The document analyzes the Twitter activity of several cosmetic companies, including Madara Cosmetics, Dzintars, Stenders, The Body Shop, Avon, and Nivea Australia over a 6 month period. It finds that Madara Cosmetics had the most engagement with 236 tweets, 70% of which were original content and 24% were replies to followers. The Body Shop also had high engagement with 675 tweets including 61% original content and 28% replies. In contrast, Dzintars and Stenders only tweeted promotions with no replies to followers. Overall, companies used Twitter for marketing, promotions, PR and customer service, but engagement levels varied significantly.

1. Twitter as communication
tool for cosmetic companies
Ruta Sili a
Riga Stradins University

2. 2
The aim of study
• to research the tweet content of Madara
Cosmetics, Stenders and Dzintars to define their
goal, function and form;
• and to compare it with such cosmetic companies
as Nivea, The Body Shop and Avon

3. 3
Research design
• Time period 01.01.-30.06.2010.
• Amount of research items: 1295 tweets
• Twitter profile:
– @MADARAcosmetics
– @as_Dzintars
– @Stendershop_com
– @TheBodyShopUK
– @Avon_UK
– @NIVEA_Australia

4. 4
Research design
• Method: content analysis
• Research focus on:
– Form: text and links
– Tool: PR, Marketing PR, Marketing
– Function: to inform about news, interact, reflect, sales
promotion

5. 5
Madara Cosmetics
• 236 tweets in 6 month
– Their own created content 70% or 165 tweets (int.al.
89 tweets with links)
– 24% or 56 tweets are reply to followers questions
– 6% or 15 tweets are retweets
• Information in home page about profile (Twitter
and Facebook)

6. 6
Madara Cosmetics
• Use of twitter:
– Marketing PR, e.g., EcoBaby, EcoBody, Madara drinks
launch
– For sales promotion: discount & sales
– Public relations: nomination for award or awarding,
congratulation on holidays
– Express emotions about not related topic, e.g.,
happiness about winter morning, spring, snowdrop etc.
– Want ad
– Crisis communication & CSR

7. 7
Madara Cosmetics
• Campaign: announcement, action, result
– Retweet message and you get invitation or gift
– Send story and get invitation or gift
– Going green – packaging utilization, The Big Cleanup
• Tweets in Latvian and English
• Emotional, friendly and casual language

8. 8
Dzintars
• 14 tweets in 6 month
– 100% tweets their own content
(int.al. 5 tweets with links)
– No two way communication (no reply or retweet)
• No information in home page

9. 9
Dzintars
• Use of twitter:
– For sales promotion: discount & sales
– Public relations: new shop opening, awarding
– Marketing PR, e.g., Dzintars Actual, soap launch
• Campaign: action, NO public available result
– Participate in marketing survey (and get gift in 1 case)
• Formal language
• Irregular communication – last tweet on 7th May

10. 10
Stenders
• 31 tweets in 6 month
– 100% tweets their own content and all with links
– No two way communication (no reply or retweet)
• No information in home page

11. 11
Stenders
• Use of twitter:
– Public relations: reference about media content, new
shop opening
– Marketing PR, e.g., product launch
– For sales promotion: discount & sales
• Formal language
• Tweets only in English
• Irregular communication – long period of silence
and intensive communication in couple days

12. 12
The Body Shop (UK)
• 675 tweets in 6 month
– Their own created content 61% or 411 tweets (int.al.
304 tweets with links)
– 28% or 187 tweets are reply to followers questions
– 11% or 77 tweets are retweets
• Information in home page about profile (Twitter,
Facebook and YouTube)

13. 13
The Body Shop (UK)
• Use of twitter:
– For sales promotion: discount & sales, free delivery
– Personal communication, e.g. Hi! Hallo! greetings,
questions about mood, congratulate
– Marketing PR, e.g., expert tips, guide how to choose
the right product
– Public relations and CSR: 34 anniversary, supporting
WWF, Earth Hour

14. 14
The Body Shop (UK)
• Campaign: announcement, action, result
– Send your tips and get gift
– Retweet message and you get gift
• Emotional, very friendly and casual language

15. 15
Avon (UK)
• 279 tweets in 6 month
– Their own created content 78% or 218 tweets (int.al.
145 tweets with links)
– 10% or 27 tweets are reply to followers questions
– 12% or 34 tweets are retweets
• Information in home page about profile (Twitter,
Facebook and YouTube)

16. 16
Avon (UK)
• Use of twitter:
– Marketing PR, e.g., expert tips, guide how to choose
the right product, product launch
– Public relations: celebrity news, congratulation in
holiday, donation for Haiti earthquake victims

17. 17
Avon (UK)
• Campaign: action, rare public available result
– Use Twitter to promote campaigns in FaceBook
profile
– Campaign duration couple days, e.g. 2 days “I Love
My Mum”, 6 days “Weightloss tip”
– Participate in marketing survey and get gift
– Send your story and get gift
• Friendly and formal language

18. 18
Nivea (Australia)
• 60 tweets in 6 month
– Their own created content 97% or 58 tweets
(int.al. 53 tweets with links)
– No reply to followers
– 2 tweets are retweets
• No information in home page

19. 19
Nivea (Australia)
• Use of twitter:
– Marketing PR & advertisement, e.g., expert tips,
product launch and ad
– CSR: Big Sisters Mentoring Program
• Campaign: announcement without details but
with link to homepage
• Formal language

20. 20
Author of tweet content
One-way vs two-way communication
165
56
15
14
00
31
00
411
187
77
218
27
34
58
02
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Madara
Cosmetics
Dzintars
Stenders
BodyShop
Avon
Nivea
Company itself Reply Retweet

21. 21
Twitter as communication tool

22. Thank you!