Social Media in Beauty and Personal Care

Strategy Briefing

About This Report

Apr 2013

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.

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Social Media in Beauty and Personal Care

Facebook dominates social media for beauty and personal care brands

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 and Clinique lead

Avon leads with its widest usage of Facebook geographically, while Clinique has the highest Facebook interaction rate overall.

Variety of social media usage

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 varies significantly

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.

25-34 demographic is very active

This age group is very active through social media channels and is actively discussing beauty and personal care issues in social media.

No correlation

There is no obvious correlation between brand market share and usage levels of social media channels.

Early stages

Despite the opportunities offered, social media is still used sparingly by large brands and limited to a communication channel.

Nutricosmetics and natural still a niche topic

Still niche topics with many consumers; however, social media is an effective way to promote products by educating and establishing an open dialogue.

Return on investment (ROI)

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”.

What this report includes

  • Up-to-the minute analysis of the latest trends in the industry
  • New product development, forecasts and other themes
  • Unique graphics and illustrated case studies
  • Most recent brand and company news
  • New insight into the size and shape of the market

Why buy this report

  • Clear, concise powerpoint format makes it easy to digest
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  • Forward-looking outlook on a category, market or issue affecting the industry
  • Latest five year forecasts assess how the market is predicted to develop
  • Understand the competitive environment, the leading players and brands

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Introduction

Scope
Objectives
Methodology
Scope: brands, geographies and demographics
Key findings

Country Penetration

Overall social media usage varies dramatically in markets reviewed
Geographic landscape
Facebook dominates social media in beauty and personal care
Social media within Western markets: Germany, UK and US
Beauty brands’ social media usage in the US
Beauty brands’ social media usage in the UK
Beauty brands’ social media usage in Germany
Social media within Japan
Beauty brands’ social media usage in Japan
Social media in Latin America: Brazil and Mexico
Beauty brands’ social media usage in Brazil
Beauty brands’ social media usage in Mexico
Social media in Russia
Beauty brands’ social media usage in Russia
Social media in China
Beauty brands’ social media usage in China
Social landscape within less developed markets: India and Kenya
Beauty brands’ social media usage in India
Beauty brands’ social media usage in Kenya
Key demographics and usage statistics

Brand Usage

Brand selection
Brands position within beauty and personal care
L ’ Oréal Paris within beauty and personal care and social media
Avon within beauty and personal care and social media
Nivea within beauty and personal care and social media
Shiseido within beauty and personal care and social media
Lancôme within beauty and personal care and social media
Clinique within beauty and personal care and social media
Twitter reach still very limited
Clinique – best Facebook interaction rate; Avon – Twitter reach
The voice of the expert: The importance of blogging
Social media objectives for brands and companies
Positioning: Website versus social media

The Voice of the Social Consumer

What do consumers discuss online?
The voice of the social consumer: Effectiveness and ingredients
Effectiveness and ingredients across markets
The voice of the social consumer: Nutricosmetics
Nutricosmetics within developed markets
Nutricosmetics in emerging markets
The voice of the social consumer: Natural and organic
The voice of the social consumer: Mass and premium differences
Mass and premium variations by market
The voice of the expert: Mass and premium differences
Effectiveness is key while nutricosmetics is still niche

Social Return on Investment

The voice of the expert: Measuring return on investment
Social return on investment – Return on Influence
Key highlights

Report Definitions

Abbreviations and definitions