Engagement Labs Releases TotalSocial® Ranking of Top Personal Care and Beauty Brands
Neutrogena and Burt’s Bees Slay Social Influence and Enter the Top 10, While Old Spice, MAC Cosmetics and Nivea Are Washed Away
NEW YORK, NY (June 14, 2018) – Engagement Labs (TSXV: EL) (OTCQB: ELBSF), an industry-leading data and analytics firm that focuses on the entire social ecosystem and its impact on business, today released its TotalSocial® ranking of the top personal care and beauty brands in the U.S based on social influence.
The analysis is unique in that it combines offline and online consumer conversations. It is based on Engagement Labs’ proprietary TotalSocial data and analytics, which continuously measures the most important drivers of brand performance in both face-to-face and social media conversations. The brands in the top 10 have earned the highest TotalSocial scores in the category for the last six months, compared to the Company’s previous ranking in December 2017.
When compared to the last six months, several brands found themselves washed away in the latest ranking. In fact, three of the previous top 10 brands – Old Spice, MAC Cosmetics and Nivea – fell out of the top 10 entirely. Dove, a brand which held the top spot in the rankings a year ago and is known for being a highly viral brand, dropped again to number four from number three. By contrast, Neutrogena reversed its decline and reclaimed its place among the top 10.
“Our analysis really drives home the need for beauty brands to understand the importance of having a comprehensive view of social influence that embraces conversations as a powerful asset, regardless of where they take place,” said Ed Keller, CEO of Engagement Labs. “Each of the brands that lost their hold on the top 10 experienced a decline in offline scores, while those brands that activated offline conversations saw improvement. As proven by our data and analytics, there is no reliable correlation between conversations happening via social media and those that happen in real-life—and as a result, brands need to create integrated strategies to drive consumer buzz about their brand both online and off.”
In the previous ranking, Neutrogena had been pushed out of the top 10—however, stronger sentiment scores helped the skincare brand re-enter the list as it climbed up to number six. The brand’s key reason for success was stronger offline sentiment, which measures how positive its face-to-face conversations are. At the Consumer Electronics Show earlier this year, the skincare brand debuted a new beauty technology and smartphone app, which allows consumers to scan their skin and get tips on a skin regimen that fits their personal needs.
Meanwhile, Burt’s Bees made its first appearance in the ranking, claiming the number eight spot. Remarkably, the brand’s strong improvement in offline sentiment and online influence, which measures the extent to which an influential audience is advocating for the brand in social media, created enough lift to carry the brand 13 spots. In early 2018, the National Eczema Association (NEA) awarded Burt’s Bees its Seal of Acceptance.
Over the same period, Old Spice failed to engage consumers. The personal care brand experienced a steep decline in both offline and online influence as well as offline brand sharing, which is the extent to which people talk about a brand’s marketing content in word-of-mouth conversations. This caused the brand to fall 17 spots to number 21. In February 2018, the brand aired a commercial entirely in French during the Grammy Awards. Rather than spark conversation, the ad simply confused many consumers.
According to Engagement Labs’ report, Old Spice wasn’t the only falling star. Lower offline sentiment caused MAC Cosmetics to experience a precipitous drop – to number 22 from number six. The beauty brand has found itself at the center of a controversy with animal rights activists who oppose the sale of MAC products in China, where brands are still required to conduct animal testing for cosmetic products sold there.
To learn more about Engagement Labs and how to increase your brand’s word of mouth in real life and online, reach out at: firstname.lastname@example.org.
About Engagement Labs
Engagement Labs (TSXV: EL) (OTCQB: ELBSF) is an industry-leading data and analytics firm that focuses on the entire social ecosystem and its impact on business. The Company’s TotalSocial® platform is the only platform that combines powerful online (social media) and offline (word of mouth) data with predictive analytics. Engagement Labs has a proprietary ten-year database of unique brand, industry and competitive intelligence. The Company’s cutting-edge predictive analytics uses machine learning and artificial intelligence to reveal the social metrics that increases marketing ROI and top line revenue for its diverse group of clients, consisting of Fortune 500 companies.
TotalSocial® is a premier data and analytics platform that provides brands with unique insights, improved marketing ROI and strategies to grow revenue. Fueled by actionable online and offline data, TotalSocial is the only platform that encompasses and listens to the entire social ecosystem. TotalSocial offers unique, proprietary data about brands, its industry and competitors. With cutting-edge diagnostics, patent-pending predictive analytics and machine learning, TotalSocial identifies business opportunities and provides recommendations and a roadmap to grow revenue and achieve business and marketing goals.
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