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.
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 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.
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.