[An Inside Facebook post]
Cosmetics is a multi-billion dollar industry worldwide and companies that sell them have begun using Facebook to market directly to customers, offering special deals to people in different countries as well as videos tips on how to use their products and contests associated with new merchandise.
The industry is directed almost exclusively to women — and women, as we reported earlier this month, comprise more than 56% of the U.S.’s 103 million monthly active Facebook users. Here, we review nine different brands in an effort to gain insight on how this industry is using Facebook across social and economic levels to sell makeup to women — from cosmetics available at the corner drug store to higher end brands sold in department stores.
The brands we examined, in order of the approximate number of fans: MAC Cosmetics, about 404,000; Sephora, 382,000; L’Oreal, about 216,000; Cover Girl, 152,000; Avon, 90,000; Avon’s Mark brand, 86,000; Clinique, 72,000; Mary Kay, almost 62,000 and Maybelline, 24,000. Avon, Mark and May Kay are generally sold by representatives to consumers, while MAC, Sephora and Clinique are usually sold in department stores or malls and L’Oreal, Cover Girl and Maybelline are widely available in drug stores…[See the full post here]