beauty & skin care category report

DAN DNA - Proprietary and Confidential - June 20

Beauty & Skin Care Category ReportJune 2020


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%







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.


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


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

re

ABOUT USWe help brands to make Data-

driven decisions on a daily basisby consulting & managing projects in martech, data

intelligence, audience insights & digital analytics.

Powered by Dentsu Aegis Network

How we can help you?

.

is one of our internal technologies helps to understand key insights of your audiences with their real digital footprints.

In order to have initial meeting with us and to create your tailor-made solution & value with Motley,

please contact [email protected]

1st Party Data: (e.g. CRM data, Website visitors, App users etc.)

2nd Party Data: (e.g. Partner data, e-com data etc.)

3rd Party Data: (FB & IG ad engagers, page engagers, interest-based data)

We can analyze various of data sets such as

mailto:[email protected]


Spread the data love!

beauty & skin care category report

Documents