Brand Name: Estée Lauder
Brand Category: Beauty & Care
Chart: Ranked 3rd on the Weekly Brand Volume Chart
Comparison time: 2021-04-12
Brand name: Saint Laurent
List: There is no weekly list of brand voices
Brand comparison only shows the results of 30 days of data comparison, the following data is derived from watermelon micronumerals, for reference only.
01
Data overview comparison
Through the data shows that the total number of microblogs, the total number of bloggers, the total number of comments, the total number of likes, the total number of forwards of these five data, Estée Lauder are higher than Saint Laurent more, the specific data can be judged by the following figure.
From several data analysis in the figure, it can be seen that the popularity and discussion of Saint Laurent on Weibo is slightly inferior to Estée Lauder, but perhaps because Estée Lauder has recently invested heavily on Weibo, such as inviting many popular players in the now hot variety show "Youth with You 3" to carry out brand promotion, and Estée Lauder also launched a new product this week, and the attention of users is very high, so the performance of various data is better.
02
Audience gender comparison
Estée Lauder's audience is 44.3% male and 55.7% female, and Saint Laurent's audience is 46.92% male and 53.08% female. Estée Lauder's audience is about 2% higher than That of Saint Laurent, and the audience is more female than the audience of men, and there is not much difference overall, because Estée Lauder and Saint Laurent are both in beauty fashion, so the female consumer audience is higher than that of male consumers.
03
Message hot word Top10 comparison
Estée Lauder and Saint Laurent's message hot words Top10 are all positive words, and there are no negative words, indicating that people's evaluation of these two brands on Weibo is still very good.
At the same time, the name of the brand ambassador appears in both brands. Estée Lauder's hot words bear the names of Lian Huaiwei and Deng Xiaoci, both of whom are popular players in "Youth with You 3" and actively promote brand products on Weibo.
Saint Laurent's hot words carry the names of Li Yuchun and Liu Yu, the reputation of the spokesperson Li Yuchun is extremely high, Liu Yu as one of the most popular players in the recent draft, the promotion role can not be underestimated. It can be seen that both brands have been successful in promoting.
04
Percentage of delivery types
Saint Laurent's delivery types are Tao Password, Tmall, Taobao, of which Tao Password accounted for the highest proportion, 61%, Estée Lauder's delivery type is Tao Password, Taobao, Tmall, micro-store, of which micro-store accounted for the highest, 35%, followed by Tmall, 32%.
Saint Laurent's three types of delivery are all affiliated with Alibaba Group, and Estée Lauder and Saint Laurent, in addition to the Taobao and Tmall delivery types that are also affiliated with Alibaba Group, there is also a micro-store type of delivery, and the proportion of micro-stores is the highest, so Estée Lauder's range is relatively wider than That of Saint Laurent.
05
Industry placement accounted for Top5 comparison
The Top 5 of Estée Lauder's industry are film and television entertainment, beauty and fashion, celebrities, entrepreneurs, and information. The Top 5 of the Saint Laurent industry are beauty fashion, film and television entertainment, other, emotion, and funny anecdotes.
Estée Lauder's industry is mainly based on film and television entertainment and beauty fashion, accounting for 46% and 40%, and Saint Laurent's industry is mainly based on beauty and fashion, accounting for 38%. Compared with the industry launch of the two brands, Estée Lauder mainly focuses on the two ranges of film and television entertainment and beauty fashion, and the goal is very clear, and the proportion of other industries is extremely small. The industry scope of Saint Laurent is wider than that of Estée Lauder, in addition to the beauty fashion and film and television entertainment industry, emotion, funny anecdotes and others also occupy a large proportion.
06
Celebrities mention brand voice comparison
It can be seen that Estée Lauder's vocal mention stars are Liu Yujia, Ying'er, Zhang Hanyun, Lian Huaiwei and Yang Mi as many as five, while Saint Laurent's mention of stars is only Li Yuchun, and the volume is low, only 18537.
From the comparison of the two brands of celebrities mentioning the brand, the volume of Estée Lauder is much higher than that of Saint Laurent, after all, the number of celebrities mentioned is larger, as the saying goes, people are more powerful, so the voice of Estée Lauder is naturally higher.
07
Weibo attitude comparison
The Estée Lauder brand has a positive attitude of 73.12%, a neutral attitude of 23.31%, and a negative attitude of 3.57%, while the positive attitude of the Saint Laurent brand is 85.85%, a neutral attitude of 12.17%, and a negative attitude of 1.98%. From the data comparison, the positive attitude of the Saint Laurent brand is higher than that of the Estée Lauder brand, and the negative attitude of the Saint Laurent brand is also lower.
However, the so-called crowd is difficult to reconcile, Estée Lauder in the promotion of greater efforts, it is inevitable that there will be consumers with different opinions, can not completely judge the quality of Estée Lauder products, can only be used as a reference basis.
08
Comparison of related bloggers To5
As can be seen from the recent relevant bloggers Top5, the promotion methods adopted by Estée Lauder and Saint Laurent are very similar. Estée Lauder chose the popular contestants and professional beauty bloggers in the talent show "Youth With You 3" to promote, while Saint Laurent chose the popular contestants and professional beauty bloggers in "Creation Camp 2021" who also aired at the same time as "Youth With You 3" to promote.
Both brands also value the ability of contemporary idol groups to carry goods and the professionalism of beauty bloggers to promote, and the final promotion effect is good.
The above is the comparison between Estée Lauder and different aspects of Saint Laurent in the beauty and care industry, and more Weibo data and functional content can be viewed by visiting watermelon micronuggles!