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Social Media: BPC - UK - June 2015

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


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
Freebies drive an older consumer
Trusting the experts
Figure 5: Types of information wanted from BPC social media sites, by topic, April 2015
Figure 6: Interest in social media initiatives, April 2015
Figure 7: Attitudes towards beauty blogs and vlogs, April 2015
ISSUES & INSIGHTS
Opportunities in the male market
Social media and the older woman
Increasing brand recommendation and interaction
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
Consumers remain invested in the beauty markets
Opportunities in engaging with a mature consumer on social media
Figure 9: Online activities performed in the past three months, April 2014 – November 2014
Figure 10: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2009-19
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
Figure 12: The Benefit #poreoclock hub, 2015
Figure 13: Sephora snapchat, February 2015
Figure 14: Marc Jacobs Tweet Shop, London, August 2014
Figure 15: NARS Christopher Kane Breakthrough, April 2015
Figure 16: The Brush entry page, May 2015
Figure 17: Example of picture posted on Instagram as part of the #nailitforcharity campaign, December 2014
#Interaction
Figure 18: Benefit Instagram Christmas village, December 2014
Figure 19: Burberry kisses campaign video, 2013
Figure 20: Revlon LOVE IS ON campaign website, May 2015
Figure 21: CK Me for Me campaign, August 2014
Figure 22: Dove #ChooseBeautiful campaign video, April 2015
Figure 23: Lush The Experimenter video, December 2014
#Guidance
Figure 24: VO5 Brit awards tweet, February 2014
Figure 25: #Hairbylynx
Figure 26: The #KindIsSimple store, London, May 2015
Figure 27: Tesco beauty team, April 2015
Figure 28: The Beauty Project photo booth, Selfridges London, May 2014
#Shopping
Figure 29: Preen.me shop Instagram instructions, January 2015
#Awards
Figure 30: Beauty Blogger Awards Instagram Advert, May 2015
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
RESEARCH METHODOLOGY

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