The scenarios of the beauty industry are ever-changing. Trends fluctuate at the speed of light and can successfully nosedive at any moment. To keep up with the high pace and challenging environment of the beauty and fashion world, brands are figuring out ways to be more relatable and are adopting measures that keep them in the top loop of the charts.
Many celebrities, both here in India and abroad, are widening their professional landscape with the intent to enter different fields and try their luck in the world of entrepreneurship. Two most known social media stars, Kylie Jenner and Rihana also became a part of the clan a while ago. Ever since, both of them have taken the social media marketing space by storm with their brands, Kylie Cosmetics, and Fenty Beauty.
Kylie Cosmetics:
Kylie Jenner is the most vibrant name in the world of makeup. Kylie has managed to climb the stairs of success at a very young age, and she has made her mark in the list of youngest billionaires in the world thanks to Kylie Cosmetics.
The youngest member of the Jenner-Kardashian clan started her business journey on November 30, 2015, with the $29 Kylie Lip Kit, which immediately sold out. Within 18 months, Kylie Cosmetics was able to generate $420 million in sales. Since then, her makeup range has expanded tremendously. It now includes highlighters, eyeshadows, make-up brushes, and much more.
Kylie’s products cater to the young audience. To keep grabbing the attention of her target consumers in the saturated cosmetic industry, Kylie mostly adopts the technique called ‘the drop.’
The brand launches limited edition products to attract the maximum number of people and to maintain the exclusivity of the brand. Kylie Jenner is a very popular influencer and a top name among masses across the world. Her massive popularity also contributes to the marketing of the brand. She uses social media marketing channels such as Instagram, Snapchat and Twitter to promote her products. Her modern marketing strategies, her ability to relate with her audience and her knowledge of the industry has led to all buzz generated around the brand.
Fenty Beauty:
Rihana is a well-known singer, songwriter, fashion designer and now, an entrepreneur. The all-around icon has won several Grammys and music awards. Rihana entered the beauty business in 2017 when she launched her brand, Fenty Beauty. The Love the way you lie singer, felt that there’s a need for inclusive makeup shades that can perform well on all skin types and tones.
With Fenty Beauty, she aims at satisfying the multicultural customer base. Rihana has put in all her knowledge and experience in creating the brand, and now Fenty Beauty is one of the most inclusive, high-quality, affordable makeup brands in the beauty world.
Kylie Cosmetics and Fenty Beauty give a cutthroat competition to each other. To check the social media presence, we analyzed Key Indicating Parameters of both the beauty brands. We went through their activity (July 4, 2020- August 5, 2020) on all platforms and we derived multiple insights.
Kylie Cosmetics:
Image source: Google Images
– Social Mentions:
Considering all the mentions posted by Kylie Cosmetics and their audience, the brand’s social media potential reach extended up to 85.3M within a month. A hike in Mention happened during mid of July when it reached up to 1122. With 9.1M social media interactions combined and 9.8M social media engagements in terms of brand shares, comments, and replies, it was able to generate a buzz on digital platforms.
– Sentiment Analysis:
Most of the mentions were either positive or neutral. Positive mentions saw a rise on 5th July whereas neutral mentions reached their peak on 15th July.
– Mention Analytics:
Tapping through all the digital channels, Kylie Cosmetics made a huge impact on Twitter as it had the maximum number of mentions, followed by Instagram, Facebook comments, online articles, LinkedIn, customer reviews, and YouTube videos, etc.
– Keyword Analysis:
‘Kylie Cosmetics’ became the most popular search keyword on Twitter and the keyword ‘Kylie Cosmetics by Kylie Jenner’ had the maximum Positive Mentions.
– Hashtag and Buzzword Analysis:
Among all the channels, Instagram had the maximum number of Hashtag Mentions with a total of 3623 mentions for the keyword ‘#kyliecosmetics’. #kyliecosmetics also became the highest performing Hashtag Mentions with a total of 482 mentions on 28th July, followed by #kylieskin #kyliejennerinspired and #kyliemakeup.
To get a clear picture of how well the audience was responding to the brand, here’s a performance comparison between brand used hashtags vs the hashtags used by the audience.
– #kyliecosmetics was used by the audience the most for a total of 4088 times.
– #kylieskin was used by the brand the most for a total of 7 times.
Some other popular hashtags and buzzwords related to Kylie Cosmetics trending on social media were:
Hashtags: #nationallipstickday #kylieskin #sale #kyliecosmetics #selfcaresunday
Buzzwords: Kylie Cosmetics, Kylie Jenner, cosmetics, Ubuy Inc, nude
– Account summaries:
| Platform | Total tweet/posts | Engagement | Average Engagement | Followers | Result |
| 134 | 39.6K | 296 | 987.1K | Maximum engagements forTwitter were done on 17th July. | |
| 56 | 205.5K | 3.7K | 4M | Maximum engagements forFacebook were done on 2ndAugust. | |
| 61 | 7.8M | 127.5K | 24.5M | Maximum engagements forInstagram were done on 10thJuly. |
– Audience Analysis:
Among Kylie Cosmetics’ target audience, Social profiles formed the majority of influencers and were most active on Twitter. Considering the spoken language of the audience, English topped with 97.5% and the majority of the population was female (51.3%) among the audience.
– Mentions Location:
Mentions Location enables brands to track regional, and global locations of the people who’ve mentioned the brand on digital platforms. All the mentions were from Mumbai and other regions of Maharashtra.
Fenty Beauty
Image source: Google Images
– Social Mentions:
Fenty beauty’s social media reach extended up to 18.6M within a month. Maximum Mentions (2217) happened on 24th July, and minimum mentions (15) were on 5th July. Fenty Beauty generated 6.1M social media interactions combined and 9.8M social media engagements in terms of brand shares, comments, and replies.
– Sentiment Analysis:
Positive Mentions saw a maximum spike on 6th July whereas Neutral Mentions saw a maximum spike on 6th July.
– Mention Analysis:
After analyzing all social media channels, we found out that Twitter had the maximum number of mentions, followed by Instagram, Facebook comments, Facebook posts, Articles, LinkedIn etc.
– Keyword Analysis:
Twitter is the most popular channel with ‘Fenty Beauty’ keyword ranking the best. ‘Fenty Beauty’ also had the maximum Positive Mentions.
– Hashtag and Buzzword Analysis:
Among all channels, Instagram had the maximum number of Hashtag Mentions with a total of 4048 mentions for the keyword ‘#fentybeauty’. #fentybeauty was also the highest performing Hashtag Mentions with a total of 618 mentions on 28th July.
To track the audience response to the brand, here’s a performance comparison between brand used hashtags vs the hashtags used by the audience.
– #fentybeauty was used by the audience the most for a total of 5342 times.
– #profiltrsoftmattefoundation was used by your brand the most for a total of 18 times.
Some other popular hashtags and buzzwords related to Fenty Beauty trending on social media were:
Hashtags: #sephorainjcp #glossbomb #profiltrconcealer #mattemoiselle #fentyface
Buzzwords: Rihanna, cosmetics, Diamond Veil, Highlighter, freestyle swimming
– Account summaries:
| Platform | Total tweet/posts | Engagement | Average Engagement | Followers | Result |
| 302 | 69.6K | 230 | 622.4K | Maximum engagements forTwitter were done on 26th July. | |
| 76 | 47K | 619 | 726.4K | Maximum engagements forFacebook were done on 31st July. | |
| 84 | 4.6M | 54.4K | 10.1M | Maximum engagements forInstagram were done on 23rd July. |
– Audience Analysis:
Among the target audience, Social profiles formed the majority of influencers and were most active on Twitter. Considering the spoken language of the audience English topped with 98.3% and the majority of the population was female (49.2%) among the audience.
– Mentions Location:
The three top important states with the most brand mentions were:
– Delhi
– Maharashtra
– Assam
And the top two cities were:
– New Delhi
– Mumbai
Conclusion:
– Both the brands have a majority of female audience users and have a huge fan base in the urban regions.
– Both brands capture engaging platforms like Twitter, Instagram, and Facebook to attract their target audience. The highest engagement is on Instagram for both brands.
– Brand names are the most popular keywords among the audience.
– Positive mentions dominated the sentiment analysis, and there was no negative mention for either of the brands.
– Beauty and makeup content have gained tremendous popularity amidst the lockdown, and hence, there was a spike in mentions for both the brands within one month.
– Looking at the mentions, it’s safe to say, both the brands are giving each other a tough competition in all aspects.
