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Social Media Minor ABC

Cosmetic suppliers: 3 major players

17:18, 17/10/2012 .. 0 comments .. Link

Beauty ideals vary all over the world. Therefore, cosmetics suppliers have different product assortments in different countries. The product group ‘cosmetics’ is a broad group, that varies from eye and lip make-up to foundation and concealers. Because of the high amount of cosmetic suppliers, nowadays it is hard for customers to distinguish. Who are the biggest and the most remarkable cosmetic companies in today’s world? Today, we will look at 3 big players in the cosmetics industry. What do these brands stand for? What outcome do they help their clients achieve? And how do they distinguish themselves? Also, we are going to look at the degree in which these 3 companies use social media.

3 MAJOR PLAYERS:
The 3 major players that are investigated in this analysis are MAC, Max Facor and Estee Lauder.


MAC

Brand
The company started by designing and producing cosmetics for professional make-up artists. Over the years, the company became very successful and started to sell their products to the bigger audience. What makes MAC cosmetics special, is their big variation in colors, with more than 100 tints for each line of eye products, lip products and facial products. MAC is only sold in original MAC boutiques. In the Netherlands, they have chosen ‘De Bijenkorf’ as exclusive distributor. Recently, they have also added the shop Douglas to their distributors list.

Outcome

MAC produces cosmetics for all races, all sexes and all ages, to meet superior quality services for both professional make-up artists and consumers.

Differentiator

MAC stands out by their product assortment, that is available in more than 100 tints for every make-up line. They are the only brand, selling to consumers, offering this variety in colors.

Online tactic
- The company uses facebook frequently. They post beauty tips, events, small contests. In total, they almost have 4 million likes(Half October 2012).
- Twitter account frequently used: posting of tweets and instagram photos
- LinkedIN
- Youtube Channel


Max Factor

Brand
Just as MAC, Max factor is also known as ‘The Cosmetics for make-up artists’. Max Factor is responsible for lots of important innovations, as the first foundation was introduced by this brand. Also, the brand came up with false eyelashes. Next to these product innovations, the brand also developed cosmetics techniques.

Outcome
To sell lifestyle and self expression success and status, memories, hopes

Differentiator
Max Factor stands out with their innovative products and techniques. The company wants to constantly make new and better products for their clients

Online tactic
- The company uses facebook frequently. They post beauty tips, their newest products, video tutorials, small contests. As the Max Factor facebook pages are all country pages, it is not possible to see the total amount of likes. For the UK, the number stands at almost 500.000 likes, and in Holland they have a number of almost 250.000 likes.
- Twitter account used frequently
- Youtube Channel


 

Estee Lauder

Brand

Estee Lauder is a visionary brand that makes dreams come true. Estee Lauder is an American cosmetic company. The company is established in 1946. The company started with 4 products, supported by the conviction that every woman can be pretty. More than 60 years later, this vision changed the face of the beauty industry.

Outcome
The philosophy of the brand over the years remained the same, to give each of us the best.

Differentiator
Estee Lauder differentiates itself by offering products that are innovative and high quality. Also, the company wants to be different by their way of packaging of their products, as they use high quality materials for their fragrance products.

Online tactic
-
The company uses facebook frequently. They post about evens such as fashion week, the newest trends, small competitions, beauty tips and campaigns. As the Estee Lauder facebook pages are all country pages, it is not possible to see the total amount of likes. For the UK, the number stands at almost 800.000 likes, and in Holland they have a number of almost 17.000 likes.
- Twitter account frequently used: posting of tweets and re-tweets
- LinkedIN
- Youtube Channel

 

Social Media

All brands have facebook. However, the brands Max Factor and Estee Lauder have multiple facebook pages, which makes it very unclear for customers. For example, Max Factor has facebook pages for different countries, in the particular language. However, this is not directly a bad choice, because there are lots of people in the world that don't speak English, it is advisable to have at maximum 1 page per country. Right now, there are lots of English pages available. It makes it chaotic for other facebook users, and it is unclear who is posting all the information on the Max Factor Webpage.



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