing and the objective behind digital advertisement. Connect with Shannel on her LinkedIn.

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Kim Lavia
Business Marketing Student at Sheridan College

This author is a marketing student at Sheridan College Mississauga Campus. Kim's love of makeup and beauty drives her to blog about her favourite brands and share her experiences with other beauty junkies. Connect with Kim on her LinkedIn.

Alexandra Torres
Business Marketing Student at Sheridan College

This author is a marketing student at Sheridan College Mississauga Campus. Alexandra has a passion for cosmetics perfectly fitting for the blog. Connect with Alexandra on her LinkedIn.