Anastasia Beverly Hills and Aveda come top
New data from Engagement Labs has revealed the most popular beauty brands on social media. The technology company analysed data from US brands in the skin care, hair care and make-up categories including Facebook, Twitter and Instagram.
Likes and comments on Instagram, Facebook and Twitter were processed by Engagement Labs' eValue scoring system – an analytics platform that scores brands between 0-100 based on their engagement, responsiveness and impact.
Make-up brands scored higher than any other category, with Anastasia Beverly Hills taking the top spot. It scored 96.44 out of a possible 100 and saw the highest engagement and impact scores. Its mix of professional photos and user generated content is said to be behind the ranking.
In hair care, Aveda and OGX Beauty came top, ranking within the top ten in each social channel. L'Oréal also scored highly in the category across all channels with high impact scores but their levels of engagement let the brand down. Arbonne came top in the skin care category with an eValue score of 82.05 and the highest engagement subscore. Avon had the highest impact score of the category and reached the top ten for all social channels.
Bryan Segal, CEO at Engagement Labs, said: "While many of the brands scored highly with respect to engagement, many had room to improve when it came to responsiveness. Responding to fans and followers allows these brands to truly connect with their audiences by creating a two-way dialogue. These opportunities can drive further brand affinity and greater revenue generating opportunities.