CONTENT MARKETING IDEA FOR BOBBI BROWN COSMETICS-

DISCLAIMER: “This is a student concept for Sheridan’s Pilon School of Business Social Media Marketing course”.

Ø  Bobbi brown is a female- run company and its target market is women.

Ø  The best social platforms are Facebook, Instagram, You- Tube and twitter.

Ø  Bobbi Brown should do more on twitter side as it tweets very less on Twitter like just for 3-5 times in a month and sometimes only a single or couple of tweets are done by itself and it should improve and do more involvement by doing regular tweets and posting stuff like it is doing on its other social media channels.

Objectives of the content marketing strategy-

Ø  Bobbi Brown should do more involvement in twitter account and for the achievement of this it have to hire more social media related staff in the company’s marketing section. To build an impressive Twitter account it should post videos, pictures, products information on the Twitter account but it should be different and creative in form of presentation, if it is same as other social media channels than people can give less attention to it.

Ø  The launch of its content marketing campaign should not rely on one special occasion in a year. Researches shows that Seasonality is becoming a trend in cosmetics market. It should segment the seasons and set according to each type of season like in winters consumers prefer additional care and hydration for the skin. So in winter it should launch more products related to this category.

Ø  Bobbi Brown could gain a group of target market by producing season based products and it will surely benefit in customer range growth, increase in sales and this campaign will set a trend in consumers about more curious and positive towards their products.

Ø  Twitter will also get a new and amazing stuff by adopting seasonal campaign and it helps the company in multiple ways.

Ø  We can also add you- tube in this campaign as Bobbi Brown has 165,066 subscribers and it has a large number of viewers.

CONTENT MARKETING IDEA for Maybelline COSMETICS

DISCLAIMER: “This is a student concept for Sheridan’s Pilon School of Business Social Media Marketing course”.

·         The marketing idea explained here could be used to attract for young girls and working ladies. The social media platform which could be used for this could be either Facebook or Instagram as these two social medias are most widely used by young generation these days. Twitter could also be included in that but it could have a bit lesser access.  They could use either success stories of people who have used their products and got positive results or could use live makeup sessions to attract more public.

Goals of the Content Marketing Strategy:

The foremost goal of this strategy is to attract more audience and create more awareness among people about the right usage of products including the benefits they could have from the products which would ultimately incline the sale of the product. This could be achieved by hiring makeup artists or people who use Maybelline products who could provide makeup tutorials to the viewers. The makeup artists should post first impression videos and swatch the colours included in the collection so that the viewers can be made well aware of the actual product.

The launch of this marketing campaign could be near to new year or on Christmas Eve as this time people have lots of parties coming followed by parties on New Year’s Eve and maximum people use makeup. This will boost the sales and generate a great public response towards the brand as now people will be first able to see the product the colours etc. before they make a purchase.



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CONTENT MARKETING IDEA FOR KYLIE COSMETICS

CONTENT MARKETING IDEA FOR KYLIE COSMETICS

DISCLAIMER: “This is a student concept for Sheridan’s Pilon School of Business Social Media Marketing course”.

·       This content marketing idea campaign is being generated for Kylie Cosmetics to target young girls and women.

·       The social platforms that will be used for this marketing campaign will be Facebook, Twitter, and Instagram.

·        Analysing the Kylie Cosmetics marketing trends on social media I feel that YouTube scenario of Kylie Cosmetics should be improved upon.

·       Kylie’s YouTube channel has only 11 videos which are not enough to satisfy the market trends of the cosmetic market and cosmetic lovers.

Goals of the Content Marketing Strategy:

·       Firstly, hiring makeup artists for the YouTube channel can be a great opportunity for improving the scenario of the brand. The makeup artists should make a point updating the subscribers by posting about any new launch and about the highly demanding products.

·       The makeup artists should post first impression videos and swatch the colours included in the collection so that the viewers can be made well aware of the actual product.

The launch of this marketing campaign will be on Christmas Eve as this time people have lots of parties coming followed by parties on New Year’s Eve and maximum people use makeup. This will boost the sales and generate a great public response towards the brand as now people will be first able to see the product the colours etc. before they make a purchase.

Following is the mock up poster for the Marketing Idea Generation:

 (postermywall, n.d.)

                                                                   

This campaign will attract the cosmetic lovers in the market. People will now be aware of the new product launches and updates regarding any product on YouTube because these days YouTube is such a social media platform which is growing steadily. People spend time searching for products online on YouTube channels especially when it comes to buying makeup. I myself browse various makeup channels on YouTube before bringing a cosmetic product to my vanity box. The first impression, tutorial and review videos about the products will help the people to get a better glance at the product, its look and its nature.  As this campaign is planned to come into the market on Christmas’s Eve people will become well aware as at this time many parties come up and everyone loves using makeup at parties even this will be more popular because Christmas is followed by New Year which also means a whole bunch of parties and gift exchanges on the way.



INFOGRAPHICS:

Introduction of fan pages for Lancome and Bobbi Brown-

Lancôme have a Facebook fan page operated by its fan followers and it post pictures, videos of Lancôme products.

Here is the link of its fan page-

https://www.facebook.com/Lanc%C3%B4me-232655477267861/

It is open for the public and people can share their images with Lancôme product.

Lancôme Instagram fan page-

Its Instagram fan page posts 270 pictures of Lancôme products on its page and it has1683 followers and done a great marketing for Lancôme.

Here is the link of its fan page-

https://www.instagram.com/lancome_esteelauder_usa/

Bobbi Brown has a Facebook fan page that is operated by its fan following and it posts pictures, videos of Bobbi Brown and fans can also share their pictures, videos with Bobbi brown products. (bobbi brown, n.d.)

Here is the link of its fan page-

https://www.facebook.com/Bobbi-Brown-156449691061223/

Bobbi Brown Instagram fan page-

It shows on instar as Bobbi Brown Square One and posts 24 posts including pictures and videos. It displays amazing products of Bobbi Brown and tells how to use it. It act as a free marketing tool for Bobbi Brown.

Here is the link of its fan page-

https://www.instagram.com/bobbibrown.holtrenfrew/

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Maybelline Fan page on Facebook

Below is the link which refer to one of the Maybelline fan page out of the thousands pages on Facebook and each page has a good amount of fan following.  Such as https://www.facebook.com/maybellinenymea/

L’Oréal Paris Fan page on Facebook:

L’Oréal Paris also do have thousands of the fan pages according to various location, some of which are shown in the screen shot given below and link is also provided for one.  

https://www.facebook.com/LOrealUSA/

FAN PAGES: Introduction of Fan Pages, Influencers etc. for Kylie Cosmetics and Mac cosmetics:

Introduction of Fan Pages, Influencers etc. for Kylie Cosmetics and Mac cosmetics: (BY Simran kaur)

Firstly talking about as posted by Alannah Dykes on Elite Daily on March 1, 2018 i.e. post the launch of the highly demanding “weather collection” by Kylie Cosmetics the title on the post clearly says that the reviews are shocking.

The launch of this “weather collection” is inspired by Kylie’s daughter Stormi and has gathered a huge response from the cosmetic lovers that the shelfs are going all empty.  The neutral shades are in a popular demand but as the spring approaches people are also liking the vivid spring colours included in the kit. (dykes, n.d.)

Figure 18fans review the weather collection by Kylie

YouTube makeup vlogger Nicole Concilio posted a video on February 28, 2018. This video includes a tutorial and first impression reviews about the “Weather Collection” launched by Kylie Cosmetics. She mentions the prices as well of the products in the kit and also provides the viewers with the swatches and pigmentation of the liquid eyeshadow duos. The 3 lipsticks and 1 gloss in this kit have also been reviewed and tried on along with make the viewers aware with the prices. The last product reviewed were the highlighters which are extremely pigmented and give a shot to a great makeover. This is the link to the video.

Figure 19Weather collection tutorial and review by a YouTube vlogger

https://www.youtube.com/watch?v=5tPugvYE6wM

Lauren McGrath’s reviewed in the Philadelphia’s phillymag under the Shopping title about the Kylie lip kits. She reviewed about 3 lip kit shades as follows:

·       Kourt K

·       The gloss Literally

·       Shade 22

She very precisely reviews the above mentioned 3 colours. She has inserted pics of time slots i.e. how well the colour stays on lips as the day passes and what kind of texture and colour each lip shade is having. She also explains how each shade feels on the lips and what other people say about how these looks. (McGrath, n.d.)

Figure 20Kylie lip kits review

Mac cosmetic Fan pages, Influencers etc.:

As posted by Kristen Oldham Giordani on totalbeauty.com about the 15 best and 4 mac beauty products according to her. She writes that she is Mac cosmetic lover from past 10 years but she is very disappointed with Mac’s matte crème which retails for $18 and is a complete fail for her this made her breakout rather than mattifying the shine. (giordani, n.d.)

Figure 21 Fans reviews about Mac matte creme

She also writes about an eyeshadow which plays a great game. She says this is the best eyeshadow one can ever use and would never like to switch to another brand when it comes to eye shadows. This eyeshadow is priced at $14.50. (Giordani, n.d.)

Figure 22review about Mac eyeshadow

YouTube channel named “Macaholick” posted a video about Mac’s newly launched “Jeremy Scott” collection. The video was a review about almost all the products included in this collection. She also included the swatches of all the colours included in the eye shadow palette.   The video has first impressions of the highlighters, bronzer and blush. The packaging of the whole collection is very unique. Following is the link to the video.

Figure 23Jeremy Scott collection and swatches

https://www.youtube.com/watch?v=mh4Ft-ka3bw

Cosmetic brand analysis according to YouTube Trends-

How often does each cosmetics company upload a videos?

Lancôme is active on you tube and has 52K subscribers and it uploads 407 videos. It uploads usually a short length videos and it uploads its last video 6 months ago. It is not active as its Facebook and twitter accounts. (Lancome Official, n.d.)

Bobbi Brown has 165,066 subscribers and it is more than Lancôme. It uploads 120 videos and it uploads usually medium length videos and sometimes long up to 35 minutes. It is much more than Lancôme. It uploads it last video 1 month ago. (Bobbi Brown, n.d.)

What types of content does cosmetics companies post?

Lancôme tells their customers about their products like foundation, mascara, lip gloss, etc. And in these videos they tells the right, easy and fast usage and do make up like a pro. It also include interviews of real customers and make it more realistic for users. It uses a logo of 2 minutes beauty sleep routine in some of its videos. Cartoons are also use to make it creative.

Bobbi Brown uploads videos regarding makeup tutorials in which they teach right and easy ways of using their products, information about new products, interviews of famous makeup artists, tips from makeup artists and almost all of its videos conveying their products to customers.

In the description area what kind of content is included?

Lancôme included its history, summary and its social media accounts links and channels.

Bobbi Brown also include its history, summary, channels and its social median accounts links, store locator, blog address, and official page.

Successful videos of cosmetics brands on YouTube

Lancôme most popular video was published on 17 January, 2017 and it has 712,237 views and 1K people liked it. It was presented by a makeup artist Lisa Eldrige and it was on foundation and it got 117 comments and almost all likes was positive and people like it. (Lancome Official, n.d.)

https://www.lancome-usa.com/tiu-tutorial-lisa-eldridge-video.html

Bobbi Brown most viewed and popular video was published on 4 October, 2017 and it got 3K likes and 178 comments and almost every comment is positive towards the video. (Bobbi Brown, n.d.)

https://ca.search.yahoo.com/yhs/search?hspart=iba&hsimp=yhs-1&type=21ds_7011_CHW_CA&p=How%20To%3A%20Easy%205-Minute%20Makeup%20Tutorial

What the reason that why these videos are very successful

Lancôme- Its comments are very positive towards the video and it is most viewed video among other uploaded on its channel. The information was real and useful.

Bobbi Brown- . The viewers liked the natural and fabulous way of presenting it. This video was presented by Kim Soane, Bobbi Brown’s executive director of Artistry. In the video, she showed her quick morning routine and get ready for work.

Maybelline and L’Oréal Paris on YouTube

How often does each company upload a video?

Maybelline posts the videos almost every week or once a week whereas L’Oréal Paris hardly posts anything in a year. Its last post seen is around a year old. The duration of the videos in both cases vary accordingly, the video duration in case of Maybelline is around 5 minutes whereas L’Oréal Paris has very short duration for these videos.

What types of content does they post?

Both companies have a great similarity in content as both deal in makeup products yet the content posted by Maybelline is much more wider than L’Oréal Paris. They mainly post make over videos, or make up tutorials. L’Oréal Paris also post about hair care products as they also deal in that.

In the description area what kind of content is included?

In the description area they mainly include summary of the video, the link to their other websites like as Facebook , Instagram etcetera along with the category and YouTube license.

Apart from that they also provide links to their other videos too and people can also leave their comments in the comment box given below the video.

Successful videos on YouTube

 The recent video of Maybelline which was successful was of around 5 minutes which was posted on December 11, 2017 and it got around 710 likes. On the other side, L’Oréal Paris got just 174 likes for a video posted on October 19^th, 2017 of a very short duration.  

What the reason that why these videos are very successful-

Maybelline has more subscribers as compared to L’Oréal so as an obvious fact it would have more views and more likes. Apart from that these videos have much useful information like as makeup tutorials which are more widely seen than other video clips.

Cosmetic brand analysis according to YouTube Trends:

Analysing YouTube content for Mac and Kylie cosmetics: (By Simran Kaur)

·       After analysing the YouTube trends for Kylie Cosmetics it is observed that Kylie cosmetics is not very active on YouTube as it is on other social media platforms. It only has 11 videos in total which is very less according to the no. of subscribers. They posted a video a month ago about their silver series brushes which had only 43K views. The video which had highest views were the glosses by Kylie Jenner. It had 14M views but it was posted a year ago.

Figure 12first video with maximum view about kylie glosses

 (YouTube, n.d.)

·       After analysing the YouTube trends for Mac Cosmetics it is observed that Mac cosmetics is quite active on YouTube as compared to Kylie Cosmetics. It has 462 YouTube videos with 493K subscribers.

Figure 13Mac eyeshadow hack

   (YouTube, mac cosmetics, n.d.)

Does Kylie Cosmetics use 50 50 rule over YouTube?

As per the analysis having only 11 videos on YouTube for a brand like Kylie does not satisfy the marketing rule of 50 50. They did post anything about their “Weather Collection” on their official YouTube channel which if posted should have gathered a great response form the viewers.

Does Mac Cosmetics use 50 50 rule over twitter?

As per Mac’s official YouTube channel they have 462 YouTube videos though they do not post about every new product coming up or any first impressions videos but the no. of videos has a very significant difference as compared the videos of Kylie’s YouTube channel. They do follow the 50 50 rule as compared to Kylie cosmetics but only till some extent.

Which is the most viewed video on YouTube?

·       Kylie cosmetic’s “glosses by Kylie Jenner” had 14M YouTube views which was posted a year ago followed by the “fall lip kits” which was posted 5 months ago had 4.6M YouTube views.

Figure 14glosses by Kylie Jenner

  (YouTube, kylie cosmetics, n.d.)

Figure 15fall lip kit reviews

 (YouTube, Kylie cosmetics, n.d.)

·       Mac cosmetic’s “hack your eye shadow PREP+PRIME+FIX” which was posted a month ago has been viewed by 702K YouTube subscribers on Mac’s official YouTube channel followed by the Mac “Cocktail glam look”  was viewed by 698K views and was posted a week ago.

Figure 16eyeshadow hack using fix plus

 (YouTube, mac cosmetics, n.d.)

Figure 17cocktail glam look

(YouTube, Mac cosmetics, n.d.)

Why were the video posts successful?

·       “Glosses by Kylie Jenner” is the first YouTube video on the official YouTube channel of Kylie Cosmetics. This video was a head start of Kylie Cosmetics into the market. This video was directed by Colin Tilley and featured the first look of Kylie lip glosses. As this was the first video it had great response from the audience with 14M views.

·       The fall lip kits also had a great response from the viewers with 4.6M views as it was kind of a first impressions video of all the lip colours in the fall lip kits collection.

·       Mac cosmetic’s “hack your eye shadow PREP+PRIME+FIX” video has 702K YouTube views these video shows the difference of the eye shadow colour with and without fix plus i.e. how the colour actually comes up in a metallic look after few sprays of the fix plus.

·       Also, the “Cocktail Glam look” video posted by Mac Cosmetics a week ago has been viewed by 698K viewers. This video features Sonic Sarwate the global senior artist for Mac who created the glam cocktail look explaining everything in detail i.e. what products have been used to create the type of look.