Ulta Takes Top Spot in ‘Online and Off-line’ Social Engagement
Engagement Labs' TotalSocial ranking assessed the top beauty and personal-care brands.
By Arthur Zaczkiewicz on October 22, 2019
Ulta, Bath & Body Works and Sephora took the top spots in Engagement Labs’ ranking of the top beauty and personal-care brands in the U.S. The “TotalSocial ranking” by the data and analytics solution provider is based on each brand’s “social influence.”
Ulta’s position on the list was due to a live activation earlier this year. The brand moved up from third place in the prior year’s TotalSocial ranking. Researchers at the Engagement Labs said in their report that Ulta lead all brands “in terms of off-line consumer conversations.”
“Ulta edged out Bath & Body Works and Sephora among beauty and personal-care brands, based on the quantity and quality of conversation engagement by consumers,” authors of the report said. “The brand’s recent high point was in March when YouTube sensation Jeffree Star drew a massive crowd to a Houston Ulta store to highlight his Morphe brand collaboration. The impact could be seen in both social media and face-to-face conversations.”
Read the full Women's Wear Daily article, here.
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