released its latest TotalSocial rankings of social influence among personal care and beauty brands in the US. 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.
According to Engagement Labs’ report, Dove lost its No. 1 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.
In the latest ranking, Bath & Body Works and Sephora moved into the Nos. 1 and 2 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 total social score.