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.