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THE CHERRY ON TOP BEAUTY REPORT - Squarespace
THE
CHERRY ON TOP
BEAUTY REPORT
FEB 2019
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics   1
THE CHERRY ON TOP BEAUTY REPORT - Squarespace
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
THE CHERRY ON TOP BEAUTY REPORT - Squarespace
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
THE CHERRY ON TOP BEAUTY REPORT - Squarespace
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
THE CHERRY ON TOP BEAUTY REPORT - Squarespace
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
THE CHERRY ON TOP BEAUTY REPORT - Squarespace
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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