social media report- cosmetics q1 2016

Cosmetics

Brands on Social Media

Jan 01 2016 – Mar 31 2016

Cosmetics Brands: Social Media Report

This report captures the performance of

Cosmetics Brands on social media between

January 1st – March 31st, 2016

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L'Oréal Paris had the largest fan base of 22,711,713 while MAC Cosmetics showed the highest fan growth of 27.56%.

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

0K 5,000K 10,000K 15,000K 20,000K 25,000K

Gro

wth

%

Number of Fans

Avon Products, Inc. Clinique Artistry US Estee Lauder smashbox-cosmetics

MAC Cosmetics Chanel Cosmetics Benefit Cosmetics L'Oréal Paris Lancôme

Fans

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Egypt United States Philippines Countries < 2% Argentina Malaysia Brazil Other Countries Italy India

Fans - Geography

Artistry US had the highest PTAT of 3.31% as a percentage of its average number of Fans during this time period.

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

0K 5,000K 10,000K 15,000K 20,000K 25,000K

Pe

op

le t

alk

ing a

bo

ut

(as %

of

Fa

ns)

Average Number of Fans

Avon Products, Inc. Artistry US Clinique Estee Lauder MAC Cosmetics smashbox-cosmetics Chanel Cosmetics Benefit Cosmetics L'Oréal Paris Lancôme

Conversations

Avon Products, Inc. published the greatest number of posts (145). Artistry US had the highest average engagement, with a

score of 952.

0 20 40 60 80 100 120 140 160

0 100 200 300 400 500 600 700 800 900 1000

Avon

Clinique

Artistry US

Estee Lauder

Smashbox

M.A.C

Benefit

L'Oréal Paris

Lancôme

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

MAC Cosmetics received the most number of Likes (311,882), MAC Cosmetics got the most number of Comments (22,143)

and Avon Products, Inc. had the most number of Shares (58,330).

0K 50K 100K 150K 200K 250K 300K 350K

Avon Products, Inc.

Artistry US

Clinique

Estee Lauder

MAC Cosmetics

smashbox-cosmetics

Chanel Cosmetics

Benefit Cosmetics

L'Oréal Paris

Lancôme

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand Posts Artistry US

09-MAR-16, WED 10:55AM

Time to live vibrantly! Color your weekend's

make up routine with the NEW Limited

Edition Pacific Li ..

ENGMT. LIKES COMMENTS SHARES SENTIMENT

1,000 1,814 33 1,662 Uncategorized

Artistry US

13-FEB-16, SAT 11:28AM

Continuing our partnership with designer

Pamella Roland as official makeup

sponsor, Artistry graced ..

Artistry US

04-FEB-16, THU 10:55AM

Get ready for round-the-clock perfection!

Artistry Exact Fit Longwearing Foundation—

Coming February ..


1,000 2,241 31 2,403 Uncategorized


1,000 2,903 118 1,585 Positive

http://www.facebook.com/56424926133/posts/10153496094061134


















Most Engaging Brand Posts Artistry US

23-MAR-16, WED 10:55AM

Enjoy 5 ways to bring out your beach

beauty—Limited Edition Artistry Pacific Lights

Light Up Lip Glo ..


999 2,826 45 1,278 Uncategorized

Artistry US

09-MAR-16, WED 12:00PM

Es tiempo de vivir dinámicamente!

Agrégale color a tu maquillaje de fin de

semana con la NUEVA Colec ..

Benefit Cosmetics

19-FEB-16, FRI 10:49PM

The fabulous @JadeyWadey180 slays this

dew the hoola liquid bronzer contour! Head

to YouTube to see ..


999 2,125 37 1,203 Uncategorized


999 29,197 3,764 2,855 Uncategorized



















MAC Cosmetics's Facebook Page saw the highest number of Fan posts (4,309).

0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000

Avon Products, Inc.

Clinique

Artistry US

Estee Lauder

smashbox-cosmetics

MAC Cosmetics

Chanel Cosmetics

Benefit Cosmetics

Number of Fan Posts

Fan Posts

Benefit Cosmetics received the highest percentage of Positive Sentiment (53.00%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Avon Products, Inc.

Clinique

Artistry US

Estee Lauder

smashbox-cosmetics

MAC Cosmetics

Chanel Cosmetics

Benefit Cosmetics

Negative Neutral Positive

Sentiment Analysis

MAC Cosmetics responded to the highest percentage of Fan posts (25.10%).

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

0 10000 20000 30000 40000 50000 60000

% o

f F

an

Po

sts

Bra

nd

Re

sp

on

de

d t

o

Average Response Time (mins)

Avon Products, Inc. Clinique Artistry US Estee Lauder smashbox-cosmetics MAC Cosmetics Chanel Cosmetics Benefit Cosmetics

Brand Responses

Among cosmetics brands, Avon Products, Inc. published the most with 145 posts.

0%

10%

24%

0% 6%

14%

22%

7%

12%

5%

Chanel Cosmetics smashbox-cosmetics Avon Products, Inc. Clinique Benefit Cosmetics Artistry US MAC Cosmetics Estee Lauder Lancôme L'Oréal Paris

Share Of Voice – Volume of Posts

MAC Cosmetics received the largest volume of Likes (311,882), among the brands studied

0% 2%

11% 0%

13%

11%

36%

27%

0% 0%

Chanel Cosmetics Smashbox Avon Products, Inc. Clinique Benefit Cosmetics Artistry US MAC Cosmetics Estee Lauder Lancôme L'Oréal Paris

Share Of Voice – Likes

MAC Cosmetics received the largest volume of Comments (22,143), among the brands analyzed

0% 2%

9% 0%

23%

3% 49%

14%

0% 0%


Share Of Voice – Comments

Avon Products, Inc. received the largest volume of Shares (58,330), among the cosmetics brands.

0% 1%

41%

0% 6%

31%

14%

7%

0% 0%


Share Of Voice – Shares

During this time period, #BBCream was the most engaging run by smashbox-cosmetics. Benefit Cosmetics published the most

(3) in its #airpatrol campaign.

0 0.5 1 1.5 2 2.5 3 3.5

0 50 100 150 200 250

#WhatsYourWhy(Avon

Products, Inc.)

BCA Campaign Fight

Against Breast …

#BBCream(smashbox-

cosmetics)

Valentine’s Day(MAC

Cosmetics)

#airpatrol(Benefit

Cosmetics)

#GoldenWeek(L'Oréal

Paris)

Number of Posts

Engagement Score


Campaign Comparison

Analysis of

Benefit Cosmetics Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

2,094,277 98,557 4.94% United

States

Benefit Cosmetics

Engagement Score Total Fan Posts

446 407

Total Posts Brand Response Rate

38 25.06%

Total Likes Avg. Reply Time

110,928 1 day, 12 hrs, 14 mins

Total Comments General Sentiment

10,406 Positive

Total Shares

8,760

Most Engaging Content Type

Ad Campaigns

Least Engaging Content Type

Event

Most Prolific Content Type

Product Oriented Posts

Most Engaging Campaign

#TGIF

Most Recent Campaign

#airpatrol

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

1,940K

1,960K

1,980K

2,000K

2,020K

2,040K

2,060K

2,080K

2,100K

2,120K

31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar

Fan Growth

Total Fans

2,094,277

New Fans

98,557

Engagement

0

250

500

750

1,000

1,250

1-Jan 5-Jan 9-Jan 13-Jan 17-Jan 21-Jan 25-Jan 29-Jan 2-Feb 6-Feb 10-Feb 14-Feb 18-Feb 22-Feb 26-Feb 1-Mar 5-Mar 9-Mar 13-Mar 17-Mar 21-Mar 25-Mar 29-Mar

Benefit Cosmetics had an average engagement score of 446 and a highest of 999.

Community Analysis

Benefit Cosmetics fans are largely from United States followed by Philippines.

Distribution of Fans

0K 200K 400K 600K 800K 1,000K 1,200K

United States

Philippines

United Kingdom

Thailand

Brazil

Mexico

Ireland

Malaysia

France

0

0

0

1

1

1

1

1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar

Brand Posts

Top keywords used Frequency

brand new 9

Benefit 9

flawless 5

tanlines body bronzer 4

dew 4

34%

66%

Brand Participation Brand Non Participation

94%

6%

0%

Posititve Negative Neutral

Brand Posts - Engagement

Benefit Cosmetics responded to 13 conversations generated by

the 38 Posts they published.

Benefit Cosmetics receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

19-FEB-16, FRI 10:49PM

The fabulous @JadeyWadey180 slays this

dew the hoola liquid bronzer contour! Head

to YouTube to see ..


999 29,197 3,764 2,855 Uncategorized

29-JAN-16, FRI 11:35AM

NEW PRODUCT ALERT! ???????? Get ready

to go for the bronze with our newest hoola

goodies! ???? Dew t ..

09-MAR-16, WED 2:06PM

????


995 36,827 1,251 1,625 Positive


937 9,583 805 1,764 Uncategorized

NO IMAGE NO IMAGE NO IMAGE



















Brand Posts - Analysis

Brand Post Types Days of the week

0 5 10 15 20 25 30

0 100 200 300 400 500 600 700

Videos

Photos

Number of Posts

Engagement Score


0 2 4 6 8 10

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Benefit Cosmetics 234

products 83

mascara 65

makeup 61

Beauty 56

User Posts

0

2

4

6

8

10

12

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar

Positive Neutral Negative

Benefit Cosmetics responded to 102 conversations generated by

the 407 Posts fans published.

Benefit Cosmetics appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

25%

75%


53%

5%

42%


Most of Benefit Cosmetics posts were around 'Product Oriented Posts', and posts around 'Ad Campaigns' received the highest

engagement.

Content Intel

0 5 10 15 20 25

0 100 200 300 400 500 600 700 800 900 1000


Others

Event

Ad Campaigns

Contest

Question to fans

Number of Posts

Engagement Score


In Benefit Cosmetics Posts about Personal Care, Beauty Tips posts received the highest engagement.

Content Intel

0 1 2 3 4

0 50 100 150 200 250 300

Beauty Tips

Like This/Engagement Oriented Posts

Number of Posts

Engagement Score


Campaign Intel

0 1 2 3 4

0 50 100 150 200 250 300 350

#airpatrol

#BoldIsBeautiful

#browbestie

Number of Posts

Engagement Score


Unmetric provides tags to social media campaigns. Here are a few examples from Benefit that are not

limited to the period under study

Analysis of

Clinique Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

9,091,387 277,795 3.15% Worldwide Mostly Young, Female and

Attached.

Clinique


6 25


1 12.00%


80 34 days, 10 hrs, 4 mins


9 Neutral

Total Shares

10


Brand Overview

8,650K

8,700K

8,750K

8,800K

8,850K

8,900K

8,950K

9,000K

9,050K

9,100K

9,150K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-

Feb

19-

Feb

26-

Feb

4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

9,091,387

New Fans

277,795

Community Analysis

Clinique fans are mostly Young, Female and Attached. Clinique fans are largely from United States followed by Brazil.

Fan Demographics Distribution of Fans

2%

98%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 1,000K 2,000K 3,000K

United States

Brazil

Thailand

United Kingdom

Malaysia

India

Turkey

Italy

Mexico


perfectpicks 4

free gift 4

Dillard 4

Cosmetics 4

Clinique lovers 4

User Posts

0

1

1

2

2

3

3

4

4

5



Clinique responded to 3 conversations generated by the 25 Posts

fans published.

Clinique appears to participate more when Fan conversations

have greater positive vibes than negative.



12%

88%


20%

0%

80%


Analysis of

Estee Lauder Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview


1,951,485 54,141 2.85% United

States

Mostly Older, Female and

Attached.

Estee Lauder


536 515


43 16.31%


227,912 23 hrs, 24 mins


6,280 Neutral

Total Shares

9,193


Question to fans


Engagement Oriented Posts




Little Black Primer


BCA Campaign Fight

Against Breast Cancer


Brand Overview

CONTENT & CAMPAIGNS

1,860K

1,870K

1,880K

1,890K

1,900K

1,910K

1,920K

1,930K

1,940K

1,950K

1,960K


Fan Growth

Total Fans

1,951,485

New Fans

54,141

Engagement

0

250

500

750

1,000

1,250


Estee Lauder had an average engagement score of 536 and a highest of 982.

Community Analysis

Estee Lauder fans are mostly Older, Female and Attached. Estee Lauder fans are largely from United States followed by

Mexico.


1%

99%

male female

0% 10% 20% 30%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 500K 1,000K 1,500K

United States

Mexico

United Kingdom

Malaysia

Thailand

India

Greece

Pakistan

Philippines

Mongolia

0

1

1

2

2

3


Brand Posts


Pure Color Envy Matte 6

Valentine 4

Double Wear 4

Advanced Night Repair 3

Envy Lipstick 3

81%

19%



Estee Lauder responded to 35 conversations generated by the 43 Posts they published.

Brand Responses


12-FEB-16, FRI 10:57AM

Double Wear: a lifesaver during Fashion

Week (and every week, for that matter:

http://estee.cm/Doubl ..


982 30,971 864 737 Uncategorized

16-MAR-16, WED 4:00PM

How much do you love lipstick?

http://estee.cm/LipstickEnvy

20-MAR-16, SUN 9:00AM

Celebrating the first day of spring by

changing up our signature scent. Which

would you pick? http:/ ..


























0 10 20 30 40 50

0 100 200 300 400 500 600

Photos

Number of Posts

Engagement Score


0 2 4 6 8 10 12

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Estee Lauder 319

products 109

animals 69

beauty 66

Cosmetics 46

User Posts

0

5

10

15

20

25

30



Estee Lauder responded to 84 conversations generated by the

515 Posts fans published.

Estee Lauder appears to participate more when Fan conversations

have greater positive vibes than negative.



16%

84%


35%

11%

54%


Most of Estee Lauder posts were around 'Product Oriented Posts', and posts around 'Question to fans' received the highest

engagement.

Content Intel

0 5 10 15 20 25 30 35

0 100 200 300 400 500 600 700 800


Others

Question to fans


Number of Posts

Engagement Score


In Estee Lauder Posts about General Happenings, the category Festival/Greetings received the highest engagement.

Content Intel

0 1 2 3 4 5

0 50 100 150 200 250 300 350 400

Question to fans

Festival/Greetings

Number of Posts

Engagement Score


Campaign Intel

0 1 2 3

0 100 200 300 400 500 600

BCA Campaign Fight Against Breast Cancer

#AERINBeauty

#DoubleWear

Number of Posts

Engagement Score


Unmetric assigns tags to social media campaigns. See here some Estee Lauder campaigns and their tags that

are not confined to this quarter

Analysis of

MAC Cosmetics Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview


14,320,455 3,093,795 27.56% Worldwide Mostly Young, Female and

Attached.

MAC Cosmetics


90 4,148


133 25.10%


311,882 1 day, 20 hrs, 9 mins


22,143 Neutral

Total Shares

19,763


Celebrity Endorser Content


Ad Campaigns




M•A•C Baking Beauties


Valentine’s Day


Brand Overview

CONTENT & CAMPAIGNS

0K

2,000K

4,000K

6,000K

8,000K

10,000K

12,000K

14,000K

16,000K


Fan Growth

Total Fans

14,320,455

New Fans

3,093,795

Engagement

0

250

500


MAC Cosmetics had an average engagement score of 90 and a highest of 378.

Community Analysis

MAC Cosmetics fans are mostly Young, Female and Attached. MAC Cosmetics fans are largely from United States followed by

Brazil.


2%

98%

male female

0% 20% 40% 60%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 1,000K 2,000K 3,000K 4,000K

United States

Brazil

Mexico

United Kingdom

India

Thailand

Italy

France

Germany

Zambia

0

1

2

3

4

5

6


Brand Posts


M·A·C 44

Fashion Week 31

beauty 18

M·A·C Culture 13

style 11

60%

40%


82%

2%

16%



MAC Cosmetics responded to 80 conversations generated by the

133 Posts they published.

MAC Cosmetics receives more positive than negative vibes from




15-JAN-16, FRI 10:00AM

Find your match this Valentine’s Day – get

the right look for a swipe right with our

curated selecti ..


500 13,520 744 1,363 Positive

09-JAN-16, SAT 10:00AM

Shock of the blue! Start the year with

Director of Makeup Artistry Romero Jennings

and the first of ..

13-JAN-16, WED 3:06PM

Good girls, bad girls, go glam! VIVA GLAM

Ariana Grande, available in select markets

now! http://bit ..


417 10,218 463 1,113 Positive


399 10,244 1,062 690 Positive

NO IMAGE NO IMAGE





















0 20 40 60 80 100

0 20 40 60 80 100 120

Photos

Videos

Number of Posts

Engagement Score


0 10 20 30 40

0 50 100 150

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



MAC Cosmetics 1852

MAC 733

products 597

animals 516

makeup 448

User Posts

0

20

40

60

80

100

120

140



MAC Cosmetics responded to 1,041 conversations generated by

the 4,148 Posts fans published.

MAC Cosmetics appears to participate more when Fan

conversations have greater positive vibes than negative.



25%

75%


26%

11% 63%


Most of MAC Cosmetics posts were around 'Product Oriented Posts', and posts around 'Celebrity Endorser Content' received

the highest engagement.

Content Intel

0 5 10 15 20 25 30 35 40 45

0 50 100 150 200 250


Brand News

Others

Event

Corporate Social …

Ad Campaigns

Photos

Celebrity Endorser Content


Number of Posts

Engagement Score


In MAC Cosmetics Posts about Personal Care, Like

This/Engagement Oriented Posts posts received the highest

engagement.

In MAC Cosmetics Posts about General Happenings, the category

Entertainment received the highest engagement.

Content Intel

About Personal Care About General Happenings

0 5 10 15

0 50 100 150 200

Others

Event

Beauty Tips

News

Like This/Engagement

Oriented Posts

Number of Posts

Engagement Score


0 1 2 3 4

0 20 40 60 80 100

Others

Entertainment

Festival/Greetings

Number of Posts

Engagement Score


Campaign Intel – 3 most recent campaigns

Jan 01, 2016 - Mar 31, 2016 Entire Campaign

0 1 2 3 4

0 100 200 300

Valentine’s Day

#AW16 New York

Fashion Week

Mercedes-Benz

Fashion Week Berlin

2016

Number of Posts

Engagement Score


0 1 2 3 4

0 50 100 150 200 250

Valentine’s Day

#AW16 New York

Fashion Week

Mercedes-Benz

Fashion Week Berlin

2016

Number of Posts

Engagement Score


Analysis of

Smashbox Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview


1,442,188 48,377 3.47% United

States

Mostly Young, Female and

Attached.

Smashbox


55 170


62 0.00%


17,613 0 sec


796 Neutral

Total Shares

779


Step-by-step Contour Kit


#BBCream


Brand Overview

CONTENT & CAMPAIGNS

1,360K

1,370K

1,380K

1,390K

1,400K

1,410K

1,420K

1,430K

1,440K

1,450K


Fan Growth

Total Fans

1,442,188

New Fans

48,377

Engagement

0

250

500

750


Smashbox had an average engagement score of 55 and a highest of 572.

Community Analysis

Smashbox fans are mostly Young, Female and Attached. Smashbox fans are largely from United States followed by Canada.


2%

98%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 400K 800K 1,200K

United States

Canada

United Kingdom

Mexico

Brazil

Philippines

Australia

Thailand

Pakistan

Japan

0

1

2

3

4

5

6


Brand Posts


shades 13

skin 10

shadows 6

L.A 6

matte 5

3%

97%


66% 5%

29%



Smashbox responded to 2 conversations generated by the 62

Posts they published.

Smashbox receives more positive than negative vibes from




07-MAR-16, MON 5:43PM

Tune into Smashbox on HSN! We’re

previewing some of our launches (including

this multitasking must-h ..



01-MAR-16, TUE 5:46PM

Seriously the perfect pair (Limitless Liquid

Liner and Double Exposure Palette). Trust.

12-JAN-16, TUE 4:49PM

It's #PrimerAppreciationDay (not really, but

there should totally be one). Because

guess who's now t ..




172 964 46 36 Positive






















0 10 20 30 40 50 60

0 10 20 30 40 50 60 70

Photos

Videos

Plain Text

Number of Posts

Engagement Score


0 5 10 15 20

0 20 40 60 80 100

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Smashbox Cosmetics 109

makeup 37

products 32

beauty 31

eyes 23

User Posts

0

1

2

3

4

5

6

7

8

9



Smashbox-cosmetics appears to participate more when Fan conversations have greater positive vibes than negative.


Sentiment

42%

6%

52%


Campaign Intel

0 1 2 3

0 200 400 600 800 1000

#BBCream

Launch of Maple Leaf-inspired red lipstick

Cat-Eye Kits

Number of Posts

Engagement Score


Unmetric tags social media campaigns run by brands. Below is a sample from Smartbox campaigns not

restricted to the quarter covered in this report.

Thanks!

Please contact us at [email protected] for more information.

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