LA MODE MONTHLY FEBRUARY 2015
SKInCARE EDITION issue 6 2
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DATA ANALYSIS: CHRISTINA GOSWILLER DESIGN: JORDYN ALVIDREZ 4
FEBRUARY 5
TRIB L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y L DYNAM A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y This is the next installment in our monthly series of reports that will provide a larger picture understanding of trends within the beauty and fashion industries that will help you L A M O D E M O N T H L Y build effective influencer ICS marketing strategies and boost your brand s ROI. L A M O D E M O N T H L Y Utilizing Tribe s proprietary data analytics, we will track which brands and products are creating the most valuable earned media over time, clearly out-performing the competition on a variety of social channels. L A M O D E M O N T H L Y The data for this study was collected by Tribe Dynamics L A M and Ois based Dupon the Etop 50,000 Minfluencers Oin the beauty, fashion, N T H L Y & and lifestyle spaces. The brands and products LA included in each month s study will be those that are most L A M popular O based Don publicly-available E Minformation O of these N T H L Y brand s annual revenue, and reviews from consumers and third party retailers. L A M O D E M O N T H L Y L A M O D E M O N T H L Y MO L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y DOWNLOAD REPORTS AT TRIBEDYNAMICS.COM/INSIGHTS L A M O D E M O N T H L Y L A M O D E M O N T H L Y 7 L6 A M O D E M O N T H L Y
*Please note, the brands included in our La Mode Monthly Skincare reports are those offering primarily skincare products within the larger beauty industry. In an effort to ensure that we are always providing the most insightful data and analysis to help you better understand the latest digital trends, we ve made improvements to our measurement of earned media performance. This report includes these adjustments, with slight variations to the value of specific forms of content. As we continue to advance our own understanding of earned media and learn about the industry, we will update our analytics to reflect new knowledge and innovations. 7
CONTENTS 8
THE TOP 10 EARNED MEDIA VALUE LEADER BOARD 10 THE TOP 10 EARNED MEDIA VALUE BY CHANNEL 14 NEUTROGENA S STAR POWER ON INSTAGRAM 18 DIGITAL PULSE ACROSS THE CHANNELS 20 CLINIQUE SHOWS VERSATILITY ON YOUTUBE MURAD DRIVES EXCITEMENT THROUGH INSTAGRAM THE GLAMGLOW OBSESSION ON PINTEREST TRENDING EARNED MEDIA PERFORMANCE 23 ANALYSIS 26 THE FACEMASK SELFIE PHENOMENON 27 9
THE TOP 10 EARNED MEDIA VALUE LEADER BOARD 10
For the month of February the following 10 Skincare brands were the most socially influential, generating the most valuable earned media. This metric is based upon the following calculations: 11
0 12 NEUTROGENA CINIQUE DOVE CLARINS SOAP & GLORY MURAD THE BODY SHOP OLAY GLAMGLOW THE TOP 10 - EARNED MEDIA VALUE LEADER BOARD RIBE YNAM ICS LA M DE THE NUMBER OF POSTS: Blog posts YouTube Videos Tweets Facebook posts Instagram posts Pinterest Posts ENGAGEMENT RATE BY: Blog views Video content views Twitter actions Facebook likes, comments, shares Instagram likes and comments Pinterest likes, comments, shares 750,000 ELIZABETH ARDEN 1,500,000 3,000,000 1. NEUTROGENA $3,297,015 EMV 2. CLINIQUE $1,354,363 EMV 3. DOVE $1,096,126 EMV 4. CLARINS $1,072,094 EMV 5. SOAP & GLORY $1,014,310 EMV 6. MURAD $1,013,712 EMV 7. THE BODY SHOP $891,887 EMV 8. OLAY $880,447 EMV 9. GLAMGLOW $756,422 EMV 10. ELIZABETH ARDEN $598,449 EMV
AWYAS Often associated with love thanks to Valentines Day, February s earned media was grounded in messages of loving one s skin. For brands that excelled this month, making our La Mode Top 10 in Skincare, engagement with influencers pivoted around luxurious spa-like experiences brought to the comfort of each woman s home. Multi-benefit, solution-oriented products that arrived on the scene were well-received by influencers, who were attracted to the possibility of greater customization with individual products and structured regimens. Whereas in the past consumers had to pay incredible premiums to enjoy innovative treatments offered exclusively by professionals and spas, this new class of products implies that consumers will have greater freedom to design skincare systems tailor-made to their unique skin type and lifestyles - an attractive option next to the one-size-fits-all services at a spa. Influencers and the larger beauty community online, have fallen in love with products that promise a new at-home version of facial or body pampering. Detoxifying masks, overnight elixirs, and infused body scrubs were among the favorites. At the end of the day, the modern consumer living an active lifestyle wants nothing more than to come home after a long day at work and unwind by treating herself to an indulgent mask or peel. The brands making the greatest impact with this community are those focused on giving consumers the power to recreate for themselves the same luxuries of a therapeutic spa experience. TAKE 13
THE TOP 10 EARNED MEDIA VALUE PERFORMANCE BY CHANNEL 14
The following data reflects the approximate value of the content created about each brand by social channel during the month of February as measured by Earned Media Value. 15
THE TOP 10 - EMV BY SOCIAL CHANNEL BLOG DOVE $234,860 THE BODY SHOP $190,450 NEUTROGENA $180,955 CLARINS $171,480 CLINIQUE $145,030 OLAY $127,335 ELIZABETH ARDEN $95,010 MURAD $78,420 GLAMGLOW $65,075 SOAP & GLORY $63,575 YOUTUBE CLINIQUE $1,135,039 SOAP & GLORY $729,725 NEUTROGENA $682,610 CLARINS $597,004 DOVE $508,821 GLAMGLOW $443,072 THE BODY SHOP $412,352 TWITTER NEUTROGENA $196,000 DOVE $84,300 OLAY $84,100 RIBE YNAM ICS LA M DE ELIZABETH ARDEN $253,729 MURAD $136,567 OLAY $98,387 THE BODY SHOP $45,300 CLARINS $32,700 MURAD $27,400 ELIZABETH ARDEN $26,400 GLAMGLOW $13,900 SOAP & GLORY $11,400 CLINIQUE $10,700 16
THE TOP 10 - EMV BY SOCIAL CHANNEL FACEBOOK NEUTROGENA $787,350 MURAD $205,950 OLAY $187,410 INSTAGRAM NEUTROGENA $1,394,220 MURAD $553,925 OLAY $368,535 SOAP & GLORY $198,865 CLARINS $169,300 DOVE $168,250 ELIZABETH ARDEN $167,415 GLAMGLOW $125,330 PINTEREST GLAMGLOW $72,280 NEUTROGENA $55,880 THE BODY SHOP $28,420 CLARINS $20,980 DOVE $20,760 OLAY $14,680 MURAD $11,450 CLINIQUE $9,860 SOAP & GLORY $4,570 ELIZABETH ARDEN $3,800 17 RIBE YNAM ICS LA M DE THE BODY SHOP $113,195 CLARINS $80,630 DOVE $79,135 ELIZABETH ARDEN $52,095 GLAMGLOW $36,765 CLINIQUE $24,120 SOAP & GLORY $6,175 THE BODY SHOP $102,170 CLINIQUE $29,615
NEUTROGENA S STAR POWER ON INSTAGRAM Just this past November, Neutrogena benefited from an explosion of activity on Instagram thanks to its sponsorship of the Latin Grammy Awards 2014. Through a handful of partner influencers, the brand documented the event, giving followers of its brand a behind-the-scenes look at what it would have been like to walk the red carpet and party with the nominees. Only a few months later, Neutrogena took advantage of the 86th Academy Awards once again calling upon influencers to represent its brand at the closely-followed, star-studded affair. The strategy was largely the same: using the Instagram account of an influencer, follow her through each stage of her experience at the event beginning in the dressing room with makeup and skincare provided by Neutrogena to the red carpet and following celebrations. Although Neutrogena clearly had a hand in its earned media success with the strategy, the the brand s involvement did not extend past providing the means for the influencer s experience: free product, a makeup artist and dressing room, and of course, entrance to the event. Neutrogena could have created/published the same content itself, but it was the elevation of girl-next-door influencer, Dulce Candy, that motivated followers to interact with the content. Having created a stir at the Grammy s, Dulce Candy once again led Neutrogena followers through her evening of celebrity-treatment. Eight of the brand s ten most valuable Instagram posts for the month came from Dolce Candy, each photo part of a story that kept followers glued to their feeds, waiting in anticipation for the next peek at the blogger s night. Storytelling is often thrown around in conversations concerning digital marketing and engagement of social audiences. Neutrogena s strategy at the Oscars was a literal interpretation of the principle. The success of the strategy was in the indirect elevation of Neutrogena through the direct elevation of an individual influencer. As is the goal of influencer marketing in general, Dulce Candy was elevated to the role of celebrity brand ambassador, a dream come true for any aspiring blogger. Posing as the face of the brand for the evening, Dolce gave others the chance to imagine themselves in her stilettos, who were no doubt inspired by visual proof of a relatable fellow beauty enthusiast being rewarded by one of her favorite brands. Neutrogena itself benefited from the association with Dulce, but more tangibly from the presence of its brand at the Oscars. High-fashion experts at Harpers Bazaar fueled the mass market brand s re-branding as luxury, tagging the brand and including its #behindtheglow in an Instagram post gushing over Kerry Washington s effortless beauty look on the red carpet. For a brand sold in drugstores and Target, these associations drew connections in the minds of consumers between its brand and style, sophistication, and elegance. GENA NEUTRO- 18
NEUTROGENA 19
PULSE DIGITAL PULSE ACROSS THE CHANNELS CLINIQUE SHOWS VERSATILITY ON YOUTUBE In February, Clinique excelled on YouTube within videos outlining beauty regimens. The brand s perceived versatility as both a skincare and makeup brand was evident by the range of products included in these most-viewed videos. The common thread across this high-engagement content was the apparent emotional attachment vloggers had to their favorite Clinique products - irreplaceable essentials within their daily makeup/ skincare routines. This meaningful connection between consumers and individual Clinique products has been a powerful driver of loyalty for both engagement and sales. The format of these YouTube videos is specifically conducive to pushing the emotional aspect that fuels both, showing vloggers gushing over their favorite Clinique cleanser or moisturizer while providing direct, shoppable links to product pages. DIGITAL 20
MURAD DRIVES EXCITEMENT THROUGH INSTAGRAM Murad benefited from content creation during NYFW thanks to its inclusion in BCBGMaxazria s giveaway contest, offering ten lucky followers the chance to win their very own NYFW Survival Bags. The bags included a variety of beauty, skincare, and haircare products, in addition to a red bull energy drink, Luna energy bar, and S well bottle. Murad s inclusion in the gift was a signal of its perceived trendiness and reliability. The multiple high-engagement posts published for the giveaway meant that Murad s valuable association with BCBG and high fashion generally reached a large audience of potential consumers. Murad s success on Instagram also proved that its investment in an influencer program is paying off in dividends. The brand benefited from valuable content created by recipients of generous packages of free product. Influencers responded with equal excitement to the variety of Murad skincare products as they would to a collection of colorful cosmetics products. By providing a greater range with varying solutions, Murad generated excitement amongst influencers, eager to test out the products, through the experimental nature of the experience. PULSE DIGITAL 21
THE GLAMGLOW OBSESSION ON PINTEREST GlamGlow s earned media performance has been gradually growing over the past few months but climaxed in February with an explosion of activity on Pinterest. The brand s three facemasks went viral on the channel, with bloggers and beauty enthusiasts sharing both links to GlamGlow product pages on Sephora s website as well as DIY formulas to create your own GlamGlow charcoal mask. The brand s release of its new line of cleansers also helped boost its performance on the channel. Content posted by Sephora weighed heavily in raising awareness amongst the already mask-obsessed crowd for the corresponding thirsty, super, and youth cleansers. PULSE DIGITAL 22
TRENDING EARNED MEDIA PERFORMANCE 23
The following data highlights the trending EMV performance of February's Top 10 Skincare brands over the past three months. 24
TRENDING EMV PERFORMANCE BRAND DECEMBER JANUARY FEBRUARY TOTAL NEUTROGENA 1,165,297 1,526,110 3,297,015 5,998,405 CLINIQUE 937,726 1,595,443 1,354,363 3,897,251 DOVE 729,086 1,103,603 1,096,126 2,929,778 CLARINS 572,619 1,817,895 1,072,094 3,465,131 SOAP & GLORY 863,610 1,223,596 1,014,310 3,103,023 MURAD 296,271 467,976 1,013,712 1,556,823 THE BODY SHOP 1,496,099 1,274,064 891,887 3,663,779 OLAY 747,691 1,145,951 880,447 2,774,611 GLOMGLOW 444,825 763,302 756,422 1,964,549 ELIZABETH ARDEN 280,511 304,097 598,449 1,184,615 25
ANALYSIS 26
THE FACEMASK SELFIE PHENOMENON 27
Meet the next viral social phenomenon taking the industry by storm, the facemask selfie, appearing on the Instagram feeds of top influencers. This flurry of Instagram activity is further evidence of this month s theme: practicing self-love with at-home skincare treatments and spa-like experiences. There is an intimacy to the experience of applying a face mask beyond the desired benefits that influencers are associating with fun, relaxful, therapeutic. Some bloggers went as far as to equate staying in with a mask to a Friday night out on the town. The trend highlights shifting dynamics between brands and consumers based on the latter s changing interests, expectations, and needs. The industry s most innovative brands not only are using this development to lead digital strategies that promote a self-empowered, modern consumer. What does this new class of face masks, overnight treatments, and other products say about the average beauty/skincare consumer? To start, for as much value as she may place in the indulgent part of any skincare treatment, her active lifestyle necessitates convenience and efficiency which play a significant role in product choices. Those that interfere with her daily routine are no longer of interest. Marketing campaigns for the above mentioned products pivot around ease and flexibility - treatments that work wonders while you re watching a favorite show or sleeping. Relatedly, in addition to setting the terms for when and where she uses the product, customized benefits will also weigh heavily in her purchase decision. Today s consumer acknowledges and celebrates the uniqueness of her skin type - as opposed to striving for sameness, subscribing to a standard with a one-size-fits all skincare regimen. IE FACE SELF- 28
The entire premise of GlamGlow s brand revolves around it s original three facemuds, equally powerful, but offering different solutions for specific skin types. Each mud is carefully branded as a single-step solution for various needs: women looking for hydration (Thirstymud), anti-aging (Youthmud), or clearing/detoxification (Supermud). Within earned media created about the brand, each mask receives ample endorsement from the specific group of women who directly benefited from its use. As its brand grows, GlamGlow s approach has been to simultaneously introduce the same product for each need. As we mentioned, its new Thirsty, Youth, and Super Cleansers helped the brand gain significant traction particularly on Pinterest. The facemask selfie phenomenon has created something of an arms race amongst brands looking to roll out the next It skincare product to take off like GlamGlow s muds. The products gaining the most traction amongst influencers offer both a compelling, spa-like experience as well as innovative, targeted solutions. Intimacy and customization are key for brands hoping to see their masks and treatments highlighted with this new trend in Instagram content. MASK FACE 29
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