Non-traditional cosmetic retailers eBay (NASDAQ:EBAY), Etsy and Amazon (NASDAQ:AMZN) ranked first, third and seventh among beauty brands discussed on social media. According to an in-depth study of social media perceptions among beauty and skin care brands conducted by NetBase, the online shopping sites, along with Nike (NYSE:NKE), showed up in many conversations about beauty—whether it be about products or feeling beautiful.
The study looked at conversations across social networks, review sites, blogs, forums and news sites over the course of two years. In total, NetBase analyzed more than 200 million conversations and identified the Top 30 beauty and skin care brands.
"Establishing a strong emotional connection with consumers is vital in today's fast-paced, social-driven market," said Pernille Bruun-Jensen, chief marketing officer of NetBase. "It requires a deep understanding of how consumers interact with a product or brand, and social data offers a wealth of insight that helps brands understand their target consumer and what drives and influences them."
The report also analyzed seven global beauty brands: Olay, Clinique, Neutrogena, Avon, L'Oreal, Maybelline and Dior, looking at where they fell on the Brand Passion Index.
Surprisingly, high-end beauty brands such as Gucci (No. 18), Lancome (No. 19), Burberry (No. 20), Estee Lauder (No. 21) and Clarins (No. 23) were in the latter portion of the Top 30. Mass-market and convenience retailers such as Walmart (No. 17), Walgreens (No. 22) and Target (No. 24) also made the list.
"The rate at which brands like eBay and Etsy are gaining social media mentions associated with beauty and skin care, and how they're outpacing the more traditional beauty retailers and brands, suggests that consumers are leaving the cosmetics counter in favor of a more personalized shopper-insight driven approach.
"While it may take a while for sales data to support this trend, that's the beauty—no pun intended—of social media analytics and how it can help identify trends sooner than other metrics," Bruun-Jensen said.
-See this NetBase report
Amazon takes on Etsy with Handmade
Birchbox continues physical store pilot
Birchbox members boost sales of other beauty retailers
Cratejoy launches marketplace for subscription boxes
EBay purchases apparel consignment e-retailer Twice