As social media continues to provide the beauty industry another avenue for growth, Engagement Labs Inc., a company that delivers social technology solutions to marketers, is taking a deeper look at which brands are resonating with consumers via Instagram, Facebook and Twitter.
“The makeup industry has leveraged the Instagram platform as a place to demonstrate their products using both brand- and user-generated content,” said Bryan Segal, chief executive officer of Engagement Labs. “Facebook has been amazing for impact and reach and Twitter is great for having ongoing conversations.”
Today, Engagement Labs will unveil the top women’s beauty brands based on their social media performance on Facebook, Twitter and Instagram by the company’s proprietary eValue score system. The eValue score system measures 100,000 plus brands’ social media and digital marketing efforts and is composed of a series of metrics and key performance indicators including engagement, responsiveness and impact.
This first category ranked was hair care. On Facebook, the top three brands were Aveda, OGX Beauty and John Frieda. On Twitter the top three included OGX Beauty, Aveda and Neutrogena, while on Instagram the top three consisted of Neutrogena, L’Oréal Paris and Pantene Pro-V.
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While the majority of hair-care brands came from the drugstore segment, the top skin-care brands consisted of mass and prestige. On Facebook, the top three skin-care brands were Arbonne, Kiehl’s and Burt’s Bees. On Twitter, it was Aveda, Neutrogena and L’Oréal Paris. And on Instagram the top three included Estée Lauder, Neutrogena and L’Oréal Paris.
“A lot of the success is being driven through the Instagram channel, especially in the makeup area,” reiterated Segal. “Those who succeed at Instagram will drive even more success through social media channels. It’s not just about products, it’s also about experience and Instagram is definitely the aspirational channel.”
Meanwhile, on Facebook, the top three makeup brands were Mary Kay, Benefit and Arbonne. In terms of Twitter, the top three included Benefit, Kat Von D Beauty and Anastasia Beverly Hills. And on Instagram, Anastasia Beverly Hills, Benefit and Tarte were at the top of the list.
“When looking at the popular makeup brand Anastasia Beverly Hills’ Instagram account, the brand does an incredible job of repurposing influencer content on their page and highlighting real people using their products to better connect with their audience, demonstrate their array of products and provide insight into how to best use the products,” said Segal. “There is very little actual response with backwards and forwards dialogue. That is an area of opportunity for brands.”