The Impact of Social Networks on the Beauty Sphere

The second is zero that beauty companies independently choose the path of development of their brand, based on the opinions and feedback of consumers through social networks. An analysis of the data collected showed that this is not entirely true. On the first graph, the respondents answered two questions. First question: is SMM the main channel that can influence the consumer choice of a beauty company? (206 people out of 267 answered what is). The second question: how are we used to getting feedback: online or offline. Bar chart demonstrates that respondents who prefer online communication with the company consider SMM an important tool in the company's marketing policy.

The second graph shows the relationship between the two issues: Is social media marketing the main channel that can influence your demand for a company beauty product; do you think that consumer reviews on social networks influence brand reputation. The data shown on bar chart can be interpreted as follows. Respondents who consider SMM companies to be an important factor in influencing consumer choice statistically more often believe that consumer opinion on social networks can affect the brand's position in the market. An analysis of the answers at the next bar chart showed that consumers today are able to influence the value and status of the brand among the masses, as 97% of the total number of respondents affirmatively say that social media marketing is the main factor that can influence demand, say that reviews on social networks affect brand rating and audience choice. The final evidence that the emergence of social networks has made consumers the main authors of brand stories is shown in one of the following tables. For this, the well-known and one of the most common tests was used for non-parametric comparison of two independent Mann-Whitney Test samples. If we look at the average ranks, it will be seen that respondents who consider it possible to influence the quality of the goods without leaving their home also say that with the advent of social networks they got the opportunity to independently influence the brand. Thus, H2 that the emergence of social networks has made consumers the main authors of brand stories has been confirmed.

The third null hypothesis is that opinion leaders - bloggers - partially influence the opinion of the target audience and are able to help promote and increase the demand for brand products. An analysis of the data obtained made it possible to partially refute this hypothesis. Respondents were asked a question: how often do you make purchases after viewing a profile on social networks? 267 answers were presented on the diagram and table, of which 179 people (about 70% of the respondents) answered that they make such purchases often, and 56 people - very often. So with the advent of social networks, consumers have the opportunity to regularly monitor various new products and review some products of their favorite brands. When people see beautiful “packaging” mounted video reviews of beauty bloggers on different types of makeup, buyers get motivation to make a purchase of these products. They want to look as beautiful as models advertising different brands, they want to learn how to use cosmetics as professionally as beauty bloggers, daily shooting more and more video tutorials and reviews on new items and their favorite products. Interviewees (representatives of 5 cosmetic brands) also spoke about the significant impact of beauty bloggers on consumers. Some of them said that they specially send their cosmetics to beauty bloggers for free (barter exchange) in exchange for receiving advertising from well-known bloggers that people trust. Thus, Н3 that opinion leaders on social networks (bloggers, celebrities, influencers) have become one of the key ways to influence the consumer choice of beauty products.

The last null hypothesis that one of the most important factors for choosing beauty industry clients is the advertising of products on social media. In one of the tables, the frequency of answer choices was presented: how often do you buy a product after viewing a profile on social networks and more importantly quality or a picture. Of the total number of respondents, 30% were those who chose the “picture” and “frequent purchase”. Another popular answer was the picture and quality with frequent purchase (23.9%). Among all 267 people, 101 people chose the quality and picture, and only the picture became important for 120, so 221 respondents said that the picture is important to him (82.7%). From which it follows that today for people, the picture really has become no less important than quality. So, the last one is H4 that today, for consumers, the “picture” is no less decisive than the quality when buying goods.

Thus, the hypotheses were confirmed and the answer to the first main question of the study (What does the buyer think about cosmetic brands that use social networks to attract attention to the brand?) Was found. Today, customer loyalty to companies actively developing their online brand is much higher than to those whose marketing policy is aimed at creating advertisements broadcast only on television, on billboards, in SMS mailings. In order to increase the buyer's confidence in the brand, to “win” his loyalty, communication channels are necessary, in the role of which social networks play. The buyer does not want to buy something that he does not know about, whose reviews do not exist, something that cannot be found on Instagram on hashtags (by keywords). The buyer must be sure that what he buys -- mascara, blush, powder -- is recommended by beauty bloggers, this product is checked, its packaging is attractive, and quality deserves 5 out of five stars on different sites where they leave feedback.

Since there are two research questions in the work, it was necessary to study the points of view of both consumers and manufacturers. To study the manufacturers' point of view, a qualitative method of data collection was chosen - in-depth semi-structured interviews. The main task was to study the motives and strategies of only those companies that use social platforms to increase demand for customer products and increase profits, respectively. 5 interviews were conducted with employees working in the following cosmetic companies: NYX, L'etual, L'oreal, Mac, Sephora. The data obtained from the interviews helped answer the second research question: How are cosmetic brands able to influence buying habits, for example: what are companies going to expand their audience and make customers a regular consumer of products? To be popular, publicly recognized, beauty brands seek one-on-one dialogue with the masses. This is possible thanks to social networks, where the consumer on the page of a beauty brand can leave reviews and ask questions. And beauty brands should strive to instantly give feedback and reckon with the opinions of their customers. The main task is to increase the number of people who are interested in the brand - subscribers. To do this, you need to regularly post informative and colorful posts. The product should always be designed so that regardless of its quality (good or not), they wanted to buy it only because of its packaging.

In conclusion, nowadays it is SMM that explains the transformation of the interaction between producer and consumer. It is social networks that can give the opportunity of a “second wind” for those who still use banner ads to increase the flow of customers. Also, social ones provide an opportunity to tell the whole world about yourself without high costs, to declare that your company keeps up to date and it cares about its customers, respecting and listening to their opinion. And customers, in turn, will be able to openly choose what they like, ask questions that interest them, read reviews before buying an unfamiliar product, subscribe and like.



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APPENDICES

Appendix 1

Survey.



Appendix 2

Interviews.

Interview 1. NYX PROFESSIONAL MAKEUP

Interviewed: Alina Ignatyevna, 37, chief manager of NYX Professional Makeup in St. Petersburg

Date: 02/04/2020

Interviewer: Veshnyakova Polina

P: Good afternoon, Alina Ignatievna! My name is Polina. I am a student of the bachelor's program at the Faculty of International Business and Management at the Higher School of Economics. As part of the final qualification work on social networks, as an instrument of marketing strategies of companies in the beauty market, I conduct a study on the topic: “The influence of the mass media on the sphere of beauty”. I would be very grateful if you would give me a certain amount of time and answer honestly all questions about the activities of the company in which you work.

A.I: Hello, Polina. What an interesting topic you have chosen! I am ready to answer all questions, however I am limited in time, so let's get started soon!

P: I want to note that all information will be used only in a generalized form after computer processing.

A.I: I am not afraid to honestly answer your questions. But thanks for reporting!

P: What advertising methods does Nyx use?

A.I: It's no secret that today the most beneficial way to disseminate information is to do it via the Internet. Our company is no exception and actively uses the well-known social network Instagram, “pop-up” targeted advertising, product draws, banners in shopping centers, collaborations with famous people (bloggers, make-up artists, celebrities), as well as separately with beauty bloggers on YouTube.

P: What audience is your company focused on?

A.I: The target audience is mainly girls and women from 15 to 35 with middle income. But today, I think, you know this very well, our clients were young men who fell in love with makeup experiments. But more often teenage girls still buy cosmetic products, since our products are popular and varied in vibrant colors and optimal cost -- that's all youth loves.

P: Yes, I understand what you mean. Today's favorite beauty bloggers are those who can show how to make make-up not only luxury cosmetics, but also budget. This is especially valuable now.

P: Alina, do you think it has become easier to find a common language with clients with the advent of social networks?

A.I: Of course, “recoil” began to be felt especially clearly several years ago, when Instagram ceased to be just a platform where people share photos and communicate a little, it became a showcase, a tool to attract thousands of new customers in skilled hands. Our company pays great attention to this particular platform, which for us is one of the main tools for attracting customers and measuring brand loyalty. Customers began to consult about purchases, ask about products in the directorate, and share their impressions. There was an opportunity to work with the consumer's reaction in real time: to answer questions and, if possible, influence the repayment of negative reactions, if any. Moreover, Nyx often holds contests, which helps to attract an audience and also holds video tutorials on drawing make-up so that girls (and boys) could not spend money but training courses, and without leaving their homes, “improve their skill” in the art of makeup. These videos are very popular with our audience.

P: So today for Nyx the most “working” platform is Instagram? What about YouTube?

A.I: Of course, this is Instagram and YouTube, today the largest audience is there, all the girls today use them.

P: What is the content in every Nyx social network focused on?

A.I: On YouTube, these are more likely product reviews with application and reviews. Instagram is a beautiful profile - after all, today's “Instagram” generation has visuals, vibrant and colorful posts advertising products, constant promotions that pop up in stories and in profile, videos that we repost from subscribers, where they themselves mark the brand page, reviews from stars and makeup artists, and video tutorials on applying makeup. Vkontakte content corresponds to the Instagram, there we also update the content daily, but the audience coverage is much lower, therefore we do not consider the Vkontakte community the most effective for expanding the audience.

P: Interesting! And why do you think Vkontakte coverage is much lower?

A.I: Here, all are just teenage girls, and indeed the youth as a whole is a generation of visuals. They hang on Instagram for days on end, so it's easier to “grab” them from there, show them what stocks exist today or record a tutorial up for them

P: One could guess. Tell me, is it easier to determine the needs of customers based on data on social networks?

A.I: It seems to me that today in social networks you can find any necessary information. Since now we see from Instagram and YouTube that people pay more attention than they share, which rulers and colors they like more, yes, it has become easier to determine what the consumer needs. Even if we fail to “hit the bull's eye”, we will instantly receive feedback and be able to correct the situation and try to make adjustments to the future production of this product.

P: What is the average customer growth per day on social networks?

A.I: We do not have information in exact numbers, since on social networks someone comes in every day, and someone leaves. But on average, it's about people on Instagram arriving every day.

P: From what year did the media on social networks begin to help grow your company's customers?

A.I: In 2007, wildly popular one of the most unwanted shades of Jumbo Eye Pencil in MILK shade appeared in the past, it was a very sudden surge and no one understood where it came from, later it turned out that beauty bloggers on YouTube began to actively advertise this product in as a basis for shadows. Since then, the business of the company went uphill and the platform began to be used much more actively, bearing fruit.

P: Does Nyx use the services of beauty bloggers and is it a productive method of attracting an audience?

A.I: The company does not use paid services, but very many popular makeup artists themselves advertise our products on their social networks, for which we are very grateful to them. The rapid involvement of the audience in the advertised product is associated with a high level of confidence in the information of beauty bloggers, as a rule these are leaders who have high authority for their audience.

P: Do you read customer reviews and does this affect the new product, how customer-oriented are you?

A.I: Of course, we read and even answer all the comments left, there are both negative and positive, and questions about orders, we are trying to help everyone. With a large number of negative reviews, naturally low demand for this product also begins. Unsuccessful goods are sold in the future at a discount and the quality and structure are further improved, more often a completely new collection with different shades appears.

P: Does the company capture the reaction from customers with successful marketing?

A.I: With successful bright advertising, the number of likes, reviews and questions about the product jumps up, and the audience reaches up and our sales increase, of course, this good sign immediately becomes noticeable and is fixed for further understanding what the audience likes.

P: Do you have products whose reviews are not entirely successful and do not reach the “favorite” product?

A.I: The quality of products, unfortunately, is evaluated by buyers after they go on sale and naturally, some products do not fall under the general concepts of quality.

P: How actively does the brand advertise this “failed” product?

A.I: As well as everything, but with little demand, the product falls under sale and is not released further.

P: How quickly does a product with spectacular advertising sell out?

A.I: After collaborations with stellar makeup artists (Goar Avertisyan is a vivid example of this, it was the most paid and memorable advertisement), the goods are sold as during a sale.

P: Alina Ignatievna, thank you for taking the time to answer my questions. You and my partner helped us a lot!

A.I: Not at all, I wish you good luck with your work!

Interview 2. L'ETUAL

Interviewed: Svetlana Borisovna, 41 years old, manager of one of the stores of the L'toile chain

Interviewer: Baryshnikova Ksenia

Date: 02/15/2020

K: Good afternoon, Svetlana Borisovna! My name is Ksenia, at the moment I am a 4th year student of the bachelor's program at the Faculty of International Business and Management at the Higher School of Economics. As part of the final qualification work on social networks, as an instrument of marketing strategies of companies in the beauty market, I conduct a study on the topic: “The influence of the mass media on the sphere of beauty”. I would be very grateful if you would give me a certain amount of time and answer honestly all questions, questions will be directed to the activities of the company in which you work.

S. B: I will try to help with pleasure.

K: I want to note that all information will be used only in a generalized form after computer processing.

S. B: Good, but the information I'm going to share with you is not confidential.

K: How long do you work in this company?

S. B: For 7 years

K: Tell me, you probably know what types of advertising the company L'etual uses?

S. B: The L'etual perfumery and cosmetics store chain uses banners, pop-up ads, Instagram and Vkontakte social networks, television ads, SMS and email newsletters, printing (mainly leaflets), sponsorship, press releases, glossy magazines “Cosmopolitan”, “Vogue”, “Glamor”, the company also has its own monthly magazine and uses the services of ambassadors who talk about popular products, promotions and new products, as well as the company's website and a phone application for online orders.

K: What do you think of who your target audience consists of?

S. B: The target audience of the company is very vast: they are people of all ages, sexes, races and with any income level.

K: Has it become easier to find a common language with clients with the advent of social networks?

S. B: Definitely yes, with the advent of social platforms, feedback and contact with consumers has become easier, we began to see people's reactions to certain categories of products and content, and we are also happy to help them in choosing and solving problems.

K: Which social platforms are more popular and which ones do you promote most actively?

S. B: Instagram and Vkontakte. We follow and update each time several times a day, but it is Instagram-4.8 million subscribers that enjoys more popularity, customers clearly like what we exhibit.

K: What is the content in each social network oriented to?

S. B: Vkontakte advertising, promotions, product updates. Everything is much more interesting on Instagram, contests, quizzes, games, video tutorials with stars, videos from presentations and opening of new stores, video advertising of brands, as well as information on discounts and updates are constantly held.

K: Is it easier to identify customer needs?

S. B: Yes, according to reviews, we see what the consumer wants and try to please them

K: What is the average customer growth per day on social networks?

S. B: A few thousand a day on Instagram and about a thousand Vkontakte, to be honest we do not keep statistics.

K: From what year did the mass media begin to help grow your company's customers?

S. B: From the very beginning, in 1997, the company began to use advertising in newspapers and on banners for promotion.

K: Do you use the services of beauty bloggers and how productive is this method of attracting an audience?

S. B: We do not have beauty bloggers, but there are ambassadors, representatives, famous Russian stars who advertise the products of our store and the store itself and help in promotion (for example, Maria Pogrebnyak and Ida Galich). Yes, they really help to attract the audience, as those who are watching are clearly taking care of themselves and keep up with the trends.

K: Do you read customer reviews and does this affect the new product, how customer-oriented are you?

S. B: All reviews are read and do not remain ignored, it is very important for us that customers think about us and we try not to let them down.

K: Have there been situations when bad reviews on the Internet badly affected the status of the company?

S. B: For a very long time negative reviews from competing companies walked on the Internet, fortunately, the reputation that was gained by deceivers cannot be spoiled by some small gossip, the trust of customers and a huge audience due to the quality of our store remained with us, but at that time the company suffered losses

K: Is it possible for you personally to observe (the store manager) how, with successful marketing, the demand for products rises sharply?

S. B: The number of views and reviews on Instagram speaks for itself, with successful advertising, demand, of course, also increases, and our prices are much more profitable than competitors. Therefore, large queues at the box office appear not only before March 8 and the New Year, but every time after a successful advertisement.

K: Do you have products whose reviews are not entirely successful and do not reach the “favorite” product?

S. B: With bad customer reviews, we naturally try to refine our product line, but we can't do this with products of other brands.

K: How actively do you advertise this product?

S. B: Just like everyone else

K: How quickly does a product with spectacular advertising sell out?

S. B: Since the advertising of many products comes directly from the manufacturer's brand itself, the advertising with us and our competitors is the same, again, just consumers trust us and know that they can be sure of quality. So if this is some kind of long-awaited order, it even happens that we leave applications for pre-order.

K: Thank you very much for your time!

S. B: And thank you, good luck to you!

Interview 3. L'OREAL

Interviewed: Dmitry Nikolaevich, 29 years old, SMM Manager L'oreal

Interviewer: Baryshnikova Ksenia

Date: 02/29/2020

K: Hello, Dmitry Nikolaevich! My name is Ksenia, at the moment I am a 4th year student of the bachelor's program at the Faculty of International Business and Management at the Higher School of Economics. As part of the final qualification work on social networks, as an instrument of marketing strategies of companies in the beauty market, I conduct a study on the topic: “The influence of the mass media on the sphere of beauty”. I would be very grateful if you would give me a certain amount of time and answer honestly all questions, questions will be directed to the activities of the company in which you work.

D. N: I'm happy to help you, let's get started.

K: I want to note that all information will be used only in a generalized form after computer processing.

DN: Not a problem, thanks for the info.

Q: How does L'oreal promote its products?

D.N: L'Oreal uses the following means of transmitting advertising information: television (L'Oreal is one of the largest advertisers in Russia), popular magazines for women and men (Cosmopolitan, Men'sHealth, Burda, Bazaar, Elle, Home and etc.), street media such as signboards, billboards and advertisements on vehicles (on buses and trucks). Vehicle ads for L'Oreal are handled by the Russian company Irex, which is the largest company in this industry in the country. Advertising on the Internet (on the Global Network, the L'Oreal Group posted several of its sites, Instagram, YouTube, Vkontakte, where you can find almost any information about the company and its products, as well as buy these products in the corresponding virtual store of the company).

K: What audience is the company's products aimed at?

D. N: The target consumers of the brand are active young girls and women who like to experiment. Income - average and below average

K: Has the emergence of social networks made it easier to communicate with consumers?

D. N: By and large, social media is a continuation of our customer service program. We have a call-center team that answers most of the technical questions related to our brands, but we also have pages on social networks where users can ask questions about the use of our products, where they can be bought and which product suits that or to another consumer in the best way. Such a way of thinking allows us to be proud of the response time indicators, as well as the openness of brands to communicate with consumers. At the moment, most of our pages show a response rate to the user of no more than 2 hours, which is quite good.

K: Which social networks are more popular and which ones do you promote most actively?

D. N: The leading brand of the entire company is L'OrealParis, but this brand does not have a Russian Instagram account. But the brand has massive advertising in the media, television and print media, especially magazines, YouTube, including with visual and video content. You can also find advertising promotion directly at points of sale - POS materials, promotions and offers in partner networks.

K: How much does the number of subscribers increase each day?

DN: I can say that we are not fixated on the number of subscribers, since these metrics do not fully reflect efficiency. We use several different user feedback tracking tools to understand the mood of discussions around our brand and competitors. We need these tools to search for new opportunities for direct interaction with consumers in order to “enlighten” them in the matter of our brand or to influence their product choice.

K: From what year did the mass media begin to help grow your company's customers?

DN: Although the history of our company has been over a hundred years old, we are always ready to change. Since 2010, we have rapidly gone all the way to digital transformation.

Two thousand digital specialists appeared in our state, 21 thousand employees underwent advanced training, and data analysis became the foundation of all our advertising campaigns. In 2017, digital accounted for 38% of our advertising budget.

K: Do you use the services of beauty bloggers, does it help to scale the audience?

D. N: Beauty bloggers advertise our products on the Internet, but only because of their quality. Our company is much more helped by other methods of advertising products.

K: Do you read customer reviews and does this affect the new product, how customer-oriented are you?

D. N: We try to take into account trends and meet the price-quality parameter. All errors that our customers pay attention to are corrected over time.

K: Have there been situations when bad reviews on the Internet badly affected the status of the company?

D. N: Our company has a worldwide reputation and we try to solve problems right away, if customers don't like our product, we try very hard to improve it, in order to avoid further problems

K: Do you see a storm of customer feedback with successful marketing?

D. N: If a product becomes a “people's favorite”, this is immediately evident from the demand for the product and statistics

K: Do you have products whose reviews are not entirely successful and do not reach the “favorite” product?

D. N: All Loreal products are of high quality and are thoroughly tested before launch. But as they say, how many people, so many opinions

K: How actively do you advertise this product?

D. N: All products are advertised and promoted at the same level.

K: What advertising can you mark as the most spectacular?

D. N: The company has quite a few spectacular advertisements. But of recent, in 2019, CollectionPriveebyColorRicheL'OrealParis invited famous actresses and models, and part-time brand faces, to advertise a new collection of lipsticks. Among them are Frida Pinto, Ines de la Fressange, Julianne Moore, Jane Fonda, Fan Binbin, Leah Kebede, Eva Longoria and Dautzen Kreuz. It is not easy to collect such a large number of celebrities on the set. And the fact that the brand succeeded, of course, is worthy of respect.

K: Thank you very much for agreeing to share the information!

D. N: Goodbye!

Interview 4.MAC COSMETICS

Interviewee: Ksenia Sergeevna, 29, Consulting Manager, MacCosmetics

Interviewer: Veshnyakova Polina

Date: 03/04/2020

P: Hello, Ksenia Sergeevna! My name is Polina, at the moment I am a 4th year student of the bachelor's program at the Faculty of International Business and Management at the Higher School of Economics. As part of the final qualification work on social networks, as an instrument of marketing strategies of companies in the beauty market, I conduct a study on the topic: “The influence of the mass media on the sphere of beauty”. I would be very grateful if you would give me a certain amount of time and answer honestly all questions, questions will be directed to the activities of the company in which you work.

KS: Good afternoon, Polina. Nice to meet you.

P: I want to note that all information will be used only in a generalized form after computer processing.

K. S: Good.

P: What methods of product advertising does the company use?

K. S: MacCosmetics uses its website, twitter, YouTube, Instagram, Facebook, ambassadors directly, as well as flyers and pop-up ads

P: What is the target audience?

K. S: MAC is the first brand addressing its products to both the mass buyer and professional stylists and makeup artists. This is a brand that does not create borders, appreciating individuality and creativity and beauty in all its manifestations.

P: Is it easier to find a common language with clients with the advent of social networks?

K. S: We try to respond to all the reviews on Instagram, advise, help, suggest, lay out the rubrics requested. On YouTube, everyone shows views, customers are interested in watching videos about makeup and new collaborations.

P: Which social platforms are more popular and which ones do you promote most actively?

K. S: Indisputably Instagram and YouTube. Today it is the fastest growing and most effective social networks in terms of promoting decorative cosmetics - ease of information transfer, high information content about product properties (texture and shade), ease of communication with subscribers, pronounced viral effect.

P: Is it easier to identify customer needs?

K. S: Seeing the reverse reaction, it has become much easier to monitor the choice of consumers and what is worth improving, and which is already above all praise.

P: What is the average customer growth per day on social networks?

K. S: We do not have growth statistics on social networks. Much more important for us is likes, reviews, views and the opinion of consumers.

P: From what year did the mass media begin to help grow your company's customers?

K. S: With the appearance of the page on YouTube, MacCosmetics began the successful promotion of the brand on social networks.

P: Do you use the services of beauty bloggers and how productive is this method of attracting an audience?

K. S: We have brand ambassadors, product reviews, video tutorials on how to apply makeup and the stars Mac collaborates with. Given that all this is laid out on YouTube and Instagram, we ourselves are beauty bloggers.

P: Do you read customer reviews and does this affect the new product, how customer-oriented are you?

K. S: For us, the opinion and choice of the client is very important, we are confident in quality, but we are trying to follow the trends, based on the preferences of the target audience.

P: Have there been situations when bad reviews on the Internet badly affected the status of the company?

K. S: There were no big scandals at the company yet, but everyone perfectly understands that now on the Internet you can lose your reputation due to the negative attitude of several buyers

P: Do you see a storm of customer feedback with successful marketing?

K. S: We see positive or negative reviews from the audience, you can understand from them how successfully our work was done.

P: Do you have products whose reviews are not entirely successful and do not reach the “favorite” product?

K. S: All Mac products are of professional quality and do not cause allergies.

P: How active are you promoting this product?

K. S: All the products of the poppy company, except for collaborations, are advertised according to the same strategy and at the same level. We have no unsuccessful products, the main thing is to choose the right cosmetics for yourself.

P: What does the company focus more on: product quality or sales?

K. S: At the moment, for the Russian consumer, such indicators as the quality of goods are becoming increasingly important, for them the health factor is very important. Consumer requirements for safety and harmlessness of goods have become tougher. The new standard for the healthy use of MAC make-up is skin care cosmetics. The composition of the product line is the safest for health - no toxic-allergic reactions caused by preservatives or aromatic additives. Product quality is a very important aspect, but without proper advertising, even quality will remain unknown to the public.

P: Thanks so much for the answers!

KS: Goodbye!

Interview 5. SEPHORA

Interviewed: Solodilova Diana, 32 years old, Sephora Manager

Interviewer: Veshnyakova Polina

Date: 03/17/2020

P: Hello, Diana Valerievna! My name is Polina, at the moment I am a 4th year student of the bachelor's program at the Faculty of International Business and Management at the Higher School of Economics. As part of the final qualification work on social networks, as an instrument of marketing strategies of companies in the beauty market, I conduct a study on the topic: “The influence of the mass media on the sphere of beauty”. I would be very grateful if you would give me a certain amount of time and answer honestly all questions, questions will be directed to the activities of the company in which you work.

D. V: Good afternoon, Polina. I will be happy to help you.

P: I want to note that all information will be used only in a generalized form after computer processing.

D. V: Thank you for warning.

P: What methods of product advertising does the company use?

D. V.: ??Sephora distribution network of stores actively uses social networks such as Instagram, Facebook, printer, YouTube bloggers advertise our store network and products on their channels, brand ambassadors, pop-up ads on Instagram and applications, as well as our Sephora application, which uses a special Color IQ system that recognizes the type of skin from a photograph, using it in the online store it is easier to choose a foundation or a suitable lipstick color. It also monitors the actions of customers, selects the funds of interest and recalls the goods put into the basket.

P: What is the target audience?

D. V: We focus on young women and middle-income men who look after themselves and live in large cities.

P: Is it easier to find a common language with clients with the advent of social networks?

D. V .: It has become easier to focus on consumers, take into account and understand their desires and needs, as well as see feedback and help with resolving issues.

P: Which social platforms are more popular and which ones do you promote most actively?

D. V: Instagram and YouTube, as well as print-average indicators for channel views-10 million per month.

P: What is the content in each social network oriented to?

D. V: On YouTube, it's live broadcasts with stars, product reviews, video tutorials on drawing. The print-beautiful advertising product images. On nstagram, the content is based on advertising products, information on ongoing promotions and sweepstakes, video tutorials and tips from beauty gurus.

P: Is it easier to identify customer needs?

D. V: Sephora has a very smart mobile application, it collects statistics about its customers, identifies their needs and offers relevant products. It was revealed that 70% of people make a purchase within 24 hours from the moment they put the product in the basket. During this time, the application will actively remind you of saved products. With it, it has become easier to cater to the individual needs of each.

P: What is the audience reach on social networks?

D. V: Instagram has 227 thousand subscribers, on the YouTube channel Sephora Russia 6.21 thousand, printerest 770 thousand subscribers.

P: From what year did the mass media begin to help grow your company's customers?

D. V: In 2015, the company began to actively develop its content for the Russian market on social networks.

P: Do you use the services of beauty bloggers and how productive is this method of attracting an audience?

D. V: Beauty bloggers themselves advertise our products, and ambassadors help promote the product among their audience.

P: Do you read customer reviews and does this affect the new product, how customer-oriented are you?

D. V: We always pay attention to reviews from our customers and try to solve all the problems, if any. Moreover, if you bought the product at full price, and then, within two weeks from the date of purchase, the sale began - call the service center and you will be refunded the difference.

P: Have there been situations when bad reviews on the Internet badly affected the status of the company?

D. V: We always try to quickly solve problems with dissatisfied customers, because public opinion means a lot and when choosing a product, customers rely on other people's reviews, from which we can incur losses.

P: Do you see a storm of customer feedback with successful marketing?

D. V: Sales growth increases and is fixed in our statistics, and then the product that consumers like is advertised more in order to reach a larger audience.

P: Do you have products whose reviews are not entirely successful and do not reach the “favorite” product? How actively do you advertise this product?

D. V: It all depends on the client's choice and use of the product. Unpopular products out of stock. If the item is often returned, it is removed from the store list.

P: Thank you very much for your time!

D. V: Good luck!



Appendix 3

Correlation analysis

x	x	Many followers	Interesting person	Video lessons	how many pages of beauty brands/bloggers you follow in social networks	Nice profile	Product reviews
Many followers	Корреляция Пирсона	1	0,019	0,019	-0,116	0,113	-0,032
	Знач. (двухсторонняя)	-	0,76	0,759	0,058	0,065	0,599
	N	267	267	267	267	267	267
Interesting person	Корреляция Пирсона	0,019	1	-0,046	-0,097	0,058	-0,022
	Знач. (двухсторонняя)	0,76		0,451	0,112	0,345	0,716
	N	267	267	267	267	267	267
Video lessons	Корреляция Пирсона	0,019	-0,046	1	0,064	0,048	,812**
	Знач. (двухсторонняя)	0,759	0,451	-	0,296	0,437	0
	N	267	267	267	267	267	267
how many pages of beauty brands/bloggers you follow in social networks	Корреляция Пирсона	-0,116	-0,097	0,064	1	0,038	,172**
	Знач. (двухсторонняя)	0,058	0,112	0,296	-	0,534	0,005
	N	267	267	267	267	267	267
Nice profile	Корреляция Пирсона	0,113	0,058	0,048	0,038	1	0,001
	Знач. (двухсторонняя)	0,065	0,345	0,437	0,534		0,984
	N	267	267	267	267	267	267
Product reviews	Корреляция Пирсона	-0,032	-0,022	,812**	,172**	0,001	1
	Знач. (двухсторонняя)	0,599	0,716	0	0,005	0,984	-
	N	267	267	267	267	267	267

** Correlation is significant at the level of 0.01 (two-way).



Appendix 4

Correlation analysis

x	x	purchase after friend' s recommendation	purchase after blogger recommendation	purchase after op up ads	purchase famous person's recommendation	purchase	how often do you shop online
						after nice
						website
purchase after friend's recommendation	Корреляция Пирсона	1	0,046	,197**	0,022	,220**	,212**
	Знач. (двухсторонняя)	-	0,452	0,001	0,718	0	0,001
	N	267	267	267	267	267	267
purchase after blogger recommendation	Корреляция Пирсона	0,046	1	0,022	0,022	,150*	0,056
	Знач. (двухсторонняя)	0,452	-	0,723	0,72	0,014	0,362
	N	267	267	267	267	267	267
purchase after op up ads	Корреляция Пирсона	,197**	0,022	1	0,081	,182**	0,1
	Знач. (двухсторонняя)	0,001	0,723		0,189	0,003	0,103
	N	267	267	267	267	267	267
purchase famous person's recommendation	Корреляция Пирсона	0,022	0,022	0,081	1	0,044	0,002
	Знач. (двухсторонняя)	0,718	0,72	0,189	-	0,471	0,978
	N	267	267	267	267	267	267
purchase after nice website	Корреляция Пирсона	,220**	,150*	,182**	0,044	1	0,092
	Знач. (двухсторонняя)	0	0,014	0,003	0,471		0,132
	N	267	267	267	267	267	267
how often do you shop online	Корреляция Пирсона	,212**	0,056	0,1	0,002	0,092	1
	Знач. (двухсторонняя)	0,001	0,362	0,103	0,978	0,132	-
	N	267	267	267	267	267 ...

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