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

Dior vs Yves Saint Laurent on Twitter

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

Dior

• Demonstrates consistent tweeting habits, tweeting on a daily basis to keep followers’ interest.

• Applies the 50/50 rule – tweets are a mix of promotional material and industry-related events.

• The most successful tweet was posted on February 24, 2016, promoting the launch of "Dior Addict Ultra Gloss." The tweet includes the hashtag #shinedontbeshy

• The Dior Addict Ultra Gloss tweet gained 2,400 retweets and 5,900 likes. 

Dior Addict Ultra Gloss Tweet

Yves Saint Laurent

• Does not tweet on a daily basis

• Oftentimes there are four to five days in between tweets, however multiple tweets appear in a day. Their YSL Beauty account tweeted regularly until Nov 12, 2015, and has not tweeted since then.

• Yves Saint Laurent does not apply the 50/50 rule, as tweets consist only of company products and campaigns (on both main and beauty accounts).

• Their most successful tweet was posted on November 10, 2015, promoting one of their red lipsticks, and used the following hashtags: #kiss #love #holiday #makeup

• The tweet received 38 retweets and 79 likes

Yves Saint Laurent's red lipstick tweet

Both Dior and Yves Saint Laurent’s tweets proved to be successful because of the imagery used; they understood their target market (primarily females 18-35) knowing that they like high contrast photos with accents of pink, red, or gold. The use of hashtags contributed to the success as well, as they promoted the product were relevant to the industry and/or time of the year.


APA Citations:

Twitter (2016). Dior. 
      Retrieved from: (1) https://twitter.com/Dior (2) https://twitter.com/Dior/status/702510092093100034

Twitter (2015). YSL Beauty. 
      Retrieved from: (1) https://twitter.com/yslbeauty?lang=en (2) https://twitter.com/yslbeauty/status/664114816328560640

Written by Kim Lavia