In November, Estée Lauder made headlines for recruiting Kendall Jenner as a spokesperson, a decision that won praise, criticism and 65,224 likes on Instagram. Kendall continues to be featured in Estée Lauder’s content hub (The Estée Edit) and social media pages. An interesting observation from comparing Kendall Jenner and Estée Lauder’s Instagram feeds: Both post the same images or videos from the collaboration, but Jenner’s receive more likes by a magnitude. For example, their most recent video promoting Estée Lauder’s lash primer received more than 429,500 likes on @KendallJenner, 61x the likes for the video on @EsteeLauder.
The percentage of traffic from social media to Beauty brand sites has decreased from 3.9% in 2013 to 2.5% in 2014, even though more brands are participating on social media platforms according to L2’s Digital IQ Index: Beauty. Furthermore, Instagram fans of Beauty brands are interacting less with celebrity posts than with product images. That’s not to say social media efforts and celebrity collaborations are fruitless, just that their value is better studied on the ambassador pages.