beauty & skin care category report
TRANSCRIPT
DAN DNA - Proprietary and Confidential - June 20
Beauty & Skin Care Category ReportJune 2020
DAN DNA - Proprietary and Confidential - June 20
Table of Contents
• Methodology
• Defining Beauty Mavens
• Turkey’s Map of Beauty
• Brand Personalities
• Beauty retailers & E-commerce
• Case Study: Sustainability & Health Trend in Beauty Sector
18+ Women who are interested in Beauty & Cosmetics in TR
18+ Women in Facebook database in TR
Methodology
is a Dentsu Aegis’ internal technology which uses Facebook’s Interest Graph for aggregated insights on every user worldwide.
20 Mio
13 Mio
There are:
2.6 Mio35-44 F Interested in Cosmetics &
BeautySingle: 9%; Married 89%
63% collage; High school 33%
2.6 Mio25-34 F Interested in Cosmetics &
BeautySingle: 16%; Married 78%
72% collage; High school 24%
2.6 Mio18-24 F Interested in Cosmetics &
BeautySingle: 53%; Married 33%
66% collage; High school 33%
Defining Beauty Mavens
35-44 FLoves travelling & nature,
homebody & active
25-34 F Focused on family &
friendships; takes care of value of money in shopping
18-24 FEnergetic & Active, Loves
shopping
Defining Beauty Mavens –Top Differentiating Interests
Interests that have reach > 20%; index >100
137
138
141
141
142
143
140
145
150
133
136
138
Online games (31%)
Dance (46%)
Comedy movies (61%)
Video games (57%)
Music videos (69%)
Parties (22%)
Physical fitness (53%)
Fast food (20%)
Coffee (46%)
Photography (88%)
Travel (76%)
Performing arts (42%)
150
152
152
159
149
152
153
156
150
159
149
150
156
157
Friendship (39%)
Tea (21%)
Coffee (50%)
Coffeehouses (25%)
Baking (35%)
Men's clothing (50%)
Recipes (22%)
Children's clothing (23%)
Spas (39%)
Beauty salons (52%)
Shoes (70%)
Handbags (39%)
Sunglasses (20%)
Fragrances (20%)
140
141
141
142
143
152
142
142
142
142
141
143
143
144
Do it yourself (DIY) (42%)
Gardening (28%)
Online games 32%)
Writing (25%)
Home improvement (22%)
Theatre (41%)
Swimming (31%)
Physical fitness (52%)
Meditation (21%)
Physical exercise (48%)
Hotels (45%)
Nature (59%)
Tourism (55%)
Vacations (20%)
Defining Beauty Mavens – Shopping Behaviors
Shopping 30% (122) 38% (95) 48% (118)
Boutiques 42% (141) 43% (100) 48% (112)
Shopping Malls 30% (146) 39% (150) 48% (142)
Discount stores 16% (137) 27% (96) 37% (133)
Coupons 36% (100) 47% (98) 58% (121)
Online shopping 88% (98) 88% (96) 93% (101)
42% (867) 49% (142) 52% (134)
14% (135) 20% (144) 28% (132)
10% (139) 20% (149) 28% (136)
6% (141) 13% (141) 18% (141)
5% (140) 5% (148) 5% (142)
35-44 Years old beauty mavens have higher reach and index in almost all
shopping related interests.On the other hand, 18-24 years old
persona tend to shop more from boutiques.
Regarding e-comm platforms, Trendyol has the highest reach & affinity among all personas, still,
considering the index – 18-24 years old persona has a great tendency in
Trendyol.
How Beauty Brands’ Consumers differ from each other?
Overlaps among Beauty Brands’ Consumers
Beauty
CosmeticsLoreal
NIVEA
Maybelline MAC
Benefit
Dior
According to FB + IG data, we analyzed how many people who are interested in specific brands are
common.Results showed that:
• 37% of people who are interested in NIVEA, are also interested in L’oreal
• 10% of MAC consumers overlaps with Maybelline; where this number increases to 41% with L’oreal
• Overlap between Benefit and L’oreal is 66%
Turkey’s Map of Beauty
We examined in which cities the selected brands have higher affinities among people
who are interested in beauty & cosmetics.
Note: This map shouldn’t be considered as a sales distribution map of brands. It only considers the index metric on Facebook interests of specific brands.
Turkish Consumer Types vs
Beauty Brands’ Consumers
Overview of Turkish Consumer Types
Conservative Religious4.5 Mio
Interested in religion and religion related topics
Luxury Lover755K
Interested in Luxury goods & tastes
Educated Traditionals3.4 Mio
University degree, religious, loves shopping
Modern Socializers3.9 Mio
University degree, loves urban active life
New Techies820K
Interested in new technology trends, high tech, AR,VR etc.
Adventurer1.6 Mio
Outdoor Enthusiasts, interested in outdoor sports such as camping,
hiking, surfing etc.
Passionate Spender6.3 Mio
Loves shopping, interested in special discounts, coupons, free products and
special sales days
Minimalist Homebody1.6 Mio
Loves family time, interested in home & garden, DIY activities, shops only
when it necessary
In order to understand the characteristics of brand’s consumers, we defined 8 consumer types / personas:
Brand Personalities
Considering the consumer types, we
analyzed which brand is close to which
persona.
The results showed that while NIVEA and
L’oreal’s consumer are closer to Passionate
Spender Persona; M.A.C. consumers are
close to Modern Socializers; Yves Rocher’s
consumer are in-between Luxury Lovers &
Adventurers.
Beauty Retailers & E-commerce channels
Special Case: Environmental Awareness in Beauty Category
With consumers more aware of the impact their consumption
habits have on the environment, the beauty industry has grown
more conscious.
The term “natural” will expand to include locally-sourced and
technologically enhanced ingredients, products, and services.
Special Case: Environmental Awareness in Beauty Category
In order to understand how effective this global trend is on
Turkish consumers, we analyzed consumers of specific brands
and their interests related with environmental issues and
organic food & products.
The parameters included in the scoring are:
Organic FoodOrganic Product
Natural foodsVeganism
VegetarianismOrganic Farming
SustainabilitySustaible living
EnviromentalismReneweble energy
Plastic pollutionWaste management & Recycling
Animal rightsEthical consumerism
NGOs (environment related)
Environment Organic
L'oreal
Chanel
MAC
Maybelline
Benefit
Urban Decay
NIVEA
Nars
Dior
The Body Shop
Kiehl'sL'occitaine
Estee Lauder
50
60
70
80
90
100
110
120
130
140
150
160
50 60 70 80 90 100 110 120 130 140 150 160
Special Case: Environmental Awareness in Beauty Category
Environment Score
Considering the affinities on environmental issues & organic food / product awareness of people who interested in specific brands, we see that mostly high-end brands’ consumers tend to have higher interest in these subjects.
The green marked brands such as The Body Shop, Kiehl’s and L’occitane are the ones which has “organic” or “environmentally conscious” claims. In this concept, L’occitane & Kiehl’s are among the brands which has highest “organic” score.
Org
anic
Sco
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DAN DNA - Proprietary and Confidential - June 20
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