Highlights: - Top trending beauty categories and an analysis of those consumer conversations - Analysis of the top products, ingredients & concerns by age group & ethnicity - A closer look at Skincare and what's driving the increase of consumer conversations - Product types that are decreasing in Beauty conversations

1. BEAUTY
CONSUMER
INSIGHTS
2018 Report

2. COSMETICS,
SKINCARE &
NAILS
These are the major categories making
up social conversations about Beauty.
While all three are increasing over the
past year, Skincare has outpaced
Cosmetics and Nails

3. Cosmetics
Skincare
Nail Products
Beauty Overview: Top Overall Categories
Cosmetics remains the largest beauty category on Instagram based on total volume. While all three products types are increasing over the
past year, Skincare has outpaced both Cosmetics and Nail Products in terms of its growth rate relative to the total Beauty category
Trended Conversation Volume By Beauty Segment
68%
June 2018
Share of Beauty
13%
8%
Trended Share Of Beauty Category Conversations

4. The Cosmetic consumer skews towards young multiculturals relative to the
overall Beauty Category
Liquid Lipstick, Global
Lip Gloss, Global
Lip Stain, Global
Lip Balm, Global
Lip Liner, Global
While Lip Products, as a whole, mirror the
Cosmetics demographic, each lip product
type’s consumer profile skews towards a
different ethnicity
(i.e. Lip Balm skews Caucasian)
Cosmetics (Global)
name ▲ raw percentile
Liquid Lipstick
skews Hispanic
relative to other
Beauty topics
Global Instagram Posts in the Beauty Vertical
Lip Products (Global)
name ▲ raw percentile
Lip Gloss skews
African-American
relative to other
Beauty topics
Lip Stain skews
Caucasian relative
to other Beauty
topics
Lip Balm skews
Caucasian relative
to other Beauty
topics
Liquid Liner skews
Hispanic relative
to other Beauty
topics
Audience Profiles
Product Types
Read the first line as: Relative to
other objects in Beauty, Cosmetics is
in the 73rd percentile in terms of % of
conversations coming from ages 17
and under

5. Skincare, which is on the rise, skews towards White/Caucasians who are
over the age of 25
Cleansing Foam, Global
Cleansing Gel, Global
Cleansing Oil, Global
Skin Peels, Global
Anti-Aging Products, Global
Cleansers skew
towards White &
Asian consumers,
while other
product types
within Skincare,
like Skin Peels
and
Microdermabrasi
on, skew African-
American and
Hispanic
respectively
The example below shows how digging into the product type hierarchies can offer insights into the breakdown of the consumer from any
object perspective.
Skincare Products (Global)
name ▲ raw percentile
Cleanser (Global)
name ▲ raw percentile
Audience Profiles
Product Types

6. ANALYSIS BY
AGE GROUP

7. Audience Age Profiles for Cosmetics & Skincare
*April - June 2018
Cosmetics (Global)
name ▲ raw percentile index
Skincare (Global)
name ▲ raw percentile index
Each of these age groups over-indexes in
Cosmetics & Skincare conversations.
Meaning that Cosmetics & Skincare are
talked about more than the average for
these age groups than other beauty
conversations.
Consumers under 24 years old consistently talk about cosmetics. When a consumer turns 25, their priorities start to shift towards skincare.

8. Top Skewing Product Types by Age Group
18 – 20 y/o
Raw
Penetration Index
21 – 24 y/o
Raw
Penetration Index
25 – 29 y/o
Raw
Penetration Index
31 – 34 y/o
Raw
Penetration Index
35 – 44 y/o
Raw
Penetration Index
42.6% of all
Beauty
conversations by
18-20 year olds
included a
mention of
”Eyebrow Brush”
and 42.3%
include mention
of Eyebrow Gel.
Setting Spray &
Powder
conversations
skew towards
21-24 year olds
– potentially
indicating they
are concerned
about their
makeup lasting
all day or night.
This age group
has a clear
affinity with Skin
Care, more
specifically
Cleansing.
The 31-34 age
group favors
Services such as
dermabrasion &
skin peels over
Products.
Most prevalent
for 35-44 year
olds are specific,
concern-based
Products (i.e.
anti-aging
products)
*June 2018

9. Elastin, frankincense,
Collagen and
Vitamin B all help
with the anti-aging
concerns of this age
group.
Both of these
age groups skew
towards many
flower & fruit
ingredients (i.e.
peach)
25-29 year olds relate
highest to a number of
natural oil ingredients,
all of which have
moisturizing properties,
either for skin, hair or
nails.
This age group
skews highly with
skincare products
that offer anti-
inflammatory
benefits.
Ingredients by Age Group
Types of ingredients that skew towards a particular age group offer insights into the concerns this demographic considers and talks about
in their social conversations. There is clear overlap between some age categories that share concerns
*June 2018
18 – 20 y/o
Raw
Penetration Index
21 – 24 y/o
Raw
Penetration Index
25 – 29 y/o
Raw
Penetration Index
31 – 34 y/o
Raw
Penetration Index
35 – 44 y/o
Raw
Penetration Index

10. Value, Quality
Specific Concern
based
Heavily age & health
concern focus
Environmental and
Aging
Benefits & Concerns by Age Group
*June 2018
Changing from value-
based concerns to
Environmentally-based
A shift happens over time from highly valuing quality and trendiness to environmental and specific age concerns.
18 – 20 y/o
Raw
Penetration Index
21 – 24 y/o
Raw
Penetration Index
25 – 29 y/o
Raw
Penetration Index
31 – 34 y/o
Raw
Penetration Index
35 – 44 y/o
Raw
Penetration Index

11. ANALYSIS BY
ETHNICITY

12. Heavily Lip &
Skincare oriented
Eye focused, more
specifically - Eyebrow
Product Type by Ethnicity
*June 2018
Broken down by each ethnicity, you can see the beauty product types that are most talked about in each group.
Interest in services
over product types
OR
Cosmetics driven
product types
Heavily Skincare
focused
White / Caucasian
Raw
Penetration
Index
African American
Raw
Penetration Index
Hispanic
Raw
Penetration Index
Asian
Raw
Penetration Index

13. Essential Oils
Highly moisturizing
benefits
Wrinkle-fighting and
acne-fighting benefitsFloral focus
*June 2018
Types of Ingredients that skew towards a particular demographic offer insights into concerns this group are relevant to a particular race.
Unlike within age, there are not too many overt overlaps, these groups have pretty individualized preferences.
Ingredients by Ethnicity
White / Caucasian
Raw
Penetration
Index
African American
Raw
Penetration Index
Hispanic
Raw
Penetration Index
Asian
Raw
Penetration Index

14. Benefit/Concern by Ethnicity
*June 2018
Strong concern
around overall health
of hair
Quality & affordability Luxury items
White / Caucasian
Raw
Penetration
Index
African American
Raw
Penetration Index
Hispanic
Raw
Penetration Index
Asian
Raw
Penetration Index
Natural &
Environmentally
friendly

15. SKINCARE
Overall, Skincare is the fastest growing
category within Beauty. Let’s explore
what’s driving that growth.

16. K-Beauty brands are maintaining the trend’s momentum as it continues to
spread both Globally and in the USA.
Brands with highest % growth in Beauty
(Oct-Dec 2017) vs (Apr-Jun 2018)
% Change PPD (posts per day on Instagram) Name
K-Beauty brands
Nacific (Natural Pacific)
conversations increased by
550% in the last 6 months
Sun Care brands are
popping here due to
a Seasonality curve
*Filtered for High-Mid volume
K-Beauty as a % Beauty Conversation (USA)
Similarly, has been stable for the past year – with a decline in the
last month.
K-Beauty as a % Beauty Conversation (Global)
Trend has held for over a year, looks to potentially start declining
from March.
K-Beauty
% of Global
Conversation
Total Beauty
Conversation
(Global)
K-Beauty
% of USA
Conversation
Total Beauty
Conversation
(USA)

17. J-Beauty Conversation Volume (Global)
J-Beauty Conversation Volume (US)
K-Beauty, while still trending, has been around for a few years now and a
new wave of J-Beauty (Japanese) brands are gaining momentum,
especially in the USA.
J-Beauty as a % Beauty Conversation (Global)
J-Beauty as a % Skincare Products Conversation (Global)
Instagram
Posts
J-Beauty % of
Global
Conversation
Total Beauty
Conversation
(Global)
J-Beauty % of
Global
Conversation
Total
Skincare
Conversation
(Global)
Instagram
Posts

18. Similarly to brands, Skincare product type conversations are also
growing rapidly
Product Types with highest % growth in Beauty
(Oct-Dec 2017) vs (Apr-Jun 2018)
% Change PPD Name
Cleansing Water Conversation Volume (Global)
Anti-Aging Conversation Volume (Europe)
Brightening & Clarifying Conversation Volume (Asia)
IG Posts
(Global)
IG Posts
(Global)
IG Posts
(Global)
Overall, multiple different Skincare product types have the highest % change over the last 6 months.

19. Skincare Tools & Appliances are a prominent source of growth, not only
within Skincare Product growth, but overall within Beauty
Skincare Tools as a % Beauty Conversation (Global)
Skincare Tools have been driving the conversation growth in Beauty this year.
Skincare Tools as a % Skincare Product Conversation (Global)
Skincare Tools have also been driving the Skincare Product conversation growth.
Though Skincare Tools growth has driven overall Beauty and
Skincare Product volume globally, we know that this is more
rapid & voluminous growth outside of the USA, in Europe and
Asia specifically.
USA
Global
Asia
Europe
Age Demographics
The Global consumer may skew
widely between 25-54, but,
interestingly, each region has a
unique range. Skincare Tools
are appealing to multiple ages,
depending on geography.

20. Trending Ingredients within Beauty have major and sometimes
overlapping, benefits for Skin: Anti-aging, Moisturizing and Acne-Fighting.
Ingredients with highest % growth in Beauty
(Oct-Dec 2017) vs (Apr-Jun 2018)
% Change PPD Name
Moisturizing
Anti- Aging
Acne-Fighting

21. WHAT’S NOT
GROWING?

22. Lip Products overall remain healthy in conversation volume on their own,
yet are losing share of voice in the Beauty space due to other product
type growth.
Lip Products as a % Beauty Conversation (Global)
Holding stable on their own, yet Lip Product is declining in Share of
Voice in Beauty
IG Posts
(Global)
Matte & Liquid Lip products are declining steadily, while Lip Care (Treatments/Masks) has grown in share of voice.
Lip Product Conversation Volume (Global)
Liquid Lipstick as a % Beauty Conversation (Global)
Matte Lipstick as a % Beauty Conversation (Global)
Lip Care as a % Beauty Conversation (Global)

23. Makeup Sponges, and specifically the Silicone Sponge, have fallen
dramatically over the last year, while the Makeup Tools category remains
steady.
IG Posts
(Global)
Makeup Tools as a % Beauty Conversation (Global)
Holding stable on their own, yet Makeup Sponges declining in Share of
Voice in Beauty
Makeup Tools Conversation Volume (Global)
Makeup Sponge as a % Beauty Conversation (Global)
Silicone Sponge as a % Beauty Conversation (Global)
Sponge (Quality, Format) as a % Beauty Conversation (Global)

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