In the past it seems that Lancome was viewed as a brand for older women. One likely reason for this opinion is that Lancome sells a lot of anti-aging products. Or maybe it was because of the higher cost of the products or the sophisticated image of the brand. One could even say that it was caused by a lack of presence on social media. When I was a young teenager I don’t remember seeing Lancome on Facebook, but maybe I wasn’t paying attention…
Today Lancome has increased its social media engagement with consumers. I’d like to share three ways that Lancome offers an opportunity for consumers to share and engage.
Lancome asks makeup lovers to post pictures of their lips and nails wearing Lancome products. The hashtags are #LancomeLovesLips and #LancomeLovesNails. I remember entering a Lancome contest to win all their new lipsticks by posting a photo with #LancomeLovesLips. If you go to the Lancome website there is a page that shows only a fraction of the posts under these two hashtags.
2. La Galerie
On the Lancome website you can view products that people are buying in real time. Here’s what it looks like at at one moment in time:
All users have to do to comment is authorize an application on Facebook. How easy is that?! This allows online shoppers to see what other people are buying and ask questions or comment on the purchases. I really like this. It can be hard going through a website and trying to decide what to buy without having any insight on what other shoppers like and purchase.
3. #DualFinishConfessions Facebook Contest
Lancome has a Facebook contest running right now through April 26th. It’s the #DualFinishConfessions contest. You post your confession with the hashtag to enter to win a year’s supply of Dual Finish! Contests are great because people usually share their submission on their walls and invite their friends to enter.
Lancome seems to be doing well. In 2012, it places third among the top five brands with the highest engagement rates on Facebook. In 2010 Lancome hired Michelle Phan as its first video makeup artist. If you’ve never heard of Michelle Phan, she is a YouTube beauty guru with 5 million daily followers! And her followers aren’t grannies!
Keep your eye out for Lancome!