To see how beauty’s two strongest social-media players, L’Oréal and The Estée Lauder Cos., stack up against each other, Tribe Dynamics monitored the top-five performing brands from each company for the first three months of 2014. In all, L’Oréal garnered about $42 million in total earned media value (EMV) for the period, while Estée Lauder achieved about $29 million. According to Tribe cofounder Conor Begley, the performance of Maybelline New York drove L’Oréal’s success, with the brand racking up $14 million in total EMV for the period. Also of note: YouTube was the primary channel of social influence and EMV for L’Oréal’s brands collectively, while Twitter activity was in the forefront at Lauder. Instagram was equally popular with both companies, although MAC drove much of Lauder’s performance, while L’Oréal’s was more evenly divided between Maybelline, Urban Decay and L’Oréal Paris. The biggest losers for the period? Facebook and blog content, both of which are still important but dwindling in importance and value, says Begley, as brands explore alternative forms of content.
This story first appeared in the May 9, 2014 issue of WWD. Subscribe Today.