Cosmetic Brands' Mobile & Digital Marketing Campaigns

Today, social media is in everybody’s life and being present, or let’s say overly present, enables brands to present their products, communicate about them and make people talk about them - 24/7. This article is focused on three mobile marketing campaigns from three different cosmetic brands, who have aroused great interest.

L'Oréal Paris
L'Oréal Paris, part of the group L’Oréal SA, is present on many social media channels: Instagram with 151 K followers for L’Oréal Paris USA, Facebook with over 18 million followers, Twitter, LinkedIn to interact with people, as well as YouTube with many tutorials. However, it was the Color Genius App which gave to the brand a great exposure on the mobile market. Thanks to this App, you can now take a picture of yourself with your outfit, decide if you want to MATCH IT, BLEND IT or CLASH IT. You would get an immediate picture of you with a suggested makeup and nail polish that suits you. L’Oreal Paris has, therefore, started to have an online and mobile presence.

During the first quarter of 2014, the brand launched a Mega Volume Miss Manga mascara. Through bloggers (such as Madmoizelle), they invited people to try to win a mascara, where 300 women could try to win a mascara.

Their marketing strategy was also on social media: as on Facebook, where they associated the mascara with special events such as Valentine’s Day and pictures or drawings from the manga universe. What is surprising is that L’Oreal Paris on Instagram does not mention the mascara – and it could have had an even more positive impact on both the brand and the product – it is definitely a shortfall, here. Instagram is the platform where many bloggers and consumers are exchanging thoughts, opinions - always influencing each other's perception and eventual purchase decisions. If a brand presents a new product through Instagram, it gains popularity. People re-gram the brand’s picture, like it, post a “#” with an expression - which links the word with many others who use the same word with '#' and clicking on which links users to each other and spreads awareness. L’Oréal could have taken advantage of this social media instead of mainly relying on Facebook and the viral effect of the video and pictures on the internet, in general.

Still, in July this year, the brand decided to re-launch a TV campaign at the same time than then French Japan expo, held from July 2nd to July 6th, which will touch a particular target of young women passionate about the Japanese and Manga world.

MAC Cosmetics
MAC Cosmetics, acquired by Estée Lauder, has over 7.5 million followers on Facebook and posts pictures of the fashion weeks and different make-ups. The brand is professional and very fashionable. However, compared to other smaller brands, it does not re-post pictures from bloggers, for instance. There is also no special App or similar digital feature available, which can be a drawback for the brand. On Instagram, with over 1.3 million followers, MAC continues to post its professional pictures (fashion shows), celebrities etc., that wins the brand many comments and likes but a real 'interaction' with their followers is highly missing. What is particularly interesting is that on Twitter, with their 610 K followers, they do not post the same pictures as on Facebook. This is one step above others, for the brand with such an extensive and well-thought social media strategy, channel-by-channel.

MAC is known for doing many temporary collections such as with the MAC Maleficent collection. It has been launched at the same time than the Disney movie Maleficent was released. Therefore, their mobile marketing campaign was simplified as they did not need to attract that much attention on the theme. A couple of weeks before the make-up collection was out, they were releasing some visual teasers with the new packaging, the new colors etc. Therefore, thanks to pictures posted on their Instagram, Facebook and Twitter accounts, it enabled MAC to alert people of the upcoming collection. However, they do not make partnerships with blogger. Their mobile strategy was not so grand after all, as they did not do anything special to launch this collection. However; they were benefiting from both Disney’s and Angelina Jolie’s reputation and therefore, it enabled them to make less efforts or investments on this collection compared to the Simpson one, for example.

Too Faced
The Californian brand Too Faced has over 512'000 followers on Instagram and over 560'000 followers on their Facebook page, but also has a YouTube channel with many videos. Their overall online strategy is to be present on all social media channels and interact with existing and potential customers. They only post pictures of their products, of the events they are organizing, even though they could be more active.

A couple of months ago, the brand launched their Better Than Sex Mascara. The name itself is a viral marketing campaign – but they accompanied it with other campaigns throughout diverse social media channels. Too Faced decided to release a video to promote their new mascara and it created a big buzz – over 414'000 people watched it. They chose Jeannie Mai to play in an ad, and it is an ad especially destined for adult women. It went viral like fire. They even organized events with Jeannie Mai to promote the product and took pictures to post on their most important social media platforms (Facebook, Instagram and Twitter). Besides using Jeannie Mai as an ambassador for 'Better Than Sex,' they used her worldwide success to market it even more! They also teamed up with bloggers to hold special contests, giving opportunities to the followers to win the mascara! They are often posting pictures of the mascara to promote the product, as well as the effects it does on lashes and how people love it. It is a great strategy as they publish many different pictures through different ways, including different functionalities and usage of the same – and guess it works!

At the end - all three brands showed three different strategies - some more mainstream, some more advanced. Depending on what message the brands want to convey, they adopt a certain strategy. It also depends on the brands image, on its capacity to adapt to social media and their will to communicate and be close to their followers. For instance, brand Too Faced managed to spread the word about their Better Than Sex mascara, even though the brand is much less known than MAC or L’Oréal Paris, thanks to a video and regular posts they did on their social media channels. Both L’Oréal and MAC, however, need to interact more with the bloggers, which is a current hot trend, and with their fans too, in general. In fact, the word on the street today is - Omni-marketing! It is surely a way for these brands to develop a successful and even more impactful mobile marketing strategy in the future!

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