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Social Media: BPC - UK - June 2015

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.

This report looks at the following areas:

  • Wearables and smart TVs set to boost online time
  • Product launches inspire new ideas
  • Pop-up initiatives bring interaction IRL
  • Men look for news and women want inspiration
  • Mums lead the beauty discussion
  • Make-up tutorials are most sought
  • Freebies drive an older consumer
  • Trusting the experts
Wearables and smart TVs set to boost online time
 
Consumers are finding new means of connecting to the internet, with 29% using four or more methods in the last three months, versus 21% at the start of 2013. This connectivity is likely to continue gaining momentum with brands hoping that 2015 will be the year of wearable devices such as smartwatches, and the reach of smart TVs will continue to grow as the technology becomes increasingly mainstream.

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Table of contents

  1. 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

                                                                                                          Companies Covered

                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                          Social Media: BPC - UK - June 2015

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