Covergirl is an iconic and idolized cosmetic company that has grown into a major competitor with a large portion of the cosmetic marketshare. Since 1961 this P&G owned sector has dominated with their "Easy, Breasy, Beautiful, Covergirl", slogan. They saturate their marketing ads with celebrity endorsements including famous athletes, actresses, artists, and singers. They have a dynamic integrated marketing plan, capitalizing on earned media through social media. They have a beautiful website that is extremely user friendly and have a ridiculously strong brand awareness rate amongst women.
Another giant in the cosmetic industry is Maybelline New York. Available in over 100 countries Maybelline has everyone asking, "Maybe she's born with it, maybe its Maybelline". Maybelline started with one woman in 1915 and has dominated the market for the last 99 years. Maybelline also has an amazing online presence and has an incredible following on Pinterest, Instagram and Twitter. Both of these makeup monster corporations use celebrity endorsements & catchy slogans to make their brand a household name, but what is the difference between these two major competitors? To assess these brands, I took into consideration their social media presence, integration of campaigns in multiple medias, and differntiation strategies.
This amazing campaign was released towards the end of the Sochi winter olympics games. It has been on Youtube for only 4 days and already has almost 500,000 views. Covergirl has an overwhelming social media presence with over 4.7 million Facebook followers, 369 thousand Twitter followers, and 166 thousand Instagram followers. They are taking social media by storm and with this new #girlscan campaign these numbers will grow exponentially!
In comparison, Maybelline comes in close second with 4.2 million Facebook followers, 171 thousand twitter followers, and winds with 221 thousand Instagram followers. This is interesting because although Covergirl is in the lead on Facebook and Twitter, Maybelline dominates on Instagram with less posts than Covergirl. I believe this has to do with the content Maybelline posts on Instagram offering more free give aways and focusing on the product more so than the sponsor.
Klout rates Covergirl online presence at 84 and Maybelline at 78.
Klout rates Covergirl online presence at 84 and Maybelline at 78.
It seems that although these two competitors are very similar, Covergirl has the slight advantage on social media, and personally I believe it is because of their support of the 2014 olympics! Covergirl does a great job at one thing: staying current. The company knows what is popular, what events are important to their target market, and how to capitalize on current affairs. This is what sets them apart form Maybelline online.
Another huge factor to Covergirls success is their persistent encouraging of earned media. In the photo about the Covergirl Girls Can Campaign allows twitter followers to hashtag #girlscan and "join the movement". By involving their audience, they create an us vs them environment which pressures women to take a side and "join the movement".
This brilliant campaign empowers women and is so relevant with supporting female success in the olympics.
This brilliant campaign empowers women and is so relevant with supporting female success in the olympics.
Maybelline needs to jump on board with the revolution! Customers want to feel like their are a part of something, thus creating brand loyalty! Although Maybelline has a beautiful twitter page, they do not engage with their audience in the same way.
And the winner is...
Covergirl. Their integrated marketing campaign, social media presences and audience engagement puts them in 1st. place!
Comment below and let me know what you think about these two names in the cosmetic world!
Comment below and let me know what you think about these two names in the cosmetic world!