consumer deviations from expert-annointed ...2015.sentimentsymposium.com/presentations/15july...3d...
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CONSUMER DEVIATIONS FROM EXPERT-ANNOINTED BEAUTY & FASHION TRENDS
BETHANY BENGTSON DIRECTOR OF STRATEGY BOTTLENOSE
SENTIMENT ANALYSIS SYMPOSIUM JULY 15, 2015 NEW YORK, NY
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BEAUTY & FASHION TRENDS 2015
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3 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015; sample size 15 million messages
TOP BEAUTY & FASHION TRENDS 2015
CONSUMERS CALL FOR BEAUTY SERVICES AT THEIR FINGER TIPS
PURCHASE INTENT DRIVEN BY QUALITY OF INGREDIENTS
CONSUMERS WANT CRUELTY-‐FREE & ALLERGEN-‐TESTED INGREDIENTS
ON-‐DEMAND BEAUTY SERVICES CATER TO CONSUMER BIDDING
CONSUMERS WANT TECHNOLOGY TO EMPOWER INNER BEAUTY
ADOPTION DRIVEN BY CONSUMER TASTES -‐ NOT UTILITY
POPULAR COLORS SIGNAL DISGUST & SOCIAL UNREST
TRENDING PALETTES EXPOSE MARKET RESPONSE TO WORLD EVENTS
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METHODOLOGY Using Social Conversation to Understand Consumer Behaviors • Timeframe: 6 month period from August 2014 to February 2015 • Sample: 50 million social media conversations • Data Sources: Twitter, Facebook, Tumblr, WeHeartIt, Instagram, blogs • Topical Research: Technology, Innovation and Color
• Industry Research: Skincare, Cosmetics, Fashion, Companies and Brands
• Geography: Global conversation led by US, closely followed by: • United Kingdom • Spain • Indonesia • Canada • Mexico
• Demographics: Skewed female, $50K-$100K HHI, college educated
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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BACKGROUND CPG Project Driven By Business Unit Needs
1. Custom-Based Research: • Based on business unit needs
• Research projects typically driven by consumer insights, marketing, digital, legal, finance or security groups within Fortune 500 companies
• This project was derived from a business question from a CPG company wanting to understand purchase drivers and deterrents for a legacy brand
• Insights produced here were product of this business question pursuit
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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APPROACH Bottlenose Sentiment Analysis & Emotional Resonance Methodologies
1. Proprietary Sentiment Scoring: • +100 to -100 scale • Uses a relative scale measured against all social conversation • Example: Justin Bieber
2. Emotional Resonance Analysis: • Derive emotional value of conversation based on Regressive Imagery
Dictionary • Analyzes 29 primary behaviors, 7 secondary behaviors, 7 emotions
• Proprietary text classifications
3. Deviation from Industry Standard Approach by Color Analysis • Reveals underlying consumer sentiment • Based off of both real world events and retail market behaviors
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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BEAUTY & FASHION TRENDS 2015
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8 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015; sample size 15 million messages
TOP BEAUTY TRENDS 2015
CONSUMERS CALL FOR BEAUTY SERVICES AT THEIR FINGER TIPS
PURCHASE INTENT DRIVEN BY QUALITY OF INGREDIENTS
CONSUMERS WANT CRUELTY-‐FREE & ALLERGEN-‐TESTED INGREDIENTS
ON-‐DEMAND BEAUTY SERVICES CATER TO CONSUMER BIDDING
CONSUMERS WANT TECHNOLOGY TO EMPOWER INNER BEAUTY
ADOPTION DRIVEN BY CONSUMER TASTES -‐ NOT UTILITY
POPULAR COLORS SIGNAL DISGUST & SOCIAL UNREST
TRENDING PALETTES EXPOSE MARKET RESPONSE TO WORLD EVENTS
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TECHNOLOGY Beauty Trends
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Brands Misinterpret Consumer Appetite for Innovation
Consumers Prefer Technological Innovation That is Elegant & Shareable • Digitalization of the consumer experience
has forced brands to innovate across purchase channels
• L’Oreal tests innovation in customer experience, but technological experiments are targeted to industry experts and professionals, not consumers 2,100
• Consumers are more interested in the aesthetics of technology, like the sleek design of the iPhone, rather than the utility of the phone itself
• Innovation must be differentiated by consumer segments, e.g., luxury
market vs. DIY crowd
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Prompted to Acclimate to a Technologically Adept Market, Beauty Brands Miss the Mark
Arming Stylists with Google Glass, L’Oreal Aims for Wrong Crowd
• L’Oreal announced a partnership with Google Glass in 2014
• The partnership brings Google
Glass to makeup artists & provides consumers with a video of their makeover to replicate at home
• While DIY is a beauty trend worth
paying attention to, consumers
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
who purchase luxury products are also more likely to pay for on-demand services like GlamSquad or DryBar, rather than attempt to replicate on their own
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Press Drives Google Glass Buzz, But Consumer Interest is Flat
Conversation peaks on September 4, 2014 when the press publishes announcement, but falls completely flat after
Yahoo! Beauty & InStyle drive most conversation buzz, while Bloomingdale’s drives negative buzz
• Leveraging flashy, attention-grabbing hardware like Google Glass shifts focus away from the beauty products and to the device
• Innovation should enhance consumers’
experience with the beauty product and provide a unique brand experience
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Local Salons Provide Basic Connected Devices But Don’t Focus on Consumer Drivers
Local Businesses Swap Print Magazines for iPads • Stylists noticed that customers weren’t
reading magazines at salons anymore • Instead, customers were reading on
their iPhones or Blackberries • In an effort to stay current, local
business owners attempt to upgrade the experience
• Telecom companies, e.g., Verizon, are
eager for adoption, but consumer interest not piqued
• Answer is not the device but content + personalization on consumers’ personal devices
Verizon publishes blog on in-store innovation, but is a blip on the radar
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Innovative Hardware is Better Suited to DIY Crowd than the Luxury Market
Consumers are Increasingly Focused on Instant Gratification + DIY Solutions • Harvard Graduate develops
3D Printer for makeup, Mink
• Mink allows consumers to
color pick any hex code from the internet and print their own creamy lipsticks or eye shadows
• When Mink launches, the
3D printer will retail for $300, an extremely affordable price point for DIY creatives
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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On-Demand Apps Seep into Beauty Market Offering Consumers Instant Gratification
GlamSquad Delivers Services & Stylists to Consumers • A host of beauty apps like
GlamSquad, Vensette, StyleBee, TheStylisted & Uber Beauty offer on-demand stylist services
• Services include blowouts, treatments, updos & makeovers at your home or office; price begins at $50 per service
• Initial target markets are New York,
Los Angeles, Chicago & Miami
• Consumers increasingly seek convenience as on-demand services emerge in new verticals
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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For Consumers, Aesthetics Drive Technology Adoption Just as Much as Utility
Regal font & sleek design of
devices & beauty products
create natural aesthetic
energy
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Consumers Love the Elegant Intersection of Technology & Beauty Products
1,000
1,900
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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In Fact, the iPhone was the Third Most Popular Beauty Trend in 2014, After Halloween & Miley Cyrus
2,100
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Consumer Obsession with Technology Reveals that Beauty + Technology = Power
CONNECT
1,000
CREATE
1,900 PRODUCE
2,100 DISCOVER
EXPLORE
EXPLOIT
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Technology Gives Kendall Jenner Star Power Tumblr & Instagram icon, Kendall Jenner, recently became the new face of
Estee Lauder due to her popularity, style & massive online following
10,000
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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COLOR Beauty Trends
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2014 Named Year of the Radiant Orchid, But Designers & Consumers Broaden the Palette
Consumers Love Shades of Mauve • Every year, Pantone publishes a
Fashion Color Report featuring industry experts from across the globe
• In 2014, Radiant Orchid, Sangria &
Mauve Mist were used most often by designers like Nicole Miller, Cynthia Steffe, Philippa Glasso, Dennis Basso & Tadashi Shoji
• For beauty & fashion insiders - artists, photographers, graphic designers, stylists, fashionistas & beauty bloggers - Mauve is the color that transcends aesthetic interests
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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16,093
1,864
Mauve Palettes Trend Across Design, Fashion, Comedy & Science Categories
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Marsala, 2015 Color of the Year, Promises Stability
“Marsala Enriches Mind, Body & Soul and Evokes Confidence and Stability” • Pantone Executive Director
says, “Much like the fortified wine that gives Marsala its name, this tasteful hue embodies the satisfying richness of a fulfilling meal, while its grounding red-brown roots emanate a sophisticated, natural earthiness”
• For industry experts, Marsala evokes thoughts of “farm-to-table cuisine,” “bushy-but-coiffed beards,” and Kylie Jenner’s lipstick color of choice
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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1,116
4,858
530
But Bloggers Love Rainbows & Psychedelics, Too
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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26 *Source: Wikipedia
Psychedelic Art Signals Revolution
• Political and social events in 2014 mirror unrest felt in the 1960s; a few 2014 examples include the Ebola outbreak, ISIS terrorism, Ferguson riots and Hong Kong protests, just to name a few
Dramatic Political, Social & Technological Transformation Are Primary Instigators of Psychedelic Art • As a trend, psychedelic art is a reflection of the artist’s
inner psyche with roots in 1960s counterculture, though critical resurgences took shape in the 1990s and 2014
• This color palette was a perfect fit for the digital
revolution of the 90’s, when artists discovered exciting new ways to manipulate images
• In 2014 the artist’s toolbox (and amplification strategies) grew significantly, as we saw fast adoption rates of photo-centric consumer apps like Instagram, Pinterest, Tumblr, We Heart It, Snapchat, Behance and DeviantArt
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Using Plutchik’s Wheel of Emotions, Mauve & Psychedelics Signal Emotional Unrest
Every Color Reveals a Feeling • According to psychologist
Albert Plutchik, colors and emotions are inextricably linked
• Similar to the traditional color
wheel, emotions can ‘overlap’ in order to create a new behavior
• There are 8 primary
emotions: Joy, Anticipation, Anger, Disgust, Sadness, Surprise, Fear & Trust
• Mauve connotes disgust,
sadness, remorse & disapproval
*Source: Wikipedia
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Sadness, Disgust & Disapproval Point to Cultural Values
• Unexpected political and social events threatened to unnerve the 2014 consumer
• Malaysia airlines tragedies, ISIS
terrorism, World Cup fever, Russia-Ukraine tensions, Ferguson riots, Hong Kong protests and the Ebola outbreak generated consumer unrest on a global scale
• 2014’s obsession with the mauve
palette shows consumers elicited sadness & disappointment while longing for peace, justice, fair treatment, transparency and equality – emotions found on the direct opposite side of the wheel
Consumers Feel Saddened & Disapproving of 2014
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Brands Should Use Wheel of Emotions to Inform Research & Development and Marketing Teams
Don’t Take “Color of the Year” Too Literally
• While some companies take the color of the year quite literally, we suggest using analogous or complementary colors to help evoke the emotional response desired by consumers
• R&D teams should look for colors
analogous or complementary to mauve and marsala
• Marketing & advertising teams
should look to complementary colors to inspire, encourage and motivate consumers
Analogous Colors
Complementary Colors *Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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30 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015
KEY TAKEAWAYS
DIGITAL TEAMS SHOULD REMOVE BARRIERS TO PURCHASE
MARKETERS SHOULD EMPHASIZE PREMIUM INGREDIENTS
DISCOVER PURCHASE INTENT & PRODUCT DETRACTORS WITH BOTTLENOSE SIGNALS
FOCUS ON CONSUMER INTERESTS; MAKE IT EASY FOR CONSUMERS TO BUY ON DEMAND
BRANDS SHOULD USE INNOVATION TO DRIVE TOP OF FUNNEL
INNOVATION IMPACTS AWARENESS & PURCHASE MORE THAN RETENTION
R&D TEAMS SHOULD FOCUS ON EMOTIONAL RESONANCE OF HOT NEW COLORS
USE PSYCH PROFILE IN BOTTLENOSE TO DECODE PRIMARY & SECONDARY DRIVERS
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CONTACT BOTTLENOSE:
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FOR MORE INFORMATION ON YOUR INDUSTRY’S TRENDS,
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