Confession #9: CoverGirl

Easy, Breezy, Beautiful...

CoverGirl Cosmetics was the very first brand that I tried when I asked my mom in seventh grade if I could start wearing makeup. She led me to the aisle in Walmart to find CoverGirl. It essentially the only brand I bought from for about the next 3-4 years.  I then ventured out when an Ulta Store showed up in Macon. Walking in there was makeup heaven and I could not ignore that there was in fact more in the world than CoverGirl.  Even though I do not buy as many products from this brand as I used to, CoverGirl will always be on my radar for good quality makeup and it will always hold a place in my heart as my first makeup experience.

I always remember reading my Seventeen Magazine and seeing CoverGirl's great print advertisements, but now as we have moved into the digital realm, how has CoverGirl held up with their social media marketing? The grade I would give them...A-. Sure, they're not perfect, of course, but I think they do a great job of keeping up with events going on in the world (or the US at least) and using their products to show customers how they can be used seasonally. For instance, this picture posted on their Instagram account uses their nail polishes in a bracket, like brackets for March Madness basketball.

I think CoverGirl has always done a great job with, well, their cover girls.  The essence of the brand has always been that there are models or celebrities to represent the brand and different celebs are added periodically to enhance CoverGirl's image. In more recent years, women such as Pink, Katy Perry, Ellen Degeneres, Sofia Vergara, Rihanna, Taylor Swift and Queen Latifah have represented the brand. Queen Latifah is the face of their Queen Collection, a line of their cosmetics more catered to women of color. By creating contracts with these women to become part of the CoverGirl brand, using their own fame to promote CoverGirl through CoverGirl's social media is a big plus for them. Througout the CoverGirl Twitter and Instagram accounts, their spokeswomen are mentioned, retweeted, pictured, and celebrated. This connection between brand and celebrity through social media reinforces their images in print and television advertising by stating that these women are cared about by CoverGirl, not just here because they have a pretty face and we have a contract. I also like that CoverGirl has many diverse, empowering women as their spokeswomen. These women are role models for many young women, and seeing their faces wearing CoverGirl makeup is definitely a reason girls will want to use CoverGirl's makeup when they want to start wearing any at all. 

One interesting thing I find about CoverGirl is that via their website, they link their Vine account as well as their Tumblr website. And not only that they have a Tumblr website, but that it is formatted differently than a standard blog, meaning they have put time and effort into it. Vine is not too commonly used by makeup companies, because the 6 second limit for a vine is almost too short to show tutorials using products, but I think CoverGirl does a good job of using it as a supplement to their Twitter and Instagram accounts. They do not produce many 6 second clips, but the ones that they do produce help chance up the pace when they are then shared via CoverGirl's Twitter account. Also, via their Instagram, they promoted their Snapchat account. I follow their Snapchat account, and while they do not use this platform that often, they might begin to soon and since Snapchat has started Snapcash, it is becoming more able to be used as a marketing tool where customers can purchase directly from the app.  (Although, Snapcash isn't really taking off, even sending snippets of new products from within corporate via Snapchat allows followers to think they're the best of the best because they're getting an inside view on CoverGirl) I think it's smart that they have advertised the account via other social media, but I think to really gain a user base on Snapchat they will need to utilize it's features and post more often.


Products I own by CoverGirl Cosmetics (prices based on Ulta.com):

Clump Crusher Mascara, $7.99
Eye Enhancers 3 Kit Shadows, $4.99
Ink It! Perfect Point Plus Eyeliner, $7.49
Bombshell Volume Mascara, $11.99
TruMagic Skin Perfector, $9.99
CG Smoothers SPF 15 Tinted Moisture, $7.99
Flamed Out Mascara, $6.99
Flamed Out Shadow Pots, $4.99
Glowing Nights Glosstinis Nail Polish, $1.89

Products I have previously owned by CoverGirl Cosmetics (prices based on Ulta.com):

LashBlast Volume Mascara, $8.99
Perfect Point Plus Eyeliner, $5.99
Outlast Lip Stain, $8.99
Simply Powder Foundation, $10.99
Eye Enhancers 4 Kit Shadows, $5.99
Professional All-In-One Curved Brush Mascara, $5.99
Professional Natural Lash Mascara, $5.99
CG Smoothers Concealer, $7.99
CG Smoothers Pressed Powder, $7.99
LashBlast 24 Hour Mascara, $8.99
Instant Cheekbones Contouring Blush, $6.99
Liquiline Blast Eyeliner, $7.99
Classic Color Blush, $6.49
Clean Makeup (Foundation), Oily Skin, $6.99
Clean Pressed Powder, Oily Skin, $6.99

 I have owned many, many more products from CoverGirl, but they are discontinued.

Website: http://www.covergirl.com/
Facebook: https://www.facebook.com/covergirl
Instagram: https://instagram.com/covergirl/
Twitter: https://twitter.com/covergirl
YouTube channel: https://www.youtube.com/user/CoverGirl
Pinterest: https://www.pinterest.com/covergirlxo/
Google+: https://plus.google.com/+covergirl/about
Tumblr: http://covergirl.tumblr.com/ 
Vine: https://vine.co/u/907771872836456448
Snapchat: username: covergirlxo

Confession #8: Pixi Beauty by Petra

Pixi is one of those in-between brands. It's not technically high-end, but I definitely would not consider it to be "drugstore" either. For my purposes, it's high-end, because as a college student, I'm balling on a budget and when I purchase one of Pixi's items...it's a splurge item or it's a huge sale.

From looking over Pixi's social media accounts, their Twitter stands out to me more than other cosmetics brand's accounts because Pixi relies on their customers to spread the word through videos on YouTube and blog posts. Pixi will either retweet their tweets, or more often will showcase their product and tag the beauty guru who did a review on it.  I really think this is a strong way for Pixi to create connections with it's followers because it shows that they do pay attention to what people are saying about them. Pixi has created through Twitter a platform for their followers to feel that when they tag Pixi or talk about a product, Pixi has a high chance that they will see it.

I also really like that Pixi uses their Instagram page to show their followers how to recreate celebrity looks using a cheaper alternative, their Pixi products. Many people try to recreate celebrity looks, so for Pixi to focus on that is very cool.

Pixi products are sold at Target, though not the full line, and on their website. I have found that the prices at Target are slightly lower than on the website. However, you can use the points system from Pixi's website to reduce the price of the products.

Products from Pixi Beauty by Petra that I currently own:
Glow Tonic Beauty Elixir, $29.00
Flawless Beauty Fluid, $30.00
Makeup Fixing Mist, $15.00
Lid Last Shadow Pen, $18.00
Mesmerizing Mineral Duo, sample, full size palette is $18.00


Products from Pixi Beauty by Petra that I have previously owned:
Tinted Brillance Balm, $14.00


Products from Pixi Beauty by Petra that I have ordered, but not received:
Fairy Dust, $10.00
Beauty Bronzer & Kubuki Brush, $18.00

Website: http://www.pixibeauty.com/
Facebook: https://www.facebook.com/PixiBeauty?sk=wall
Instagram: https://instagram.com/pixibeauty/
Twitter: https://twitter.com/pixibeauty
YouTube channel: https://www.youtube.com/user/PixiBeauty
Pinterest: https://www.pinterest.com/pixibeauty/

Confession #7: e.l.f.

e.l.f., or eyes lips face cosmetics is one of the most affordable cosmetic lines that I have come across in the drugstore. This company also has a surprisingly wide selection of items including a lot of prep products, brushes, and other tools in addition to their makeup items; they have also just launched their own skincare line. e.l.f. sells their products in Walmart stores, Target stores, Walgreens stores, K Mart stores, and recently at most Old Navy stores with limited items so far. In addition to retail stores, you can always purchase online at eyeslipsface.com, where they often have promotions and discounts, and their largest selection. 

 
Most of their products are under $6, with most being $1, $2, and $3. They have 3 lines of their products: Mineral, which are usually the most expensive products, Studio, which is their midline, and Essential, which is the most affordable line. Their skincare line just launched and those prices run from $8-$12. I have tried so many of their products and most of them are wonderful. There are a few misses and I can say that I have not tried a lot of their face products simply because I have rosacea and need special care with my face products. Overall, their eyeshadows and blushes are my favorite parts of the line. They are constantly coming out with new products and cycling out old ones, and their social media outlets are a great way to advertise those changing products. 

As far as e.l.f.'s social media channels go, I have been....well not disappointed, but not super impressed to be honest. They post a lot on Facebook, Twitter, and Instagram, but I'm not so sure that the reach is as good as it could be.  Facebook and Twitter throttle what shows up in followers' news feeds.  Their posts on Facebook and Twitter are simply about the products, not creating a strong bonds or relationships with their followers. Their social media sites are mainly for awareness.  Yet, I think their platforms work for them. With how inexpensive their products are, they kind of speak for themselves and just need verification, which comes in handy via their Instagram and sponsorships on YouTube. They post a lot of photos of their products in action via their Instagram, and I think that speaks volumes for their products.  I also have seen many YouTubers talk about e.l.f. products in their videos (such as my favorite YouTube makeup guru, emilynoel83 seen above with the e.l.f. Studio HD Blush). I have not seen e.l.f. straight up sponsor a video, but I have seen them send extra products in orders for YouTubers to try new products when they place their own orders, such as Andrea Matillano, another YouTuber I frequently watch.

Despite their large presence on social media being a positive attribute, they lack some creativity in their posts in my opinion, which can be seen as a negative. With that being said, they are known for their affordable, great quality products, usually seen as dupes for higher end products, and I think that their social media does reflect that. Their sites mimic high end cosmetic companies and I think that's okay. They are focused on discounts and sets, awareness for their products, and getting people to try their products rather than try to create a conversation with their followers. I think their affect is definitely evident based on the sheer number of products that I have tried from them.  They regularly have sales and that's when most of my purchases happened.

Products from e.l.f. Cosmetics that I currently own:

e.l.f. Studio 32-piece Geometric Eyeshadow Palette, $4.80 (sale)

e.l.f. Studio Prism Eyeshadow, $10.00
e.l.f. Studio Long-Lasting Lustrous Eyeshadow, $3.00
e.l.f. Studio Eyeliner & Shadow Stick, $3.00
e.l.f. Mineral Eye Shadow, $2.40 (sale)
e.l.f. Essential Smudge Pot, $3.00
e.l.f. Essential Beauty Book Eye Sets, $5.00
e.l.f. Essential Flawless Eyeshadow, $2.00
e.l.f. Essential Brightening Eyeshadow, $1.00
e.l.f. Essential Shimmering Facial Whip, $1.00
e.l.f. Essential All Over Color Stick, $1.00
e.l.f. Essential Custom Eyes Refill Pan, $1.00

e.l.f. Essential Expert Liquid Eyeliner, $2.00 

e.l.f. Essential Lengthening & Defining Mascara, $1.00       e.l.f. Studio Hydrating Under Eye Primer, $3.00                   e.l.f. Studio HD Lifting Concealer, $3.00
e.l.f. Essential Shadow Lock Eyelid Primer, $2.00
e.l.f. Studio Eyebrow Kit, $3.00
e.l.f. Studio Eyebrow Lifter & Filler, $3.00
e.l.f. Studio Lash Collections, $3.00
e.l.f. Essential Dramatic Lash Kit, $1.00
e.l.f. Essential Individual False Eyelashes, $1.00 

e.l.f. Studio Mascara & Shadow Shield, $3.00
e.l.f. Essential Eye Makeup Remover Pads - 24 Pack, $2.00
e.l.f. Essential Custom Compact with Mirror, $1.00
e.l.f. Essential Dual Pencil Sharpener, $1.00
e.l.f. Studio Eyeshadow "C" Brush, $3.00
e.l.f. Studio Contour Brush, $3.00
e.l.f. Studio Flawless Concealer Brush, $3.00
e.l.f. Studio Flat Eyeliner Brush, $3.00

e.l.f. Studio Angled Eyeliner Brush, $3.00
e.l.f. Essential Eye Shadow Brush, $1.00
e.l.f. Essential Defining Eye Brush, $1.00

e.l.f. Essential Smudge Eye Sponge, $1.00
e.l.f. Essential Eye Crease Brush, $1.00
e.l.f. Essential Eyelash & Brow Wand, $1.00
e.l.f. Essential Jumbo Lip Gloss Stick, $2.00
e.l.f. Studio Matte Lip Color, $3.00
e.l.f. Studio Moisturizing Lip Color, $3.00
e.l.f. Essential Lipstick, $1.00
e.l.f. Studio Lip Liner & Blending Brush, $3.00
e.l.f. Studio Lip Exfoliator, $3.00
e.l.f. Studio Conditioning Lip Balm, $3.00
e.l.f. Essential Lip Balm Tint, $2.00

 
e.l.f. Studio Blush Palette, $6.00
e.l.f. Studio HD Blush, $3.00
e.l.f. Studio Contouring Blush & Bronzing Powder, $3.00
e.l.f. Studio Contouring Blush & Bronzing Cream, $3.00
e.l.f. Studio Blush, $3.00
e.l.f. Studio Kabuki Face Brush, $6.00
e.l.f. Studio Powder Brush, $3.00
e.l.f. Studio Complexion Brush, $3.00
e.l.f. Studio Small Stipple Brush, $3.00
e.l.f. Studio Blush Brush, $3.00

e.l.f. Studio Small Tapered Brush, $3.00
e.l.f. Studio Pointed Foundation Brush, $3.00
e.l.f. Essential Foundation Brush, $1.00
e.l.f. Essential Fan Brush, $1.00
e.l.f. Studio Cool Bronzer, $3.00
e.l.f. Essential Acne Fighting Gel, $2.00
e.l.f. Studio SPF 20 Face Primer, $3.00
e.l.f. Essential Nail Polish, $2.00 
e.l.f. Essential EX-tra Lip Gloss, $2.00

Products from e.l.f. Cosmetics that I have previously owned:

e.l.f. Studio Eyeliner Stick, $3.00
e.l.f. Studio Eye Primer & Liner Sealer, $3.00
e.l.f. Essential Waterproof Eyeliner Pen, $2.00
e.l.f. Essential Jumbo Eyeshadow Stick, $2.00
e.l.f. Studio High Definition Undereye Setting Powder, $3.00
e.l.f. Studio Eye Makeup Remover Pen, $3.00
e.l.f. Studio Makeup Remover Cleansing Cloths, $3.00
e.l.f. Studio Makeup Lock & Seal, $3.00
e.l.f. Studio Lash & Brow Comb, $3.00
e.l.f. Essential Lip Stain, $2.00
e.l.f. Studio Maximum Coverage Concealer - Oil Free, $3.00
e.l.f. Essential Cover Everything Concealer, $2.00
e.l.f. Studio High Definition Powder, $6.00
e.l.f. Essential Flawless Face Powder, $2.00
e.l.f. Studio Stipple Brush, $3.00

Website: http://www.eyeslipsface.com/
Facebook: https://www.facebook.com/elfcosmetics
Instagram: https://instagram.com/elfcosmetics/
Twitter: https://twitter.com/elfcosmetics
YouTube channel: https://www.youtube.com/user/eyeslipsfacedotcom
Pinterest: https://www.pinterest.com/elfcosmetics/
Google+: https://plus.google.com/+elfcosmetics/posts