Confessions #10 & #11: Tarte and Too Faced

Today is going to be slightly different. If you have read my original post in the series, as I said, I am a college student that is still definitely on a tight budget.  For this reason, I have pretty much exhausted my list of high end companies that I purchase (somewhat) frequently from and frequently research.  Two companies that I have some interest in, but have little experience with are Tarte and Too Faced. I have only purchased two items from Too Faced organically, and none from Tarte.  The items I have received from Tarte have been from a beauty subscription service called Boxycharm, which gives you 4-5 full sized items each month for $21 each, making it a huge steal in hopes that you will purchase from these companies in the future.  

So for today Tarte vs. Too Faced

Tarte has a created a community of followers by calling them "Tartelettes."  By tying this into their products they released a new Tartelette palette, which helps aid in the sense of community if you purchase one or more of these palettes.  For Spring 2015, they tied the new Tartelette palette into social media by creating a video of the photo shoot that they had with some famous beauty YouTuber's and vloggers.  By using socially influential women while still carrying the same messages that the Tartelette palettes have had in the past, Tarte has built an even stronger connection between themselves and those who like to include themselves as Tartelettes.

Too Faced has recently come out with a product based upon the culture of sharing pictures via social media.  This product is called "Selfie Powders" and is a palette contaning 3 colored powders: a golden-yellow called "Sunrise," a bronze labeled as "Totally Toasted," and a light lilac called "Moon River." Too Faced now has an easy way to tie this product in to social media, encouraging engagement by their followers to post selfies using their powders and encouraging #nofilter because the powders are "real life filters." Personally I think the product is kind of gimmicky and I would not purchase it since I have to be careful of overdoing color correcting on my fair skin, but I think it is a neat concept.  Too Faced has bridged the gap between social media and branding/products in a way that I have not seen any other cosmetics company do. 

Products I own by Tarte Cosmetics
 (prices based on Ulta.com):
Maracuja Bronzing Serum, $47.00
LipSurgence Lip Tint, $24.00 

Products I own by Too Faced Cosmetics 

(prices based on Ulta.com):

Melted Liquified Long Wear Lipstick, $21.00
Sweethearts Perfect Flush Blush, $30.00

Tarte
Website: http://tartecosmetics.com/
Facebook: https://www.facebook.com/tartecosmetics
Instagram: https://instagram.com/tartecosmetics/
Twitter: https://twitter.com/tartecosmetics
YouTube channel: https://www.youtube.com/user/tartecosmetics
Pinterest: https://www.pinterest.com/tartecosmetics/
Google+: https://plus.google.com/103695503093959855799/post

Too Faced
Website: https://www.toofaced.com/
Facebook: https://www.facebook.com/toofaced
Instagram: https://instagram.com/toofaced/
Twitter: https://twitter.com/toofaced
YouTube channel: https://www.youtube.com/user/toofacedcosmetics
Pinterest: https://www.pinterest.com/TooFaced/
Google+: https://plus.google.com/+toofaced/posts
Snapchat username: toofacedsnaps

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 #6: Benefit

Benefit Cosmetics sends you into the time machine to the 1950s with its packaging.  From it's bright colors in its packaging, era-appropriate names, and 1950s style advertising, you would think that this company's roots began then, but instead it was started as The Face Place in 1976 and turned into Benefit Cosmetics around 1990.

In my opinion, Benefit has used their own social media channels to enhance the persona created in their regular advertisements for a typical Benefit Gal, or Benefit user. A "Benefit Gal" is a little vintage, fun, flirty, and a socialite. Her makeup is fresh and usually not too bold, but she does enjoy her face to be flawless. You'll never find this definition straight on their website, but this is my takeaway from their campaigns.


 
When Benefit launched their brand new They're Real Push-Up Liner, this was an addition to their They're Real Mascara to create it's own mini line within their cosmetics. This was also so much more. Benefit was revolutionizing gel eye liner. Whether or not they succeeded is still in the air, but the main point is that they did it. They came out with a product that had the same formula that many makeup users love, gel eyeliner, but put it in a format that was much easier to use, a push-up pen. They relied heavily on social media on this campaign. I remember seeing advertisements on other makeup videos on YouTube. There were countless tweets and videos and pictures on Instagram.  The advertising through social media still left the customer wanting more information, which you would either have to wait for, or decide to try out for yourself. I chose to purchase it on my own.

I also think the Benefit does a good job with using their Pinterest.  Their Pinterest is organized well into their different lines of cosmetics within their brand, showing different tutorials and exciting ways to use their products. Yet, their Pinterest also has complementing things, such as party decorations, or date night hair to pair with your Benefit Cosmetics makeup look!







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

They're Real Mascara (sample), full size, $23.00
The POREfessional (sample), full size, $31.00
Hoola bronzer (sample), full size, $28.00
They're Real Push-Up Liner, $24.00
Erase Paste, $26.00
High Beam (sample), full size, $26.00
Stay Don't Stray (sample), full size, $26.00
Benetint, (sample), full size, $30.00
"That Gal" (sample), full size, $29.00
They're Real Remover, $18.00
Posietint (sample), full size, $30.00
Bella Bamba (sample), full size $28.00
It's Potent Eye Cream (sample), full size, $34.00
Ooh La Lift (sample), full size, $22.00








Products I have previously owned by Benefit Cosmetics (prices based on Ulta.com):
Hello Flawless Oxygen WOW, $36.00
BADGal Lash Mascara, $19.00
The POREfessional Agent Zero Shine (sample), full size, $30.00
Fakeup (sample), full size, $24.00
 



 


Website: https://www.benefitcosmetics.com/
Facebook: https://www.facebook.com/benefitcosmetics
Instagram: http://instagram.com/benefitcosmetics
Twitter: https://twitter.com/benefitbeauty
YouTube channel: https://www.youtube.com/user/benefitcosmetics
Pinterest: https://www.pinterest.com/benefitbeauty/
Google+: https://plus.google.com/u/0/+benefitcosmetics/posts

Confession 5: NYX

NYX Cosmetics is quickly becoming one of my favorite brands. I hadn't really heard of them before I began shopping religiously at Ulta about a year ago. A smaller selection of their products are sold at most Target stores. They try to push the envelope some with some wild colors, such as these lipstick shades, but it's not in the same way I described Urban Decay as wild, and definitely should not be compared to it. They encourage bold looks, but also everyday as well.



I think a smart move that NYX did recently through social media was launch their new Highlight and Contour Pro Palette right before the Grammys and then show via Instagram and Twitter that Kelly Osborne was getting ready using this new product. Highlighting and contouring is a huge trend in the makeup world and has been for quite a while now, but most "drugstore" brands do not have such a huge palette for highlighting and contouring, so I think their timing of the launch for this product was phenomenal paired with this image on social media. 



 


They also showed Charli XCX having her makeup done for the Grammys with NYX products by a makeup artist named Colby Smith.
Since Charli is very popular right now, this is a good way for NYX to show that they are current and popular and a good choice for makeup.

While NYX has many social media platforms, they do not use Facebook very often. They tend to post most on Instagram with looks showing their products, which is very wise for a company whose products are supposed to be photo worthy! They also post a lot on Twitter, but they remain to <5 posts per day as to not clog up their follower's feeds. They post links via Twitter to direct their followers to their own website, blog posts with their products mentioned, YouTube tutorials and reviews done by makeup artists, and Ulta's website with NYX products. I think this is great because it makes it so easy for the consumer to purchase the product once they see it in action.

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

Soft Matte Lip Creme, $5.99
Slim Lip Pencil, $3.49
Butter Gloss, $4.99
Hi Definition Photo Concealer Wand, $4.99
Butter Lipstick, $5.99
Jumbo Eye Pencil, $4.49
Slide On Eye Pencil, $7.99
Hot Singles Eye Shadow, $4.49
Cream Blush, $5.99-$6.99
Butter Lip Balm, $3.99
Wonder Pencil, $4.49
Love in Rio Eye Shadow Palette, $5.99
Studio Liquid Liner, $4.49








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

Confession #4: Lorac

Carol....Lorac.

Yes, you guessed it. The genius behind this company made up the name by spelling her name backwards. Talk about hidden meaning. Anyway...Carol Shaw created a company based off of the fact that women sometimes have extremely sensitive skin, and that their makeup should not also irritate the skin.
 
An interesting thing about Lorac Cosmetics is that some of the products are sold exclusively at certain locations. Yes, you can purchase online via their website, but they only sell certain products at Ulta and Kohls. A special edition Mega Pro Palette was sold only via Amazon.com. Lorac used to be sold at Sephora stores as well, but discontinued in late 2013-early 2014.

 
The way that these companies interact via social media is interesting in my opinion.  I looked at Kohls' and Ulta's Twitter accounts and they do mention Lorac's products once or twice in the past 3 months. Granted, both Kohls' and Ulta sell many many brands and have to be fair about not promoting one company more than the other. With Amazon.com's Twitter account, they never mentioned the Lorac MegaPro Palette being on sale exclusively. I find this interesting because I would have thought that Amazon.com would want to capitalize on the fact that they exclusively are selling the product.

Instead, I see that Lorac has taken it upon themselves to market which places sell each product. Many times, #KohlsBeauty, #Amazon, or @Ulta_Beauty shows up in their Instagram and Twitter posts to ensure that their customers know where each product can be found. I think Lorac does a good job of using their social media outlets to let their customers know where the products can be found and how to use them.
 

Products I own by Lorac Cosmetics:
Lorac Pro 2 Palette, $42 (sold at Ulta, Kohl's, and Amazon.com)
SummerGLO Eyeshadow Palette, $24 (Kohl's exclusively)
AfterGLO Eyeshadow Palette, $24 (Ulta exclusively)
Behind the Scenes Eye Primer, Sample (Full size, $21)
 

Website: http://www.loraccosmetics.com/
Facebook: https://www.facebook.com/LORACcosmetics
Instagram: http://instagram.com/loraccosmetics
Twitter: https://twitter.com/LORAC_Cosmetics
YouTube channel:  
https://www.youtube.com/user/LORACCosmetics
Pinterest: https://www.pinterest.com/loraccosmetics/
Google+:  
https://plus.google.com/u/0/+Loraccosmeticsinc/posts
Tumblr: http://carolshaw.la/

Confession 3: Maybelline

"Maybe she's born with it. Maybe it's Maybelline."

Maybelline has a little, interesting reel running across the bottom of it's website titled, "What #MAYBELLINE is in your makeup bag?" A series of seriously amazing Instagram photos of their products streams by. If you click on the photos you can see their origin on Instagram. I think this is kind of neat to see a company incorporate their interactions with consumers right on the front of their website.

One thing that Maybelline does right in my opinion is that they showcase their products in a way that you see which occasions certain products can be used. They use their products to advertise with the current events, such as this photo encouraging people to vote back in November and highlighting all of their red and blue products to tie in the patriotism.

I also really like that they utilize their Twitter account to not only showcase their products, but to also retweet others who are in the makeup and fashion industry. They also tweet sometimes about the weather, current events, and topics that they believe the typical Maybelline customer is interested in. I think it creates a more personal level with their customers rather than an advertising only view they get of Maybelline.

One large social media effort I saw Maybelline utilize was using 13 well-known makeup artists and enthusiasts with their own large followings on YouTube to promote The Nudes Palette. This palette is the first of it's kind from any "drugstore" brand. No other company has put out as well-thought-out of a palette for such an affordable price.
Maybelline also has brought out The Smokes and The Brights palettes, but I have yet to see them in stores. 

I think that using makeup artists with thousands of subscribers was a great idea because they already will be watching their videos and Maybelline gets some great exposure this way. I definitely bought this palette after watching all of the reviews for it on YouTube and I just wanted to see for myself. The reviews were mixed, and I do not think that it will ever compete with some of my high end palettes, I still think Maybelline did a great job marketing it through social media.

Products I currently own by Maybelline New York (prices based on Ulta.com):

The Nudes Palette, $9.99
Instant Age Rewind Eraser Dark Circle Treatment Concealer, $8.99
Eye Studio Color Tattoo Pure Pigments Loose Shadow Powder, $6.99 (not sold at Ulta)
Baby Lips Lip Balm, $4.49
Baby Skin Instant Pore Eraser Primer, $6.99
Volum' Express The Rocket Mascara, $6.99
Eye Studio Color Tatoo Metal Eyeshadow, $6.99
Eye Studio Color Tatoo Leather 24hr, $6.99
Dream Bouncy Blush, $7.99
Master Kajal Liner, $7.99
Color Show Nail Polish, $3.99 


Products I have owned in the past by Maybelline New York (prices based on Ulta.com):

Volum' Express The Falsies Mascara, $6.99
Great Last Washable Mascara, $5.99
Volum' Express Collossal Mascara, $6.99 
Eye Studio Color Tatoo Eyeshadow, $6.99
Lash Stiletto Ultimate Length Mascara, $8.99
Lash Discovery Mini Brush Very Black Washable Mascara, $7.99
Volum' Express The Mega Plush Mascara, $7.49

Website: http://www.maybelline.com/
Facebook: https://www.facebook.com/maybelline
Instagram: http://instagram.com/maybelline
Twitter: https://twitter.com/maybelline
YouTube channel: https://www.youtube.com/user/maybellinenewyork
Pinterest: https://www.pinterest.com/Maybelline/
Google+: https://plus.google.com/101700812867906199991/posts
Tumblr: http://maybelline.tumblr.com/

Confession #2: Urban Decay

Urban Decay seems to be a company that likes to push the envelope with it's colors, color names, and overall brand image. Their motto is "Beauty with an edge," and they surely bring an edge alright.

 Cheeky lipstick/lip liner shade names, such as "69" and "F-Bomb"

The two major facets of the brand are the Naked line, and their more colorful counterparts with no continuous name.  The Naked line is designed to...well, er, make you look naked, or well a better version of your skin naked. This concept seems ironic when it comes to cosmetics, but it has been very successful for UD.  Their bright color choices were epitomized with their Electric Pressed Pigments Palette. Colors such as Chaos and Freak also show up in their 24/7 Glide-On Eyeliners. 


 

The company lists several products in their lines as "vegan" and is actually backed by PETA as being animal cruelty free, despite being owned by L'oreal, who is known for not being cruelty free. 




Urban Decay's Naked3 Palette was one of my very first high end makeup purchases, which was about one year ago. 

I watched at least 20 different videos on YouTube of makeup artists and aficionados sharing their opinions and tutorials of how each shade should be worn. Quickly, this brand became one of my favorites and is probably the high end brand of which I gravitate towards most of the time. It seems like constantly I am looking at their social media sites, especially Instagram.  Most of their products are packaged in very sleek, shiny packaging that aids in the high end feel of the brand that accompanies the price tags.  


Their Instagram page focuses on showcasing their products rather than trying to directly interact with their target audience by sharing quotes and pictures that do not directly relate to their brand. Urban Decay likes to highlight known makeup artists in the social world that use their products by reposting pictures from those artists.
 
Their Twitter account tends to show the same patterns as their Instagram, but also more "testimonial shoutouts" to makeup artists and videos of them doing so since Twitter's platform allows for this better than Instagram. Their social media presence is good as it pertains to the spread they have, but their content can become monotonous to some of their consumers, especially since it repeats content from platform to platform. This is definitely something that Urban Decay might want to focus on and study to see if boredom arises from consumers who happen to follow them on all social media platforms.

Products I own from Urban Decay:  
Naked3 Palette, $54
Naked2 Basics Palette, $29
Electric Palette, $49
Naked On the Run Palette, $54
24/7 Glide-On Eye Pencil in Black Velvet, $20
Eyeshadow Primer Potion in Sin, $20
Naked Skin Weightless Definition Liquid Makeup in 0.5, $39
Perversion Travel Size Mascara, $12

-- xoxo, Paige

Website: http://www.urbandecay.com/
Facebook: https://www.facebook.com/urbandecaycosmetics
Instagram: http://instagram.com/urbandecaycosmetics
Twitter: https://twitter.com/urbandecay
YouTube channel: https://www.youtube.com/user/UrbanDecayYT
Pinterest: https://www.pinterest.com/urbandecay/
Google+: https://plus.google.com/+urbandecay/posts
Tumblr: http://urbandecay.tumblr.com/

Confession #1: Overview

About one year ago, I saw a friend post on Facebook about a business called Ipsy. I had no clue what Ipsy was, so I clicked on the link to find out that it was a makeup subscription service. It was during Snowmageddon 2014, so I literally had nothing better to do than to watch countless YouTube videos of people "unboxing" their hot pink bubble mailers revealing their goodies.

In the end, I decided Ipsy deserved my $10 each month in return for a few surprises of products that would hopefully make me look presentable when I wore makeup. At the time, I was mildly interested in makeup, but I felt like I really had no clue what to do or how to use half of it, even though I have been wearing makeup since 7th grade. After receiving my first Ipsy Glam Bag, I was hooked. Hours upon hours of YouTube videos have now been watched showing me products that have raving reviews, cult followings, and some that just didn't hit the target.

So with this blog, I would like to highlight 10 of my personal favorite makeup brands. I will focus on their presence in social media and how they interact with their customers, but I will probably also add in favorite products, product reviews, and tutorials with the specific brands' products. With each post, I will include the website and social media websites for the brand.

--xoxo, Paige