866-997-4948(US-Canada Toll Free)

Social Media: BPC - UK - June 2015

Published By :

Mintel

Published Date : Jun 2015

Category :

Lifestyle

No. of Pages : N/A

Social media has grown in recent years to be an integral part of marketing and promotional activity in the beauty and personal care markets. Brands and retailers are now harnessing the opportunities the social media space offers, in regards to engaging in two-way communication with consumers, and using word of (online) mouth to increase awareness around product launches.

Consumer research for this report explores the online platforms consumers are more commonly engaging with beauty and personal care brands on, as well as the type of content consumers are interested in - currently as well as in the future. Attitudes towards beauty blogs and vlogs have also been explored, and how these, often unofficial, experts are viewed by BPC consumers.
Table of Content

Overview

What you need to know
Products covered in this report

Executive Summary

Wearables and smart TVs set to boost online time
Figure 1: Devices used to access the internet in the last three months, November 2014, and percentage-point change between December 2013 and November 2014
Product launches inspire new ideas
Pop-up initiatives bring interaction IRL
Figure 2: The KindIsSimple store, London, May 2015
Men look for news and women want inspiration
Figure 3: Usage of social media platforms to view beauty content, April 2015
Mums lead the beauty discussion
Figure 4: BPC social media activities, April 2015
Make-up tutorials are most sought
Figure 5: Types of information wanted from BPC social media sites, by topic, April 2015
Freebies drive an older consumer
Figure 6: Interest in social media initiatives, April 2015
Trusting the experts
Figure 7: Attitudes towards beauty blogs and vlogs, April 2015

Issues and Insights

Opportunities in the male market
The facts
The implications
Social media and the older woman
The facts
The implications
Increasing brand recommendation and interaction
The facts
The implications

The Market – What You Need to Know

Wearables and smart TVs set to boost online time
Brand social media interaction grows
Consumers remain invested in the beauty markets
Opportunities in engaging with a mature consumer on social media

Market Drivers

Wearables and smart TVs set to boost online time
Figure 8: Devices used to access the internet in the last three months, November 2014, and percentage-point change between December 2013 and November 2014
Brand social media interaction grows
Figure 9: Online activities performed in the past three months, April 2014 – November 2014
Consumers remain invested in the beauty markets
Figure 10: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2009-19
Opportunities in engaging with a mature consumer on social media
Figure 11: Trends in the age structure of the female population, 2009-19

Key Players – What You Need To Know

Consumers reap the rewards of social media initiatives
Beauty retailers increase interaction opportunities
Guidance and education are growing areas of focus
Social ‘shopping’ could be the future

Brand Communication and Innovation

Rewards
Benefit claims 4pm make-up touch-up moments
Figure 12: The Benefit #poreoclock hub, 2015
Sephora explores Snapchat campaigns
Figure 13: Sephora snapchat, February 2015
Marc Jacobs fragrance launches Tweet pop-up shop
Figure 14: Marc Jacobs Tweet Shop, London, August 2014
NARS uses the power of Twitter to reveal new collection
Figure 15: NARS Christopher Kane Breakthrough, April 2015
L’Oréal launches ‘The Brush’ make-up artist competition
Figure 16: The Brush entry page, May 2015
Christmas nails from The Body Shop benefit charity
Figure 17: Example of picture posted on Instagram as part of the #nailitforcharity campaign, December 2014
Interaction
Benefit digital Christmas village
Figure 18: Benefit Instagram Christmas village, December 2014
Burberry digital kisses promote lipstick collection
Figure 19: Burberry kisses campaign video, 2013
Revlon LOVE IS ON Billboard
Figure 20: Revlon LOVE IS ON campaign website, May 2015
CK Me for Me campaign uses Snapchat and Tumblr
Figure 21: CK Me for Me campaign, August 2014
Dove continues self-esteem campaigns
Figure 22: Dove #ChooseBeautiful campaign video, April 2015
Lush artistic film
Figure 23: Lush The Experimenter video, December 2014
Guidance
VO5 partnership with the Brit Awards 2014 and 2015
Figure 24: VO5 Brit awards tweet, February 2014
Lynx hair tutorials
Figure 25: #Hairbylynx
Simple launches #KindIsSimple campaign
Figure 26: The #KindIsSimple store, London, May 2015
Tesco beauty tutorials
Figure 27: Tesco beauty team, April 2015
Selfridges stream The Beauty Project events online
Figure 28: The Beauty Project photo booth, Selfridges London, May 2014
Shopping
Preen.Me launches Shop Your Instagram feature
Figure 29: Preen.me shop Instagram instructions, January 2015
Awards
2015 sees the inaugural Beauty Blogger Awards and event series
Figure 30: Beauty Blogger Awards Instagram Advert, May 2015
InnoCos announces #beauty20 winners
Figure 31: InnoCos #Beauty20 Awards Trailer, April 2015

The Consumer – What You Need To Know

Men look for news and women want inspiration
Vlogs triumph over blogs
Mums lead the beauty discussion
Make-up tutorials are most sought
Fragrance content in demand amongst men
Young women need help with product choices
Freebies drive an older consumer
Consumers want to be rewarded for their online presence
Vlogs need to do more to stand out
Trusting the experts

Viewing Beauty Content Online

Facebook benefits from overall popularity
Figure 32: Usage of social media platforms to view beauty content, April 2015
Men look to social media for product news
Vlogs triumph over blogs
Opportunities for a UK male blogger

BPC Social Media Activities

One in four has posted their picture online
Figure 33: BPC social media activities, April 2015
Men will follow but are less likely to share
Encouraging direct conversation with brands
Mums lead the beauty discussion

Desired Type of Information

Make-up tutorials are most sought
Figure 34: Types of information wanted from BPC social media sites, by topic, April 2015
Hair trends can inspire
Fragrance content in demand amongst men
Young women need help with product choices

Interest in Future Content

Freebies drive an older consumer
Figure 35: Interest in social media initiatives, April 2015
Consumers want to be rewarded for their online presence
Celebrities hold minimal influence

Attitudes towards Beauty Blogs

Vlogs need to do more to stand out
Figure 36: Attitudes towards beauty blogs and vlogs, April 2015
Trusting the experts
Consumers want inspiration from all angles

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Abbreviations

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *