Beauty Category: Competitive Analysis of Brand Creativity

Part
01
of six
Part
01

Competitive Analysis of Beauty Brands: Syoss

Syoss is a hair care brand whose goal and message is making professional hair care products accessible to regular consumers. To promote its brand, Syoss uses social media marketing, social media influencers, TV spots, print ads, and more.
The analysis of their marketing strategy was included in the attached spreadsheet and a summary of our findings below.

Syoss Professional Hair Care

  • Syoss is a Dutch company that creates hair care products like shampoo, conditioner, hairspray, hair coloring products, hair repair treatments, and more that have been designed for professionals but sold at an affordable price to end-customers.
  • The brand's target audiences are men and women between 25 and 50 years old who want professional results when taking care of their hair at home.
  • The message the brand depicts in the TV spots and print ads indicates that their products will help their clients get professional end results or looks at an affordable price.
  • Syoss uses social media channels like Instagram, Facebook, and YouTube for marketing.
  • Some influencers they work with are Adi Weiss, Julietta Mademoiselle, Nika, Manuela, and many others.
  • Their influencers are required to tag the company's account @syoss in the promoted content and use the hashtag #getsyossed in the post's caption and post regularly.
  • The company works with radio/TV, social media, and blog influencers from the beauty industry.

Part
02
of six
Part
02

Competitive Analysis of Beauty Brands: OGX

OGX aims at achieving hair beauty through maintaining a natural look. Their products range from shampoos, conditioners, hair products, and lotions. In order to promote their products, OGX uses TV spots, print media, social media influencers and marketing. The attached spreadsheet below provides information on the TV commercials, print media, and campaign influencers.

Messaging

Creative Look

  • OGX TV spot aims at attracting more consumers through catchy and colorful advertising. They have a range of products that provide various splashes of color and beauty. They also aim at proving the purity of their products through showcasing various materials like coconuts, Avocado, nuts and so on. They make their design simple to indicate their indulgence with hair in a natural way.

Targeted Audience

  • OGX products are targeted for a large audience but specifically women. They focus on attracting women that are open to maintaining their natural hair and use these products to make it better in managing. Additionally, OGX have a variety of body products that provide tropical new ingredients and a different fragrance. Through their TV commercials, they focus on providing products that are exotic with various ingredients.

Use of Influencers

  • OGX is oriented by originality. Their main aim is to focus on what consumers love about their hair and ways to make them even love it more. Their ads are not centered on celebrity spoke models but by individuals that love their hair the way it is and intend to express that as the message.

Influencers

  • Kahh Spence is a hair artist and beauty aficionado as well as an OGX brand ambassador whose work has been well displayed in big magazines such as Vogue, Teen vogue and many more. He frequently does various hair styles using the OGX products and posts them on YouTube and Instagram. Kahh Spence specifically shares his top products such as Big hair spray, Liquid pearl serum and Argan oil shampoo.
  • Jillian Halouska is also an OGX ambassador as well as celebrity stylist. She provides various styling techniques such as the Festival hair tip that is also the leading product advertised in the OGX website on YouTube. Just as OGX, she focuses on a more natural look.
  • Julia Salvia is a well-known beauty blogger known as BeautyByJulia on Instagram. She gained popularity due to sharing her various personal beauty insights giving various products reviews. One of the products she has worked with is OGX which she has become an expert on and a huge influencer towards her 90k followers.
Part
03
of six
Part
03

Competitive Analysis of Beauty Brands: L'Oreal

L'Oreal utilizes TV, print and influencer campaigns to highlight their specific products and spread their main message of "Because We're Worth It". Information about L'Oreal's advertising strategy in TV, print and influencer campaigns has been provided in the project spreadsheet.

TV Commercials

  • Four True Match Concealer commercials were found. They can be accessed here, here, here and here.
  • Two commercials were found for Telescopic Mascara, here and here.
  • Two commercials were found for the Unbelieva-Brow eyebrow pencil, here and here.
  • Two commercials for L'Oreal hair coloring products were found, here and here.

Main Messaging

Creative Image

  • The TV ads for L'Oreal focus on highlighting a specific product and feature pictures of the product packaging and attractive models, usually well-known, utilizing the product and showing off the results.

Target Audience

  • The target audience of L'Oreal, and thus the target audience of their TV commercials, is younger women, ages 20-45, in the middle and upper income brackets who want to buy ethical cosmetics with no harmful ingredients.

Influencers

  • L'Oreal heavily relies on influencer marketing, with influencers in 150 countries. According to Marc Duquesnoy, Social Media Performance Director for the L’Oréal Group's Global CDO Team, "influencers increase our [L'Oreal's] legitimacy and act as trustworthy relays to our [L'Oreal's] consumers."
  • As described by Duquesnoy, L'Oreal has two criteria for determining which influencers to work with. The first are influencers with huge, multi-national followings, with whom they contractual work and co-creations. The second is micro-influencers, whom are those with a very influential position among a niche group that L'Oreal would like to target, with whom they generally do product-sends or event invites.

Tagged Influencer Posts

  • L'Oreal has partnered with Xenia Tchoumi since September 2018. Tchoumi is a mega-influencer in the fashion and feminism realm of social media, which pairs perfectly with L'Oreal's mission. The products highlighted include Lash Paradise mascara, Unbelieva-brow gel, Rouge Signature lipstick, Fresh Wear concealer, and Elvie Rapid Reviver hair care product.
  • Jack-Jamie Ward represents the "male face for L’Oréal UK" utilizing the hashtag #MakeupIsGenderless. He has an Instagram profile and YouTube channel with over 1.4 million followers. [6] Specifically, he highlighted L'Oreal's concealer and foundation.
  • Kritika Khurana is on of L'Oreal's Indian influencers, posting both on Instagram and on YouTube. She highlighted L'Oréal Paris Cherry my Cherri eye shadow palette, the Flash Cat eyeliner, and L’Oréal Paris Rouge Signature Matte Liquid Lipstick.

    Influencer Examples

Part
04
of six
Part
04

Competitive Analysis of Beauty Brands: Sexy Hair

Sexy Hair partners with celebrity hairstyles and beauty influencers to showcase its products on social media. Its print ads focus on vintage, timeless and sexy style by tying its products to famous celebrities Marilyn Monroe and James Dean. All information has been added to the spreadsheet in row 6.
  • Sexy Hair does not appear to have any television commercials, neither in the past couple years or historical.
  • Sexy Hair's print advertisements currently (and have for several years) use vintage celebrities like Marilyn Monroe and James Dean to showcase its products. The ads use a famous catchphrase from the celebrity to tie into the product, all of which imply Sexy Hair's products can be used to replicate sexy, timeless styles.
  • This brand also uses influencer marketing quite prominently in its social media marketing. The brand partners with celebrity hairstylists or beauty influencers (usually hairstylists) to create custom looks or tutorials that showcase various products in its line. Influencers also often tag Sexy Hair in photos and videos of using the brand's products on real-life clients (or themselves). Currently, the brand is focusing heavily on Halloween.

Research Strategy

We first checked major advertising databases like iSpot.tv and AdAge for any television commercials run by Sexy Hair. Having no results, we then checked videos posted on social media platforms like YouTube and Facebook Watch for television commercials. All the videos found on these platforms were either influencer videos, tutorials made or posted by Sexy Hair themselves or other videos that were not television ads. Finally, we checked the news/press section of Sexy Hair's website for any TV spots or press releases mentioning TV campaigns. After this extensive search, we were forced to conclude that Sexy Hair does not participate in television advertising.

For the other parts of the spreadsheet, we were able to source information about Sexy Hair's influencer marketing techniques. Sexy Hair's print ads appear to have had the same style and campaign since 2013, so while the sources used appear outdated, there is nothing in the public domain to demonstrate that they are not still using these print ads. There were no sources from the past couple years discussing or displaying Sexy Hair's print advertisements. In fact, we found a Twitter post from late 2018 with the Marilyn Monroe ad still being used. Therefore, we concluded that these print ads were still relevant to the brand.
Part
05
of six
Part
05

Competitive Analysis of Beauty Brands: Dial

Recently, Dial hasn't used influencers to promote its products. In the attached spreadsheet, row 7 has been filled with the requested information.

Dial — TV Advertisements


Main Examples of TV advertisements


RESEARCH STRATEGY

In order to analyze Dial's TV advertisements and influencer strategies, we manually examined each of their advertisements and influencer posts, since no pre-compiled information was available.

Regardless, we were unable to locate 10 recent influencer posts, strategies, or campaigns Dial has published (within the past 24 months), after attempting to find them in the following ways:

First, we directly searched for pre-compiled reports on Dial’s influencer strategies. We searched for reports and statements from the company itself, as well as third-party analyses on marketing publications such as Ad Week. Several reports on Dial’s marketing campaigns were available, but these primarily focused on Dial’s TV advertisements. No influencer campaigns could be located this way.

Next, we turned to identifying external creative agencies Dial works with, in order to identify influencers the creative agencies have hired to promote Dial’s products. This way, we found out that Captiv8 collaborated with Dial to engage with numerous influencers as part of the “#DialUpHealthy” campaign, but these partnerships occurred more than 2 years ago and the influencer posts were mainly posted in early 2017. Still, we included these in lack of more recent findings.

As the last resort, we manually scanned social media networks, such as Twitter and Instagram, to locate and examine posts in which Dial is tagged, in order to pinpoint those from paid influencers that promote Dial’s products, but determined that all the recent posts where Dial is tagged come from regular social media users, rather than paid influencers.

We were also unable to locate 10 recent TV commercials Dial has aired. For this, TV advertisement database iSpot was searched, but only five advertisements were listed as aired in 2019, 2018 or 2017. Next, marketing publications such as Ad Age and Ad Week were searched. There, our goal was to locate reports on recent TV advertisement campaigns Dial has conducted, which could lead us to examples of TV commercials, but all the campaigns were outdated, most dating back to the early 2000s. Lastly, we conducted a social media scan. We examined Dial’s social media profiles, hoping to locate creative videos that were also aired on TV, but determined the company hasn’t posted any videos it has aired on television. No mentions of TV advertisements were found.
Part
06
of six
Part
06

Competitive Analysis of Beauty Brands: Schwarzkopf

Schwarzkopf aims at growing through TV, print media, and use of influencers in order to reach as many clients as possible. They have a variety of products that satisfy various hair care needs for the public. The attached spreadsheet provides information on TV, print media and campaigns through influencers.

TV commercials

  • The TV commercials for Schwarzkopf are provided by iSpot.TV that illustrated different advertisements depending on type of product in various years. The Advertisements provide information on the roles of the products in order to lure more customers.

Main Messaging

Creative Image

  • Schwarzkopf TV spots design is attractive with images of before and after product use. They provide clear messaging emphasizing on their technology and the impact it has on the hair. The models displayed portray their glossy shiny new-look with confidence attracting more consumers into purchasing the products. Additionally, they provide various ways to style hair depending on volume and style providing an additional insight to the users.
  • The TV spots aim to provide the "right imagery, the right emotional language and deliver tools and services that they can really work with, each and every day."

Target Audience

  • Schwarzkopf's provides a variety of products both for men and women that focus on hair care. Dependent on the preferred individual styling, the target audience for Schwarzkopf is relatively large with any age and gender having a range of products to choose from. The TV spots do not provide a distinctive target group however Schwarzkopf's hair range illustrates diversity.

Influencers

  • Various influencers ranging from models, insta-stars, vloggers, designers, entrepreneurs, style icons and stylists are used by the company to increase their market value.
  • Some well-known influencers include Anna Maria Damm, Diana Korkunova, Gabi Fresh, Gamze Biran, Adam Gallagher, and Niomi Smart.

Influencer Tagged posts

  • Lesley Jennison is Schwarzkopf professional ambassador with a passion in hair color that made her the "go to" unsurpassed color guru on many celebrity's lips.
  • Carli Bybel is a beauty and hairstylist guru that promotes Schwarzkopf curling products in a video available on YouTube. Carli Bybel is demonstrates how to use various Schwarzkopf products to acquire various curly looks.
  • Adam Gallagher is a male style blogger that focuses on providing timelessly elegant and simultaneously relaxed style. Adam has over two million Instagram fans that look to him for style advice. His hairstyle is a classic Capri that he features Schwarzkopf products on.
Sources
Sources

From Part 01
From Part 03
From Part 05