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Which beauty brand has the most engaged Facebook consumers? The answer might surprise you.
This story first appeared in the August 27, 2013 issue of WWD. Subscribe Today.
According to Stylophane, which monitors activity on Facebook and Twitter for apparel, footwear, beauty and retail companies, the answer is…Kat Von D’s color cosmetics brand, with a healthy mix of mass and prestige brands rounding out the top 10 for July 2013. The list ranked 350 beauty brands.
Post likes are registered each time a Facebook user clicks “like” in response to a comment, which is intended to provide a statistically valid barometer of users’ engagement with a brand. While Facebook likes increase over time, all brands’ post likes tracked by Stylophane start each month at the same point — zero.
The Kat Von D line, which is exclusive to Sephora, has just more than 4.6 million fans on Facebook. The 67 posts made by the company in July garnered nearly 2.2 million post likes. Coming in at number two, Cover Girl’s 68 July posts snagged 868,303 post likes from its 4.12 million fans. Carol’s Daughter posted 76 times, and its 924,820 fans gave 298,823 post likes. Next was Mary Kay, whose 1.34 million Facebook fans gave 235,102 post likes to its 53 posts.
Ranking at number five, Lancôme posted 46 times and its nearly 4.4 million fans gave 230,394 post likes. Maybelline, at number six, posted 30 times and its 3.75 million fans gave 217,809 thumbs-ups. Lancôme and Maybelline’s south-of-the-border relative, L’Oréal Paris Brasil, garnered 187,099 post likes from its more than 6.4 million fans on 47 posts.
Rounding out the top 10 are OPI, with more than 1.3 million fans and 149,091 post likes to its 28 entries; Clinique, with more than 2.7 million fans and 132,958 post likes for its 36 entries, and Dove, whose nearly 16.4 million fans gave nearly 130,000 post likes to its 68 entries.