Marketing of European Natural Cosmetics Brands in Social Media
Räisänen, Reetta (2016)
Lataukset:
Räisänen, Reetta
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016113018299
https://urn.fi/URN:NBN:fi:amk-2016113018299
Tiivistelmä
Natural cosmetics have grown in popularity over the last years. In the same way that vegan food started out as “a hippie product” but has now become a trend, natural cosmetics have become every day products for many and the demand for them is growing. Therefore, the marketing of these products has also evolved immensely.
Social networks have also grown in the past decade and now, it is strange for people or companies not to be involved in the most popular social media platforms, such as Facebook. It is vital to be part of them to stay relevant.
The objective of this thesis is to study how European natural cosmetics brands (Weleda and Dr. Hauschka) market themselves on Facebook, Twitter and Instagram. In this thesis, it is studied how much the brands gain audience engagement, how they try to engage their audience and what kind of imagery they use on the previously mentioned social networks. Finally, their imagery is compared to the imagery of Lumene and Lancôme, two traditional cosmetics brands, on Instagram.
This thesis study was conducted as a desktop study. The research methods consisted mostly of qualitative methods such as observing but some quantitative methods were used as well. The material used to study this subject consisted of literature, articles and the companies’ respective social media pages.
The results show that in each of the channels of both Weleda and Dr. Hauschka audience engagement is quite low even though both companies are relatively active on their social media platforms. However, it was good to note that their marketing was quite similar when it comes to audience engagement but their imagery was very different from each other even though they are of the same field of industry. When compared to the traditional cosmetics brands, the differences in the imagery were even larger.
Social networks have also grown in the past decade and now, it is strange for people or companies not to be involved in the most popular social media platforms, such as Facebook. It is vital to be part of them to stay relevant.
The objective of this thesis is to study how European natural cosmetics brands (Weleda and Dr. Hauschka) market themselves on Facebook, Twitter and Instagram. In this thesis, it is studied how much the brands gain audience engagement, how they try to engage their audience and what kind of imagery they use on the previously mentioned social networks. Finally, their imagery is compared to the imagery of Lumene and Lancôme, two traditional cosmetics brands, on Instagram.
This thesis study was conducted as a desktop study. The research methods consisted mostly of qualitative methods such as observing but some quantitative methods were used as well. The material used to study this subject consisted of literature, articles and the companies’ respective social media pages.
The results show that in each of the channels of both Weleda and Dr. Hauschka audience engagement is quite low even though both companies are relatively active on their social media platforms. However, it was good to note that their marketing was quite similar when it comes to audience engagement but their imagery was very different from each other even though they are of the same field of industry. When compared to the traditional cosmetics brands, the differences in the imagery were even larger.