After spending the past two years looking at conversations across social networks, review sites, blogs, forums and news sites, social analytics solutions firm NetBase has released a list of the top 30 brands based on frequency and sentiment posted by consumers in relation to beauty and feeling beautiful. To develop the NetBase Brand Passion Report: Beauty & Skincare, the firm analysed more than 200 million conversations about beauty to identify the top 30 beauty and skincare brands.
Non-traditional cosmetic retailers eBay, Etsy and Amazon ranked surprisingly high, coming in first, third and seventh among beauty brands discussed on social media. Well-known personal care and cosmetics brands making the list included M.A.C (2), Chanel (5), Sephora (8), L'Oréal (9), Maybelline NY (10), Dior (12), Avon (13), Colgate (14), Revlon (15), Gucci (19), Lancôme (19), Burberry (20), Estée Lauder (21), and Clarins (23). Mass-market and convenience retailers were also recognised on the list with Walmart (17), Walgreens (22), and Target (24) all making the cut.
"Establishing a strong emotional connection with consumers is vital in today's fast-paced, social-driven market. It requires a deep understanding of how consumers interact with a product or brand, and social data offers a wealth of insight that helps brands understand their target consumer and what drives and influences them," says Netbase chief marketing officer Pernille Bruun-Jensen.
"The rate at which brands like eBay and Etsy are gaining social media mentions associated with beauty and skincare, and how they're outpacing the more traditional beauty retailers and brands, suggests that consumers are leaving the cosmetics counter in favour of a more personalised shopper-insight driven approach. While it may take a while for sales data to support this trend, that's the beauty - no pun intended - of social media analytics and how it can help identify trends sooner than other metrics."
