• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Help for Indies

    The Future Has Arrived

    Shape It Up

    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Clean Beauty Collective Supports EarthDay.org

    Freckle Pens Are Spot On!

    The Detox Market Partners with Good Face Project

    Peeps X HipDot Is Ready To Hatch

    MAC Cosmetics Launches Cream-to-Powder Foundation
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    6. Shiseido

    37. Prestige Brands

    10. LG Household & Healthcare

    33. WD-40

    27. McBride
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Freckle Pens Are Spot On!

    Are Chemists the Rock Stars of Beauty?

    Sales More Than Double at Madison Reed

    Eucerin Launches Sun Protection Formula

    What You're Reading on Happi.com
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Clean Beauty Collective Supports EarthDay.org

    Freckle Pens Are Spot On!

    Are Chemists the Rock Stars of Beauty?

    The Detox Market Partners with Good Face Project

    Peeps X HipDot Is Ready To Hatch
    Lab Equipment
    Mixing
    Packaging
    Testing

    Burt’s Bees Outlines New Sustainability Goals

    Secret, Old Spice Add Refillable Deo Packaging

    Estée Lauder Travel Retail's Sustainability Goals

    Ross Introduces Double Cone Tumble Blender

    Happi Talks: Overnight Labels
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Siltech Corporation

    Praan Naturals

    KLK OLEO

    LipoTrue Inc.

    Aptar Beauty + Home
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Breaking News

    Dove Drops, Bath & Body Works and Sephora Both Rise in 'Social Influence'

    Engagement Labs' analysis looks at how personal care and beauty brands performed in consumer conversations.

    Related CONTENT
    • Sephora Rolls Out Lipstick Line
    • L’Oréal Puts a New Wrinkle in Skin Care Research
    • Head Games
    • High-UV Protection, Alcohol-Free Clear Sunscreen
    • Kopari Knows Coconuts
    12.19.17
    In Engagement Labs' latest TotalSocial rankings of social influence among personal care and beauty brands in the US, Dove lost its number one spot after consumers criticized two of its marketing campaigns as insensitive. Meanwhile, Maybelline's hiring of its first male brand ambassador helped lift it into the top 10.

    The analysis looks at how each personal care and beauty brand has performed in consumer conversations over the last six months, compared to the company's previous ranking in May 2017. The New York-based company contends that as a more expansive definition of beauty enters the mainstream, consumers are rewarding brands that get it right, while quickly retreating from those that miss the mark. Engagement Labs' latest analysis of consumer conversations related to beauty and personal care brands illustrates this shift.
     
    In the latest ranking, Bath & Body Works and Sephora moved into the number one and two positions, respectively, and Maybelline, Old Spice and MAC Cosmetics debuted in the top 10, pushing out Neutrogena, Gillette and Head & Shoulders. Several brands, including Clinique, Nivea, L'Oréal, and Pantene, kept their top 10 status with only small changes in ranking and associated TotalSocial score.
     
    "This new analysis clearly shows the impact of marketing decisions on consumer sentiment, both offline and in social media," said Ed Keller, CEO of Engagement Labs. "If brands get the messaging right and market it in a way that will resonate with consumers, key influencers will be quick to recommend their products. But it cuts both ways. Miss the mark, and consumer sentiment can quickly turn negative."
     
    The ranking, which is unique in that it combines offline and online consumer conversations, is based on Engagement Labs' proprietary TotalSocial data and analytics, which continuously measures the most important drivers of brand performance in both face-to-face and social media conversations. The brands in the top 10 have earned the highest TotalSocial scores in the category for the last six months.
     
    Previous frontrunner Dove fell two spots to third as the brand's online sentiment and influence scores fell significantly. These dips can be attributed to recent campaigns that drew criticism. For example, in May, its "Real Beauty Bottles" limited edition packaging received negative reviews. More recently, the Company admitted it "missed the mark" with a Facebook ad that many viewed as having racist undertones. However, the brand still has the highest TotalSocial offline score in the industry, indicating that while these campaigns may be setbacks, they haven't permanently damaged the brand's reputation.
     
    In contrast, Maybelline cracked the top 10 with improved online sentiment, which indicates that consumers are speaking positively about the brand on social media. It also saw its offline brand sharing rise, an indication that consumers are talking about the brand's marketing. These scores improved after the brand announced it was recruiting two makeup artist vloggers with large social media followings to promote their new mascara line. In fact, vlogger Manny Gutierrez is the brand's first-ever male brand ambassador. Like CoverGirl, which added 17-year-old makeup artist James Charles last October, Maybelline is embracing the expanding definition of masculinity and a focus on Millennial Men, who are highly influential in this market, as Engagement Labs' noted in a recent study.
     
    Old Spice jumped 15 spots to number four due to a big gain in online influence, which indicates the success the brand is having in connecting with the day-to-day influencers. Its offline sentiment also rose significantly. The Company's recent "Stay Unforsweatable" campaign, featuring Denver Broncos linebacker Von Miller, is more subtle than previous efforts, but the creative and slightly wacky tone of the ads is garnering attention for the brand among online influencers and in offline conversations. 
     
    Big improvements in online sentiment and offline brand sharing were behind MAC Cosmetics' top 10 breakthrough. By the end of 2017, the company will have launched 50 new products in collaboration with three well-known make-up artists. These collaborations generated social media conversations and created a lot of excitement around the brand. The company also announced a special collection, developed in response to a fan petition, honoring late R&B singer Aaliyah.
     
    Meanwhile, Head & Shoulders fell out of the top 10, due to lower online scores in both influence and brand sharing. While the shampoo maker recently made improvements to its line, it was also called out for containing harmful substances that may cause liver and kidney damage with long-term exposure. 
    Related Searches
    • millennial
    • health
    • collection
    • industry
    Related Knowledge Center
    • Color Cosmetics
    • Skin Care
    • Disinfectants
    Suggested For You
    Sephora Rolls Out Lipstick Line Sephora Rolls Out Lipstick Line
    L’Oréal Puts a New Wrinkle in Skin  Care Research L’Oréal Puts a New Wrinkle in Skin Care Research
    Head Games Head Games
    High-UV Protection, Alcohol-Free Clear Sunscreen High-UV Protection, Alcohol-Free Clear Sunscreen
    Kopari Knows Coconuts Kopari Knows Coconuts
    Kiehl’s Enters Sephora Kiehl’s Enters Sephora
    An Insensitive Dove? An Insensitive Dove?
    L L'Oréal, Carbios Form Bio-Recycling Partnership
    Maybelline Debuts Gigi Hadid Collaboration Maybelline Debuts Gigi Hadid Collaboration
    Discerning the Digital Difference Discerning the Digital Difference
    Unilever Pulls Dove Ad Unilever Pulls Dove Ad
    Kiehl Kiehl's Enters Sephora Stores
    Antonym Available at Sephora Antonym Available at Sephora
    Grande Cosmetics Now Available in Sephora Stores Nationwide Grande Cosmetics Now Available in Sephora Stores Nationwide
    Skin Takes a Beating During Cleaning Skin Takes a Beating During Cleaning

    Related Breaking News

    • Color Cosmetics | Pigments | Skin Care
      Freckle Pens Are Spot On!

      Freckle Pens Are Spot On!

      Once viewed as flaw, now viewed as an asset, says Spate.
      Tom Branna, Editorial Director 02.25.21

    • Color Cosmetics
      The Detox Market Partners with Good Face Project

      The Detox Market Partners with Good Face Project

      Enables The Detox Market to source and share data that goes a step further when it comes to ingredient transparency.
      Charles Sternberg, Assistant Editor 02.25.21

    • Color Cosmetics
      Peeps X HipDot Is Ready To Hatch

      Peeps X HipDot Is Ready To Hatch

      Limited edition collection with famous Easter candy brand.
      Christine Esposito, Managing Editor 02.25.21


    • Color Cosmetics
      MAC Cosmetics Launches Cream-to-Powder Foundation

      MAC Cosmetics Launches Cream-to-Powder Foundation

      MAC Studio Fix Tech is the brand’s latest addition to the Fix + family.
      Melissa Meisel, Associate Editor 02.25.21

    • Skin Care
      Murad Creates Advocacy Board

      Murad Creates Advocacy Board

      A roster of science and wellness experts with proven thought-leadership in their respective fields.
      Tom Branna, Editorial Director 02.23.21

    • Skin Care
      Jada Pinkett Smith

      Jada Pinkett Smith's Eco-Friendly Personal Care Arrives at Target

      Hey Humans products are packaged in aluminum and paper, making them infinitely recyclable.
      Melissa Meisel, Associate Editor 02.23.21


    • Disinfectants | Household Cleaning
      P&G Expands Microban24 to UK

      P&G Expands Microban24 to UK

      First launch for P&G’s newest cleaning brand outside the US market.
      Christine Esposito, Managing Editor 02.23.21

    • Color Cosmetics
      MAC Appoints SVP, Global Marketing

      MAC Appoints SVP, Global Marketing

      Aïda Moudachirou Rebois brings 18-years of experience in the beauty, retail and consumer goods sectors.
      Charles Sternberg, Assistant Editor 02.23.21

    • Skin Care
      ELC Increases Stake in DECIEM

      ELC Increases Stake in DECIEM

      Will take remaining interest in second phase of the deal.
      Christine Esposito, Managing Editor 02.23.21


    • Disinfectants | I&I Marketplace
      Marlins Clean Up with Lysol

      Marlins Clean Up with Lysol

      First MLB team to partner with RB's cleaning brand.
      Christine Esposito, Managing Editor 02.22.21

    • Actives | Color Cosmetics | Functional Ingredients | Pigments | Skin Care
      What You

      What You're Reading on Happi.com

      The most-viewed news on our site for the week ended Feb. 20, 2021.
      Tom Branna, Editorial Director 02.21.21

    • Disinfectants | Functional Ingredients | Household Cleaning | Laundry Care | Skin Care | Surfactants
      Cleaning Power, Transparency, Sustainability Drive Clorox

      Cleaning Power, Transparency, Sustainability Drive Clorox

      CEO Linda Rendle says her focus is keeping the company on offense.
      Tom Branna, Editorial Director 02.20.21


    • Color Cosmetics
      Essie Launches Web-Based Nail Polish Tool

      Essie Launches Web-Based Nail Polish Tool

      On-Hand utilizes camera technology from your mobile phone to help you find the perfect nail polish shade.
      Charles Sternberg, Assistant Editor 02.19.21

    • AP/Deo | Skin Care
      Underarm Skin Care from Secret

      Underarm Skin Care from Secret

      P&G brand addresses special concerns in new clinical antiperspirant formulation.
      Christine Esposito, Managing Editor 02.19.21

    • Color Cosmetics
      A Beauty Subscription for Women of Color

      A Beauty Subscription for Women of Color

      The Beem Box offers an easy way to discover luxury and indie makeup brands.
      Charles Sternberg, Assistant Editor 02.18.21

    Trending
    • When The FTC Comes Calling...
    • Planting Roots
    • MAC Appoints SVP, Global Marketing
    • Eucerin Launches Sun Protection Formula
    • Formulating Liquid Laundry Detergents
    Breaking News
    • Clean Beauty Collective Supports EarthDay.org
    • Freckle Pens Are Spot On!
    • The Detox Market Partners with Good Face Project
    • Peeps X HipDot Is Ready To Hatch
    • MAC Cosmetics Launches Cream-to-Powder Foundation
    View Breaking News >
    CURRENT ISSUE

    February 2021

    • Help for Indies
    • Trade Association Directory 2021
    • The Future Has Arrived
    • Shape It Up
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    New FDA Traceability Rule Appears to Omit Dietary Supplement Manufacturers
    Clinical Trial Finds Metabolic Benefits for Polyphenols Formula
    JRF Technology Debuts Elderberry Oral Film Strip
    Coatings World

    Latest Breaking News From Coatings World

    Universal Display Corporation, PPG Expand Global Production of UniversalPHOLED Materials
    OQ Chemicals Increases Carboxylic Acids, Esters Prices
    Sensory Analytics Announces Issuance of Broad New Patent Covering Coating Thickness Measurement
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Japan to Lead APAC Assisted Reproductive Technology Devices Market
    Portescap Slotless Brushless DC Motors Receive ISO 13485 Certification
    FDA Breakthrough Device Designation Given to MI Transcatheter Heart Pump
    Contract Pharma

    Latest Breaking News From Contract Pharma

    High Purity New England Bolsters Biopharma Solutions Services
    AMRI Contributes to Efforts to Increase COVID-19 Vax Supply
    CatSci Opens New Site in UK
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Inahsi Naturals Achieves EU Compliance
    Biden Prioritizes PPP Relief for the Beauty Industry
    Christie Brinkley Joins SBLA Beauty
    Happi

    Latest Breaking News From Happi

    Clean Beauty Collective Supports EarthDay.org
    Freckle Pens Are Spot On!
    The Detox Market Partners with Good Face Project
    Ink World

    Latest Breaking News From Ink World

    Etiflex Enters New Markets with Nilpeter FA-22 Installation
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Lowe-Martin Adds 2 KODAK NEXFINITY Digital Presses
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    UFlex adds capacity in packaging films
    CEC expands into labels and packaging with Heidelberg
    ABG delivers Digicon Series 3 to UK printer
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Mexico City Single-Use Plastics Ban Leads to Tampon Shortage
    Believe Diapers Launch in U.S.
    Forbes Ranks Rockline Among Best U.S. Employers
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Kaia Health Unveils Next-Gen Complete MSK Care Solutions
    First Implantation of CTL Amedica's Minimally Invasive Flex Tower
    NuVasive Nabs Simplify Medical for $150M
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    RFID Locks Market to Reach $9.93 Billion by 2027: Allied Market Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login