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

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