Best Practices Guide for Colourpop Cosmetics Social Media
Colourpop Cosmetics is based in Los Angeles, California, and is largely an online make-up company. Colourpop was founded in 2014 and has taken the make-up community by storm with its affordable products that don’t skimp on the quality. Colourpop is also available in Ulta stores with limited quantity; they do most of their sales through their own website and have success with their social media platforms on Instagram and Twitter.
What They Do Well
Colourpop cosmetics is extremely successful with its Instagram account. Their feed is aesthetically pleasing, colorful, and showcases both products and tons of user-generated content. Make-up is supposed to be fun, trendy, and inspiring. Colourpop does a great job with all of these aspects.
Colourpop’s target market is diverse and geared towards a younger, playful generation. Their post captions are relatable to current trends both on social media and in the beauty community. They also tend to avoid long, drawn-out captions that their audience just simply would not be interested in reading. Colourpop also does a great job of engaging with their audience. They hold giveaways, post polls relating to their products or UGC, and consistently post on their platforms. Their brand voice is upbeat and playful and is consistent with keeping that brand voice. Colourpop’s Twitter account also does a good job of keeping their brand voice consistent. They post relatable content about beauty in the form of gifs and tweets. Colourpop consistently posts on their social media platforms. They post different types of multimedia like photos, videos, gifs, reels, and stories.
A Guide to What Colourpop Can Improve On
Colourpop does collaborations with other companies for their makeup products like Disney and Nintendo. Typically, these collaborations tend to be their most successful launches and are constantly selling-out these products. Colourpop tends to alert their audience of when those products are quick to be sold-out, but it can be overwhelming at times.
This photo shows five tweets all done within one hour — that’s a lot. While it is important for Colourpop to update their audience on the products that are out of stock, seeing this many tweets all at once is a bit spammy. Instead of several tweets of what is no longer available, Colourpop should stick to one tweet/post of what products are available. This leaves fewer questions about what is still available to purchase rather than reminding their audience of what they missed out on.
Another aspect Colourpop needs to improve on is customer service. Lately, I have seen comments under posts about slow or non-existent customer service responses. Customer service can easily make or break a company, but it can be remedied. Colourpop should implement customer service representatives that can consistently respond to comments throughout the day. Some comments are left without a response from the company and that will discourage new customers from wanting to place orders. While it’s important to consistently post on social media platforms, it’s also important to have the ability to respond to those inquiries. By decreasing the number of posts per day on their platforms, that could help customer service representatives respond in a timely manner and not be overwhelmed with several comments on several different posts to keep up with.
Colourpop is a company that I think overall is very successful on their social media platforms; their follower counts and constant sell-outs of their products show that. Their posts are fun, interesting, and truly show what the beauty community is all about — creativity and inspiration.
Colourpop Social Media Accounts:
Instagram: @colourpopcosmetics
Twitter: @ColourPopCo
Website: www.colourpop.com
