New beauty consumer insights from social listening

In a bid to seek out beneficial insights about what beauty customers need and to pinpoint buyer ache factors, consumer intelligence firm Brandwatch Consumer Research analysed public on-line consumer conversations in English, French, German and Spanish.It monitored over 49 million on-line conversations about cosmetics and skincare from greater than 7.5 million folks between August 2022 and August 2023.It labored with ready-to-use Social Panels and the info was gathered from public social posts (from networks akin to X/Twitter, Reddit and Facebook), blogs, boards and evaluation websites.The firm stated its findings may very well be helpful to assist beauty manufacturers higher perceive their clients and inform future NPD plans.Demand for hair loss merchandise is rising​According to Brandwatch’s analysis, on-line conversations about hair loss merchandise elevated by 6% between August 25, 2022 and August 24, 2023 compared to the identical interval the earlier yr.Within this matter, customers have been trying to find hair loss therapy merchandise, asking the neighborhood for his or her experiences and therapy outcomes, and mentioning that they’ve skilled hair loss after sickness or stress.Perhaps unsurprisingly, hair loss was additionally the subject with the very best proportion of disappointment in on-line conversations in comparison with the opposite pores and skin and hair issues analysed – with 20% of all emotionally categorised mentions round hair loss expressing disappointment.By breaking down on-line conversations about anti-hair loss merchandise into totally different subjects, Brandwatch famous that buyers most frequently talked about the merchandise typically, the results on their scalp, and their experiences when utilizing a product.In phrases of sentiment, on-line conversations about scent and product high quality had the very best proportion of constructive mentions in comparison with different subjects analysed.Although 73% of mentions about product scent and 66% of mentions about high quality have been constructive, these two elements might shortly flip customers off and it was clear {that a} nice scent is essential for customers to suggest and repurchase a product.The most unfavorable feedback are in regards to the product typically, the components, and the outcomes from steady use. Consumers complained after they didn’t get the outcomes they have been hoping for as a result of a product both had no impact or even perhaps a unfavorable impact, like oily hair or an itchy scalp.When discussing components, customers have been searching for pure components or merchandise that contained particular components believed to assist enhance hair progress, akin to keratin.Brandwatch researcher Michaela Vogl stated: “It’s essential for manufacturers to analyse these on-line conversations to determine shifts and buyer ache factors as early as potential. These insights can inform product improvement, enhance advertising and marketing campaigns, and finally keep forward of the competitors.”​Solving beauty issues​In phrases of beauty issues, the commonest subjects talked about have been blemishes and zits, wrinkles, and dry pores and skin.There have been additionally many mentions of delicate pores and skin, allergy symptoms, and situations akin to neurodermatitis and psoriasis.Geographically, there have been variations in on-line conversations about pores and skin and hair care-related subjects too. In the US and UK, wrinkles have been the principle matter up for dialogue. German customers spoke extra about dry pores and skin. French and Spanish customers have been extra prone to point out under-eye circles, and UK customers have been extra prone to discuss delicate pores and skin.Hyaluronic acid, vitamin C, and retinol are high components​Hyaluronic acid, vitamin C, and retinol have been all usually talked about in on-line consumer conversations about components. And collagen and niacinamide have been additionally in style.Hyaluronic acid was probably the most mentioned ingredient in all international locations that have been analysed, however there have been some attention-grabbing regional variations.French customers spoke extra about merchandise with vitamin E, whereas Spanish customers spoke extra about merchandise with vitamin A.German- and French-speaking customers have been extra inquisitive about merchandise with aloe vera and German customers have been extra prone to focus on collagen.In phrases of trending components, between August 25, 2022 and August 24 2023 in comparison with the earlier 12 months:Ceramide mentions elevated by 46% Niacinamide mentions elevated by 33%;Cica mentions elevated by 32%Retinol mentions elevated by 27%Glycolic acid mentions elevated by 20%And when it got here to pinpointing components to focus on particular issues:Argan oil was widespread for dry hair Ceramides for dry pores and skin and rednessCollagen for wrinkles and celluliteHyaluronic acid for dry pores and skin and darkish circlesRetinol for wrinkles and blemished pores and skinShea Butter for Neurodermitis and PsoriasisAnd Urea for callusesVogl suggested beauty manufacturers: “Online consumer conversations reveal not solely which components are most talked about but in addition which components are trending and seeing a rise in mentions, akin to ceramides.​She continued: “For world manufacturers, it can be good to take a look at regional knowledge to see how consumer preferences differ, and so they can use these insights to tell their regional advertising and marketing campaigns.”​Demand for top solar safety is growingSunscreen and solar safety merchandise have been probably the most talked about skincare merchandise in on-line consumer conversations about cosmetics – up by 11% between August 25 2022 and August 24 2023 in comparison with the earlier 12 months.In on-line conversations, mentions of high-SPF merchandise elevated, whereas discussions of merchandise with an SPF of 20 or much less decreased. Mentions of merchandise with an SPF of fifty or increased shot up by 31%.Consumers have been discussing solar care merchandise as a part of their every day skincare routine and searching for facial washes and cleansers to take away sunscreen on the finish of the day.It appeared that discovering sunscreen merchandise to deal with particular skincare wants, akin to sunscreen appropriate for delicate, dry, or oily pores and skin, was a ache level for a lot of.It was additionally price noting that ‘fearful mentions’ elevated by over 16% in comparison with the earlier 12 months and customers have been apprehensive about UV publicity, sunburn, or pores and skin most cancers. Some have been uncertain how a lot sunscreen to use and the way usually they need to apply it to be protected, particularly when within the water.“Search curiosity in solar care has grown steadily over the previous few years,” ​suggested Vogl. “Our knowledge reveals that conversations round excessive SPF solar care have elevated, so there appears to be an curiosity in higher-protection sunscreens. We additionally noticed that discovering solar care merchandise that met their particular skincare wants was a ache level.”​

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