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Social Media: Beauty and Personal Care - UK - April 2012

INTRODUCTION
Definitions
Methodology
Advertising expenditure
Online social media tracking
Consumer research
EXECUTIVE SUMMARY
The changing function of friendship
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
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?
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
Figure 4: Levels of enthusiasm, January 2012
The role of influence
What we think
THE ONLINE COMMUNICATOR
Key points
Internet access
Figure 5: Ways in which people access the internet, January 2012
Time spent online
Figure 6: Daily time spent online for personal use, January 2012
Access to social networks
Figure 7: Profile of Facebook and Twitter visitors, by gender and age, February 2012
Population dynamics
Figure 8: Population trends and projections, by age, 2006-16
ENGAGEMENT WITH BEAUTY AND PERSONAL CARE BRANDS
Key points
16.3 million interact with beauty and personal care brands
Figure 9: Consumer engagement with beauty and personal care brands, January 2012
The role of the internet
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
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
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
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
Figure 14: Ways in which people have used the internet to engage with a beauty and personal care brand, by gender, January 2012
Figure 15: Top ten beauty and personal care brands, by social media engagement, November 2011
MOTIVATIONS FOR ENGAGEMENT
Key points
Levels of engagement
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
Figure 17: Engagement with beauty and personal care brands in the last 12 months, by levels of enthusiasm, January 2012
Reasons for interaction
Figure 18: Reasons for interaction with beauty and personal care brands in the last 12 months, January 2012
Brand affiliation
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
Figure 20: Sentiment of reason for interaction with beauty and personal care brands in the last 12 months, January 2012
LEVELS OF INVOLVEMENT
Key points
Levels of involvement
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
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
Figure 23: Top ten beauty and personal care brands with net positive endorsement, November 2011
Figure 24: Top ten beauty and personal care brands with net negative endorsement, November 2011
The spread of influence
Figure 25: The role of influencers and influenced in relation to beauty and personal care, by gender, January 2012
 EXPRESSION OF SENTIMENT
Figure 26: Expression of opinion on beauty and personal care brands, by sentiment, January 2012
Ways in which people express sentiment
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
Figure 28: Demographic analysis of people who express their opinions on beauty and personal care brands on Facebook, January 2012
LEVELS OF ENTHUSIASM
Key points
Levels of enthusiasm within the beauty and personal care market
Figure 29: Levels of enthusiasm, January 2012
Women are more adventurous
Affluent can afford to experiment
Engagement with beauty products by adopter status
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
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
Key points
Levels of influence with the beauty and personal care market
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
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
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
Key points
What are people talking about?
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
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
Figure 38: Selected tweets about the natural beauty and personal care products, March 2012
Mothers’ day drives buzz on anti-ageing skincare
Figure 39: Selected tweets about the anti-ageing beauty and personal care products, March 2012
What’s buzzing?
Figure 40: Online conversations about beauty and personal care amongst Enthusiasts and Influencers, 15-22 March 2012
Figure 41: Selected tweets about beauty and personal care ingredients, March 2012
What does this mean?
OVERVIEW OF SOCIAL MEDIA ACTIVITY
Key points
Male brands go viral
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
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
Key points
 CONTENT DISTRIBUTION VS DIGITAL DIALOGUE
Prestige brands
Niche brands
Mass market
Trend analysis of above-the-line spend and online mentions
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
Figure 47: Type of site for online mentions on selected beauty and personal care brands, UK, 17 November 2011-17 January 2012
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
Figure 50: Selected tweets about the Tampax brand, January 2012
Trends in site types
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
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
Figure 55: Lynx Final Edition campaign, 01/11/2011
Figure 56: Selected tweets about Lynx Final Edition, 2011
Who’s being talked about?
Figure 57: Word cloud showing online mentions of beauty and personal care brands, UK, 17 November 2011-17 January 2012
Vaseline
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
Figure 60: Selected tweets about Lynx Final Edition, 2011
Chanel
Figure 61: Word cloud showing words most commonly used alongside online mentions of the Chanel brand, UK, 17 November 2011-17 January 2012
Boots
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
Websites visited
Figure 63: Websites visited, January 2012
Facebook users
Figure 64: Facebook usage, by demographics, January 2012
Twitter users
Figure 65: Twitter usage, by demographics, January 2012
APPENDIX – ENGAGEMENT WITH BEAUTY AND PERSONAL CARE BRANDS
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
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
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
Figure 69: Ways in which people have used the internet to discuss or contact a beauty and personal care brand, by demographics, January 2012
APPENDIX – MOTIVATIONS FOR ENGAGEMENT
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
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
APPENDIX – LEVELS OF INVOLVEMENT
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
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
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
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
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
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
Figure 83: Offline interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
Expression of sentiment
Positive
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
Figure 87: Things people do to express positive feelings about a beauty or personal care brand, by demographics, January 2012
Negative
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
Figure 91: Things people do to express negative feelings about a beauty or personal care brand, by demographics, January 2012
APPENDIX – LEVELS OF ENTHUSIASM
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
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
APPENDIX – LEVELS OF INFLUENCE
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
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
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
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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