Social media continues to help leverage the Australian beauty industry, with the latest My Market Insight Beauty Market Insights report finding increases for both mentions and reach for beauty brands on local social media platforms.
For luxury beauty brands, January 2016 saw an increase of 49 per cent in reach and 15 per cent in mentions year-on-year. The increases were mostly recognised by make-up and fragrance, with luxury skincare noticing a decrease in both reach and mentions.
The brands dominating the luxury sector included M.A.C on 1571 unique authors, followed by Urban Decay on 431 authors, Estée Lauder on 265, NARS on 239, Benefit on 187, and YSL on 185.
While skincare took a knock in the luxury sector - it was a different story for the mass-market segment, where skincare saw the biggest increase in both social media reach and mentions for January this year. Nails noticed the largest decrease, with a 54 per cent decline in reach and 15 per cent in mentions year-on-year.
Brands dominating the mass-market sector include Rimmel which had around 1561 unique authors in January. This was followed by Maybelline on 740 authors, L’Oréal Paris on 443, NIVEA on 272, Revlon on 212, and NYX on 203. OPI continues to dominate the nail sector when it comes to reach and mentions.
