Revlon & L'Oréal ParisWeb Presence and Social

MarketingKelly Stapleton

Dr. Gournelos

Intro Communication Studies

Background

Brand Ambassadors Target Demographic: ages 18-55+ Marketing Campaign: Love Is On 1,383,934 likes on Facebook Social Responsibility: Revlon Cares Price Range: $3-12

Consumer Personalization Target Demographic:18-55+ all

ethnicities 19,693,538 likes on Facebook #PowerOn #WomenOfWorth Highest priced “drug store option”

Literature Review REVLON & L'ORÉAL PARIS

• Hussin (2014) argues that the danger of not practicing marketing segmentation leads to lost revenue gained by competitors• Elberse ( 2012) explains that companies should be aware that strong

competition for a popular celebrity could result in overspending• Mukherjee (2009) agues that companies should view celebrities

endorsements as a long-term decision on the brand and understand the magnitude of that decision• Huang (2012) argues that brand communities are important and

provide a forum to share information and build brand loyalty• Laroche (2012) argues that brand trust within social media has

positive effects on brand loyalty• Andzulis (2012) argues that relationships build trust and that social

media can help build trust• Laroche (2012) argues that social media based communities have

closer ties to the communities and share like brand loyalty

Method of Analysis REVLON & L'ORÉAL PARIS

Revlon’s Facebook PageAnalyzing the month of April: Marketing campaign Public responds to the use of

celebrities Public’s perceptions through

likes/shares/comments How often are postings? Emotion Targeted consumer

L’Oreal Paris’ Facebook PageAnalyzing the month of April: Marketing campaign Public’s perceptions through

likes/shares/comments How often are postings? Who they are targeting Responses to problems from

consumers

Results REVLON & L'ORÉAL PARIS

Revlon’s Facebook Page 1,384,235 likes Active posting everyday Main mission in postings: #LoveIsOn

campaign “Inspiring love around the World” Average amount of likes on posts:

300-800 Love Is On Event: April 22nd: 522

people attended

L'Oréal Paris’ Facebook Page 19,699,799 likes Active posting everyday #WomenofWorth- women who make a

difference #PowerOn- What gives you confidence? Average amount of likes on posts: 50-300 likes Positive response to animal testing

Discussion REVLON & L'ORÉAL PARIS

Revlon’s website’s main goal is cohesive with Facebook- marketing Love Is On

Revlon’s Facebook photos market love, not focusing as much on products

Revlon organization as a whole: Romantic & Classic L'Oréal Paris strives for perfect brand image L'Oréal Paris organization as a whole: Empowered &

Beautiful

Expand Research: Study quantitative data of sales before and after campaigns to test effectiveness

Bibliography REVLON & L'ORÉAL PARIS

"Revlon Products: Makeup, Fragrances, Hair Color, Nails, Beauty Tools." Revlon. Web. 28 Apr. 2015. <http://www.revlon.com/>.

"Revlon." Facebook. Web. 28 Apr. 2015. <https://www.facebook.com/revlon>.

"Skincare, Cosmetics, Haircare, Haircolor, Hair Styling and Men's Line : L'Oréal Paris." Skincare, Cosmetics, Haircare, Haircolor, Hair Styling and Men's Line : L'Oréal Paris. Web. 28 Apr. 2015. <http://www.lorealparisusa.com/>.

"L'Oréal Paris." Facebook. Web. 28 Apr. 2015. <https://www.facebook.com/LOrealParisUSA/timeline?ref=page_internal>.

THANK YOU FOR YOUR TIME

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