Rating of 143 Cosmetic & Beauty Brands on Digital (Russia 2012)

Cosmetics & Beauty Brands on Ru.net
Digital Performance Index Ranking
Version 1 - JUNE 2012
By Thierry CELLERIN Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012

Chief Editor’s note

This study attempts to quantify the digital
competences of 143 cosmetics and beauty brands
present in Russia. Our aim is to provide a tool for
identifying areas of strengths and weaknesses and
help brand achieve greater digital return on
investment. Like the medium, our approach is
dynamic. Please reach out with comments that
improve our methodology and findings. You can
reach me at tcellerin@buzzfactory.ru.

Thierry Cellerin is the CEO and
Sincerely,
founder of BuzzFactory Ltd.

Thierry Cellerin

Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012

About BuzzFactory

BuzzFactory is a social media and digital PR consulting boutique, partner of Vanksen Group,
helping leading international brands in implementing their digital strategies in Russia.

Our scope of work is focused in providing proven solutions to achieve strategic business goals:

Blog marketing & Digital PR activation.

 Audit and Consulting for Social Media Strategy development & implementation.

 Social Media community management.

 Online brand E-reputation monitoring.

3

Report content agenda

I. Methodology
1) About the rating
2) Rating methodology: Websites evaluation
3) Rating methodology: Social media evaluation
4) Rating methodology: Web Authority evaluation
II. Cosmetics & beauty brands’ Digital Performance Index
1) Cosmetic & Beauty brands’ selection
2) Top 15 websites
3) Top 15 social media presence
4) Top 15 web authority
5) Digital Performance Index
III. Key findings
1) Brands’ websites
2) Social Media presence
3) Top 4 brands - analysis
4) Digital brand Infringements
IV. Best practices
1) Website’s original features
2) Community management best practices
3) Spark of Genius


1. Methodology
5

Chapter 1 - Methodology. Agenda

1) About the rating

2) Rating methodology: Websites evaluation

3) Rating methodology: Social media evaluation

4) Rating methodology: Web Authority evaluation


About the Ranking Maximum scoring at our
Digital Performance index: 80
Rating Structure

40% Social media. 40% Website.
Effectiveness of the SM marketing. Effectiveness of the website.
- Size of fan communities. - Russian website.
- Percentage of evolution. - Quality of the users’
- Number of social media assets. experience on site.
- Quality of management. -Content publication and
- # of social interactions. updates.
- Spamming. - Product page.
- Publication agenda. - Aesthetic and design.
- Interaction inside the - Social media integration on
communities. site
- Forum.
- Newsletter.
- Mobile website.

20%Web Authority. - E-commerce.

Web users’ interest for the brand.
- Number of blog mentions.
- Search engines queries.

Rating Methodology
WEBSITES

Methodology to evaluate the brands’ websites:
- We took into consideration exclusively the official brand websites (as indexed in
search engines and with global websites’ linking) including Russian language.
- Websites are evaluate according to 18 criteria categorized as such:
 Existence of a dedicated Russian website / Russian language on the dot com site.
 Quality of the users’ experience on site, usability, navigability.
 Website’s aesthetic and design.
 Content publication and updates.
 Social media integration on site.
 Existence of a forum, a newsletter, interactive features.
 Mobile website.
 E-commerce.
All brands are evaluated according to the same criteria.
The evaluation took place between the 26.05.2012 and the 26.06.2012


Rating Methodology
SOCIAL MEDIA

Methodology to evaluate the brands’ social media presence:
- We took into consideration only the official social media communities (Linking from
official websites / linking to the official website) in Russian language.
- Social media presence is evaluate according to 20 criteria such as:
 Total size of brand fan communities.
 Communities’ size evolution during the analyzed period.
 Number of social media assets.
 Quality of community management.
 The number of social interactions (likes + Comments)
 Community Moderation, presence of spams and rude language.
 Publication agenda
 Interaction inside the communities
The evaluation took place between the 26.05.2012 and the 26.06.2012


Rating Methodology
WEB AUTHORITY

Methodology to evaluate the brands’ web authority:
- The web authority on Ru.net is evaluate according to 4 criteria:
 The number of blog mentions during the analyzed period according to Yandexblogi.
 The number of blog mentions during the analyzed period according to Google blog
search.
 The number of brand research queries in Yandex.ru during the analyzed period
(with control of the results relevance).
 The number of brand research queries in Google.ru during the analyzed period
(with control of the results relevance).

The evaluation took place between the 26.05.2012 and the 26.06.2012.


2. Digital Performance Index


Chapter 2 – Brands’ Rating. Agenda

1) Cosmetic & Beauty brands’ selection

2) Top 15 websites

3) Top 15 social media presence

4) Top 15 web authority

5) Digital Performance Index


143 cosmetic & beauty brands analyzed •Maison Martin Margiela •Rexona
•Make Up For Ever •Rimmel
•100 рецептов красоты •Christian Dior •H2O+ •Marc Jacobs •Roberto Cavalli
•Acqua di Parma •Clarins •Head & Shoulders •Mary Kay •RoC
•Adidas •Clean&Clear •Helena Rubinstein •Matis •Rouge Bunny Rouge
•Ahava •Clearasil •Innéov •Matrix •Sally Hansen
•Alessandro •Clinique •Jennifer Lopez •Mavala •Sanoflore
•Armani •Collistar •Jil Sander •Max Factor •Sarah Jessica Parker
•Art Deco •David Beckham •John Frieda •Maybelline •Schwarzkopf
•Aveda •Davidoff •Kanebo •Methode Jeanne Piaubert •Shiseido
•Avon •Decleor •Karl Lagerfeld •Montagne Jeunesse •Sisley
•Axe •Diademine •Kenzo •Neutrogena •Thalgo
•Balenciaga •Diesel •Kenzoki •Nivea •The Art of Shaving
•BeneFit •Dolce & Gabbana •Kéraskin Esthetics •Novaya Zarya •The Body Shop
•Beyoncé •Dove •Kerastase •Olay •Tom Ford Uriage
•Biotherm •Eisenberg •Kiehl’s •Old Spice •Valmont
•Bobbi Brown •Emilio Pucci Parfums •Korres •OPI •Vera Wang
•Bottega Veneta •Esprit •L'Occitane •Oriflame •Vichy
•Bourjois •Essie •L'Oreal Paris •Orlane •Viktor & Rolf
•Cacharel •Estée Lauder •L’Oréal Professionnel •Orly •Vivienne Westwood
•Calvin Klein •Faberlic •La mer •Palmolive •Wella
•Carita •Fendi •La Prairie •Pantene •Yes To Carrots
•Caudalie •Garnier •La Roche Posay •Payot •Yllozure
•Celine Dion •Gillette •Lancaster •Playboy •Yves Rocher
•Cellcosmet •Gillette Venus •Lancôme •Pola •Yves Saint Laurent
•Cerruti •Givenchy •Lierac •Pupa •Бархатные ручки
•Chanel •Green Mama •Loewe •Ralph Lauren •Маленькая Фея
•Chloé •Guam •Lumene •Redken •Черный жемчуг
•Chopard •Guerlain •Lush •Rene Furterer •Чистая Линия
•GUESS •MAC Cosmetics •Revlon

Top 15 Websites

#1. L’Occitane - L’Occitane website is very complete and offers to web
WEBSITES

users many useful features:easy product search, good
product pages, social integration on products page
providing to users the possibility to comment,
L’Occitane propose online shopping and a mobile
version of its web site.
TOP 15 Cosmetics & Beauty Brands’ Websites - Russia

2 Axe 9 Clinique

3 Estee Lauder 10 Mary Kay

4 Vichy 11 Garnier

5 Lush 12 Old Spice

6 Green Mama 13 Avon

YvesRocher
7 14 Nivea

Clarins
8 15 Olay


Top 15 Brands on Social Media

#1. AXE -Even thought Axe doesn’t have the largest social
SOCIAL MEDIA

media fan community, they are very active on
Vkontakte, Facebook and Twitter. The number of fan’s
evolution is very important on Facebook and
Vkontakte. The fans are highly engaged even if the
quality of community management is good but not
outstanding.

2 Oriflame 9 Vichy

3 Sisley 10 Yves Rocher

4 Nivea 11 Old Spice

5 Dolce& Gabbana 12 Mary Kay

6 L’Occitane 13 Lush

7 Faberlic 14 Pantene

8 Avon 15 Lancôme


Top 15 Brands Web Authority

#1. AVON -The number of search queries on Yandex and Google
WEB AUTHORITY

is simply outstanding, and far more important than any
other cosmetic & beauty brand. Regarding brand
mentions, Avon is among the most mentioned brand,
challenged by umbrella brands regrouping fashion and
cosmetics productions.

2 Oriflame 9 YvesRocher

3 Chanel 10 Guerlain

4 Adidas 11 Mary Kay

5 Diesel 12 Faberlic

6 Beyonce 13 Jennifer Lopez

7 Christian Dior 14 Armani

8 Playboy 15 Clinique


Digital Performance Index®
Cosmetic & Beauty Brands Digital Rating - Russia
132th
143th 120th
Kéraskin Esthetics DPI0,31 Karl Lagerfeld Uriage
DPI0,01 DPI0,54

142th 131th 119th
MontagneJeunesse Maison Martin Margiela Davidoff
DPI 0,03 DPI0,31 DPI0,57
141th 130th 118th
Orlane H2O+ Chopard
DPI 0,06 DPI0,33 DPI0,62
140th 129th 117th
Yllozure David Beckham Balenciaga
DPI0,06 DPI0,34 DPI0,64
139th
128th 116th
DPI 0,1 Thalgo Emilio Pucci Parfums Vera Wang
DPI0,36 DPI0,68

138th 127th 115th
Cellcosmet Sarah Jessica Parker Collistar
DPI 0,11 DPI0,36 DPI0,71
137th 126th 114th
Methode Jeanne Piaubert Cerruti Yes To Carrots
DPI 0,14 DPI0,45 DPI0,71
136th 125th 113th
Acqua di Parma Ahava Loewe
DPI 0,24 DPI0,48 DPI0,73
135th 124th 112th
Bottega Veneta Kiehl’s Lancaster
DPI 0,27 DPI0,49 DPI0,76
134th 123th 111th
Rene Furterer Eisenberg Biotherm
DPI 0,28 DPI0,52 DPI0,79
133th 122th 110th
Valmont Jil Sander Fendi
DPI 0,28 DPI0,53 DPI0,79


98th
109th 87th
Tom Ford DPI 1,64 Revlon OPI
DPI0,85 DPI4,86

108th 97th 86th
Lierac Chloé Givenchy
DPI 0,86 DPI 1,77 DPI 5,26
107th 96th 85th
ESPRIT Make Up For Ever Armani
DPI 1,00 DPI 1,90 DPI 5,60
106th 95th 84th
Roberto Cavalli La mer Jennifer Lopez
DPI 1,03 DPI 1,94 DPI 5,68
105th
94th 83th
DPI 1,04 Cacharel Rimmel Korres
DPI 1,22 DPI 7,24

104th 93th 82th
Matis BeneFit Mavala
DPI 1,04 DPI 2,23 DPI 7,66
103th 92th 81th
Marc Jacobs GUESS Playboy
DPI 1,05 DPI 2,84 DPI 8,14
102th 91th 80th
Helena Rubinstein Orly Бархатные ручки
DPI 1,10 DPI 3,18 DPI 8,87
101th 90th 79th
Celine Dion Ralph Lauren Neutrogena
DPI 1,36 DPI 3,5 DPI 8,91
100th 89th 78th
Sally Hansen Calvin Klein 100 рецептов красоты
DPI 1,45 DPI 4,55 DPI 9,18
99th 88th 77th
Alessandro Yves Saint Laurent Beyoncé
DPI 1,47 DPI 4,77 DPI 9,73


76th 65th
DPI 9,96
Diesel DPI 12,30
Kenzoki

75th 64th
DPI 9,97
Palmolive DPI 12,59
Viktor & Rolf

74th 63th
DPI 10,01
Черныйжемчуг DPI 13,04
Kerastase

73th 62th
DPI 10,04
Essie DPI 13,17
Kanebo

72th 61th
DPI 10,25
Чистая Линия DPI 13,30
Head & Shoulders

71th 60th
DPI 10,30
John Frieda DPI 13,32
Маленькая Фея

70th 59th
DPI 10,44
Redken DPI 13,55
RoC

69th 58th
DPI 11,93
Rexona DPI 13,92
Shiseido

68th 57th
DPI 11,98
Aveda DPI 14,04
Rouge Bunny Rouge

67th 56th
DPI 12,07
Diademine DPI 14,27
Max Factor

66th 55th
DPI 12,09
Bobbi Brown DPI 14,57
Kenzo


54th 43th
DPI 14,81
Caudalie DPI 19,83
Lumene

53th 42th
DPI 15,22
Payot DPI 20,10
Sanoflore

52th 41th
DPI 15,64
Decleor DPI 20,41
Matrix

51th 40th
DPI 16,17
La Prairie DPI 20,99
Innéov

50th 39th
DPI 16,90
Dove DPI 20,99
Pola

49th 38th
DPI 17,57
Guerlain DPI 22,04
The Art of Shaving

48th 37th
DPI 17,75
Novaya Zarya DPI 22,11
Schwarzkopf

47th 36th
DPI 17,96
Bourjois DPI 22,95
Adidas

46th 35th
DPI 18,27
Pupa DPI 23,24
Guam

45th 34th
DPI 18,43
Carita DPI 23,27
MAC Cosmetics

44th 33th
DPI 19,58
La Roche Posay DPI 23,81
Gillette



32th 25th L’OréalProfession
DPI 24,05 Gillette Venus DPI 25,81 nel

31st 24th
DPI 24,08 Christian Dior DPI 26,66 Olay

30th 23rd
DPI 24,10 The Body Shop DPI 26,87 Maybelline

29th 22nd
DPI 24,25 Clean & Clear DPI 29,40 Wella

28th 21st
DPI 24,65 ArtDeco DPI 29,64 Chanel

27th 20th
DPI 25,13 Clearasil DPI 29,88 Dolce & Gabbana

26th 19th
DPI 25,34 L'Oreal Paris DPI 30,56 Pantene



18th 11th
DPI 31,53 Clinique DPI 36,83 Estée Lauder

17th 10th
DPI 32,34 Garnier DPI 38,89 Lush

16th 9th
DPI 33,12 Sisley DPI 39,43 Nivea

15th 8th
DPI 33,97 Lancôme DPI 40,71 Faberlic

14th 7th
DPI 34,51 Old Spice DPI 40,72 Mary Kay

13th 6th
DPI 35,23 Green Mama DPI 43,27 Vichy

12th 5th
DPI 35,31 Clarins DPI 44,32 Yves Rocher



4th
DPI 45,24 L’Occitane

3rd
DPI 46,14 Axe

2nd
DPI 49,23 Oriflame

1st
DPI 51,00 Avon


3. Key Findings


Chapter 3 - Key Findings. Agenda

1) Brands’ websites

2) Social Media presence

3) Top 4 brands - analysis

4) Digital brand Infringements


Brands’ websites in Russian language
WEBSITES

100%

80% 63
38% 42% No Russian at all.
60%

28 .com website with
40% 20% Russian.
.ru Website.
20% 52
0%

The first output of this rating is that only 36,4% of the cosmetic and beauty brands taken into
account in our rating have a .ru website. More astonishing is that 44,1% of the brands do not
propose any Russian language at all to their visitors, meaning that this traffic will benefit to
alternative resources in Russian language.


Websites’ features
WEBSITES

Have a Forum 4
Have a mobile website 5
Propose online shopping through partner(s) 8
Propose their own online shop 13
Offer any kind of interactions 25
Give the possibility to like / comment products 27
Offer Social media integration 46
Have intergrated social media on site 47
Offer the possibility to register 57
Official website rand #1 on Yandex 74
Propose updated content 74

0 20 40 60 80

51,7% of the analyzed websites are proposing some kind of updated content while 39,9% offer
the possibility for users to register. Less popular are interactive features on site, present in about
17,5% of all websites. Surprisingly only 4 websites propose some kind of forum in Russian
language.


Mobile Websites

L’Occitane Chanel Wella
WEBSITES

According to Emarketer, Russia is already the largest mobile phone market in Europe with an
average of 1,5 device per users. Only 5 brands propose a mobile website to their users, among
those L’Occitane is the only one to have a proper mobile site and not a redirect to the mobile
version of the .com website. As Well L’Occitane is the only brand to propose a mobile app in
Russian language.


E-commerce
WEBSITES

E-commerce vendors
Direct E-commerce on site
2
3 E-commerce through affiliate

E-commerce through Utkonos.ru
3 13
E-commerce through Ozon.ru
2
E-commerce through Odry.ru

With only 21 cosmetics & beauty brands proposing an E-commerce solution, Russia is far
behind western European markets. More interesting is to notice that only 13 out of these shops
propose a direct sale while other propose to purchase through partners. L’Occitane is so far the
only cosmetics & beauty brand in Russia that proposes a mobile E-commerce solution to its
visitors. Note that 2 brands work simultaneously with 2 e-commerce partners.


E-commerce

Have you bought or your family members over the past two years, perfumes and cosmetics from
WEBSITES

an online vendor?
Purchase behavior
9%
At least once a month
30% 14% Once every 2 / 3 months
once / twice a year
only once
15% Never but planning on future
Never and never will
27%
5%
What is the average volume of one of your order? (question asked respondents, who have made a
purchase) Volume of purchase
Less than 500 rub. 32%
500 - 900 rub. 34%
900 - 1100 rub. 16%
1100 - 1900 rub. 9%
1900 - 3100 rub. 6%
3100 - 6900 rub. 2%
More than 7000 rub. 1%

Источник: ХолдингРомир, май 2012


Brand Websites : Conclusions

FMCG vs Luxury brands: giving a close look at the list of top websites, it is clear that FMCG
WEBSITES

brands’ digital approach are more user centric than luxury brands. Despite the love and interest in
Russia for luxury brands, it is amazing to see that luxury brands such as Giorgio Armani or Yves
Saint Laurent do not propose any Russian language on their website.

Russian brands vs Foreign brands: there are very few Russian cosmetics and beauty brands
available, however we would like to point out Green Mama that ranked 7th in our rating. With a lot of
content published on their site, an elegant E-commerce shop, communities on
Facebook, Vkontakte, Twitter, Odnoklassniki and Livejournal, Green Mama digital presence is much
more efficient than many large international brands.

Digital Gap: According to our Digital Performance Index, the gap between leading brands and non
leading brands on internet is enormous. On a maximum index of 80 points that would represent the
best digital approach possible, the average score received by cosmetics & beauty brands in Russia
is 13,35 , while top 10 brands average score is 44,78. The depths of this digital gap is even harder
to explain regarding to the statistics: these 143 brand generates at least 8 millions search queries
per months, at least 130.000 brand mentions. Finally this digital gap extend itself to E-Commerce.
43% of internet users in Russia have bought online at least once beauty and cosmetic products
between May 2011 and May 2012 (Versus 35% in 2011), therefore less than 15% of the brands
propose an e-commerce solution in Russia.


Social networks popularity

Social communities’ split by platforms:
SOCIAL MEDIA

38 34 14 15 3

Facebook Vkontakte Twitter Youtube Odnoklassniki

With 47 beauty and cosmetic brands out of 143 being somehow present on social networks in
Russia, we can state that social media is already a popular digital marketing instrument.
Facebook is the most popular network with 38 brand pages, followed by Vkontakte (34). This
supremacy could be explained by 2 factors: first Facebook is likely to be included in international
brands’ global digital strategy. Second Vkontakte is still facing problems linked to
spams, scams, adult content and brand infringement. Twitter and Youtube are for now still niche
networks with respectively 15 and 14 branded accounts. Far behind, Odnoklassniki seems not to
be a consistent option for brands’ communication. Popular foreign social networks such as
Pinterest, Google + or Tumblr are not used by any of the analyzed brand for Russia so far.


Number of fan growth
Fan communities growth vs average sizes by social
SOCIAL MEDIA

networks:
9
8 70.292 fans
7 Avg % of growth
6
5 Avg # of fans
4
3
2
6.678 fans
1 1.828 followers
0
Vkontakte Facebook Twitter
Vkontakte has a large supremacy on Facebook and Twitter in terms of numbers of fans. This
could be explained by the fact that it gained popularity before Facebook, and that many groups
have numerous fake fans which augment artificially the communities’ sizes. However the graph
above shows clearly that Twitter and Facebook are ahead Vkontakte in terms of communities’
sizes growth.


Top communities’ size

Top 10 communities by size
SOCIAL MEDIA

Top 10 Communities by size
(Vkontakte) (Facebook)
Nivea 613620 L'Oreal Paris 28827

Gillette Venus 227200 Axe 23693
Clearasil 218423 Bobbi Brown 20539
Axe 179527 Vichy 18819
Dolce & Gabbana 168446 Nivea 16891
Avon 156390 Maybelline 15006
Vichy 113247 L'Occitane 13390
Old Spice 107990 Yves Rocher 13056
Olay 104116 Lancôme 11394
Gillette 92752 Mary Kay 10707

0 250000 500000 0 10000 20000


Focus: Facebook vs Vkontakte
SOCIAL MEDIA

Number of communities 38 34
Brand on both networks 23 23
Average community size 6.678 70.292

Avg Monthly fan growth 5,7% 4,4%
Avg interactions / user 6,17 1,49
Avg publications / day 1,05 1,45
Spams& rude language 10,81% 34,37%
Looking closely at the statistics from both Facebook and Vkontakte during the analyzed period we
notice that beside the smaller size of the communities, Facebook is ahead Vkontakte for all our
indicators. The average monthly fan growth is about the same and here Facebook leadership could
be challenged from a month to the other. Most interesting to consider that the level of interaction is
much better on Facebook, where spams and rude language happen 3 times less than on VK.


Fake Fans

Brand buying fans # of fans on 26.05 # of fans on 25.06 Evolution
SOCIAL MEDIA

Venus 191868 227200 18,4%
Vichy 173501 113247 - 34,73%
Dolce &Gabbana 160000 168446 5,28%
Clearasil 219321 218423 - 0,41%

Venus VK community fake fans: Clearasil VK community fake fans:


Fake Fans

Unfortunately it is quite a common thing to see brands both local and international to buy “fake” fans
SOCIAL MEDIA

on social network. The volume of this phenomenon is especially visible on Russian social network
Vkontakte. Fake fans areghost profiles provided by agencies at a rate starting with 1 rub per profile
in order to boost the rating of the community (see examples below). In June, Gillette Venus is the
champion of buying fake fans on Vkontakte together with Dolce &Gabbana. Fortunately Vkontakte is
trying to fight against this black hat technique by removing from the platforms this ghost profile. We
could witness the efficiency of this process on Vichy’s Vkontakte community which lost about 35% of
its community size (more than 60.000 fake fans removed).
Examples of fake profiles: Examples of cancelled profile:


Top 4 brands - Analysis

SM Integration
10
Search queries User's experience
8
6
4
Web mentions Comments on site
2
0 Series 1

Community growth Mobile website

Quality of community
E-commerce
management

Total number of fans

38


With a total score of 51/80 Avon is the leading brand in cosmetic & beauty category in the Ru.net
according to our Digital Performance Index rating.

Digital strengths:
Avon has a strong brand authority index, far ahead any other brands. The brand authority is the
natural interest from web users for the brand and calculated on basis of total web search queries and
brand mentions in blogs. The total number of social media fans and the quality of the social media
management are the other strong strengths of Avon.

Digital weaknesses:
Regarding Avon websites, the usability is good, with features like online catalogue and a social
application. However globally the users’ experience on site is not exciting and the volume of content
available is mediocre (The idea to have tutorial videos is good, but why to have only 2 of them?).

Recommendations:
Avon should develop a better users’ experience on site through better website design and usability.
Due to the size of Avon’s social community on Vkontakte, we would recommend a much deeper social
integration on site. Finally, we would definitely recommend to implement a mobile strategy.
39

ORIFLAME

Social integration on
site
10
search queries Users's exeperience
8
6
4
Web Mentions Comments on site
2
0 ORIFLAME

Community growth Mobile Website

E-commerce
management


40


With a total score of 49,23/80 Oriflame is the second brand in cosmetic & beauty category in the Ru.net

Digital strengths:
Oriflame has a strong brand authority index, a bit lower Avon but still far ahead other brands. This
shows the high interest of users for the brand. The web site design is simple and elegant which
guaranties to users a pleasant brand experience. Users’ ratings and comments on product is a very
helpful feature. Finally the how-to make-up tutorial and the use of testimonials are well implemented.
With about 2 M views on Youtube, Oriflame is making a clever use of online video marketing. This multi-
platform social media strategy reinforce very much the relationship between the brand and its fans.

Digital weaknesses:
If the content available on site is highly qualitative but we can regret the absence of real interactive
features. Regarding social media, the overall number of fans could still be considered as “low” respect
as many other cosmetic brands.

Recommendations:
Oriflame should work on improving the number of social fans and implement rapidly mobile solutions.
41

Top 4 brandsAXE
- Analysis

site
10
8
6
4
2
0 AXE


E-commerce
management

42


With a total score of 46,14/80 Axe is the third brand in cosmetic & beauty category in the Ru.net

Digital strengths:
Axe website propose to user a very interesting brand experience called “Axe Campus” adaption of the
world wide digital brand strategy. It includes a series of funny/provocative videos, user generate
content (pictures), a forum and a social app on Facebook. Axe offers the possibility to purchase its
products through a partner (Utkonos). Axe has a very strong presence on social media through
Facebook, Vkontakte and Twitter. The content range fits the target audience and the switch between
brand orientated and entertainment post allows to generate great engagement among users.

Digital weaknesses:
The main weakness of axe seems to be its lack of web authority. Beside the communities, the products
rarely triggers conversations. Furthermore we noticed that very few bloggers mention the brands.

Recommendations:
Axe should build relationships with influent bloggers aiming at the same masculine target audience in
order to increase brand recommendations. Axe should absolutely implement a mobile strategy.
43

L'OCCITANE

site
10
8
6
4
2
0 L'OCCITANE


E-commerce
management


44


With a total score of 45,24/80 L’Occitane is the fourth brand in cosmetic & beauty category in the
Ru.net according to our Digital Performance Index rating.

Digital strengths:
L’Occitane has a very strong website due notably to a good e-commerce solution and mobility
solutions. L’Occitane is also the only cosmetic & beauty brand in Russia to propose a mobile
application. Even if the websites’ design is somehow simple it offers to users a positive brand
experience thanks to an intuitive usability. Visitors are actively using the possibility to comment on
products. Finally, L’Occitane is very active on social media, including notably a blog and a community
on Odnoklassniki.

Digital weaknesses:
Regarding the website, it clearly lacks of interactive and original features. Furthermore, the social
media integration on site is very weak. Finally, despite the number of social media communities, the
total number of fans and the quality of the community management are quite low.

Recommendations:
L’Occitane should reinforce the users’ experience proposed on site through interactive feature a better
integration of social media. L’Occitane should definitely improve its social communities management.
45

Digital Brand Infringements

Due to the low regulation of brand infringement online and the difficulties for a brand to get a
BRANDED WEBSITE’S

competitor to stop using its brand name and trademarks, many brands have copycats websites. It is
especially visible for catalogue order brands like Avon, Faberlic and Oriflame with tens of websites
using their brand name. Almost all of these copycats websites are aiming at driving direct online
sales. In some cases these sites are the only alternative in Russian language for web users (ex.
Kerastase). As online retailers, copycats websites are implementing many marketing tools such as
newsletters, CRM programs, time limited offers and hotlines (usually on a personal mobile phone).
The risks of such brand infringements are:
- The obvious traffic and revenue loss,
- To hurt the brand image because of a poor experience,
- Users may receive out dated information on products,
- No control from the brands.


Digital Brand Infringements

Vkontakte is less akin than Facebook when it comes to brand name infringement control. Many
BRANDED COMMUNITIES

cosmetic & beauty brands, especially in luxury segment have hundreds or even thousands groups
named after their brand. In some case, groups are held by real fans often connected to a specific
city, they represent less than 10% of the existing groups. 90% of the existing groups are targeting to
create traffic to multi brand online stores (mostly fake) or fashion / beauty websites.
The risks of such brand infringements are:
- To hurt the brand image because of a poor experience (difficulties to differentiate official pages),
- be presented together with fake products, sexual content, rude language at so on.


4. Best practices


Chapter 4 – Best practices. Agenda

1) Website’s original features

2) Community management best practices

3) Spark of Genius


Website Original feature

Novaya Zarya’swebsite is clearly old fashioned and quite un-pleasant to
navigate. The home page features a Flash animation that is absolutely useless beside slowing down
the opening of the page. However Novaya Zarya’s website has one interesting and original feature
that worth being noticed: The virtual museum of perfumery. It consists on an interactive visit of an
exhibition including a virtual tour, information about perfumes and additional information that displays
a diaporama. The execution is also clearly outdated however the initiative of proposing to web users
an original brand experience is smart. We would recommend Novaya Zarya to update this virtual
museum using HTML5 technology instead of Flash and integrating social media in the experience.

LINK



MalenkayaFeya’swebsite is simply structured but the navigation is intuitive
and a lot of content targeting an audience of young girls is available. In our consideration, too much
text content is a mistake because the young audience that the brand is targeting will not spend much
time reading articles. At the oppositethe initiative a including on site flash games is a very good idea to
create entertainment and interactions among the users. Even if very simple, those time killer games
complete efficiently the brand experience on site. If visitors are invited to register the website, it would
have been a good idea to create a clear leader board and an incentive for the winner. Furthermore
part of the textual content should be replaced with pictures and videos, more relevant to young girls.

LINK



Mary Kay’swebsite is the adaptation of the global website. The usability is good and the navigation is
very intuitive which creates a positive web experience for users. The design of the website is “too”
basic to really support the brand image. Nonetheless, a lot of content is available on site and the
integration of video testimonials is a strong leverage for credibility. The original feature that dragged
our attention on Mary Kay’s website is the virtual make up booth. The program allows users to upload
their picture and then to test the different category of Mary Kay’s products on itself. The virtual make
up booth work very well and allows a pleasant and entertaining brand experience. Users have the
possibility to save their picture, share it on social networks and even ask the opinion of a professional
consultant.

LINK


Community Management Best Practices AVON

Opinion Polls are a very
good instrument to
generate interactions, fun
and engagement in a
community. Here is a
good example of
implementation by Avon
on Vkontakte which
generates 2.702 votes.

Link

Community Management Best Practices YVES ROCHER

Making your brand more
human is one of the keys
of effective social media
marketing. Yves Rocher
celebrates the first
anniversary of its
Facebook community with
a fun competition that
generates 32 highly
emotional user generated
messages.

Link

Community Management Best Practices ORIFLAME

Real life pictures are the
most efficient way of
showing a product.
Alongside with marketing
materials, real life pictures
shows how the product
really looks like. Oriflame
uses a real life picture to
ask users’ opinion and get
121 likes, 25 shares and
generates conversation.

Link

Community Management Best Practices ESTEE LAUDER

Commercial offers are an
excellent way to create value
out of a brands’ social
presence. Members of the
community appreciate the
feeling of exclusivity provided
by dedicated SM offers.
Estee Lauder activate its
sampling through Facebook
which generates an active
conversation among
members.

Link

Community Management Best Practices
The easiest ways to secure a high number of “likes” are the good old methods of publishing funny cat pictures and
sexy women. Axe proves one more time that sex sales with 1.811 likes received for a nice view on woman
breast, while Nivea gets 1.788 with a cat. However, the more a brand uses these “cheap tricks”, the more the social
community loses its purpose and weakened the link with the brand.

Link Link


Community Management Best Practices VENUS

Images are one of the
most important element of
social media. The social
engagement to a post is
highly connected to the
right selection of visuals.
Venus have selected an
image including a lot of
text with different typo that
makes this picture very
confusing. This is a good
example of what a brand
post shouldn’t look like.

Link

Spark of genius - Dolce &Gabbana
Luxury
Brand

Dolce & Gabbana has the best digital presence on Ru.net among all the
“Fashion + cosmetics” brands analyzed in our rating, thanks to an extensive social media presence.
Beside the large community on Vkontakte and the active Twitter account, we would like to point out
the cohesion between these different social approaches. The digital brand experience is consistent
thanks to strong visual elements declined on the social platforms. The content selection and the
volume of posts guaranties to the fans a permanent flow of relevant brand information. We can
regret however that the community management lack of reactivity to cancel spams and answer
questions. We also would like to mention that Dolce & Gabbana is present on 11 social platforms.
Vkontakte

Twitter

Website in Russian


Spark of genius - Green Mama
Russian
Brand

GreenMama’s website scored high on our rating. However, at first sight, Green
Mama’s site seems old fashion. Passing over the design, the site is actually very interesting and
offers to web users a very pleasant and complete brand experience. The content available on site is
very rich and varied, with the possibility to vote and comment on the articles, educational
features, testimonials and opinion polls. Furthermore, we would like to point out the very active
forum that has over 47 K themes and 440 K messages. This shows that there is a real active
community around the Green Mama brand. Last notice concerns Green Mama e-shop that is well
designed and has a good usability providing to user an enjoyable buying experience.

Good example of Simple and pleasant E-
an active forum commerce experience


Spark of genius - Axe
FMCG
Brand

Axe’s website experience is very well designed for its men 18+ target audience.
The site homepage proposes users a simple navigation among the 4 collections of deodorant, each
one proposing a completely new brand experience. The website’s concept seems to be the adaption
from the western Axe website however we do notice that the Russian implementation is highly
qualitative. Beside the good execution and usability, the content is varied and highly entertaining: The
“Axe Campus” proposes an extended brand experience through many fun “lessons” videos, users can
register the site and have access to a personal page. So far more than 320 K. users registered the
website (mainly through social media connection). Finally social media are smoothly integrated on
site.
Axe Campus includes fun
videos as “lessons”. The site’s integrates UGC.

The site’s design is
very modern.


Spark of genius - Nivea
Social
Community

Nivea’ssocial community on Vkontakte counts about 615.000 fans which is
from far the largest fan community among all analyzed brands. Nivea started early its Vkontakte social
community. In facts, on July 2011 they had already 470.000 fans which shows a growth of + 31% in one
year. Nivea use a good dispositive to implement competitions (page design, active links rules
download). As a result the most popular games get thousands comments and many user generated
pictures.
As critics we can notice that 60.000 fans do not have pictures which could means that at some point
Nivea did buy fake fans. Furthermore, Nivea uses too many dog / cat pictures content which may gather
many likes but do not have any kind of link with the brand essence nor with its products…
User generated content

Active conversations

Pleasant design


For any questions please contact me: Media Partner:

Thierry Cellerin
E.: tcellerin@buzzfactory.ru
M.: +7 985 44 22 544
W.: www.buzzfactory.ru
C.: www.vanksen.com
B.: http://buzz-factory.livejournal.com/

63

Rating of 143 Cosmetic & Beauty Brands on Digital (Russia 2012)

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