Retail

Beauty & Fashion

Celebrity Beauty Brand Analysis: Unveiling Social Media Strategies and Consumer Insights

Published on August 29, 2023

Introduction

RILA GLOBAL CONSULTING is a next-generation consultancy using social listening to power, grow and educate brands. RILA is recognized by Fortune500 customers, international agencies, and industry experts as the leader in Social Media Research and Business Intelligence.

Objectives

RILA's team aimed to gain in-depth insights into the performance, competitive edge, and digital strategies of eight celebrity beauty brands. The objective was to analyze organic social media data to understand consumer behavior, purchasing habits, and the enablers and blockers when shopping for these brands.

The eight celebrity beauty brands are: Kylie Cosmetics, Fenty Beauty, The Honest Company, KORA Organics, ROSE INC, KKW BEAUTY, JLO BEAUTY, and HAUS Laboratories.

Challenge

The challenge involved analyzing a vast amount of organic social media data, covering global markets, and extracting meaningful insights to identify key trends, consumer sentiments, and areas of improvement for each brand.

Solution

RILA's team employed advanced social listening techniques, including boolean logic, social listening and artificial intelligence, to analyze organic social media data from March to November 2021. The data covered the unprompted opinions of over 202,000 unique authors from global markets. The analysis focused on various aspects, providing a comprehensive view of consumer behavior and preferences.

Outcome

The findings from RILA GLOBAL CONSULTING's analysis provided valuable insights into the performance and strategies of celebrity beauty brands. The key outcomes of the study were as follows:

Share of Voice: Among the analyzed brands, Fenty Beauty generated the most conversation, accounting for 36% of the overall share of voice. This indicated a strong brand presence and engagement with consumers.

Consumer Purchase Behavior: Sephora emerged as the most popular destination for purchasing makeup products, mentioned in 38% of the conversations. Amazon followed with a 17% share of voice. This highlighted the significance of these platforms in driving consumer sales.

Brand Influence: The celebrities associated with the brands played a crucial role in their online influence. Rihanna and Jennifer Lopez had the highest reach in the conversation, contributing to the overall impact and brand awareness.

Holiday Launches: KKW and Kylie Cosmetics received significant media and consumer attention during the holiday season, indicating anticipation for their new product launches. This demonstrated the brands' ability to generate buzz and excitement among consumers.

Coupon Usage: Coupons and discount codes played a significant role in customer acquisition. Percentage-based coupons were particularly effective in attracting consumers.

Most Loved Brands: When consumers discussed their favorite brands online, Fenty Beauty emerged as the most loved, followed closely by Haus Labs. This indicated a strong brand reputation and positive consumer sentiment.

Roadblock: The high cost of international shipping emerged as a major roadblock for brands, with Fenty Beauty, KKW, and Kylie Cosmetics receiving the most mentions associated with this issue. Addressing this concern could improve customer satisfaction and expand the brands' reach.

Interested to find out what social listening can do for your business or organization?

Reach out to RILA today!

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