La Bouche Rouge Lipstick says goodbye

Three friends, six brands and thirty-two insightful posts later, La Bouche Rouge Lipstick regrets to inform you the posts will be coming to an end. Through our analyzation of web presence from brands like Chanel, Dior, YSL, MAC, Estee Lauder, and Sephora, we have come to many different conclusions.

We first introduced the minds behind the blog. A short bio of our names and links to social media were provided for a feel of who is writing what. We then gave a search engine optimization analysis of all 6 brands concluding which brand was most effective with their SEO. The next twelve posts were comparing each company on their social media platform to analyze who had the most effective social media pages. Last but not least we created a new marketing campaign for three of the brands in which would benefit the company and how.

The campaign allowed readers to view the brands from the perspective of a social media study. It shows readers how to effectively post simultaneously between platforms for maximum results. The social media study campaign also gives consumers an insight on which of their favourite brands hold the strongest web presence and which are most popular. 

The analysis of various cosmetic brands provided us with the opportunity to learn about essential marketing tools such as Google Analytics and Hoot-suite, as well as build a brand and watch it grow.

Click the link to watch our video

4 La Bouche Rouge Lipstick video on YouTube

And remember to let your lips speak for themselves.

Connect with the writers:

Connect with Shannel on her LinkedIn.

Connect with Kim on her LinkedIn.

Connect with Alexandra on her LinkedIn. 

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/ 

Yves Saint Laurent: Fan Pages

Yves Saint Laurent Fragrances and Beauty - Facebook Fan Page

With 291,633 likes*, this fan page provides viewers with an inside scoop on the latest Yves Saint Laurent's beauty products, industry news and events. On page's "about" section viewers can see that its the official YSL Beauty fan page, along with their mission:

Addicted to Love
Devoted to Life
Let’s fight against Boredom

Yves Saint Laurent Fragrance & Beauty Facebook fan page

Fan_Yves_Saint_Laurent - Instagram Fan Page

Yves Saint Laurent Instagram fan page

Viewers can expect to find a mix of Yves Saint Laurent's beauty products (especially lipstick and lip-gloss and fashion creations. The fan page has 10,400 followers*.

Babillages - Blog

Yves Saint Laurent is mentioned in this French fan page blog, as the writer shares her love of their makeup products, giving them a review.

Babillages Yves Saint Laurent

*As of March 3, 2016.


APA Citations:

Babillages 2012. Devoted to...Yves Saint Laurent. 
      Retrieved from: http://babillages.net/2012/07/22/devoted-to-fans-yves-saint-laurent-palette-maquillage/

Facebook, 2016. Yves Saint Laurent Fragrances and Beauty. 
      Retrieved from: https://www.facebook.com/YvesSaintLaurentBeautyUSA/

Instagram, 2016. Fan_Yves_Saint_Laurent.
      Retrieved from: https://www.instagram.com/fan_yves_saint_laurent/


Written by Kim Lavia

Dior vs Yves Saint Laurent on YouTube

A comparative look at the YouTube channels of Dior and Yves Saint Laurent will observe posting habits, content, and popularity.

Both Dior and Yves Saint Laurent demonstrate frequent and consistent posting habits on YouTube, uploading videos on a weekly basis. Within a week, about three to six videos are uploaded to keep the interest of subscribers.

Dior

Dior regularly uploads videos for promotional purposes such as commercials and "making-of" videos. They also upload behind-the-scenes footage at company/industry events, and beauty how-to videos. Typically the how-to videos are how to use their products in different ways to achieve certain looks.

In the description area, viewers will find a description of the product being promoted, a link to the company website, and a link to subscribe to their channel.

Dior's YouTube channel is categorized under "How-to & Style".

With 384,753 views, 130 likes, and 4 dislikes*, "Dior Diorsnow Bloom Perfect - The Film" is the most successful recent video. It's a promotional 30-second "film" ad that promotes their new skin brightener and colour corrector with SPF 35 PA+++.

Dior Diorsnow Video

This video was a success because of Dior's understanding of their target audience. The typical Dior customer appreciates grace, elegance, and femininity, all of which are depicted in this video. Dior also understands the need for and desire of perfect skin in their market, therefore using this knowledge to their advantage to create a video meaningful to their subscribers.

Yves Saint Laurent 

YSL Beauty's videos are a good mix of promotional, and tutorial content. Their promotional videos highlight the newest of their products, while their beauty how-to videos teach viewers how to achieve perfect eyebrows, daring/red lips, smokey eyes, etc.

Usually the description area simply states the category "How-to & Style", sometimes accompanied by a link to the company website.

With 12,217 views, 102 likes, and 7 dislikes*, "L’HOMME Yves Saint Laurent – 2'40’’ Director’s Cut" is the most successful recent video. It is a TV campaign for their men's fragrance.

Dior's L’HOMME Yves Saint Laurent – 2'40" Video

This video was popular most likely due to it's subtle sexuality, avant-garde black and white filter, and handsome leading man. All of which captivates YSL Beauty's target audience.

APA Citations:

YouTube, 2016. Christian Dior. 
     Retrieved from: https://www.youtube.com/user/Dior/videos

YouTube, 2016. Dior Diorsnow Bloom Perfect - The Film. 
     Retrieved from: https://www.youtube.com/watch?v=swQkTRZls1o

YouTube, 2016. L’HOMME Yves Saint Laurent – 2'40’’ Director’s Cut.

     Retrieved from: https://www.youtube.com/watch?v=xmZ12A86kdE

YouTube, 2016. YSL Beauty. 
     Retrieved from: https://www.youtube.com/user/yslparfums

*Figures as of March 2, 2016.



Written by Kim Lavia

Dior vs Yves Saint Laurent on Pinterest

A comparative look at the Pinterest accounts of Dior and Yves Saint Laurent will observe posting habits, content, and popularity.

Although both Dior and Yves Saint Laurent have Pinterest accounts, neither of them are quite active.

Dior

• Verified account
• 10 boards
• 50 pins
• 0 likes (towards others' pins)
• 73,500 followers
• Following 43 accounts

Dior's Pinterest page

Dior's pins are rather odd, as the majority of them are solid black photos with no content. Only 10 out of 50 pins consist of white text, that make up a sentence when viewing their homepage. It reads a quote by Christian Dior:

"I CREATE SO THAT EACH & EVERY WOMAN IS THE MOST BEAUTIFUL"

A user took the time to comment on Dior's bizarre posting habits:

User Comments on Dior's Posts

These pins were also posted two years ago, in 2014. Dior's motive behind the creation of a Pinterest page and minimal posts may have been to simply promote the brand, however it was done with a lack of effort.

Yves Saint Laurent

• Account not verified
• 1 board
• 17 pins
• 0 likes (towards others' pins)
• 4,000 followers
• Following 0 accounts

Yves Saint Laurent's YSL Beauty Pinterest account consists of a few posts which seem to promote a product (possibly cologne) for men. These pins were posted a year ago in 2015, in a board titled: "YSL L'Homme Sport X I am Galla". Posts gained anywhere from 1-21 likes and re-pins. It is likely that Yves Saint Laurent made these posts to promote the men's line in their brand, however it was not executed very well.

Yves Saint Laurent's YSL Beauty Pinterest page

Yves Saint Laurent's YSL Beauty Pinterest pins

APA Citations:

Pinterest (2014). Dior. Retrieved from: https://www.pinterest.com/dior/

Pinterest (2015). YSL Beauty. Retrieved from: (1) https://www.pinterest.com/ysl_ beauty/ (2) https://www.pinterest.com/ysl_beauty/ysl-lhomme-sport-x-i-am-galla/

Written by Kim Lavia

Social Media Study | Yves Saint Laurent

The objective is to observe the number of social media platforms the company is active on, posting habits, interaction with their audience, content, and overall social media success. Yves Saint Laurent is active on several social media platforms with separate accounts for Yves Saint Laurent and their cosmetics segment, YSL Beauty. They can be found on Facebook, Twitter, YouTube, and Instagram.

Yves Saint Laurent is much more active on their official company pages for Facebook, Twitter, and YouTube than they are on their YSL Beauty accounts. They usually post on Facebook once a day, and post videos of beauty tutorials and makeup trends on their YouTube channel several times a month. They appear to be most active and effective on Twitter and Instagram, tweeting and posting numerous times throughout the day. These accounts generate the most likes and engagement compared to their other social media pages.

The company tends to base their content on trends, celebrities, and promotional material. The purpose of their content appears to mainly be for promotional purposes, to create buzz among users.

Comments from users oftentimes appear irrelevant to posts, not necessarily engaging in the content they see. There does not seem to be many product/company reviews or feedback. Yves Saint Laurent seldom replies to user’s comments when a question is asked, or a suggestion is made. Below is an example of YSL Beauty responding to a question about the colour of a lipstick on Facebook:

YSL Beauty responding to a user's question

Yves Saint Laurent exhibits poor posting habits on their YSL Beauty Facebook and Twitter pages, only posting twice on Facebook this year, and having not tweeted since November 2015. They are more active on their Instagram and YouTube accounts, posting daily on Instagram, and weekly on YouTube.

Overall, Yves Saint Laurent has a good social media strategy, however must pay more attention to their YSL Beauty accounts on Facebook and Twitter. It makes the company look bad and negligent of their social media presence. It is especially important to post more on their beauty page because the cosmetics industry is large, with people looking for frequent updates on the latest trends. An alternative to that would be merging the official company and beauty pages, meaning less work on maintaining so many social media accounts.

Yves Saint Laurent Official Accounts – Figures collected on February 27, 2016.

Facebook page - 2,471,277 likes

Twitter page - 3.54 million followers

YouTube channel - 24,372 subscribers

Instagram page - 320,000 followers

Total Official Account Following: 6,355,649 users

YSL Beauty Accounts – Figures collected on February 27, 2016.

Facebook page - 1,634,807 likes

Twitter page - 216,000 followers

YouTube channel - 31,357 subscribers

Instagram page - 1 million followers

Total Beauty Account Following: 2,882,164 users

*All accounts make up a total social following of 9,237,813 users as of February 27, 2016.

APA Citations:

Facebook (2016). YSL Beauty.

Retrieved from: https://www.facebook.com/yslbeauty/

Facebook (2016). Yves Saint Laurent.

Retrieved from: https://www.facebook.com/ysl/

Instagram (2016). YSL Beauty.

Retrieved from: https://www.instagram.com/yslbeauty/?hl=en

Instagram (2016). YSL. Retrieved from: https://www.instagram.com/ysl/

Twitter (2016). YSL.

Retrieved from: https://twitter.com/YSL?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

Twitter (2015). YSL Beauty.

Retrieved from: https://twitter.com/yslbeauty?lang=en

YouTube (2016). YSL Beauty.

Retrieved from: https://www.youtube.com/user/yslparfums

YouTube (2016). Yves Saint Laurent.

Retrieved from: https://www.youtube.com/user/ysl

Written by Kim Lavia