Beauty and Blog 2007

There has been an explosion in the last few years not only in the usage of blogs and other online communities, but in beauty- specific usage. According to a May 2005 Pew Internet & American Life Project report, 27 percent of Internet users read blogs, and 12 percent had posted comments or other material on blogs. Then, beauty-related blogs ranked less than one percent of the total blog topics. In 2007, blog usage has skyrocketed; the latest research shows that 39 percent of the American online population reads blogs. The Beauty and the Blog report indicates 22 percent of women visit beauty blogs and, on average, women who used the Internet for beauty purposes have visited six blogs, joined three and posted comments on two of them.

• Our Goal - To create the first comprehensive study to track and analyze online female beauty behaviors and attitudes while identifying the actual sites and content direction of online user generated dialogs.
• Our Finding - This is an exciting opportunity for the beauty industry to reach and educate women consumers in a way they’re proving to be very open to. Women are talking about the beauty brands they are most frustrated with and those they adore with millions of women online. The Internet has truly become the world’s largest and most influential water cooler. Providing consumers a place to create and share thoughts and opinions online has the potential to dramatically change how beauty brands do business.