Christine Esposito, Managing Editor11.23.20
Some people tweet more than others and what’s trending on Twitter social varies day to day. For instance, today, *#TisMIllerTime and #CertifyMichigan were among the top mentions of the day. And while Instagram has a steady stream of great selfies and well-filtered snapshots, there’s plenty of chatter about beauty on Twitter.
In fact, according to the recently-released #BeautyTwitter Trend Report, there were more than 118 million Tweets about beauty between July 2019 to July 2020.
Less than half of all Tweets about beauty included photos, underscoring that fact that people are there to talk about it –– not show it, said Twitter, which worked with enterprise software company Sprinklr to create the report. Sprinklr analyzed the top global 400 Twitter profiles and the top 250 hashtags in the Twitter beauty space from July 2019 to July 2020. Tweets in all languages were analyzed.
The hottest topics were makeup, followed by skin care, according to the report.
“Overall, we saw a trend around Twitter as real vs. ideal. Twitter is where beauty creators and fans bring their whole selves and show up on the platform in ways that are authentic and unfiltered,” explained Stacy Minero, global head of Twitter ArtHouse, its inhouse initiative that brands with influencers and creators.
What was being talking about, and who was doing the talking, is noteworthy, too—and mirrored social matters in real time.
According to Minero, Black influencers played a critical role in the conversations around beauty on Twitter.
“Our report found that almost 50% of the top beauty influencers on Twitter are Black women. For the #BlackLivesMatter movement, we saw influential voices within the community— like @rihanna, @jackieaina and @amandaoee_ — talk about the deaths of Ahmaud Arbery, George Floyd and Breonna Taylor. We saw the community confront racism within and beyond the beauty industry and celebrate Black women, Black love and natural hair. We also saw allies use their voice to support BLM and call on other influencers to take a stand,” she said.
There was a shift during the early days of COVID-19, too. Over the first six months of 2020 as everyone gravitated to the no-makeup look while staying indoors, Twitter saw a 23% increase in conversation about natural beauty.
“We’ve seen trends emerging in natural beauty and self-care, as people are beginning to openly embrace what beauty looks like now that our routines have changed so drastically. Twitter is a place where open and honest conversations about beauty happen daily, and we expect this to continue as the beauty and wellness spaces continue to shift over time,” said Minero.
ColourPop's Twitter feed.
According to the report, the top 10 beauty brands driving the most engagement on Twitter were:
1. Colour Pop Cosmetics
2. Fenty Beauty
3. Morphe
4. Kylie Cosmetics
5. Fourth Ray Beauty
6. Tarte Cosmetics
7. Anastasia Beverly Hills
8. Coloured Raine Cosmetics
9. Elf Cosmetics
10. Unilever
“When you look at this list, you’ll see representation from both newer and longer-standing brands,” Minero said, citing Unilever’s portfolio of beauty brands that are active on Twitter. “They engage brand advocates of products like Dermalogica skin care as well as Love, Beauty and Planet, which has a strong brand purpose around reducing their carbon footprint.”
Minero also cited L’Oréal-owned CeraVe, which formed partnerships with #skinfluencers on Twitter in celebration of #CleanseYourSkinWeek, which was held in October.
“We're seeing that there is space for any brand to join the beauty conversation on Twitter if they do it in a way that feels authentic and relatable,” she said.
Another takeaway from the data: 43% of the beauty conversation on Twitter is male-identifying, according to the report.
“The key for brands who want to participate is to first listen to their audience and deliver content in a way that only their brand can,” concluded Minero.
In fact, according to the recently-released #BeautyTwitter Trend Report, there were more than 118 million Tweets about beauty between July 2019 to July 2020.
Less than half of all Tweets about beauty included photos, underscoring that fact that people are there to talk about it –– not show it, said Twitter, which worked with enterprise software company Sprinklr to create the report. Sprinklr analyzed the top global 400 Twitter profiles and the top 250 hashtags in the Twitter beauty space from July 2019 to July 2020. Tweets in all languages were analyzed.
The hottest topics were makeup, followed by skin care, according to the report.
“Overall, we saw a trend around Twitter as real vs. ideal. Twitter is where beauty creators and fans bring their whole selves and show up on the platform in ways that are authentic and unfiltered,” explained Stacy Minero, global head of Twitter ArtHouse, its inhouse initiative that brands with influencers and creators.
What was being talking about, and who was doing the talking, is noteworthy, too—and mirrored social matters in real time.
According to Minero, Black influencers played a critical role in the conversations around beauty on Twitter.
“Our report found that almost 50% of the top beauty influencers on Twitter are Black women. For the #BlackLivesMatter movement, we saw influential voices within the community— like @rihanna, @jackieaina and @amandaoee_ — talk about the deaths of Ahmaud Arbery, George Floyd and Breonna Taylor. We saw the community confront racism within and beyond the beauty industry and celebrate Black women, Black love and natural hair. We also saw allies use their voice to support BLM and call on other influencers to take a stand,” she said.
There was a shift during the early days of COVID-19, too. Over the first six months of 2020 as everyone gravitated to the no-makeup look while staying indoors, Twitter saw a 23% increase in conversation about natural beauty.
“We’ve seen trends emerging in natural beauty and self-care, as people are beginning to openly embrace what beauty looks like now that our routines have changed so drastically. Twitter is a place where open and honest conversations about beauty happen daily, and we expect this to continue as the beauty and wellness spaces continue to shift over time,” said Minero.
ColourPop's Twitter feed.
According to the report, the top 10 beauty brands driving the most engagement on Twitter were:
1. Colour Pop Cosmetics
2. Fenty Beauty
3. Morphe
4. Kylie Cosmetics
5. Fourth Ray Beauty
6. Tarte Cosmetics
7. Anastasia Beverly Hills
8. Coloured Raine Cosmetics
9. Elf Cosmetics
10. Unilever
“When you look at this list, you’ll see representation from both newer and longer-standing brands,” Minero said, citing Unilever’s portfolio of beauty brands that are active on Twitter. “They engage brand advocates of products like Dermalogica skin care as well as Love, Beauty and Planet, which has a strong brand purpose around reducing their carbon footprint.”
Minero also cited L’Oréal-owned CeraVe, which formed partnerships with #skinfluencers on Twitter in celebration of #CleanseYourSkinWeek, which was held in October.
“We're seeing that there is space for any brand to join the beauty conversation on Twitter if they do it in a way that feels authentic and relatable,” she said.
Another takeaway from the data: 43% of the beauty conversation on Twitter is male-identifying, according to the report.
“The key for brands who want to participate is to first listen to their audience and deliver content in a way that only their brand can,” concluded Minero.
