3 Trends in the Cosmetics IndustryJune 21, 2016
Recently, the Zoomph team decided to set out on a mission to track trends across various industries. In fact, I’m willing to bet that we’re tracking YOUR industry, or your clients’ industries.
Now, we want to divulge some of our major findings with you. Every month, we’ll feature reports on various industries, and we’ll rotate them so that every industry has a chance of being represented. We’ll be providing month-over-month analyses, as well as highlighting some of our coolest discoveries. As self-described data junkies (I’ve been known to wax poetic about spreadsheets in Twitter chats), we just can’t help ourselves from geeking out over trends and anomalies!
Today, we’ll be honing in on the cosmetics industry and exploring these specific topics:
- The #1 brand this month
- How influencers are driving the conversation
- How men are participating in a traditionally female-dominated space
1. The #1 Brand This Month
First off, the leaderboard for the past month:
MAC is hitting some seriously high numbers in the social space. What really intrigued me was the difference between MAC and Maybelline—they’re seeing fairly comparable social impressions, but MAC has a lot more influence this period.
I sought to figure out why, and found that the most influential pieces of content were actually in regard to other brands. CoverGIRL, who didn’t make our Leaderboard this month, is benefiting from having Selena Gomez and Katy Perry as celebrity ambassadors on social media, while Old Spice and Degree Men are running a powerful influencer marketing campaigns. Upon discovering this, I thought, shouldn’t CoverGIRL, Old Spice and Degree Men be at the top of the leaderboard?
Did you know that MAC and Maybelline are often talked about in the same piece of content? Though MAC is considered a premium brand, and Maybelline is more accessible and sold at a much lower price point, social media showed me that consumers have a tendency of purchasing a few high-end items and supplementing them with drug-store brands.
— Lisa (@lisamirani) May 21, 2016
The fact that there’s a high degree of overlap accounts for some of the similarity in conversation volume. If you’re a cosmetics brand, you can take advantage of this trend by advertising specific items in addition to full-faced tutorials—that way, you can appeal to people who may perhaps be budget-conscious, as well as brand loyalists.
2. How Influencers Are Driving the Conversation
We also discovered that MAC is topping the charts with the help of a steady stream of mid-level influencers—bloggers who don’t have celebrity status but still have a significant number of engaged audience members— who laud their products online.
Although MAC isn’t usually the cause of huge spikes in social conversation the way that CoverGIRL is, they are consistently and regularly talked about by everyday people who just happen to be highly trusted by their networks.
MAC has worked with influencers for years by offering discounts to people who use makeup professionally, such as makeup artists, models, and cosmetologists. These professionals have always had MAC in their cosmetic toolkits, and now they’re going online to talk about their favorite tools more than ever.
Another brand seeing great success from influencer marketing this month is Old Spice. As I mentioned earlier, Old Spice is currently running a campaign around the hashtag #Man2Legend, which has over 8.5k mentions and counting. I noticed a spike in mentions on Twitter and Instagram about Old Spice on May 31, which skyrocketed positive sentiment around the brand.
I was able to track the majority of this volume and sentiment spike back to a specific tweet.
— Jony Privat (@JonyPrivat) May 31, 2016
If you’re familiar with Zoomph’s ZPoints® system, you know that it ranks the influence of any given piece of content—and this tweet came in with a whopping score of 148 points.
To put that into perspective, the highest ZPoint® score last month was captured by Selena Gomez’s post about Pantene hairspray, which scored 191—and keep in mind that Gomez is a world-famous celebrity with a highly engaged following.
— Selena Gomez (@selenagomez) May 7, 2016
To be fair, some may consider Jony Privat a celebrity in his own right for being highly respected MDM Producer with over 500k followers on Twitter. By using Zoomph’s Twitter Follower tool, I was also able to determine that his fans are largely millennial, who we all know are very active online.
In addition, his followers:
- are 65% men, who are the ones using Old Spice, but—and this is key—35% are women. By surfing social content, I learned that females are generally the driving force influencing their boyfriends’ or husbands’ decisions on which products to buy. When measured against the larger Twitter user data, we can see that Private overindexes with male audiences by 14%.
- love to listen to music, keep abreast of current events, and pay attention to politics. They love to stay on top of trending content. Mixing brand information with current events and using a real-time approach to content marketing would likely resonate well with Privat’s following.
- live almost exclusively in the USA (he’s based out of Miami). Campaigns would need to be US-based in order to take full advantage of his popularity.
- have a high degree of FOMO. Show them what they’re missing and they’ll flock to experience it!
It’s clear that whenever Privat endorses Old Spice, Old Spice is reaching their target audiences (the 65% of Privat’s followers who are male, plus their female counterparts who help them make purchasing decisions).
3. How men are participating in a traditionally female-dominated space
Here is a snapshot of the conversation volume around the cosmetics industry this month:
You can see that peaks and falls are happening at different times among male and female participants, showing that there’s not a lot of overlap between when men and women are talking about cosmetics. We can infer that they are responding to different brands and different campaigns.
Not surprisingly, women do make up a larger portion of the overall content, but men are certainly on the map, with 23% share of voice. This can be traced back to the influencer marketing campaigns, in which Old Spice and their competitors are engaging male influencers to spark conversations with other men around cosmetics.
Brand recall is also heightened when paired with a celebrity endorsement, and associations. Other brands, such as Degree Men and their partnership with Steph Curry, aren’t going unnoticed. Men are participating in conversations in the industry than ever after seeing their favorite male sports stars become spokesmen for top brands. There was actually an entire thread on GameFAQs.com dedicated to talking about which deodorant Steph Curry will be wearing in upcoming games.
Degree Men took advantage of their celebrity endorsement to blow out conversation volume. They coined the hashtag #MoveLikeSteph and encouraged their followers and Curry’s fans to upload videos of themselves attempting to replicate Curry’s athletic performance to social media. The campaign quickly went viral.
— Ashlyn Harris (@Ashlyn_Harris) June 20, 2016
But brands, take note—your customers actually care about this stuff. The importance of influencers cannot be overstated in this market.
Key takeaways this month:
- Influencers are heavily driving the conversation in this industry. If your brand isn’t playing in that space, you’re losing share of voice to brands who are, and you need to step up your game. You don’t need celebrity endorsements to make a splash, but it certainly never hurts! By pairing yourself with high-profile influencers who fit your brand philosophy, you’ll reach a wider audience of exactly the right people. Zoomph can help you find the right influencers for any brand and any campaign.
- There’s a huge overlap between the cosmetics industry and the music and sports industries. For beauty products, most of the influencers tend to be music superstars (Selena Gomez, Katy Perry, and Halsey ranking in the top posters). For deodorants, influencers trend toward sports players (which makes sense, although I suppose pop stars must get sweaty too while dancing under the stage lights!).