An Almost Perfect Week

Estee Lauder had a typical week, but they promoted three collection of products which are fragrance, skin care and makeup products and this is not a intense and concentrated promotion. They basically posted one per day on Facebook, Twitter and Instagram and this is what they usually do. But one post of foundation campaign on Facebook was noticeable.屏幕快照 2016-03-11 22.18.25

In the picture, foundations of different shades are equally distributed in the frame and clearly show plenty of choices of foundation for costumers. Though the placement of foundations seemed disordered, all logo on the products are clearly shown towards viewers and give an impression of their logo. “We believe in a strong foundation game.” is another saying of “We think a good foundation is important.”. Estee Lauder used metaphor to make their text less duller. Also, the question followed gives a chance for viewers to freely discuss and therefore gives a sense of fulfilled to audiences who want to get involved in social media. So this is a great use of logos.

Hourglass made a good improvement. Posts are vivid and understandable this week. They concentratedly promote lipsticks and contour products and there were two posts for each of them. But they still post exactly the same feeds on Facebook, Twitter and Instagram. One post of powder foundation did a great job.

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In the video, the powder foundation is static, but the background is clear flowing water. This ten second video could be totally shown as a static picture, but this video is better than a picture, because the background gives the impression that their foundation is natural, clean and hydrated which are essential to a foundation. The active and vivid video brings viewers more understanding of their products without a single word and also viewers could have their own explanation of the background. Also, in the end of the video, the name of this products is directly and clearly shown to viewers and this brings an rememberable impression of their products. In the text, “miracle for oily skin” exaggerated the function of the foundation. However, for those audiences who want to find a foundation that works for their skin and who are not satisfied with their current look, they could trust it because Hourglass brings audiences a sense of “savage”. This is a remarkable use of logos.

MAC had a plain week. They posted a lots of pictures of Fashion Weeks which are for audiences who are looking for professional makeup, such as fashion brands. Though credibility and reputation are shown, the lack of posts for individual costumers becomes problematic because normally viewers are not interested in exaggerating and professional stage makeup and MAC lost their awareness. However, one post other than Fashion Week is winning awareness.屏幕快照 2016-03-11 23.09.40

Since Oscar Award is now a hot topic both in reality and in social media, mentioning Oscar Award can winning awareness. Also, “our dear friend” shows a good relationship with prizewinners who now well-known in the makeup industry and then MAC’s level of reputation and profession rises. The main audience here is who is looking for professional makeup such as fashion brands, and a smart part of audience is viewers who focus on credibility of a cosmetics brand. This is a great example of ethos.

Overall, Estee Lauder won for this week, but Hourglass is making a huge progress.








Correlation between Cosmetics Industry and Social Media

Cosmetics industry was used to promote through real life such as, billboards, television advertisements, advertisements in department stores and so on. However, after social media became a popular channel to communicate, cosmetics brands focused their “battle field” of promotion on social media. Social media is a channel that people can acquire different kind of information, freely discuss and know about recent news on it. Cosmetics industry is an integrated and developed business in America and people spend a lot in it. If you look at the entire worldwide cosmetic industry, sales reach about $170 Billion dollars a year. It’s distributed pretty uniformly around the world with ~$40 billion in the Americas, ~$60 billion in Europe, ~$60 billion in Australia & Asia, and another $10 billion in Africa. (Romanowski)

Cosmetics industry, as a thriving business, can not ignore promotion. The major difference between promoting in the real life and social media is that people can be more involved in the campaigns, because Social media is a two-way communication between the target audience and the cosmetic provider. The cosmetic companies are able to generate customer feedback via different online presences. Additionally, they are able to use social media to better target and approach their own customers and listen to different voices from them.(Young) Estee Lauder and MAC did a lot of work on communicating with viewers; they replied viewers’ questions related to the post and ask some argumentative questions in their social media. Through frequently engagement with viewers, they successfully increased their awareness and build a reputation of caring about viewers which are crucial to cosmetics business. Besides, for Hourglass which do no have boutiques but only department stores in Sephora, social media is a suitable channel to promote and broaden their awareness.

Also, social media can help them build brand image constantly, because in Facebook, Twitter and Instagram, viewers can scroll down the pages and read all their past posts. Viewers can have general impression of brands. Yet television advertisements are just for one time glance. Meanwhile, viewers can choose what they are willing to read when they are skimming a Facebook page. This function hands initiative in to viewers instead of business, so viewers have a sense of dominant position. Estee Lauder is turning their brand image to younger and vivid products, since Estee Lauder focused on promoting their makeup products and invite Kendall Jenner to be their representer. Customers will first get confused with the change, but they can look up to social media to explain the change to themselves.

Promoting in social media is also a great way to lessen the expenses in campaigns. In 2013, cosmetics industry spend 3.6 billion dollars in all channels of advertising, but only about 7700 million on Internet.( With the enormous profit that social media brings to cosmetics industry, the spending has a great cost performance.

Overall, social media promotion is a crucial and influential platform for cosmetics industry.



A Cosmetic Industry Overview for Cosmetic Chemists