THE CHERRY ON TOP BEAUTY REPORT - Squarespace
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A letter from our founders– As the beauty market continues to evolve faster than ever, we believe it is not only important to understand how products and brands stack up against each other, but how their ranks change through time. This eighth edition of the Cherry On Top Beauty Report comes with a few surprises. This month we introduce changes in brand rankings as compared to the previous month (look for the little arrows by the brand names). We’re also delivering our Hot Takes now across categories. At Cherry Pick, we love stories, how brands move over time tells a clear story of who will win next. Enjoy. With love, Cherry Pick THE CHERRY ON TOP BEAUTY REPORT February 2019, Color Cosmetics Justin Stewart justin@cherrypickai.com Melissa Munnerlyn melissa@cherrypickai.com Gio ‘Tony’ Chiappetta gio@cherrypickai.com
This Month's Beauty Hot Takes The popularity of Nars's latest blush proves they're more than just Orgasm Pg. 7 This newly released eyeshadow is already outselling Urban Decay's Naked palette Pg. 8 Beauty Bakerie is the Instagram- beloved makeup brand you've never heard of Pg. 9 Kylie Jenner may be the youngest self-made billionaire, but interest in her Lip Kits is on the decline Pg. 10 THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 3
Insights customizable to your audience, like never before. P.S. We're hiring. cherrypickai.com THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 4
Introducing the next generation of business metrics. Big ideas, simplified and made accessible. Every single day, the masses of beauty consumers on social media comment on tens of thousands of images and videos containing beauty products, saying things like I WANT THIS and NEED!!! . Consumers are *literally* telling brands what products they want. At Cherry Pick, we track nearly every single beauty product on the planet and believe that measuring this engagement, valuable expressions of intent to purchase products, is the key to unlocking the true value of social media. POPI Pronounced "poppy" POPI Score The relative % of intent to purchase a specific product across social media (i.e., market share). POPT Pronounced "popped" POPT Score The relative % of images and videos posted with a specific product across social media (i.e., spend on social). THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 5
TOP 10 BRANDS: COLOR COSMETICS Based on consumer intent across social media for the month of February 2019. ↑5 #1 Too Faced 10.65% 4.03% ↑7 #2 Anastasia Beverly Hills 6.87% 3.05% ↑16 #3 NARS 6.26% 1.54% ↓3 #4 Fenty Beauty 5.70% 2.53% ↓1 #5 ColourPop Cosmetics 4.97% 3.12% ↓1 #6 Jeffree Star Cosmetics 4.96% 2.86% ↑5 #7 Urban Decay 4.33% 1.81% ↓6 #8 Benefit Cosmetics 4.27% 2.23% ↑1 #9 Morphe 3.80% 0.90% ↑1 #10 Tarte 3.58% 1.63% POPI Score - The relative % of intent to purchase a specific product across social media (market share). POPT Score - The relative % of images and videos posted with a specific product across social media (spend on social). THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 6
TOP RANKINGS: CHEEK Based on consumer intent across social media for the month of February 2019. TOP BRANDS TOP ATTRIBUTES ↑6 #1 Too Faced Blush 18.39% 3.49% #1 Claim Paraben-free #1 Benefit Hydrating – #2 Benefit Cosmetics #1 Finish Matte 11.73% 3.97% #1 Formulation Pressed #1 Key Ingredients BHA ↑10 #3 NARS 10.25% 2.24% Bronzer ↑26 #4 Marc Jacobs Beauty #1 Claim Cruelty-free 6.27% #1 Benefit Waterproof 0.47% #1 Finish Shimmer ↓1 #5 Jeffree Star Cosmetics #1 Formulation Pressed 4.61% 5.19% #1 Key Ingredients Murumuru butter TOP PRODUCTS #2 #3 #4 #5 Fresh Good Sport Cheekleaders Hi-Lite Squeezed ColourPop Pink Squad Lime Crime Too Faced Cosmetics Cheek Palette Benefit Cosmetics #1 HOT TAKE In the early aughts, Nars became synonymous with Fruit Cocktail their iconic Orgasm blush, but with their latest blush launch the Too Faced brand is proving they're more than just their best-sellers and can still rule the Cheek category with or without their signature double- entendre rouge. THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 7
TOP RANKINGS: EYE Based on consumer intent across social media for the month of February 2019. TOP BRANDS TOP ATTRIBUTES ↑8 #1 Too Faced Eyeshadow 14.87% 3.50% #1 Claim Cruelty free #1 Benefit Long-wearing ↑5 #2 Anastasia Beverly Hills #1 Finish Glitter 11.81% 5.20% #1 Formulation Liquid #1 Key Ingredients Squalane ↑5 #3 Urban Decay 9.18% 3.96% Eyebrow ↓2 #4 ColourPop Cosmetics #1 Claim Clean 8.70% #1 Benefit Waterproof 6.16% #1 Finish Matte ↑1 #5 Morphe #1 Formulation Pencil 7.87% 1.94% #1 Key Ingredients Vitamins TOP PRODUCTS #2 #3 #4 #5 Naked The James Better Than Sparkling Reloaded Charles Sex Mascara Pineapple Urban Decay Palette Too Faced Too Faced Morphe #1 HOT TAKE Urban Decay's Naked palette has dominated the Riviera Eyeshadow Eye category since its launch, but Anastasia Beverly Hills has Palette now entered the arena with its own Riviera Palette, knocking the Anastasia Beverly Hills makeup brand out of the top product spot and selling out before it even launched. THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 8
TOP RANKINGS: FACE Based on consumer intent across social media for the month of February 2019. TOP BRANDS TOP ATTRIBUTES ↑9 #1 NARS Foundation 20.90% 3.21% #1 Claim Paraben-free #1 Benefit Long-wearing ↑1 #2 Tarte #1 Finish Natural 11.69% 3.90% #1 Formulation Liquid #1 Key Ingredients Vitamins ↑28 #3 Beauty Bakerie 10.94% 1.53% Concealer ↑7 #4 Hourglass #1 Claim Paraben-free 5.48% 1.13% #1 Benefit Concealing #1 Finish Matte ↓4 #5 Fenty Beauty 4.72% #1 Formulation Liquid 4.13% #1 Key Ingredients Vitamins TOP PRODUCTS #2 #3 #4 #5 Shape Tape Sheer Glow Radiant Flour Setting Contour Foundation Creamy Powder Concealer NARS Concealer Beauty Tarte NARS Bakerie #1 HOT TAKE This month, the brand Beauty Bakerie jumped the Natural Radiant ranks from the 35th most popular cosmetics brand to the 10th, an Longwear Foundation enormous feat for even well-known cosmetics companies. Clearly, NARS they're quickly developing a cult following on social media (and a burgeoning feud with Kim Zolciak's newly launched KAB beauty line certainly didn't hurt either). THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 9
TOP RANKINGS: LIP Based on consumer intent across social media for the month of February 2019. TOP BRANDS TOP ATTRIBUTES ↑5 #1 Fenty Beauty Lipstick 17.84% 3.96% #1 Claim Cruelty-free #1 Benefit Long-wearing ↓1 #2 Jeffree Star Cosmetics #1 Finish Matte 12.06% 4.57% #1 Formulation Liquid #1 Key Ingredients Peptides ↓1 #3 Kylie Cosmetics 8.83% 4.03% Lip Liner ↓1 #4 Huda Beauty #1 Claim Paraben-free 8.66% #1 Benefit Long-wearing 1.02% #1 Finish Matte ↑2 #5 Anastasia Beverly Hills #1 Formulation Liquid 4.78% 2.41% #1 Key Ingredients Vitamins TOP PRODUCTS #2 #3 #4 #5 Velour Liquid Velour Lip Metallic Liquid Lipstick Liner Power Bullet Lipstick Jeffree Star Jeffree Star Lipstick Anastasia Cosmetics Cosmetics Huda Beauty Beverly Hills #1 HOT TAKE With news this week that Kylie Jenner has officially Stunna Lip Paint become the world's youngest self-made billionaire, one would think Fenty Beauty her cosmetics empire would also be more popular than ever. But interest in the brand has been on the decline, coming in third in the Lip category (down from 2 last month). THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 10
Who are we? Cherry Pick is a next-gen social intelligence platform that uses the latest in AI and machine learning to understand consumer comments on social media. We empower manufacturers, brands, retailers, influencers and agencies to make product development, merchandising, and marketing decisions reactive to real-time consumer intent. If you are a manufacturer, brand, retailer, influencer or agency looking for a sample of our audience specific reporting and insights; please email us at founders@cherrypickai.com - we’re excited to show you what we’ve built. THE CHERRY ON TOP REPORT February 2019, Color Cosmetics
Email us with any suggestions or requests on how to take this report to the next level. We read every email, and we’d love to hear from you. And please feel free to share this pdf! CHERRY PICK 137 Varick Street, Floor 2 New York, NY 10013 founders@cherrypickai.com
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