09.01.15
Social media analytics company NetBase has released an in-depth study of social media perceptions among beauty and skin care 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. For a podcast on the report, check out Happi.com.
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 skin care brands in the world.
The report highlighted cosmetics brands, retailers and other brands that consumers associated with beauty and skin care. 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 skin care brands, such as Gucci (No. 18), Lancôme (No. 19), Burberry (No. 20), Estée Lauder (No. 21) and Clarins (No. 23) were found in the latter portion of the list.
Mass market and convenience retailers such as Walmart (No. 17), Walgreens (No. 22) and Target (No. 24) rounded out the bottom-half of the Top 30 brands associated with beauty and skin care.
According to NetBase, the top five brands ranked by social media mentions when discussing skin care are: eBay, MAC Cosmetics, Etsy, Victoria’s Secret (including Pink) and Chanel.
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 skin care brands in the world.
The report highlighted cosmetics brands, retailers and other brands that consumers associated with beauty and skin care. 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 skin care brands, such as Gucci (No. 18), Lancôme (No. 19), Burberry (No. 20), Estée Lauder (No. 21) and Clarins (No. 23) were found in the latter portion of the list.
Mass market and convenience retailers such as Walmart (No. 17), Walgreens (No. 22) and Target (No. 24) rounded out the bottom-half of the Top 30 brands associated with beauty and skin care.
According to NetBase, the top five brands ranked by social media mentions when discussing skin care are: eBay, MAC Cosmetics, Etsy, Victoria’s Secret (including Pink) and Chanel.