A Failed Hourglass Facebook Post

After about a month, Hourglass did the poorest job in social media. The texts are not vivid or catching and images are plain and unattractive. Also, the least viewers are involved compared to MAC and Estee Lauder. Here is a recent post of Facebook.屏幕快照 2016-02-29 15.46.07

This post is problematic. When viewers are first looking at this post, they have no sense of what product is this because the post did not mention the specific name of the product or clearly show what type of products in the picture. I asked my friend if she know what product is this, she tried three times and still did not get the right answer: lipstick crayons. Her confusion can represent the other viewers’ confusion. Especially for viewers who just start to follow Hourglass and have not viewed any of their products campaigns will have no clue of this post. This is a failure of logos because Hourglass who are selling their products place a puzzle that should not appear in a campaign. They assume that all viewers are great observers or experts of cosmetics products and this misassumption finally lead the post to uselessness.

Specifically, the text posted here is way too weak. They simply described strength of lip crayons which are convenient to use and nothing else. No questions or appealing tones are used in this post so that viewers are not involved at all. This can definitely weaken wants of consumers. The only emotional appeal comes with the phrases “effortlessly flattering”. They used viewers’ expectation of being attractive. However, because viewers do not know what kind of products it is, they will not how can those “sticks” help them achieve their expectation and then they lose their interest. Also, the biggest problem of the picture is that it is too blurry. A blurry picture in social media means unprofessional and low quality and this can be destructive to Hourglass whose brand image is luxury. The logo appeared in the picture is too small to observe, so when viewers think about Hourglass, they will not have a clue of what this lip crayon was like. Overall, this post can not be considered as either image driven or word driven.

In total, although they use one emotional appeal with phrases “effortlessly flattering”, this post is effortless instead of flattery because they did not directly show what product it is and with weak texts and picture they failed to rhetorical appeals. Therefore, this post is not effective at all.

 

 

 

 

 

 

Hourglass Is Having a Progress

Estee Lauder did not have much feed this week; about one post each day on Instagram and Twitter and only two posts on Facebook which they used to post a lot on it. They mostly promoted for their cosmetics products. Only a post on Instagram brought me interest.

屏幕快照 2016-02-26 02.55.00

The picture is still their typical luxury style. To fit their “morning”, they used bright light to give viewers a sense of morning. In the text, they listed three steps about how to do foundation with their “Double Wear” and “Advanced Night Repair” in the morning. This clear and direct demonstration of their products used a tone of teaching and instruction, for example, “Prep”, “Use”, and “Finish” and showed the logos Estee Lauder used. Also, only three concise sentences showed viewers that their products can used as simple tools for foundation. Audiences would be more willing to buy their products because of convenience.

MAC had a solid week. They posted pictures mostly about Milan Fashion Week especially on Instagram. Pictures still maintained the style they used last week which is fascinating and exaggerated stage makeup to show they are professional of the products. Also, the “#MFW” won more noticed from viewers who want to know more about Milan Fashion Week by searching the tag. However, there is a noticeable video posted on Facebook.

屏幕快照 2016-02-26 03.20.23.png

The one-minute makeup tutorial video is what MAC frequently post, but this one is different because the speaking language used is Portuguese by the Senior Artist Fabiana Gomes who is a trustworthy on makeup skills. MAC used ethos to win viewers’ trust. Also, Portuguese is a minority language used in the US, so when this Portuguese video came out, viewers who speak Portuguese gain a sense of being noticed and aware. MAC used pathos to get the notice of Portuguese audience.

Hourglass were not active this week. They focus on promoting their contour products and only two posts were other than contour products which were lip liners and eyeshadow. Posts content was the same in Facebook, Twitter, and Instagram.

屏幕快照 2016-02-26 16.30.25

This is post about lip liners. In the picture, all the brand name on the lip liners are facing the viewers, which is a highlight of their brand. Also, there is nothing else other than their lip liners, so they put all concentration on the products and viewers can not be distracted by the other things. They showed all shades of lip liners in the picture to give viewers a clear vision of their products. Most importantly, they said “Thursday morning decisions”. “decisions” is word standing for determination and choices and Hourglass refer this word in their post to give viewers a sense that Hourglass lip liner should be one of their choice. They used logos to make audiences who are looking for cosmetics consider their products. The link attached give viewers a more convenient channel to access to their new products.

Overall, Hourglass improved in their social media skills, so I would give the “prize” to Hourglass this week.

 

 

 

 

 

 

 

 

 

 

Branding

Nowadays, brand is not just a trademark, but an image how people perceive. Therefore, branding becomes a gateway for companies to promote. Meanwhile, Estee Lauder, MAC and Hourglass are utilizing different methods to build their distinct brand image.

Estee Lauder firstly identify themselves as a high-ended cosmetics and skincare brand. High price level is the most direct and object aspect of building their brand image. Also, use of top celebrities such as Kendall Jenner, Joan Smalls and Eva Mendes wins people’s trust. Because they are high level celebrities, Estee Lauder show their orientation of luxury goods which are targeting on high income female. And because those celebrities stand for different age groups, Estee Lauder refer that they face to women from in their twenties to in their fifties. However, due to their performance on actively replying viewers, they build a non-distanced and thoughtful image.  Overall, Estee Lauder’s branding is luxury, high quality and zero distance.

MAC usually posts pictures about exaggerated and complicated stage makeup with eyeshadow as a highlight to show their professional skills on makeup and the audiences are those fashion design companies which need sponsors for runway show. Yet most of MAC campaign are targeting to common costumers, so to cater those costumers’ preferences, they post one-minute simple and daily makeup tutorial video presented by professional artists. The main product on promotion is their lipstick which has variable colors; most of them are bold and young colors. Also, MAC cooperate with celebrities to launch colors owned by celebrities to show their creativity and variability of lipstick colors and also credibility.  Therefore, MAC’s branding is young and professional.

Hourglass directly locate themselves as “Luxury Performance Makeup” which is a part of the name of their official site appearing on Google. The most obvious evidence is their high price that is actually not matched with their short brand history. In most of their posts, the color tone is dark but elegant and they prefer to present the sexy, mature and attractive sides of women. So their target group is high income women in their thirties and above. Unlike Estee Lauder who have the same price level with Hourglass, Hourglass barely interact with viewers in social media and trying to maintain their luxury image. Costumers hardly feel Hourglass are willing to adopt their thoughts and care about their doubts. In total, Hourglass’s branding is luxury and elegant.

 

 

 

 

 

 

MAC Rocks

Again, MAC posted mostly about New York Fashion Week on Facebook, Twitter and Instagram during this week. Instagram had the most feed then Twitter. In this case, they were promoting their brand image as a professional and creditable cosmetics brand, but they did not promote specific products. However, an Instagram post not about New York Fashion Week did have a positive impact.屏幕快照 2016-02-19 19.19.24

MAC’s purpose of this post is to demonstrate the audience that they embrace all kinds of beauty and the audience here are people who are minority in a group of people. MAC use pathos to make audience know audience are never excluded by MAC and make them feel that they should be confident with their own style of beauty. Audience then will have an emotional appeal of being accepted and encouraged. MAC use this post that is full of power of confidence and encouragement to win audience undoubted trust. Also, sexism and racism are currently two of the most debatable topics in America. This noticeable post help MAC increase their awareness and build them a positive and active image expression in sexism and racism.

Hourglass did not have much feed this week; only one post for each day. All the content of posts on Instagram, Facebook and Twitter are the same. There is nothing to compare between posts in these three platforms. Only one post was thoughtful.屏幕快照 2016-02-19 22.48.11

Viewers can notice the picture immediately because the eye-catching color contrast between white background and strong red items in it.  The arrangement of the image is an abstract human face: two parts of lip gloss at upper corner standing for eyes and one blurred lip stamp in the lower middle standing for a mouth. Another item that can not be ignored is the “black mold” next to the mouth. What can we think about with red lip and a black mold? The answer surely is Marilyn Monroe. A direct explanation is “#icon”. Also, the audience here are women who have no plan on Friday and are looking for some inspiration on social media. When audience see this post with the text “Facing the weekend”, they will be captured by this gorgeous and classic red lip gloss with an obvious symbol of beloved Marilyn Monroe. Hourglass uses logos which is their creativity and logical text to be highly noticed by audience. Overall, this is a good work.

Estee Lauder had a quiet week; two Facebook feed about their general products, two self-tweets which are all about their perfume, and six posts mainly about lipsticks on Instagram. So perfume and lipsticks are two major target of promotion.屏幕快照 2016-02-19 23.11.08

First, Estee Lauder use piano as the background to connect with the hot topic, Grammy’s. There are so many items that can stand for music, but piano is the most suitable symbol for classics and elegance. Estee Lauder use people’s common sense of piano to build a high-ended and luxury brand image; a practical use of pathos. Also, “Let us know your faves…” is making a connection between audience who are willing to involve in the social media and producing an opportunity to know what their costumers like. This is a use of logos.

During this month, Hourglass did poor in social media because of their lack of use rhetorical situations, high frequency of posting and few connection with audiences. For example, they sequently post two series of campaign which were confusing and mostly useless for two weeks.

This slideshow requires JavaScript.

Standard campaign languages broaden the distance between audience and them because there were no questions that can give opportunities for viewers to involve and professional makeup jargon were not that easy to be understood by most viewers. Without viewers’ awareness, a campaign is just a waste of time.

 

 

 

 

 

 

 

 

 

 

#NYFW

Generally, Estee Lauder had a weak week. Posts in every platform were fewer than the past few weeks. They posted about Valentine’s Day with images of their products and decoration stood for Valentine’s Day. There was also a post about their Double Wear Foundation and also tagged New York Fashion Week. They tried to relate themselves with a hot topic, but it was too awkward  because apparently they had nothing to do with New York Fashion Week. However, one post about Liu Wen who is a well-known Chinese model and represents for Estee Lauder was a pretty good job.屏幕快照 2016-02-15 19.52.28

Chinese New Year is the most important day during the whole year for Chinese people. So when Estee Lauder greeted Liu Wen, they also greeted Chinese people. Estee Lauder showed that they cared about Chinese culture and Chinese viewers would feel the sense of being noticed. They showed their connection with viewers and used Liu Wen to win viewers’ trust. This is a great example of ethos and pathos.

Hourglass almost did the same job as last week. Their posts in Facebook, Twitter and Instagram were the same, except Twitter and Instagram did not have the links to the online shop of their products. Four posts were in a series of contour products in all their three social media platforms. However, some changes were made on these posts. Unlike those confusing posts last week, these four posts were separately posted on four days. With the rhetorical appeal of pathos, Hourglass made viewers to wait for the “next step”.

This slideshow requires JavaScript.

However, if some differences between both posts presented, viewers would be more interested in them.

MAC had an intense week. Unlike Estee Lauder, MAC sponsored for the makeup of New York Fashion Week, so they posted over thirty gorgeous pictures about it on Instagram and with the “#NYFW” they successfully and intensely increased their brand awareness. They posted less about New York Fashion Week on Twitter and Facebook which was a smart move because Instagram viewers focus more on pictures and Twitter and Facebook viewers focus more on the general content. Avoiding the repetition increased the effectiveness of spreading campaigns. Except for NYFW events, the other remarkable posts were two videos about makeup skills on Facebook.

屏幕快照 2016-02-16 16.20.38屏幕快照 2016-02-16 16.21.23

Two senior artists demonstrated two simple makeup skills, which are current fashion trend of makeup style with clear explanation and they only took about one minute. Fast and clarified demonstration both saved time for viewers and achieved purpose of selling. MAC used ethos to make their posts more trustworthy and the link to online shop gave viewers a gateway to take a quick look of their products presented in those videos.

Overall, MAC won in this turn.

 

 

 

 

 

 

 

 

 

 

OMG Hourglass!

Estee Lauder has a solid week in total. But it was not balanced in Facebook, Twitter and Instagram. Twitter feed in this week was especially more than Facebook and Instagram. Valentine’s Day is coming, so Estee Lauder posted their Valentine’s Day products campaigns which included perfume and nail polish in all their social media platforms. We can see that Estee Lauder is now selling with Valentine’s Day when guys will look for gifts for girls in the social media. But the most noticeable posts are three retweets from Vogue Magazine.

屏幕快照 2016-02-05 下午4.45.45.png

This is one screenshot from one of campaign videos. Kendall Jenner and Joan Smalls, two sweet and beautiful young models, were selling the lipsticks and eyeshadows for Estee Lauder. Styles of these videos were lively, exciting and energetic. Young viewers aged from around twenty to thirty after seeing those video campaigns would add the lipsticks and eyeshadows that Kendall and Joan are using to their list because they wanted to follow the fashion trend created by hot-topic and attractive models. Then Estee Lauder simply set up its ages for cosmetics brand on young ladies.  Also, in the text, Vogue Magazine said “all you need is loud lipstick and louder music”. It connected the lipstick with the party, so after viewers watched this video, a party could remind them of the Estee Lauder lipsticks.

However, Estee Lauder posted these three videos on twitter, one of these on Instagram and none of these on Facebook. Therefore, the problem is that potential costumers who only follow Estee Lauder on Facebook would not watch these attractive videos which limited the gateway of these campaigns.

Hourglass confused me this week. It posted the same pictures and almost the same texts in all their social media platforms. But Instagram and Twitter did not attach the online shopping link as Facebook did. Because of this inconsistency, viewers in Instagram and Twitter did not know what specific products it was selling. Also, similar posts bored viewers. Although, Hourglass wanted to show that using different kinds of lighting powder can completely change people’s makeup styles because it is using the same model but with different makeup, few viewers could get their meaning because only few viewers went their home pages and viewed this series of picture as a whole. Therefore, this series of campaign which seemed like fascinating actually did not gain any patience of viewers.

This slideshow requires JavaScript.

This week was huge for MAC, because MAC was in charge of the makeup of Barcelona Fashion Week. Facebook and Twitter did not mention much about this, only a few posts. But twelve posts in Instagram in a day were about this big event. Facebook and Twitter posted a gif about album arts of young and talented singers who were Dej Loaf, Halsey, Tinashe and LION BABE.

屏幕快照 2016-02-06 04.33.23

They were all in different styles of makeup and this at the same time reflected their different styles in music as the text suggested. “a powerful generation of women who are reshaping music’s future in a series of exclusive collaborations” highly appreciated their irreplaceable position in the music industry and effectively clarified that the female power in this industry was strong and irreversible. Also, comprehensive explanation of their music styles demonstrated MAC not only was going for their fame, but also knew about their representers’ career. This credibility appealed viewers of trust. However, MAC was still not promoting for its specific products and it was still trying to increase their credibility and awareness. It’s been two weeks that MAC ignored its products campaigns. MAC should change their strategy in social media sooner by advertising its products and then viewers will become potential costumers more likely.

Although three organizations had their mistakes in this week feeds, Estee Lauder did a better jobs than the others.