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Social Media in Beauty and Personal Care

Global personal care market: Heavy usage of Facebook by PCB brands

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2014-02-26 23:03:01 - Social Media in Beauty and Personal Care - a new market research report on

Facebook is the most used social media channel for brands in the global personal care market and beauty industry (with the exception of China, due to regulations). Latin American countries are most active on Facebook, while Twitter is heavily used in the US and Brazil. Avon leads with its widest usage of Facebook geographically, while Clinique has the highest Facebook interaction rate overall.

As the number of social media networks is high and very fluid, so is their usage by the reviewed BPC brands, which use a variety of networks. Blogs or own brand networks are emerging as a viable platform.

Premium and mass brands coverage in social media varies significantly across geographies. However, social media trends are not distinctly premium or



mass-related, and may instead depend on the particular company or brand.

This age group is very active through social media channels and is actively discussing beauty and personal care issues in social media. There is no obvious correlation between brand market share and usage levels of social media channels. Despite the opportunities offered, social media is still used sparingly by large brands and limited to a communication channel.

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