Too Faced

Introduction to Your Company/Celebrity

Too Faced Cosmetics was founded by Jerrod Blandino and Jeremy Johnson, who wanted to bring back glamour and femininity in a brand that would stand out among the other, what they thought, cosmetic brands that were too serious and dark * With inspiration drawn from all things girly, Paris, and the “transformative power of cosmetics,” Blandino and Johnson created the brand “Too Faced Cosmetics,” formulating ground-breaking, cruelty-free makeup products for people to wear. The branding of Too Faced Cosmetics is the image of fun, girliness, and shining bright as a person wearing Too Faced products. Too Faced Cosmetics’ mission is to be “pink, pretty and feminine with a playful wink” (, as well as to show people how to create looks, how to be confident to try new things, and encourage them to “own their pretty” ( The values that Too Faced tries to convey to their customers/fans is the makeup is the power that give people the ability to express themselves and have the confidence “to take over the world,” and that makeup is a mood booster and major ally, not just “a little color on your face” (

Social Media Presence Overview

The social media platforms used by Too Faced Cosmetics are Facebook, Twitter and Instagram.

Analysis and Evaluation

Too Faced Cosmetics’ Instagram account has 9.1 million followers. The brand posts photos and videos. Too Faced Cosmetics is frequent in posting on Instagram – the brand posts everyday, sometimes even posting more than one photo or video on a given day. However, Too Faced Cosmetics does not interact with their customers/fans often on Instagram, as the brand does not write back to users’ comments often. Once in a while if Too Faced Cosmetics is tagged in a question written by a user, the brand will reply with an answer, but that seems to be the height of Too Faced Cosmetics’ interaction with users on Instagram.

Too Faced Cosmetics’ Twitter account has 559k followers. The brand posts mostly photos, with an occasional video once in a while. Too Faced Cosmetics is not as frequent in posting on Twitter – the brand posts on Twitter either a few days in a row, or every other couple of days.

Too Faced Twitter.JPGToo Faced Instagram.JPGToo Faced Facebook.JPG


Too Faced Cosmetics’ Facebook page is liked by 2,482,866 people, and the page has 2,470,607 followers. The brand posts photos and videos. The frequency of Too Faced Cosmetics’ posting on Facebook is that the brand will post a few days in a row, or every couple of days. Sometimes, Too Faced Cosmetics posts more than once on a given day.

As a whole, Too Faced Cosmetics’ social media usage is meant to promote and expand the brand to fans and followers everyone online. Too Faced Cosmetics uses social media to display their products, show people through photos and videos how amazing the makeup is, and get fans and followers to be excited about current and upcoming items.

Too Faced Cosmetics’ digital footprint is quite expansive. A basic Google search reveals Too Faced’s Twitter account, Too Faced Cosmetics’ founders’ Twitter account, Too Faced Cosmetics’ Facebook page, Too Faced’s Instagram page, articles about Too Faced Cosmetics controversies, Too Faced’s website and blog, Too Faced Cosmetics’ eye lift hack YouTube tutorial, and top Too Faced hashtags. Though Too Faced Cosmetics is highly acclaimed as a brand, it has run into controversy. For example, Too Faced Cosmetics got into a feud with a makeup artist, Jeffree Star. When Too Faced Cosmetics started promoting their “Unicorn Tears” lipsticks, Jeffree Star posted on social media that Too Faced Cosmetics had essentially stolen the idea from another makeup brand, Tarte, which had already launched their own unicorn-inspired products before Too Faced Cosmetics introduced their unicorn products ( Jeffree Star also brought light to yet another issue that would cause controversy for Too Faced Cosmetics. A YouTube beauty guru, Nikkie of the channel NikkieTutorials, created a makeup palette, “Power of Makeup,” in collaboration with Too Faced Cosmetics ( On Twitter, Jeffree Star voiced that Too Faced underpaid Nikkie, as Nikkie was paid just $50,000 while Too Faced Cosmetics had made over $9 million from the palette. As far as I could tell in my research, Too Faced Cosmetics did not release a public response to either of these controversies called out by Jeffree Star. I think that while it is a good thing that Too Faced Cosmetics did not worsen the situation by “airing out” comebacks, I do think that the brand should have released some form of a neutral public statement. I think by keeping too quiet, Too Faced Cosmetics could have made the situation worse for itself, because when nothing at all is said, it can look bad or questionable in the public eye.

Commendations and Recommendations

Too Faced is indeed making the most of their social media presence, as the brand overall posts quite often on their platforms. The image that Too Faced’s overall social media presence presents to its’ audience is an eye-popping colorful, sassy, fun, and bubbly image, and the brand is doing a good job at maintaining that image, always adding new and cool visuals. I think that Too Faced Cosmetics is doing an excellent job overall at keeping their sites updated, always providing new and fresh content to engage and excite online fans everywhere. Regarding their social media use, Too Faced could improve on interacting with followers more, such as replying or just conversing with users more often. Also, while Too Faced Cosmetics does a good job in posting frequently, I do think that the brand could improve on posting every single day. I think when a couple of days go by without a new post, there is a risk of losing followers’ interests, so even just one post a day would ensure that followers stay engaged. Too Faced’s digital footprint also shows room for improvement. Their digital footprint reveals that while Too Faced is incredibly popular and very well-known and recognized, Too Faced is also a company that has run into conflict, and therefore possibly gives the company a not-so-good reputation to some people.




All images of Too Faced Cosmetics’ social media accounts are computer screenshots I took of Too Faced Cosmetics’ Instagram, Twitter and Facebook accounts on my laptop

Case Study #3 – Social Media Usage

I have chosen to look at the social media pages of the celebrity Miley Cyrus, who is a 24 year oldsinger and actress. Cyrus’ Facebook page, which has 46,163,516 likes, can be found at Cyrus’ Twitter username is @MileyCyrus, and she has 34million Twitter followers. Additionally, Cyrus follows 372 people on Twitter. Cyrus joined Twitter inMarch 2011, and has made 8,642 tweets. On Instagram, Cyrus’ username is “mileycyrus,” and she has69.5 million followers. Cyrus also follows 510 people, and she has made 6,356 posts.
For her Facebook page, Cyrus’s profile picture is a headshot of her from a photoshoot for Bazaar magazine. Her cover photo is a photo of her lying in the grass, and the cover photo has text saying thather new song, “Inspired” is out now. Information included under the “about” tab are Cyrus’s birth date,her website, her music genre, her hometown, her biography, her gender, and her current location.Cyrus’s posts always contains pictures, and sometimes videos. Usually if Cyrus is interviewed for anarticle, she will provide a link to it in her posts. The audience interaction on Cyrus’ Facebook wall is a considerably active one. With Cyrus’s five most recent Facebook posts, there are thousands ofcomments, both negative and positive.
Cyrus’ Twitter profile picture and banner image are the same images as her profile picture andcover photo on Facebook, respectively. Cyrus’s bio reads, “#Inspired – out now! iTunes – Spotify –” Cyrus’s tweets always contains pictures, andsometimes videos. Cyrus’s tweets are mostly written by herself, although occasionally she has retweeted somebody else’s tweet. Usually Cyrus retweets something neutral, or positive-toned, such as a link to an article she was interviewed for. The audience interaction is somewhat strong – hundreds to thousands of people retweet Cyrus’s tweets, and Cyrus’s tweets always gets lots of comments.

Case Study #2 – Blog Analysis

Today, I am analyzing a blog titled, “Slightly Astray – an honest look at life on the road.” The author of the blog is a girl named Anna, and her blog’s topic is about traveling around the world. Anna’s blog’s web address is


The layout of Anna’s blog has an organized feel to it, with a simple, minimal color palette of white, black and green. The header has the blog’s name written in simple, black sans-serif font, with the words, “Slightly Astray” written in capital letters in a line above the rest of the title. Anna’s introduction and information about herself is set up as an aligned column on the right side of the blog’s page, and it is there on some of her blog’s pages. The menu is set up as a horizontal line below the title.


Overall, the content of Anna’ blog are her posts detailing her many different adventures in the countries and places she has traveled to. Not every single one of Anna’s posts receive so many comments – a few of her pages that I have seen have no comments on them at all. But I find the generally-most commented on part of her blog is the articles in her “Destinations” section. Anna’s posts contain several photographs – that she takes herself – of her surroundings, the people she is with, and herself as well. Videos, however, are not in her posts. Anna’s blog posts’ titles are overall consistent in terms of brevity – I like how Anna does not make her titles too long in order to get her topic across. While Anna’s titles effectively “promise what they are going to deliver” (Handley), I think in order to make the titles more compelling, Anna could try “placing her reader directly into the headline” (Handley). While it is fun to read about Anna’s travels, I think if she titled her posts something along the lines of, “Travel in _____ with me!” or “Put your binoculars on and look around with me,” it might add more excitement. Of course, readers cannot physically automatically be wherever Anna is, but putting the reader in the headline can add a fun “spin,” so it does not feel as much like you are simply listening to Anna talking about what she did. Sometimes it is fun to imagine like you are there, as opposed to just another person telling you about his or her trip. On Anna’s “About Me” page, she discusses how she transitioned from her job as an engineer to being a full-time traveler with a boy (who ended up leaving her alone), and how she continues to enjoy traveling today. Upon analyzation of Anna’s “About Me” page, she does a good job of telling her story and beliefs in a concise, but smooth-flowing way, and I do not see much more need for improvement. Besides blog entries, other content included on Anna’s blog are tips for traveling, topics related to free-lancing, and other miscellaneous content without a specific topic.

Rae Yen Tan’s Introductory Blog Post

 I have been downhill skiing for fun every winter since the age of six. Although I do not get to go skiing very often each winter, as I did when I was younger, it’s an activity I still wholeheartedly enjoy to this very day. I was never exactly a hard-core athlete, which was completely okay with my parents, but they thought being active physically was at least important for my brother and I, so they signed us up for skiing lessons. Learning to ski was an adjustment, and I fell down more times than I can remember. But eventually I got better at skiing, and overtime, I progressed through the different levels of skiing – beginner green trails, intermediate blue trails, and advanced black trails. Once I fully got the hang of skiing, I really embraced the sport. I also learned that learning to ski is like riding a bike – once you learn, you never forget. Every time I return to the mountain, any feeling of trepidation I had (i.e.. “It’s been a year since I have gone skiing, what if I can’t ski?) disappears pretty quickly, because the ability to ski, fortunately, comes back the minute my feet hit the slopes. Skiing is a fun, exhilarating recreational sport for me, and it is an even better experience with my brother and our friends. Sometimes we like to have friendly competitions and race each other back to the bottom of the slopes, but most of the time, we just like to enjoy our time on the mountain. Besides enjoying the actual sport of skiing, my brother and friends and I also like having conversations with one another on the chair lift that takes us up the mountain. It’s a fun, relaxing way to talk about things, and, if we have not seen each other in a while, catch up.

Me at a ski resort in 2012.

For all the joy skiing brings to me, it is a wonderful thing that I will never get tired of. Heck, when I have kids, I am going to sign them up for skiing lessons! If they do not particularly take to it, that is completely okay with me, but it’s an experience I would like for them to have at least once. I will leave this video link here for anybody who is interested in possibly getting ski equipment if they want to try out the sport; equipment is the first thing I learned about when I took skiing lessons, so I think this video is important to watch:

Also, here is a great article for beginner skiers:

I would enthusiastically recommend skiing to anyone who wants to give it a try! Good luck, and have fun on the slopes!