With over 9M followers, Benefit Cosmetics US has a strong social media presence. Their uniform posts follow a distinct pink and peach colour palette and pattern. Posts alternate between products and regrams of makeup looks from influencers. The aesthetic of their Instagram page is undeniable and is visually appealing. You can tell that they are confident in their brand and continue to be consistent. I enjoy the slogan “Laughter is the best Cosmetic”. The light heartedness of the slogan really shows in their posts.
Recently, Benefit Cosmetics held their third annual Benefit Brow Search: Arch Academy. After receiving over 15,000 entries, the top 20 were selected to go to Oheka Castle in New York to compete for the title of Best in Brows, a social media contract with Benefit Cosmetics and 50,000$. Social media beauty influencers were recruited to be team captains. These influencers have over 14.3M followers combined. Even while promoting the campaign, Benefit ontinued to use their established model.
I was drawn to Benefit Cosmetics because I use their products. They have been on my radar more these days because I follow Nakita Dragun who was heavily promoting her Arch Academy team.
Continuing with beauty and cosmetic trend, I have been seeing a lot of paid social media ads from Shopper Drug Mart. Although Shopper Drug Mart is not a worldwide brand like Benefit Cosmetic, they are still Canada’s largest drugstore chain where many turn for their beauty needs.
Here are some Canadian social media stats:
– 64% of Canadians have an account on a major social media network
– 12million Canadian Instagram users.
– 23million Canadian Facebook users
I’m sad to report that Shoppers only has 149K followers on IG and 992K on Facebook.
In 2013, Shoppers increased the square footage of their counters and increasing luxury brands. With that said, I don’t believe their social media accounts reflect the steps they have taken to differentiate themselves from stores like Sephora. Shoppers uses their Facebook to promote beauty and wellness as compared to their Instagram which focuses strictly on cosmetic items. The images they post are beautiful but there is no specific formula or design. They may have a strategy in place but I can’t see it. The first thing I believe they should do is establish a logic and plan for each post.
The account’s bio encourages followers to use the hashtag #ShoppersBeauty, which is surprising, because they DO NOT use hashtags in any of the body of their posts. I believe not using hashtags is a missed opportunity. I was impressed by the number of quality images that were posted under their suggested hashtag. The organization should be utilizing this free content by interacting more with the hashtag and regramming these images which are created by customers and beauty counter makeup artists.
As I write this blog, Shopper Drug Mart posted a video of their #ShoppersBeautyPros campaign which states that they search across Canada to find the brightest beauty stars and narrowed it down to 19 finalists. I would be interested in finding out where they were promoting this contest because I’ve done a deep dive and this is the first time I hear of it! There seems to be a disconnect.