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Social Media: Beauty and Personal Care - UK - April 2012

“Social networks have established themselves as integral to the consumer’s digital experience. They not only enrich the brand experience, but also help to integrate real-world brands into users’ digital lifestyles. People are turning to online discussions within social media channels for product recommendations, listening to the opinions of others and increasingly forming networks based on shared interests and tastes. For brands willing to engage with participants within these networks, social networks present an opportunity to communicate with an audience and establish a position via the medium of the digital environment.”

– Alexandra Richmond, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • Which brands are buzzing in social media?
  • What is the role of social networks in opinion sharing?
  • How is the function of friendship changing?
  • What is the role of influence in the beauty and personal care market?

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Advertising expenditure
            • Online social media tracking
              • Consumer research
              • Executive Summary

                  • The changing function of friendship
                    • Figure 1: Sentiment of reason for interaction with beauty and personal care brands in the last 12 months, January 2012
                  • The role of social networks in opinion sharing
                    • Figure 2: Ways in which people have used Facebook or Twitter to discuss or contact a beauty and personal care brand, January 2012
                  • Which brands are buzzing?
                    • Figure 3: Word cloud showing online mentions of beauty and personal care brands, UK, 17 November 2011-17 January 2012
                  • Making the link between enthusiasm and influence
                    • Figure 4: Levels of enthusiasm, January 2012
                  • The role of influence
                    • What we think
                    • The Online Communicator

                      • Key points
                        • Internet access
                          • Figure 5: Ways in which people access the internet, January 2012
                        • Time spent online
                          • Figure 6: Daily time spent online for personal use, January 2012
                        • Access to social networks
                          • Figure 7: Profile of Facebook and Twitter visitors, by gender and age, February 2012
                        • Population dynamics
                          • Figure 8: Population trends and projections, by age, 2006-16
                      • Engagement with Beauty and Personal Care Brands

                        • Key points
                          • 16.3 million interact with beauty and personal care brands
                            • Figure 9: Consumer engagement with beauty and personal care brands, January 2012
                          • The role of the internet
                            • Figure 10: Correlation between internet usage and likelihood of voicing opinion or contacting beauty and personal care brands, January 2012
                          • Methods of communication with beauty and personal care brands
                            • Figure 11: Ways in which people have contacted or shared thoughts on new beauty and personal care products or brands, January 2012
                          • The role of social networks in interacting with or discussing brands
                            • Figure 12: Ways in which people have used Facebook or Twitter to discuss or contact a beauty and personal care brand, January 2012
                          • Different agendas
                            • Figure 13: Ways in which people have used Facebook to discuss or contact a beauty and personal care brand, by gender, January 2012
                          • Brand websites an important port of call
                            • Figure 14: Ways in which people have used the internet to engage with a beauty and personal care brand, by gender, January 2012
                            • Figure 15: Top ten beauty and personal care brands, by social media engagement, November 2011
                        • Motivations for Engagement

                          • Key points
                            • Levels of engagement
                              • Figure 16: Levels of engagement with beauty and personal care brands in the last 12 months, January 2012
                            • Financial pressures drive people to interact with brands
                              • Lower users interact less
                                • Levels of enthusiasm
                                  • Figure 17: Engagement with beauty and personal care brands in the last 12 months, by levels of enthusiasm, January 2012
                                • Reasons for interaction
                                  • Figure 18: Reasons for interaction with beauty and personal care brands in the last 12 months, January 2012
                                • Brand affiliation
                                  • Figure 19: Interaction with beauty and personal care brands in the last 12 months for brand affiliation reasons, by gender, January 2012
                                • A third of people expect returns for their interaction
                                  • Sharing positive thoughts
                                    • Figure 20: Sentiment of reason for interaction with beauty and personal care brands in the last 12 months, January 2012
                                • Levels of Involvement

                                  • Key points
                                    • Levels of involvement
                                      • Figure 21: Number of reasons that people got in touch with beauty and personal care brands in the last 12 months, January 2012
                                    • Reasons for involvement with beauty brands
                                      • Figure 22: Reasons for involvement with beauty and personal care brands in the last 12 months, January 2012
                                    • Biggest reason for involvement with beauty brands is to save money
                                      • Bad news travels fast
                                        • Figure 23: Top ten beauty and personal care brands with net positive endorsement, November 2011
                                        • Figure 24: Top ten beauty and personal care brands with net negative endorsement, November 2011
                                      • The spread of influence
                                        • Figure 25: The role of influencers and influenced in relation to beauty and personal care, by gender, January 2012
                                      • Expression of sentiment
                                        • Figure 26: Expression of opinion on beauty and personal care brands, by sentiment, January 2012
                                      • Ways in which people express sentiment
                                        • Figure 27: Things people do to express feelings about a beauty or personal care brand, by ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, January 2012
                                      • Profile of people who express their feelings via Facebook
                                        • Figure 28: Demographic analysis of people who express their opinions on beauty and personal care brands on Facebook, January 2012
                                    • Levels of Enthusiasm

                                      • Key points
                                        • Levels of enthusiasm within the beauty and personal care market
                                          • Figure 29: Levels of enthusiasm, January 2012
                                        • Women are more adventurous
                                          • Affluent can afford to experiment
                                            • Engagement with beauty products by adopter status
                                              • Figure 30: Ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, by level of enthusiasm, January 2012
                                            • Enthusiasts are positively influential
                                              • Figure 31: Things people do to express positive feelings about a beauty or personal care brand, by level of enthusiasm, January 2012
                                              • Figure 32: Things people do to express negative feelings about a beauty or personal care brand, by level of enthusiasm, January 2012
                                          • Levels of Influence

                                            • Key points
                                              • Levels of influence with the beauty and personal care market
                                                • Figure 33: Levels of influence with beauty and personal care brands in the last 12 months, January 2012
                                              • Most involved are the most interested in the market
                                                • Opinion of others is priority
                                                  • Presence of children dictates levels of involvement
                                                    • Relationship between influence and enthusiasm
                                                      • Figure 34: Levels of influence with beauty and personal care brands in the last 12 months, by level of enthusiasm, January 2012
                                                    • Factors considered before purchase of beauty and personal care products
                                                      • Figure 35: Levels of influence with beauty and personal care brands in the last 12 months, January 2012
                                                    • The importance of word of mouth
                                                      • Brand-controlled sources of information
                                                      • The Consumer Conversation

                                                        • Key points
                                                          • What are people talking about?
                                                            • Figure 36: Key themes for the beauty and personal care industry over the next 12 months, as seen by Enthusiasts and Influencers, January 2012
                                                          • Conversation rankings
                                                            • Figure 37: Occurrence of themes within consumer conversations about beauty and personal care products as discussed by enthusiasts and influencers, 15/03/12-22/03/12
                                                            • Figure 38: Selected tweets about the natural beauty and personal care products, March 2012
                                                          • Mothers’ day drives buzz on anti-ageing skincare
                                                            • Figure 39: Selected tweets about the anti-ageing beauty and personal care products, March 2012
                                                          • What’s buzzing?
                                                            • Figure 40: Online conversations about beauty and personal care amongst Enthusiasts and Influencers, 15-22 March 2012
                                                            • Figure 41: Selected tweets about beauty and personal care ingredients, March 2012
                                                          • What does this mean?
                                                          • Overview of Social Media Activity

                                                            • Key points
                                                              • Male brands go viral
                                                                  • Figure 42: Lynx Excite Angels Will Fall campaign, 1 September 2011-1 September 2011
                                                                  • Figure 43: Gillette Fusion ProGlide, 27 May 2011-1 October 2011
                                                                • Creating an online community
                                                                  • Visual media
                                                                    • Figure 44: Boots the Chemist No 7 Exquisite Curl Mascara Best Wink Campaign, 26 January 2011 – 26 January 2011
                                                                    • Figure 45: Colgate Keeping Britain Smiling Campaign, 26 May 2011- 16 June 2011
                                                                • Online Mentions Trends and Metrics

                                                                  • Key points
                                                                    • Content distribution vs digital dialogue
                                                                      • Prestige brands
                                                                        • Niche brands
                                                                          • Mass market
                                                                            • Trend analysis of above-the-line spend and online mentions
                                                                              • Figure 46: Trends in online mentions amongst selected beauty and personal care brands, UK, 17 November 2011-17 January 2012
                                                                            • Type of sites where mentions are posted
                                                                              • Figure 47: Type of site for online mentions on selected beauty and personal care brands, UK, 17 November 2011-17 January 2012
                                                                              • Figure 48: Selected tweets about the Lynx brand on Christmas Day, 2011
                                                                              • Figure 49: Most mentioned beauty and personal care brands, by site type, UK, 17 November 2011-17 January 2012
                                                                              • Figure 50: Selected tweets about the Tampax brand, January 2012
                                                                            • Trends in site types
                                                                              • Figure 51: Trends in number of beauty and personal care mentions, by site type, 17 November 2011-17 January 2012
                                                                              • Figure 52: Selected tweets about the Lancôme brand, 2011
                                                                            • Nivea
                                                                              • Maybelline
                                                                                • Offline campaigns
                                                                                  • Figure 53: Use social networking sites while watching television shows, by age, September 2011
                                                                                  • Figure 54: Selected tweets about the Singderella campaign for Lancôme, 2011
                                                                                  • Figure 55: Lynx Final Edition campaign, 01/11/2011
                                                                                  • Figure 56: Selected tweets about Lynx Final Edition, 2011
                                                                                • Who’s being talked about?
                                                                                  • Figure 57: Word cloud showing online mentions of beauty and personal care brands, UK, 17 November 2011-17 January 2012
                                                                                • Vaseline
                                                                                  • Figure 58: Word cloud showing words most commonly used alongside online mentions of the Vaseline brand, UK, 17 November 2011-17 January 2012
                                                                                  • Figure 59: Press advertising for limited edition lip therapy launch from Vaseline, November 2011
                                                                                  • Figure 60: Selected tweets about Lynx Final Edition, 2011
                                                                                • Chanel
                                                                                  • Figure 61: Word cloud showing words most commonly used alongside online mentions of the Chanel brand, UK, 17 November 2011-17 January 2012
                                                                                • Boots
                                                                                  • Figure 62: Word cloud showing words most commonly used alongside online mentions of the Boots brand, UK, 17 November 2011-17 January 2012
                                                                              • Appendix – The Online Communicator

                                                                                • Websites visited
                                                                                  • Figure 63: Websites visited, January 2012
                                                                                • Facebook users
                                                                                  • Figure 64: Facebook usage, by demographics, January 2012
                                                                                • Twitter users
                                                                                  • Figure 65: Twitter usage, by demographics, January 2012
                                                                              • Appendix – Engagement with Beauty and Personal Care Brands

                                                                                  • Figure 66: Ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, by demographics, January 2012
                                                                                • Means of engagement
                                                                                  • Figure 67: Ways in which people have engaged with a beauty and personal care brand offline, January 2012
                                                                                • Ways in which Facebook has been used
                                                                                  • Figure 68: Ways in which people have used Facebook to discuss or contact a beauty and personal care brand, by demographics, January 2012
                                                                                • Ways the internet has been used
                                                                                  • Figure 69: Ways in which people have used the internet to discuss or contact a beauty and personal care brand, by demographics, January 2012
                                                                              • Appendix – Motivations for Engagement

                                                                                  • Figure 70: Levels of engagement (number of reasons for interacting with brands) with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                • Reasons for interaction
                                                                                  • Figure 71: Reasons for interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                  • Figure 72: Reasons for interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                              • Appendix – Levels of Involvement

                                                                                  • Figure 73: Number of reasons that people interacted with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                • Reasons for involvement
                                                                                  • Figure 74: Interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                  • Figure 75: Interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                • Interaction using social network sites
                                                                                  • Figure 76: Interaction with beauty and personal care brands using social networking sites in the last 12 months, by demographics, January 2012
                                                                                  • Figure 77: Interaction with beauty and personal care brands using social networking sites in the last 12 months, by demographics, January 2012
                                                                                • Interaction using the internet
                                                                                  • Figure 78: Interaction with beauty and personal care brands using the internet (not social network sites) in the last 12 months, by demographics, January 2012
                                                                                  • Figure 79: Interaction with beauty and personal care brands using the internet (not social network sites) in the last 12 months, by demographics, January 2012
                                                                                  • Figure 80: Interaction with beauty and personal care brands using the internet (not social network sites) in the last 12 months, by demographics, January 2012
                                                                                • Interaction using offline sources
                                                                                  • Figure 81: Offline interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                  • Figure 82: Offline interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                  • Figure 83: Offline interaction with beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                • Expression of sentiment
                                                                                  • Positive
                                                                                    • Figure 84: Things people do to express positive feelings about a beauty or personal care brand, by ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, January 2012
                                                                                    • Figure 85: Things people do to express positive feelings about a beauty or personal care brand, by demographics, January 2012
                                                                                    • Figure 86: Things people do to express positive feelings about a beauty or personal care brand, by demographics, January 2012
                                                                                    • Figure 87: Things people do to express positive feelings about a beauty or personal care brand, by demographics, January 2012
                                                                                  • Negative
                                                                                    • Figure 88: Things people do to express negative feelings about a beauty or personal care brand, by ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, January 2012
                                                                                    • Figure 89: Things people do to express negative feelings about a beauty or personal care brand, by demographics, January 2012
                                                                                    • Figure 90: Things people do to express negative feelings about a beauty or personal care brand, by demographics, January 2012
                                                                                    • Figure 91: Things people do to express negative feelings about a beauty or personal care brand, by demographics, January 2012
                                                                                • Appendix – Levels of Enthusiasm

                                                                                    • Figure 92: Levels of enthusiasm, by demographics, January 2012
                                                                                    • Figure 93: Ways in which people have made contact with or shared thoughts on new beauty and personal care products or brands, by level of enthusiasm, January 2012
                                                                                    • Figure 94: Things people do to express positive feelings about a beauty or personal care brand, by level of enthusiasm, January 2012
                                                                                    • Figure 95: Things people do to express negative feelings about a beauty or personal care brand, by level of enthusiasm, January 2012
                                                                                • Appendix – Levels of Influence

                                                                                    • Figure 96: Number of things people consider when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                    • Figure 97: Agreement with statement ‘I research using the company/product website’ when buying new beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                    • Figure 98: Agreement with statement ‘I research looking up forums/chat rooms/discussion groups’ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                    • Figure 99: Agreement with statement ‘I read about it on Twitter/Facebook‘ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                    • Figure 100: Agreement with statement ‘I look up reviews online/in magazines‘ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                    • Figure 101: Agreement with statement ‘I read about it in magazines/newspapers’ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                    • Figure 102: Agreement with statement ‘I ask friends and family for their opinion’ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012
                                                                                    • Figure 103: Agreement with statement ‘I speak to specialists eg shop assistants’ when buying beauty and personal care brands in the last 12 months, by demographics, January 2012

                                                                                Companies Covered

                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                • Alliance Boots
                                                                                • Amazon.co.uk
                                                                                • Apple Computer UK Ltd
                                                                                • Asda Group Ltd
                                                                                • ASOS (UK retail sales)
                                                                                • Barnardo's
                                                                                • Bebo Inc
                                                                                • Beiersdorf UK Ltd
                                                                                • British Broadcasting Corporation (BBC)
                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                • Chanel Ltd (UK)
                                                                                • Christian Dior
                                                                                • Co-operative Group
                                                                                • Colgate-Palmolive Company
                                                                                • Comet Group Ltd
                                                                                • Daily Express
                                                                                • Daily Mail
                                                                                • Daily Mirror (The)
                                                                                • Daily Record & Sunday Mail
                                                                                • Daily Star (The)
                                                                                • Dolce & Gabbana
                                                                                • Facebook, Inc.
                                                                                • Forest Stewardship Council
                                                                                • Freeview
                                                                                • Garnier
                                                                                • Gillette UK Ltd
                                                                                • Giorgio Armani S.p.A.
                                                                                • Google UK
                                                                                • Government Actuary's Department (GAD)
                                                                                • Guardian Newspapers Limited
                                                                                • Independent Newspapers (UK) Ltd
                                                                                • J. Sainsbury
                                                                                • L'Occitane Ltd
                                                                                • L'Oréal (UK)
                                                                                • Lancôme
                                                                                • Lidl (UK)
                                                                                • Marks & Spencer
                                                                                • mmO2 plc
                                                                                • Netto Foodstores Ltd
                                                                                • Nivea
                                                                                • Observer (The)
                                                                                • Ocado
                                                                                • Olay Company, Inc.
                                                                                • Orange plc (UK)
                                                                                • REN Ltd
                                                                                • Research in Motion Uk Ltd.
                                                                                • Stamford Mercury
                                                                                • T-Mobile (UK) Ltd
                                                                                • Telegraph Group Limited
                                                                                • Tesco Plc
                                                                                • The People
                                                                                • The Sun
                                                                                • The Times Newspaper
                                                                                • Twitter, Inc.
                                                                                • Unilever Plc
                                                                                • Virgin Media Ltd
                                                                                • Virgin Mobile
                                                                                • Vodafone Group Plc (UK)
                                                                                • Waitrose Ltd
                                                                                • Wm Morrison Supermarkets
                                                                                • YouTube, Inc.

                                                                                Social Media: Beauty and Personal Care - UK - April 2012

                                                                                £1,750.00 (Excl.Tax)