RESEARCH AND ANALYSIS OF AVEDA PRODUCTS - …



RESEARCH AND ANALYSIS OF AVEDA PRODUCTSINTRODUCTIONThe use of social media as a tool by Hair shampoo companies and beauty care institutions have made patients to be more informed and also bridge the gap between beauty customers and stakeholders. This tool has also created a support network for customers and users, which has gotten them involved in the procedure of in which beauty is being carried out,organised and giving to potential customers.More clearly, interactive web platforms have also enabled consumers to discuss their opinions and by creating a clearer model of communication. Beauty care companies are now employing social media to circulate information, increase customers awareness, provide beauty knowledge and to maintain customer relationship (Burns et al, 2007). This media platform also enables beauty care companies to gain market intelligence, obtain real-time customer comments, awareness and feedbacks which in return give promotion of their brand. This research provides a comprehensive usage of social media in the beauty care industry, analysis of an acknowledged company and the use of social media for their strategies.DESCRIPTION OF RESEARCHThe fast increasing popularity of social media platforms such as Facebook, Twitter and YouTube is expected to transform the marketing strategies employed in the Beauty care industry. Furthermore, in regards to marketing, it has been noticed that an increasing number of Beauty companies have also begun leveraging these platforms in order improve their consumer interactions as well as making management improvement based on market intelligence which are being often generated through monitoring and analysing user generated content.In 2010, 5 out of the top 10 beauty care company have signalled out a strong social media presence for themselves on various social networking tool platforms such as Facebook, Twitter and YouTube. Furthermore, 4 out of the top 10 companies have established themselves on three most popular social media networking sites Facebook, Twitter and YouTube (Smith, Marc. et al. 2008). In regards to beauty companies, social media has always been the driving force. Most often, customers expect the business to be present on social media whereby there can be a direct communication as this gives an easier way of accessing information and retrieving information from users and customers. However, this does not mean that the beauty companies are not using social media. They are transforming the use of social media to move closer to their customers.ABOUT THE COMPANYAveda Corporation is a company headquartered in the Minneapolis suburb of Blaine, Minnesota, United State of America, they manufacture skin care, cosmetics, perfume, hair care products, and trains students in cosmetology and esthiology at the Aveda Institutes in various states such as Minneapolis, New York City, Washington, DC, Vancouver, Calgary, Orlando, Toronto and many other cities.The company sells products ranging from skin care to hair care which are as organic as possible. They also maintain a variety of partnerships with salons and spas that use their products. Many of these locations also offer treatments, certified by Aveda. The company offers training to employees of its affiliated salons and spas. They also run many institutes for cosmetology education.The art and science of pure flower and plant essences is the core of Aveda. Their beauty products are alive with the life force of plants, and contain pure essential oils. Their solutions are so powerful they call them prescriptions. While they specialize in hair care, they offer other plant-based products—skin care, makeup, pure-fume, aromas and lifestyle—that are all professionally developed, clinically tested, and go to exceptional lengths to be respectful of the earth. Their professional network, nearly 7,000 salons and spas worldwide, shares their commitment. Ever since a hairdresser founded Aveda in 1978, their products have been harvested with respect for the earth, in harmony with the web of life.At Aveda, The Art and Science of Pure Flower and Plant Essences, It is believed that Nature is the best beauty artist of all. This is why they continually strive to increase their use of naturally derived ingredients whenever possible. Naturally Derived: They define naturally derived ingredients to be those for which more than 50% of the molecule comes from a plant, non-petroleum mineral, water, or some other natural source. Their commitment to deliver high performance, botanically-based products that are kinder to the planet goes much deeper than their use of naturally derived ingredients vision connecting beauty, environment and well-being.Mission: Their mission at Aveda is to care for the world we live in, from the products they make to the ways in which they give back to society at Aveda, they strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.Beliefs:1. They believe in treating themselves, their customers and the planet with care and respect.2. They believe ecological and profit goals are mutually achievable.3. They believe their authenticity and experience are their major points of difference.4. They believe in inspiring and educating people to integrate wellness and beauty in their lives.5. They believe their actions, products and services should always embody excellence.6. They believe the personal and organizational balance is the key to sustainable success.TOOLS USED BY AVEDAFACEBOOK: The company has six (6) different Facebook pages, namely Aveda, Aveda Institute Las Vegas, Aveda Institute Orlando, Aveda Institute Portland, Aveda IBM and Aveda institute Jacksonvile. These pages are used to interact with their consumers and also contains news on the company profile. They have over 1,260,253 likes on their official page with an average of 2,500 – 10,755 on each of their pages. The pages are used to post content on beauty issues which serves as an avenue for their followers to be informed about the latest happenings in the beauty world (, 2014). During the period of analysing the Aveda page on Facebook, it was actually noticed that most post which are posted on their personal website page are also post which are being posted on the Facebook pages : Aveda beauty company created a twitter account after it realised the effectiveness an awareness Facebook gave to the company after the latter was opened. This was another groundbreaking event for them as this gives them an opportunity to tweet their news and activity with their follower from Facebook who have a twitter account and their proposed target audience on twitter. Aveda has 3 Twitter handles which are @aveda, @avedaUK, @AvedaChapelHill, Aveda has got about 6miliion followers on the 3 different accounts they have on twitter. These 3 accounts are used in interacting with customers and users worldwide about their products, services, and issues regarding beauty care world and institutes (, 2014). Analysis on this account showed that, they use this platform to interact with their over 4 million followers on activities about the company, news and discussions on health issues. YOUTUBE: Aveda opened the YouTube video uploading platform in order to have interactions with with customers and users through videos relating to their financial performance, guidance and procedures of how customers use their various products and recruitment process. The company has about 50,000 views for video uploads and also feedbacks from customers and users (, 2014). During the analysis, it was actually noted that Aveda has got post which have been so influential to their YouTube usage rate and have seen many of their customers view it. However, they haven’t been using the YouTube tool as effectively as they have been using their Facebook social website.CONCLUSIONIn conclusion, social media has created a different level marketing strategy for beauty care companies which enables them to reach their target audience with ease. Ayurveda has been putting more of their attention and publicities on social media platforms such as Facebook and Twitter, but the company needs to put in more strength to other social networking sites such as YouTube in order to make sure they get to all their target audience and their proposed customers all over the world. Also, they should use the social media platforms as a way of promoting interacting basically on their brands and products. ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download