Cosmetic Industry

Digital Marketing for Lush

By: Dilmanjot Gill

·         According to my point of view, being a marketer for Lush. I will focus on promoting the originality of the product. As Lush products are made up of natural ingredients.

·         I will organize some live Shows on some exceptional events. These events can attract many customers. These shows will also attract the media which will help the company.

·         As 2015 was accounted for a successful year for live. Facebook, you tube, Twitter, Instagram and many more social Medias presented live recordings. So, being live on these social networking sites will result in increase in number of customers.

·         My target audience will be adults that is 19-45. But we will also launch some totally natural products for the children and older people. As natural products don’t cause allergies so these products will be safe for our older and younger market. But are major target will be the adults.

·         Before launching the new product we will do a press conference in which we will announce the date for launching the product. Our idea is to launch the during summer travel time. Because at that time people spend a lot on beauty and skin care products.

·         We will use all the available platforms to build new customers. We will promote the product through Facebook, Instagram, YouTube and twitter. We will also do some more online advertisements. Our goal is to gain 40,000 more likes on Facebook official page in 1 month. If there is any existing of the fake pages on Facebook we will complaint about it to the Facebook officials.

·         Adults these days are very active on social media. So, as we are going to use all the social media platforms the customers will be definitely attracted towards the product. 

Cosmetic Industry

Fan Pages, Influencers, inbound   links for Lush and Mary Kay

By: Dilmanjot Gill

One of the lush’s fan page is on Fanpage.ca

The link is http://fanpagelist.com/user/lushcosmetics

The top Products of Lush are Seanik shampoo Bar, Argon oil Shampoo Bar, Big shampoo, Ocean salt facewash, American cream hair conditioner, big solid conditioner.

 

Mary Kay Fan page

Mary Kay’s popular fan page is digiday.com. This page contains the information about the reviews of the products. This page tells us about the most popular products made by the company. This page contains an article that talks about internal conditions of the company. This article make this page quite popular.

The link to the page is: http://digiday.com/brands/inside-mary-kays-facebook-strategy/

Cosmetic Industry

Analysis of YouTube Channel

By: Dilmanjot Gill

If we take a look on the YouTube channel of both the companies it can be seen that both companies have enormous followers. This is 89,990 for the Mary Kay and 211,583 for Lush.

·         Lush upload about 4-5 videos in a month but they did not uploaded any video in the last month. On the other hand Mary Kay posts about 2-3 videos each month.

·         Lush uploads the videos contain some social surveys and some celebrities talking about their product. They also uploaded the commercials on their channels. There is also a video about Lush Summit organized in end of 2016 whereas Mary kay most of the videos are advertisements and some of them are about the achievements of the company that it made on last 2 years. The company also posted a videos on this year’s New York’s Fashion week.

·         Lush’s most popular video from the last 15 is about the making of Lush body wash and soap. The title of the video is "Lush How it’s made: intergalactic Bomb”. The video has 299,901 views having 5000 likes and only 25 dislikes. Mary Kay’s most popular video from the last 15 is about a facial cream. The title of the video is “Mary Kay revealing radiance”. The video has 15,000 views on it 144 like and only 2 dislikes.

·         These videos are successful because the videos are full of knowledge and the video links are also shared on Facebook. Facebook is a big platform which leads to increase in views.

·         Mary Kay have average of 9000 views on each video whereas Lush have average of 160,000 views on each video.

Cosmetic Industry

Twitter analysis of Mary Kay and Lush

By: Dilmanjot Gill

If we look at the twitter page of both companies it can observed that Lush is more active on it than Mary Kay as they have more followers and more tweets on page.

·         Lush make about two or three posts each and Mary Kay makes about 1-2 tweets on their page. Mary got more retweets on their tweets compared to Lush. The likes are also more on Mary Kay’s twitter.

·         It can be seen that Lush retweets a lot but Mary Kay tweets only their own posts and make their own videos to upload on their twitter account which is expensive but a good strategy to gain customers.

·         Both companies are following 50/50 rul3 very well as they tweet and post about their own products as well as about the coupons social observations and some interesting videos.

·         Keywords used on lush official account are #lushsummit, #lushcosmetics, #Lushltd. Keywords that are used on Mary Kay’s official twitter account are #nyfw, #valentineday, #Marykayspecial, #Marykaycosmetics.

·         Mary Kay’s recent most successful tweet is about Oil-free eye makeup remover “Make a date each night with our award-winning Marykay Oil-Free Eye Makeup Remover.” It has 171 retweets which makes it a popular post. If we see at the Lush their recent most popular tweet is tweeted on Feb 9. It is about Lush Summit. This tweet has 127 like and 131 retweets.

·         The Mary Kay post is popular because as women love oil free makeup. So this post could be retweeted mostly by all women and that makes it popular. The lush made a summit about a month ago which was about the charity program that lush is running from ten years and donated about 21 million euros. This charity program make this tweet popular.

·         Mary kay: 107k followers, 30.3k likes, 13.9k retweets.

Lush: 178k followers, 13.1k likes, 52.7k retweets.

Cosmetic Industry

Facebook analysis of Lush and Mary Kay

By: Dilmanjot Gill

Mary Kay have dynamic likes on Facebook that is about 3 million on the hand if we take a look on Lush’s official Facebook they have only 300,000 likes. If we deeply observe the official page of Mary Kay we will find that the like and share ration is almost equal which describes the loyalty of customers about the brand.

·         Mary Kay usually post about their upcoming products to let the people know about their products. Their every post includes a link which takes the user to the official website page that gives information about that specific product. On the other hand lush is not very active on Facebook. This is the reason that they got very few likes on their Facebook.

·         Mary Kay is not properly following the 50/50 rule as they post all the post only about products whereas Lush is properly following that rule as they post about the coupons, videos and coupons on their products.

·         Lush’s most popular successful post is a video that they posted on Valentine day. It is about Jack Constantine welcoming consumers to a kingdom of foam and fizz. Brimming with pink bubbles, ectoplasm and yellow submarines, this is the bath art area at the Lush Summit 2017. The Mary Kay’s recent most successful post is posted on February 3^rd. This post is a social experience “How did you get greeted at work today? This is how we do it at Mary Kay!”

·         The keywords used at Lush site are Britainwatch, Valentinespecial, LushSummit. Keyword used at Mary Kay’s official Facebook page are NewYorkfashionweek, beauty product.

DISCLAIMER: “This is a student-concept for Sheridan Pilon School of Business Digital Marketing Course”.

      On the off chance that I would be allowed to be in Marketing Department I would love to work with Bobbi Brown as it is more popular in Digital Media Marketing as compared with Chanel.

      Here, I am creating a campaign for Bobbi Brown. My thought to advance this battle is target female competitors advancing a long-wear eye cosmetics. My idea to promote this campaign would be to target female athletes promoting a long-wear eye makeup. I would conduct a program in which athletes would participate without the worry of their makeup being smudged or so. The campaign would keep going for 15 days and would coordinate with various types of online networking such YouTube, Instagram alongside the hashtag #longwearlifeproof made by Bobbi Brown. Additionally, "Individuals cherish the main individual perspective, which is the reason Instagram and selfies are so mainstream, and that is the inclination this battle inspires". "It is one thing to peruse about long-wear cosmetics, however every cosmetics mark out there says their cosmetics is long lasting, and our organization's principle center would be around demonstrating that. Our organization has now made group of unmistakable competitors and Olympians called Team GoPro, of which Ms. Moniz, Ms. Mancino, Ms. Teter and Ms. Mancuso are individuals. The ladies all will be utilizing GoPro cameras to film for the #longwearlifeproof crusade. Besides, the style and look of GoPro film is unmistakable by enthusiasts of the brand and also countless. Basically observing the GoPro style can pull in a considerable measure of shoppers. More or less, I feel that this campaign will be fantastically fruitful It ties big name, extraordinary games, cosmetics, online networking, and GoPros all into one video and shows the item in a genuine and fun way, that sounds like a winning formula.

      My principle group of onlookers would be competitors who might not stress over their cosmetics being smeared and can now play with no stress.

      We are fundamentally searching for more supporters, likes on our page so that our image would be known around the world.

https://youtu.be/RxLfiVKzLSE

      We are wanting to launch this campaign in mid-year between April/May and we are additionally wanting to target students or undergraduates who can attempt our #LongEyeMakeup as who might going back to school.

      The stages which would be our principle center would be around YouTube, a variety of recordings are displayed on the authority Bobbi Brown channel and also the competitors' channels. What's more, other would direct extraordinary games. As a nowadays sport is enjoyed by everybody we are concentrating on the significance of games as social-strategy.

      Women these days are concerned about their makeup as sometimes it does not last longer. Our main focus is to make a product that would last longer and not smudge on the skin. Moreover, we will be providing free samples of the product so that our audience can trust our product without any concern. As more and more samples would be distributed in this campaign this would definitely be helping in engaging a number of consumers and audiences to us.

Bobbi Brown and Chanel has their own fan pages where customers from different areas write their opinions, & reviews regarding the product. It also proves helpful for other people who can read the reviews before buying them. Moreover, there are many unofficial pages for the brands and customers post images, videos, and comments on the particular product of the brand. Companies use celebrity endorsements to promote their product because customers try to copy their celebrities. Bobbi Brown has the strongest page link metrics of 98 whereas, Chanel has only 48. Customers generally trust word-of-mouth marketing from other consumers than companies promoting their own products. Elaborating further, Bobbi Brown cosmetics were more likable by consumers in terms of word-of-mouth marketing. Bobbi Brown’s links:

PageRank	6
Alexa Rank	66150
Alexa Inbound Links	1834
Home Page Title	Bobbi Brown Cosmetics :: US Official Site
Meta Description	Shop the full line of Bobbi Brown Cosmetics online. Learn Bobbi's tips & techniques for creating a fresh, modern look.

http://www.totalbeauty.com/reviews/product/501528/bobbi-brown-creamy-concealer/reviews

http://www.productreview.com.au/p/chanel.html

      By observing from the last 5-10 videos in their respective channels it is clearly visible that they mainly post videos of makeup tutorials using their own cosmetic products. Moreover, they are quite vigorous in posting new and enhanced makeup videos. Moving further, Bobbi Brown posts every week a new video using its new launched products and how-to's in them, inspiring women and defining "beautiful".

       Chanel also posts videos in related to cosmetic products and how to apply them and introduces its new collection with coupons and how to grab them. Elaborating further, Bobbi Brown just uses models to promote the products. Whereas, Chanel use Kristen Stewart in most of its videos.

      There are number of videos for the brand. Bobbi Brown's famous video regarding smokey eye look had more than 1,164k likes and for Chanel it had more than 3500k likes also more than 2.5k comments on each.

      These videos were more successful because women refer to these video tutorials for makeup tips and how to do their own makeup with ease.

      There are 121,440 subscribers 7,818,152 views with more than 250+ subscribers for Bobbi Brown & 755,181 subscribers 287,865,055 views with more than 560+ subscribers for Chanel.

      Both the brands are broadly dynamic on Twitter too. In any case, Bobbi Brown is more dynamic when contrasted with Chanel as Brown ceaselessly posts about its new shows and items now and then 2-3 times in succession in a solitary day, while Chanel does not post much about the items as its last tweet was in January. Also, Brown posts routinely about its special occasions, and new beauty care products yet to be propelled and so forth. Chanel advances and tweets about its mold shows and cosmetics items to advance their items. Chanel is somewhat moderate in tweets when contrasted with Bobbi Brown as it frequently tweets.

      Bobbi Brown advances its items utilizing its item pictures and uses motivational quotes for ladies like "Beauty from inside out"- Bobbi Brown. Though, Chanel characterizes mold in another sense with helpful quotes like "CHANEL is over each of the style. “Fashion passes, style remains'- Gabrielle Chanel.

       Both the brands utilize 50/50 idea in advancing their items. Both brands advances its beautifiers advances by blessing bundles and extraordinary rebates on Twitter. The primary highlighted sentences in Bobbi Brown were #BobbiBrown #UnNudeLip #NomakeupLook and so forth. While, Chanel utilized #ChanelHouteCouture #NewEyeMakeup and so on.

      These brands were effective in advancing their image it has as of now a fruitful picture in the market and on account of the solid position in a restorative industry they could advance their corrective items so effectively.

      Best in preferences was Bobbi Brown as it got 1.2k likes all things considered. While, Chanel got less likes on its Twitter page 10k likes. Moreover, Bobbi Brown has 548k supporters and 2.8k remarks on the tweets, Chanel has 12.7M devotees and 3.6k remarks on Tweets.

      Both the brands are exceptionally dynamic on social media. Bobbi Brown posts consistently, now and then more than one time in a day. Then again, Chanel is more dynamic than Bobbi Brown as watched that it posts each hour by and large about its new items, rebates or services. Content posted on these websites is extremely progressive as Bobbi Brown generally posts motivational quotes, energetic pictures. In addition, it does posts about the limited time offers and excellence beauty tips.

      Bobbi Brown has a wide assortment of pictures, motivational quotes for ladies to look better and feel better in their own skin. Then again, Chanel ceaselessly appears and advances its items. Chanel has a sufficient measure of cosmetics recordings, and form demonstrates occasions to advance its new propelled beauty care products. Additionally, Chanel advances many shows and new accumulations on its page.

      Moving further, it can be seen from their pages that both brands utilize 50/50 run the show. Both Chanel and Bobbi Brown has seen advancing their items and their image picture. Nonetheless, Bobbi Brown is seen posting motivational quotes for lovely women out there to feel delightful in their skin and Chanel advancing new design culture in ladies nowadays. Chanel is advancing style in an alternate perspective and clarifying that "Fashion passes Style remains".

      Chanel promotes the logo of “Chanel is above all a style. Fashion passes, style remains." -Gabrielle Chanel and “I don’t do fashion I am fashion” – Coco Chanel. It is seen concisely in Chanel posts. Moreover, Bobbi Brown promotes the logo “Beauty from the inside out”- Bobbi Brown.

      Both the brands were successful in portraying best image of their brand. Bobbi Brown’s most recent and famous post was regarding a makeup tutorial using Brown’s new makeup collection of Sultry Nudes Palette & 45k likes with 16 shares of the video. On the other hand, Chanel’s recent post was on its beauty kit and Gift set, people liked it with 175 shares and 2.4k likes.

      In my opinion, these posts were so successful because there is craze in women for new and enhanced cosmetic brands as they are likeable these days by women all over the world. Chanel was more famous as it was promoting a new product with a gift set as a promotion. Moreover, Brown’s famous makeup tutorial was with Bobbi Brown’s products only and there were straight links to purchase them directly from them.

      There were 20,607,979 likes and 1 million comments, more than 346+ shares on Bobbi Brown’s webpage. Moreover, Chanel had 17,159,765 likes and 2.5 million comments, with more than 254+ shares.

Title:  Cosmetics

Written by:  DilmanjotGill

Subtitle:  Mary Kay, Lush

Introduction

Include an Introduction that explains why SEO is an important consideration for marketers …………………………..  .

SEO Audit	Lush	Mary Kay
Screen Captures of both Brand’s home pages:
1.     URL:	https://www.lush.ca/	http://www.marykay.ca/Default.aspx
2.     Page Title	Lush	Mary Kay Canada - Makeup, Skin Care, Beauty Tips, Virtual Makeover
3.     Meta Description	LUSH	Think about pink. Explore the latest product and beauty trends. Find a Consultant in Canada. Discover an unparalleled career opportunity.
4.     Meta Keywords :	LUSH	virtual makeover, age-fighting, age fighting, anti-aging, anti aging, beauty make-up, beauty makeup, beauty make-up, beauty on a budget, beauty tips, bestsellers, best-sellers, business, cheek colour, blush, consultant locator, eye liner, eyeliner, eye make-up, eye makeup, eye make-up, eye shadow, eyeshadow, find a consultant, gift ideas, hair makeover, lip gloss, lipstick, make-up and makeover, online makeover, make-up applicators, make-up beauty products, make-up cosmetics, make-up products, make-up tips, makeover games, makeup, makeup artist looks, makeup cosmetics, makeup skin, makeup tips, mary kay, mary kay career, mary kay business, mary kay opportunity, mary kay consultant, online virtual makeover, opportunity, spf, start a new business, timewise, tips for make-up, direct selling, direct sales
5.     Structural elements:  H1, H2, H3	Better together • It's better on top. Shop the Lush Range	Wrap up some love this Valentine day
6.     Bold/Strong tags and 7.     Italic/em tags	Not Found	Not Found
8.     Alt Text	LUSH Fresh handmade cosmetics • LUSH Fresh handmade cosmetics • Find a LUSH shop • New product • With Love swatch image • With Love image • 0 stars out of 5 • Sweetest Thing swatch image • Sweetest Thing image • 4.5 stars out of 5 • Rosie swatch image • Rosie image • 5 stars out of 5 • New product • Love You, Love You Lots image • 5 stars out of 5 • New product • Lovestruck image • 5 stars out of 5 • New product • Cupid image • 4.5 stars out of 5 • Rose Bombshell image • 4.5 stars out of 5 • The Kiss swatch image • The Kiss image • 5 stars out of 5 • New product • Two Hearts Beating As One swatch image • Two Hearts Beating As One image • 5 stars out of 5 • Prince Charming swatch image • Prince Charming image • 5 stars out of 5 • The Kiss swatch image • The Kiss image • 4 stars out of 5 • Fighting Animal Testing • Freshest Ingredients • LUSH Ethical Buying • 100% vegetarian • Handmade • Naked • Facebook • Twitter • YouTube • Instagram • Pinterest • Tumblr • Google+ • Snapchat	SELL MARY KAY • NEW PRODUCTS • Valentine's • Holiday Gifts • Gel Semi-Matte Lipstick • Hostess Brochure • Shelter Grant • Virtual Makeover • Beauty Benefits • MAL • eCatalog • MKACF
9.     Page Load Time (estimate or use Moz)	1.572 seconds	0.987 seconds
10.  Call-to-action:	905-277-5874	905-858-0020
11.  Anchored Text:	Make up products, Beauty products	Facewashes, perfumes
12.  Mobile Friendly: Yes/No	Yes	Yes
13.  Social Media: (List all SM icons on the home page.	-	-

 

Google Trends:

Include your topic, and your two brands.  Include the search terms with your screen capture.

Google Trends Insights:

As it can be observed from the graph that both companies are doing good job and have approx. same sales in first 9 months of 2016. But after October the Lush (yellow) gained a lot of possession. One more thing that is observe is Lush is popular in North America, India, Russia and Australia whereas Mary Kay is popular in South America and South Africa.

 

Latent Semantic Indexing Keywords:

Lush: Merry hill opening times, Body shop near me, the body shop careers.

Mary Kay: Mary Kay online, Mary kay price list, Mary kay look book

Generate a list of LSI keywords from the LSI Graph Keyword Generator.  Search your sites and identify any LSI Keywords that you can find on either of your brands’ sites.  Target at least 3 per brand.

Strengths

Mary Kay strengths are

·         Reduced labor costs

·         One of the largest cosmetic companies in the United States.

·         High profitability and revenue. (www.swotanalysis24.com, 2015)

Lush’s strengths are

·         The packaging expenses are kept at minimum which are the largest part in a cosmetic industry

·         The expenses spend on marketing operations was also limited

·         Chain of more than 800+ stores across 50 countries

·         Lush developed an highly distinctive retail format an interior that resembled as much a delicatessen as a traditional retail shop (www.mbaskool.com, 2016).

 

Weaknesses

Mary Kay:

·         high loan rates are possible ·         taxes

Lush:

·         Advertising is not very attractive.

·         Very high price of products.

·         Pure products always have the issue of keeping them in the fridge (www.mbaskool.com, 2016).

The keyword sentences found on the sites were

Fresh handmade cosmetics, Fresh Products with no preservatives, Women cosmetics brands, The Procter & Gamble Company

 

Conclusion:

It can be concluded from the whole observation that Lush has strong market strategies and strengths that Mary Kay. The revenue and sales of Lush is also increasing. The surprise was Mary Kay is popular only in South America and South Africa everywhere else Lush has the lead over Mary Kay.

References

Google. (February 2016). Google trends. [Mascara, Revlon, Lancome]. Retrieved from https://www.google.ca/ trends/explore#q=mascara%2C%20%2Fm%2F05mxqz%2C%20%2Fm%2F02fz1g&cmpt=q&tz=Etc%2FGMT%2B5

LSIGraph. (February 2017). LSIGraph keyword generator [keyword term here]. Retrieved from http://lsigraph.com/

www.mbaskool.com. (2016, March 2). Retrieved from www.mbaskool.com: http://www.mbaskool.com/brandguide/lifestyle-and-retail/9203-lush.html

SEOmoz Inc. (February 2017). MozBar. Retrieved from https://moz.com/tools/seo-toolbar

www.swotanalysis24.com. (2015, August 9). Retrieved from www.swotanalysis24.com: https://www.swotanalysis24.com/swot-m/68334-swot-analysis-mary-kay.html