What do women share with each other on Twitter about skincare tips and beauty brands? Verifeed spent the past month monitoring millions of women tweeting, re-tweeting, and influencing opinions (and no doubt purchases) of moisturizers, cleansers, self-tanners, anti-aging and anything and everything to get a healthy, radiant glow.
Today we launch the first of our monthly social intelligence ‘snapshot’ reports for beauty brands, retailers and practitioners – in partnership with Cosmoprof, the world’s largest beauty trade show.
In the Snapshot, Verifeed identified the 100 top skincare ‘influencers’ – and mapped what we call their ‘amplification impact’ towards driving favorable ‘word of mouth’ outcomes for beauty brands.
What we found was surprising: Relative newcomer brands such as New Skin Radiance, Kona Tans and Dr. Dennis Gross proved they could outpace larger and well-established brands such as Estee Lauder, Olay and L’Oreal with influencer-driven positive ‘word of mouth’.
Our analysis makes clear that winning these folks over is vital for any company wanting to build brand awareness and customer loyalty, identify unmet consumer needs and preferences, amplify differentiated value and boost sales.
Some of the bigger brands pride themselves on having more followers, and that is not enough.
A more important indicator is how often consumers are moved to amplify your message by through re-Tweets and ongoing conversation. Newcomers are winning by taking the time to interact personally with their followers – whether a simple ‘thank you’ whenever their Tweet is re-tweeted or starred, sharing helpful advice without a direct ‘sell’, or recognizing their most loyal followers re-tweet their posts.
⎯ April’s top facial skincare ‘influencer’ is Best Pro Advice reaching 2,378,163 people with one skincare Tweet shared 22 times. Annualized at same rate of activity and influence, @BestProAdvice will reach 28,537,956 people.
⎯ Top skincare brand ‘influencer’ is New Skin Radiance. With 48K followers and 5 Tweets, it reached 1,706,896 consumers. Other brand standouts: Dennis Gross Skincare reaching 587K people with one Tweet re-Tweeted 69 times and Kona Tans, with only 3,340 followers, reaching 297K with one Tweet.
⎯ Of big-name brands, Estee Lauder and its Clinique brand scored highest in 5th and 7th place reaching 125,426 and 94,657 respectively. But newcomer brands with fewer followers reached many more.
⎯ April’s top five Twitter amplifiers (@LearnSomething @LeAuraLuciano @GingerConejero @MelissaStetten @LadyBoarder9669) boosted ReserveAge collagen supplement and Rimmel Matte BB Cream.
Verifeed produces monthly social intelligence ‘influencer and trends’ reports on the beauty, health and wellness sector. If you want to subscribe to the full reports, contact us at firstname.lastname@example.org.