Networks contribute enormously to the popularity of cosmetics companies with consumers. Dynvibe, an agency specializing in social intelligence, therefore sifted through the content of 329 beauty influencers on different platforms to see which brands were the most mentioned.
To carry out this study, Dynvibe targeted 329 influential personalities (French- and English-speaking) on social networks and analyzed publications posted on TikTok, Instagram, YouTube and Twitter.
Key findings
Dynvibe’s survey highlighted certain influential trends on social networks. “Brands surfing on the ‘teen skincare’ trend are becoming increasingly important. More and more skincare offers specifically targeting pre-teens are gaining visibility on social networks. Top brands such as Bubble Skincare, Kosas, Laneige and Drunk Elephant, surfing on the growing appeal of beauty products to young girls, have developed products tailored to the specific needs of this young target,” explains the agency. “Bubble Skincare, for example, has seen its mentions increase by +40% since April, boosted in particular by its Slam Dunk moisturizing cream, specially formulated for the dry, fragile skin of children and teenagers.”
Lip care is another buoyant segment. Mentions of this theme have increased by 58% in the space of a year.
Finally, consumers want products that deliver on their promises. “Marketing is not enough,” says Dynvibe. “To be successful, a brand must be able to respond to needs and trends, be fun and attractive, but to be totally credible and endorsed by these skincare influencers, it must also demonstrate …
