MAC | Fan Pages

MAC is a cosmetic favourite all around the world. The following are three fan pages where people write reviews all over the internet. 

First is a beauty blog called Makeup and Beauty Blog, designed to promote all different types of cosmetics. This a very useful page to refer to when delegating between makeup brands. How does this cosmetic brand work? It's simple- you put in a category word, in this case MAC, and all of the blogs relative to MAC come up. This is useful to interested existing and potential consumers because it is real people talking about the brand, their favourite shades and products and how to apply them for maximum effectiveness. These pages are useful for MAC as well because it's free promotions. 

Makeup & Beauty Blog | MAC

 Second is a twitter page @MAC_Keri_B from a woman named Keri. Her whole twitter page is everything MAC. Keri's page peeks interest to MAC and makes you want to go out and sample a product. Her page is to the point and simple. She writes what she likes and uses and her fans take her word and try it out! The past few tweets relative to MAC were promoting MAC's highlight eye shadow, MAC's new palettes and MAC nail polish and her favourite shades of it all. 

@MAC_Keri_B twitter page

Third is a very famous makeup website titled Makeup Geek created by a woman named Marlena. Makeup geek started as YouTube videos and eventually became a website. The main purpose for Makeup geek is posting tutorials on different makeup looks. Marlena uses different shades of MAC in every video which which is very useful to consumers to pick their favourite shades and compare to her skin tone. Marlena also gives honest  reviews on MAC products which reassure fans to give them a try or not. Marlena also gives top tens to show her favourite products and it also compared similar products from other companies which is also very useful for makeup lovers. 

Makeup Geek | MAC

   Written By: Alexandra Torres
  

MAC vs. Estée Lauder on Twitter

MAC's twitter page with 1.13M followers

MAC's twitter page is all of what you would expect with a cosmetic company's social media page. Full of product advertisements, celebrity endorsements and vague pictures to generate brand awareness to consumers. Overall, from an observation standpoint, MAC posts and retweets roughly every day. They do not maintain a consistent 50/50 rule with all of their posts on their other social media pages and it tends to feel like you are reading someone else's page but all in all, their posts are very successful. One in particular is the celebrity endorsement from Caitlin Jenner. The reason for their success with the post is promoting what they stand for; which is beauty and diversity in all shapes, colours, and ages; "All Ages. All Races. All Sexes." This tweet has 16,000 likes and 7.2 thousand retweets.     

Successful tweet of Caitlin Jenner on Feb. 26th

Estée Lauder's Twitter page with 277,000 followers

From an observant eye, Estée Lauder has a different posting method. They post every couple of days but multiple times in that day with tweets of their own and retweets from other people. Estée Lauder has a tendency to only post based on their products and post with the purpose of selling, however one of their tweets I discovered most interesting was not relevant to their products at all. On February 4th, Estée Lauder tweeted a video for World Cancer Day. The video generated likes and retweets but was overall most successful for posting something the company cares about and wants customers to know. It was nice to come across something other than a picture of a product. The purpose was to generate Breast Cancer Awareness and show how Estée Lauder supports it; a very successful tweet from a customer's point of view. 

Successful tweet from Estée Lauder

Written By: Alexandra Torres

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

Social Media Study | Estée Lauder

(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.

24,517 subscribers & 10,592,580 views on YouTube

984 thousand Instagram followers

32.7 thousand followers on Pinterest

277 thousand twitter followers

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

Written By: Alexandra Torres

  

Social Media Study | MAC

(LOGONOID, 2016)

MAC is the world’s leading professional makeup authority because of its unrivalled expertise in makeup artistry (MAC Cosmetics, 2016). MAC accommodates all ages, races, and sexes supporting diversity and individuality, proud community to bring visions to life and is a fashion trendsetting leading forefront of makeup (MAC Cosmetics, 2016). MAC is present on social media sites such as Facebook, Twitter, YouTube, Instagram, LinkedIn, Tumblr & Pinterest. This analysis is built to show the effectiveness of MAC’s social media presence. 

1.13 million twitter followers

279,757 subscribers and 13,812,116 views on youtube  

8.5 million Instagram followers

26.1 thousand Pinterest followers

MAC's Tumblr page

13,855,344 likes on MAC's Facebook page

The amount of Likes and Followers MAC has on each of their sites show how popular they are. Evidently from these photos and captions, MAC's most effective social media sites are Instagram, Twitter, YouTube and Facebook. Sites like Pinterest and Tumblr are not trending as much as the others therefore, they lack attention on those two.
More specifically to MAC and its social media usage, MAC posts every couple of days. A couple of examples are MAC's last Facebook post on March 4th, their last tweet on February 26th and their last YouTube video posted on March 3rd. Despite them not posting very often, they have very effective posts.

 This Facebook post shows MAC communicating with it's fans. After the question of animal testing was asked, MAC nicely responded directly to the person and attached a reading piece to back up the company and reassure customers they manage an honest brand.

This tweet MAC posted shows what they stand for. Like MAC's website says, MAC accommodates all ages, races, and sexes (MAC Cosmetics, 2016). The tweet which says "All Ages. All Races. All Sexes." is strong because they show they are all for the newest topic of conversation which is transgendered people. They are showing they live up to their claim accepting everyone which is a strong tweet.

In all of MAC's posts, they never try to sell a product and advertise the products themselves. They always post to build visions and imaginations. For example, they post pictures of beautifully made up people. Consumers see this and want to look like that so they go to MAC and see what they offer. More than this, they post to build company awareness. They post to show what they stand for and want their consumers to stand for, like accepting everyone. 




References:

LOGONOID. (2016). Cosmetics. Retrieved from LOGONOID: 

http://logonoid.com/mac-cosmetics-logo/

MAC Cosmetics. (2016). Who we are. Retrieved from MAC : 

https://www.maccosmetics.ca/our-story

Company Social Media Sites:

https://www.pinterest.com/maccosmetics/imagine/

http://maccosmetics.tumblr.com/backstage

https://www.instagram.com/maccosmetics/

https://www.youtube.com/user/MACcosmetics/featured

https://twitter.com/MACcosmetics

https://www.facebook.com/MACcosmetics/timeline



Written By: Alexandra Torres