Table of Contents
Introduction
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- Definitions
- Methodology
- Advertising expenditure
- Online social media tracking
- Consumer research
Executive Summary
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- The changing function of friendship
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- Figure 1: Sentiment of reason for interaction with beauty and personal care brands in the last 12 months, January 2012
- The role of social networks in opinion sharing
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- Figure 2: Ways in which people have used Facebook or Twitter to discuss or contact a beauty and personal care brand, January 2012
- Which brands are buzzing?
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- Figure 3: Word cloud showing online mentions of beauty and personal care brands, UK, 17 November 2011-17 January 2012
- Making the link between enthusiasm and influence
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- Figure 4: Levels of enthusiasm, January 2012
- The role of influence
- What we think
The Online Communicator
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- Key points
- Internet access
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- Figure 5: Ways in which people access the internet, January 2012
- Time spent online
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- Figure 6: Daily time spent online for personal use, January 2012
- Access to social networks
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- Figure 7: Profile of Facebook and Twitter visitors, by gender and age, February 2012
- Population dynamics
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- Figure 8: Population trends and projections, by age, 2006-16
Engagement with Beauty and Personal Care Brands
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- Key points
- 16.3 million interact with beauty and personal care brands
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- Figure 9: Consumer engagement with beauty and personal care brands, January 2012
- The role of the internet
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- Figure 10: Correlation between internet usage and likelihood of voicing opinion or contacting beauty and personal care brands, January 2012
- Methods of communication with beauty and personal care brands
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- Figure 11: Ways in which people have contacted or shared thoughts on new beauty and personal care products or brands, January 2012
- The role of social networks in interacting with or discussing brands
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- Figure 12: Ways in which people have used Facebook or Twitter to discuss or contact a beauty and personal care brand, January 2012
- Different agendas
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- Figure 13: Ways in which people have used Facebook to discuss or contact a beauty and personal care brand, by gender, January 2012
- Brand websites an important port of call
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- Figure 14: Ways in which people have used the internet to engage with a beauty and personal care brand, by gender, January 2012
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- Figure 15: Top ten beauty and personal care brands, by social media engagement, November 2011
Motivations for Engagement
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- Key points
- Levels of engagement
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- Figure 16: Levels of engagement with beauty and personal care brands in the last 12 months, January 2012
- Financial pressures drive people to interact with brands
- Lower users interact less
- Levels of enthusiasm
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- Figure 17: Engagement with beauty and personal care brands in the last 12 months, by levels of enthusiasm, January 2012
- Reasons for interaction
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- Figure 18: Reasons for interaction with beauty and personal care brands in the last 12 months, January 2012
- Brand affiliation
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- Figure 19: Interaction with beauty and personal care brands in the last 12 months for brand affiliation reasons, by gender, January 2012
- A third of people expect returns for their interaction
- Sharing positive thoughts
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- Figure 20: Sentiment of reason for interaction with beauty and personal care brands in the last 12 months, January 2012
Levels of Involvement
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- Key points
- Levels of involvement
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- Figure 21: Number of reasons that people got in touch with beauty and personal care brands in the last 12 months, January 2012
- Reasons for involvement with beauty brands
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- Figure 22: Reasons for involvement with beauty and personal care brands in the last 12 months, January 2012
- Biggest reason for involvement with beauty brands is to save money
- Bad news travels fast
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- Figure 23: Top ten beauty and personal care brands with net positive endorsement, November 2011
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- Figure 24: Top ten beauty and personal care brands with net negative endorsement, November 2011
- The spread of influence
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- Figure 25: The role of influencers and influenced in relation to beauty and personal care, by gender, January 2012
- Expression of sentiment
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- Figure 26: Expression of opinion on beauty and personal care brands, by sentiment, January 2012
- Ways in which people express sentiment
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- Figure 27: Things people do to express feelings about a beauty or personal care brand, by ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, January 2012
- Profile of people who express their feelings via Facebook
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- Figure 28: Demographic analysis of people who express their opinions on beauty and personal care brands on Facebook, January 2012
Levels of Enthusiasm
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- Key points
- Levels of enthusiasm within the beauty and personal care market
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- Figure 29: Levels of enthusiasm, January 2012
- Women are more adventurous
- Affluent can afford to experiment
- Engagement with beauty products by adopter status
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- Figure 30: Ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, by level of enthusiasm, January 2012
- Enthusiasts are positively influential
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- Figure 31: Things people do to express positive feelings about a beauty or personal care brand, by level of enthusiasm, January 2012
- Figure 32: Things people do to express negative feelings about a beauty or personal care brand, by level of enthusiasm, January 2012
Levels of Influence
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- Key points
- Levels of influence with the beauty and personal care market
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- Figure 33: Levels of influence with beauty and personal care brands in the last 12 months, January 2012
- Most involved are the most interested in the market
- Opinion of others is priority
- Presence of children dictates levels of involvement
- Relationship between influence and enthusiasm
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- Figure 34: Levels of influence with beauty and personal care brands in the last 12 months, by level of enthusiasm, January 2012
- Factors considered before purchase of beauty and personal care products
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- Figure 35: Levels of influence with beauty and personal care brands in the last 12 months, January 2012
- The importance of word of mouth
- Brand-controlled sources of information
The Consumer Conversation
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- Key points
- What are people talking about?
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- Figure 36: Key themes for the beauty and personal care industry over the next 12 months, as seen by Enthusiasts and Influencers, January 2012
- Conversation rankings
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- Figure 37: Occurrence of themes within consumer conversations about beauty and personal care products as discussed by enthusiasts and influencers, 15/03/12-22/03/12
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- Figure 38: Selected tweets about the natural beauty and personal care products, March 2012
- Mothers’ day drives buzz on anti-ageing skincare
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- Figure 39: Selected tweets about the anti-ageing beauty and personal care products, March 2012
- What’s buzzing?
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- Figure 40: Online conversations about beauty and personal care amongst Enthusiasts and Influencers, 15-22 March 2012
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- Figure 41: Selected tweets about beauty and personal care ingredients, March 2012
- What does this mean?
Overview of Social Media Activity
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- Key points
- Male brands go viral
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- Figure 42: Lynx Excite Angels Will Fall campaign, 1 September 2011-1 September 2011
- Figure 43: Gillette Fusion ProGlide, 27 May 2011-1 October 2011
- Creating an online community
- Visual media
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- Figure 44: Boots the Chemist No 7 Exquisite Curl Mascara Best Wink Campaign, 26 January 2011 – 26 January 2011
- Figure 45: Colgate Keeping Britain Smiling Campaign, 26 May 2011- 16 June 2011
Online Mentions Trends and Metrics
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- Key points
- Content distribution vs digital dialogue
- Prestige brands
- Niche brands
- Mass market
- Trend analysis of above-the-line spend and online mentions
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- Figure 46: Trends in online mentions amongst selected beauty and personal care brands, UK, 17 November 2011-17 January 2012
- Type of sites where mentions are posted
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- Figure 47: Type of site for online mentions on selected beauty and personal care brands, UK, 17 November 2011-17 January 2012
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- Figure 48: Selected tweets about the Lynx brand on Christmas Day, 2011
- Figure 49: Most mentioned beauty and personal care brands, by site type, UK, 17 November 2011-17 January 2012
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- Figure 50: Selected tweets about the Tampax brand, January 2012
- Trends in site types
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- Figure 51: Trends in number of beauty and personal care mentions, by site type, 17 November 2011-17 January 2012
- Figure 52: Selected tweets about the Lancôme brand, 2011
- Nivea
- Maybelline
- Offline campaigns
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- Figure 53: Use social networking sites while watching television shows, by age, September 2011
- Figure 54: Selected tweets about the Singderella campaign for Lancôme, 2011
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- Figure 55: Lynx Final Edition campaign, 01/11/2011
- Figure 56: Selected tweets about Lynx Final Edition, 2011
- Who’s being talked about?
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- Figure 57: Word cloud showing online mentions of beauty and personal care brands, UK, 17 November 2011-17 January 2012
- Vaseline
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- Figure 58: Word cloud showing words most commonly used alongside online mentions of the Vaseline brand, UK, 17 November 2011-17 January 2012
- Figure 59: Press advertising for limited edition lip therapy launch from Vaseline, November 2011
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- Figure 60: Selected tweets about Lynx Final Edition, 2011
- Chanel
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- Figure 61: Word cloud showing words most commonly used alongside online mentions of the Chanel brand, UK, 17 November 2011-17 January 2012
- Boots
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- Figure 62: Word cloud showing words most commonly used alongside online mentions of the Boots brand, UK, 17 November 2011-17 January 2012
Appendix – The Online Communicator
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- Websites visited
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- Figure 63: Websites visited, January 2012
- Facebook users
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- Figure 64: Facebook usage, by demographics, January 2012
- Twitter users
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- Figure 65: Twitter usage, by demographics, January 2012
Appendix – Engagement with Beauty and Personal Care Brands
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- Figure 66: Ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, by demographics, January 2012
- Means of engagement
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- Figure 67: Ways in which people have engaged with a beauty and personal care brand offline, January 2012
- Ways in which Facebook has been used
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- Figure 68: Ways in which people have used Facebook to discuss or contact a beauty and personal care brand, by demographics, January 2012
- Ways the internet has been used
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- Figure 69: Ways in which people have used the internet to discuss or contact a beauty and personal care brand, by demographics, January 2012
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Appendix – Motivations for Engagement
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- Figure 70: Levels of engagement (number of reasons for interacting with brands) with beauty and personal care brands in the last 12 months, by demographics, January 2012
- Reasons for interaction
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- Figure 71: Reasons for interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
- Figure 72: Reasons for interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
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Appendix – Levels of Involvement
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- Figure 73: Number of reasons that people interacted with beauty and personal care brands in the last 12 months, by demographics, January 2012
- Reasons for involvement
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- Figure 74: Interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
- Figure 75: Interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
- Interaction using social network sites
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- Figure 76: Interaction with beauty and personal care brands using social networking sites in the last 12 months, by demographics, January 2012
- Figure 77: Interaction with beauty and personal care brands using social networking sites in the last 12 months, by demographics, January 2012
- Interaction using the internet
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- Figure 78: Interaction with beauty and personal care brands using the internet (not social network sites) in the last 12 months, by demographics, January 2012
- Figure 79: Interaction with beauty and personal care brands using the internet (not social network sites) in the last 12 months, by demographics, January 2012
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- Figure 80: Interaction with beauty and personal care brands using the internet (not social network sites) in the last 12 months, by demographics, January 2012
- Interaction using offline sources
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- Figure 81: Offline interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
- Figure 82: Offline interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
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- Figure 83: Offline interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
- Expression of sentiment
- Positive
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- Figure 84: Things people do to express positive feelings about a beauty or personal care brand, by ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, January 2012
- Figure 85: Things people do to express positive feelings about a beauty or personal care brand, by demographics, January 2012
- Figure 86: Things people do to express positive feelings about a beauty or personal care brand, by demographics, January 2012
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- Figure 87: Things people do to express positive feelings about a beauty or personal care brand, by demographics, January 2012
- Negative
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- Figure 88: Things people do to express negative feelings about a beauty or personal care brand, by ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, January 2012
- Figure 89: Things people do to express negative feelings about a beauty or personal care brand, by demographics, January 2012
- Figure 90: Things people do to express negative feelings about a beauty or personal care brand, by demographics, January 2012
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- Figure 91: Things people do to express negative feelings about a beauty or personal care brand, by demographics, January 2012
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Appendix – Levels of Enthusiasm
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- Figure 92: Levels of enthusiasm, by demographics, January 2012
- Figure 93: Ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, by level of enthusiasm, January 2012
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- Figure 94: Things people do to express positive feelings about a beauty or personal care brand, by level of enthusiasm, January 2012
- Figure 95: Things people do to express negative feelings about a beauty or personal care brand, by level of enthusiasm, January 2012
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Appendix – Levels of Influence
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- Figure 96: Number of things people consider when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
- Figure 97: Agreement with statement ‘I research using the company/product website’ when buying new beauty and personal care brands in the last 12 months, by demographics, January 2012
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- Figure 98: Agreement with statement ‘I research looking up forums/chat rooms/discussion groups’ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
- Figure 99: Agreement with statement ‘I read about it on Twitter/Facebook‘ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
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- Figure 100: Agreement with statement ‘I look up reviews online/in magazines‘ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
- Figure 101: Agreement with statement ‘I read about it in magazines/newspapers’ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
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- Figure 102: Agreement with statement ‘I ask friends and family for their opinion’ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
- Figure 103: Agreement with statement ‘I speak to specialists eg shop assistants’ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
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