The beauty of Social Media

Today, we’re diving into the world of social media in the beauty/cosmetics industry.

Beauty/Cosmetics means big business. Here are some numbers that are self-explanatory:

  • $59 bn industry revenue (US) – $250 (WW)
  • 750 unique brands
  • 250k business in the US only are qualified as beauty salons

Given that every large industry means lots of activity in social media, it’s no surprise to find thousands of beauty influencers (we have more than 7000 in eCairn’s database and are finding new ones every time we search). All together they aggregate an audience or shall we say a mega-community of millions.

Why is that important?

According to a survey performed earlier this year by blogher and DeVries Public Relations, blogs are 2 Times More Likely to Drive Beauty Product Purchases than Magazines (influencers have blogs).

How is the beauty influencers mega-tribe organized?

Let’s look at some interesting geo-centric findings on the beauty tribe.

For that purpose, we took the top 500 influencers from the following countries:  France, Italy, Spain, UK and USA, and a few hundreds from Australia and Canada.

Below is a map of the community that shows:

  • Influencers from separate countries don’t mix across languages.
    • Italy is the blue cluster on the left
    • Spain is the big round cluster at the bottom
    • France is the 3 clusters on the left from the bottom counter clock-wise (there’s a cluster of DIY cosmetics, another one on nails and a 3rd one on general cosmetics)
    • UK, US, Australia and Canada are much more interconnected:
      • UK is the purple & blue part of the center cluster, close to the top
      • US is the yellow at the bottom
      • Canada is on the edge of the main clusters in orange (left and right)
      • Australia is spread on the edge (we have only 100 blogs in that list)

What are they talking about?

When we perform a customary brand analysis of the river of conversations, we see significant variations across geographies:
(for the purpose of this analysis, only blog posts have been analyzed)

  • Brand mentions is the highest, percentage wise, in conversations from Australia and the US and the lowest in Italy
  • The top brand (Chanel) has an average share of voice of 2.71% across all geographies
  • Variations in brand mentions can change by up to a 10x factor from one country to another

More information is available from the following charts:

  1. Top cosmetics brand by share of voice across geographies:
  2. Cumulative cosmetics brands share of voice by country
  3. Comparative share of voice for the top 7 brands across all countries
  4. Top cosmetic brand (Chanel) share of voice per country
  5. Top differences by country and brand
  • 10x SoV difference for Clinique in Australia vs Italy
  • 3-5x SoV difference for Maybelline between Europe vs North-America+Australia
  • Chanel is the most consistent brand across geographies (2x difference maximum)

Topic-wise, the ranking based on the percentage of conversations is somewhat consistent across geographies but the percentage is much higher in the US than in France, almost by a factor of 2. (See the graph below comparing US, Spain and France only)

Note: The top 500 US influencers have collectively published 87k conversations as compared to, respectively, 32k for the French and 26k for the Spanish. They are clearly more talkative.

3 thoughts on “The beauty of Social Media

  1. Laurent,
    Thank you for the insight into the beauty blogosphere.
    The last point you make is the difference between North America and Europe in that the former is much more talkative. How much do you think that this is due to:
    – the difference in the maturity of social media between these two regions?
    – the difference in awareness (acceptance?) of brand owners on how independent influencers are driving brands?
    – the blogosphere is a marketing opportunity in North America and hence influential bloggers are “rewarded” either by paying particular attention to what they say or using them to test new products, but that this phenomenon is not yet fully accepted or understood in Europe?
    I appreciate that this is very much the same question put in three different ways, but its complexity interests me.

    1. Hi Kristina

      We have data across the board. I did a cursory analysis in other ‘tribes’ (mom, fashion…) and the observation is confirmed.
      North American Influencers talk a lot more than their European counterparts.
      I also think that North American influencers are more connected to brands. The practice of blogger outreach is more developed here than there as far as I understand.

Leave a Reply

Your email address will not be published. Required fields are marked *