Facebook Marketing Showcase: Cosmetic Brands Want To Get You All Made-Up


One of Facebook’s largest and most enthusiastic subsets is the 18-35 female demographic, and cosmetic and skincare companies around the world have embraced the marketing and customer-liaison opportunities offered by Facebook Pages. With strong visuals, innovative product showcasing and heavily-customized tab functionality and applications, cosmetic manufacturers can use their Facebook presence to raise brand awareness, drive traffic and boost sales.

In this week’s Facebook Marketing Showcase we’ll be looking at some of the major cosmetic brands on Facebook.


Founded in 1968 and with headquarters in New York, Clinique is a manufacturer of skincare, cosmetics, toiletries and fragrances, and wholly owned by the Estée Lauder Corporation.

Facebook Page: http://www.facebook.com/clinique

Overview: Clinique does not use a customized landing tab on their Facebook Page and this is a probably a good thing, as three of the seven customized tabs they do use did not work properly when activated (they were either missing or led to a 404 page when actioned). Moreover, the Ratings tab only showcases a single product. With almost a million-and-a-half fans, this is very sloppy work from the developers behind the Page. Despite these shortcomings, the Clinique Page is well-engaged with a reasonable number of Likes and comments on new posts.

Customized Page Tabs: 7 – Chubbify (didn’t work when tested), Turnaround (didn’t work when tested), 3-Step Confidence (promotional, but didn’t work properly when tested), Ratings (rate products, but only one was available), Next Best Thing (product promotion), Lucky Day Sweeps (competition), Share Happy (video, competition)

Likes: 1,454,015

Like Accumulation: 700/week

Fan Reward/Incentive For Liking The Page? No

Does The Page Support Check-Ins? No

Update Frequency: 5-7 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Yes


Established in New York in 1915 (and named after the daughter of a chemist, Maybel, who inspired the original product), Maybelline expanded rapidly and the company’s famous advertising slogan, “”Maybe She’s Born With It. Maybe It’s Maybelline”, has been a force in their marketing for 20 years. In 1996 Maybelline was acquired by L’Oreal.

Facebook Page: http://www.facebook.com/maybelline

Overview: Maybelline uses a number of varied customized tabs on their Page, including photo and message-sharing, reviews and event news, and the Wall is highly-engaged with many posts receiving thousands of Likes and hundreds of comments. The community is energetic and fans post regularly to the Wall.

Customized Page Tabs: 7 – Kisses for the Troops (philanthropy), Baby Lips (photo-uploading app), Lots of Lashes (message-posting app), Great Lash B-Day (wallpaper), Fashion Week 2011 (event), SuperStay24 Bzz (reviews), Maybelline House Rules (Page guide and etiquette)

Likes: 1,275,812

Like Accumulation: 4,000/week

Fan Reward/Incentive For Liking The Page? Fans who Like the Page unlock photo-sharing functionality

Does The Page Support Check-Ins? No

Update Frequency: 3-5 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Yes

To check out more cosmetic brand campaigns that are doing a great job targeting one of Facebook’s key user segments, including premium brands like Avon, Lancome, and Bobby Brown, check out the Facebook Marketing Bible, Inside Network’s guide to marketing and advertising on Facebook.