Revlon & L'Oréal Paris Web Presence and Social Marketing Kelly Stapleton Dr. Gournelos Intro Communication Studies

Background  Brand Ambassadors  Target Demographic: ages  Marketing Campaign: Love Is On  1,383,934 likes on Facebook  Social Responsibility: Revlon Cares  Price Range: $3-12  Consumer Personalization  Target Demographic: 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 Page Analyzing 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 Page Analyzing 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:  Love Is On Event: April 22 nd : 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: 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 "Revlon." Facebook. Web. 28 Apr "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 "L'Oréal Paris." Facebook. Web. 28 Apr

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