BrandTotal, an intelligence platform for marketers, analysed how major US cosmetics brands are utilising paid social media to achieve their brand goals over a 60-day period.
Surprisingly, the new report found that L’Oréal Paris puts a massive 93% of its ad dollars towards YouTube to appeal to its more traditional consumer audience. L’Oréal is the world’s largest cosmetics company and owns the likes of Lancôme and Essie, yet it only spends 5% of its ad dollars on Instagram, and 1% on Facebook. Urban Decay, another subsidiary of L’Oréal, spends 67% of its social media ad dollars on Instagram, while Maybelline spends 60% of its social media spend on Instagram, too. Estée Lauder has put almost 50% of its budget on trying to win over younger consumers with Instagram Ads.
Meanwhile, in spite of celebrity influencers Kylie Jenner and Huda Kattan spending the least on social media advertising for their beauty brands Kylie Cosmetics and Huda Beauty respectively when compared to the rest of the industry, they are leading the space when it comes to likes, comments, and shares.
As you might expect, Instagram is the biggest channel for both companies, with the influencers using their influence to power the brand. Kylie Jenner has a reported $900 million fortune. However, the brands’ main audience are aged between 25 and 34, which is also the biggest demographic on Instagram.
“Kylie Jenner and Huda Kattan in this case, have the luxury of reaching an already built-in user base without needing to spend. They know who their audiences are and how to convert engagement with them into sales,” Alon Leibovich, co-founder and CEO of BrandTotal, said in a statement.
“Given the younger demographics associated with these brands and the nature of Instagram as an inherently visual medium, it’s a no-brainer that makeup brands make Instagram their platform of choice when it comes to their social marketing strategies,” continued Leibovich.
Unlike the aforementioned, Glossier has utilised Facebook as the main traffic driver for their site.