Research shows that both online and offline customer brand conversations drive purchase decisions, but they require separate marketing strategies. Data and analytics firm Engagement Labs released its TotalSocial ranking report of the top beauty and personal care brands in the US based on social influence.
“Leadership in social influence requires brands to embrace a holistic strategy, emphasizing both online and offline conversations,” said Ed Keller, CEO of Engagement Labs. “The top TotalSocial beauty brands are what we call Conversation Commanders because they excel both online and offline. That’s important because online and offline conversations are equally important in driving sales.”
- Ulta is the top-ranked brand, up from third in the previous ranking, thanks to leading all brands in terms of offline consumer conversations. The brand’s recent high point was in March when YouTube sensation Jeffree Star drew a massive crowd to a Houston Ulta store to highlight his Morphe brand collaboration.
- Bath & Body Works held steady in the number two position, one of only two brands scoring above 55 on both online and offline conversation (the other such brand is Lush).
- Sephora was third-ranked, followed by Dove Men + Care, which jumped up five ranking points to fourth overall thanks to extremely high sentiment scores, both online and offline.
- Declining performance in offline conversation drove Avon from first to fifth place in the ranking and pushed Pantene and Maybelline off the Top 10.
Photo: via Ulta