Social media is becoming an increasingly important channel for brands to reach and interact with consumers. This briefing presents the findings of a unique study within beauty and personal care which examines how brands and consumers interact on social media across 10 key markets. It reveals which beauty brands are most savvy users of social channels and if there is a correlation between social media usage and market share.
Facebook is the most used social media channel for BPC brands (with the exception of China, due to regulations). Latin American countries are most active on Facebook, while Twitter is heavily used in the US and Brazil.
Avon leads with its widest usage of Facebook geographically, while Clinique has the highest Facebook interaction rate overall.
As the number of social media networks is high and very fluid, so is their usage by the reviewed BPC brands, which use a variety of networks. Blogs or own brand networks are emerging as a viable platform.
Premium and mass brands’ coverage in social media varies significantly across geographies. However, social media trends are not distinctly premium or mass-related, and may instead depend on the particular company or brand.
This age group is very active through social media channels and is actively discussing beauty and personal care issues in social media.
There is no obvious correlation between brand market share and usage levels of social media channels.
Despite the opportunities offered, social media is still used sparingly by large brands and limited to a communication channel.
Still niche topics with many consumers; however, social media is an effective way to promote products by educating and establishing an open dialogue.
ROI is still very hard to measure and for most companies it is not a priority. Increasingly, there is interest other metrics which might capture the impact of social media better, such as “Return on Influence”.
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