07.21.15
Social media analytics company NetBase has released an in-depth study of social media perceptions among beauty and skincare brands and according to its findings, non-traditional cosmetic retailers such as eBay, Etsy and Amazon ranked first, third and seventh place respectively as the top brands identified in the study.
Nike also made the list as a recurring brand found in social conversations about beauty, either within the context of feeling beautiful or as a complement to beauty products, according to the Mountain View, CA-based company which analyzed more than 200 million social conversations between February 2013 and January 2015, and identified the Top 30 beauty and skincare brands in the world.
The report highlighted cosmetics brands, retailers and other brands that consumers associated with beauty and skincare.
The report analyzes seven global beauty brands in more depth, including Olay, Clinique, Neutrogena, Avon, L’Oréal, Maybelline and Dior, evaluating the brands on its Brand Passion Index. The index compares net sentiment, the overall direction of consumer feeling expressed on social media, and passion intensity, how strongly those emotions are felt.
According to the study, high-end beauty and skincare brands, such as Gucci (#18), Lancôme (#19), Burberry (#20), Estee Lauder (#21,) and Clarins (#23), were found in the latter portion of the list.
Mass market and convenience retailers such as Walmart (#17), Walgreens (#22), and Target (#24) rounded out the bottom-half of the Top 30 brands associated with beauty and skincare.
According to NetBase's study, the the top five brands ranked by social media mentions when discussing skincareare: eBay, MAC Cosmetics, Etsy, Victoria’s Secret (including Pink) and Chanel.
The full report can be downloaded here.
In addition to identifying which retailers consumers associate with beauty products, the study found that the selfie is impacting the way women, particularly Millennials, think of beauty – and it’s doing so in more ways than one. Celebrities and the “no-makeup selfie” challenge the status quo and encourage women to abstain from makeup in order to feel beautiful. At the same time, the selfie and other social photo opportunities drive Millennials to pursue always-on beauty through makeup and cosmetics, according to NetBase.
Nike also made the list as a recurring brand found in social conversations about beauty, either within the context of feeling beautiful or as a complement to beauty products, according to the Mountain View, CA-based company which analyzed more than 200 million social conversations between February 2013 and January 2015, and identified the Top 30 beauty and skincare brands in the world.
The report highlighted cosmetics brands, retailers and other brands that consumers associated with beauty and skincare.
The report analyzes seven global beauty brands in more depth, including Olay, Clinique, Neutrogena, Avon, L’Oréal, Maybelline and Dior, evaluating the brands on its Brand Passion Index. The index compares net sentiment, the overall direction of consumer feeling expressed on social media, and passion intensity, how strongly those emotions are felt.
According to the study, high-end beauty and skincare brands, such as Gucci (#18), Lancôme (#19), Burberry (#20), Estee Lauder (#21,) and Clarins (#23), were found in the latter portion of the list.
Mass market and convenience retailers such as Walmart (#17), Walgreens (#22), and Target (#24) rounded out the bottom-half of the Top 30 brands associated with beauty and skincare.
According to NetBase's study, the the top five brands ranked by social media mentions when discussing skincareare: eBay, MAC Cosmetics, Etsy, Victoria’s Secret (including Pink) and Chanel.
The full report can be downloaded here.
In addition to identifying which retailers consumers associate with beauty products, the study found that the selfie is impacting the way women, particularly Millennials, think of beauty – and it’s doing so in more ways than one. Celebrities and the “no-makeup selfie” challenge the status quo and encourage women to abstain from makeup in order to feel beautiful. At the same time, the selfie and other social photo opportunities drive Millennials to pursue always-on beauty through makeup and cosmetics, according to NetBase.