According to digital analysts ‘Stickyeyes’, although the cosmetics sector still has quite a way to go with its social media efforts, MAC is miles ahead thanks to ‘seamless integration between its social channels and brand website’.
The agency’s ‘color cosmetics social engagement report’, looked at the strategies of MAC, Clinique, L’Oreal, Chanel, Benefit, Estee Lauder, Clarins, Dior, Maybelline and Lancome and ranked in terms of volume of content and engagement.
The digital experts say the brand’s highly targeted content strategy is fulfilling the needs of its’ consumers, earning shares and interactions on the key social media platforms including Facebook, Twitter and YouTube.
Dior and Chanel did follow closely behind MAC with their efforts in video and image based content though, stealing the spotlight from the likes of L’Oreal, Givency and Clarins who, despite being in the top five, had weak levels of social shares.
"With the exception of MAC, all of the brands profiled in this report could improve their approach, drive meaningful engagement, track results and be braver with the activity they are deploying across social media," they report.
Online searches for cosmetic brands on the up
The findings revealed online searches for cosmetics brands to have grown 1,054% since 2009 but changing customer demographics and insatiable demand for product information is posing new challenges for brands.
The importance of product releases and updates are also identified as a key focus for brands wanting to capitalize on consumer demand, although brands face competition from bloggers and vloggers, for a share of the audience.
Recongising the platform is not just for distributing brand’s messages
According to Richard Stacy, social media consultant, beauty brands must understand that social media is an infrastructure used to connect people and interact, and not just a media platform to distribute their own messages.
The platform expert says this is the most common mistake, to treat it as the media, and to look at the way in which people actually use social media rather than the way brands would like them to use it.
“Social media is a powerful tool – you need only look at how stories break on twitter before traditional news outlets and how people increasingly conduct their lives online, to see just how much has changed in the digital age,” he tells Cosmetics Design.
“For the cosmetics industry, social media is a tool that should not be ignored, but there is still some confusion over how to maximize sites to create relationships that hold real value for brands.”