For my first section of secondary research I decided to produce a case study on the top 10 beauty brands in the uk, and find out WHAT ranks them, and why they have made the list. I decided to begin with this piece of research because it gives me a current point of view of the brands and makeup that is currently selling in our nation, this will then later allow me to hone in on the specific brands and research further into them when I produce some more research. I have found an article online which describes how the U.K beauty market is increasingly becoming digitally competitive, with "online beauty sales rising by 22% last year". This website has ranked the beauty brands on a 'Digital IQ' scale, along with an explantation of how the brand has achieved their place on the list and why.
"New and upcoming brands are utilising digital channels to accelerate growth and sales"
Top 10:
- Benefit Cosmetic
- MAC
- Rimmel London
- Bobbi Brown
- L'oreal
- The Body Shop
- Maybelline
- Clarins
- Estee Lauder
- Clinique
Benefit Cosmetics
Benefit is the number one most popular brand in the u.k as of last year with a Digital IQ of 142, going from second place the previous year to now number one. The reason for this being that Benefit's website is sophisticated, product pages lead to a rich ecosystem of connected content that include videos as well as UGC ( User Generated Content ). In addition to this Benefit "clearly displays the strongest social media performance among all beauty E.U brands"
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| Benefit Website Homepage |
MAC
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| Colour Column |
Rimmel London
Rimmel London gained a Digital IQ of 140, they are the best-in-class e-tailer investments across the U.Ks biggest three e-tailers. They maintain strong merchandising and search for visibilities on sites such as Amazon and Boots, as well as a branded storefront on FeelUnique.com. In addition to all of this they also launch campaigns such as a competition for vloggers to become brand ambassadors
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| Cara Delevingne ambassador on official website |
Bobbi Brown
Bobbi Brown along with MAC boasts one of the strongest mile sites, their mobile optimised tutorials and videos are cut into short segments which makes them easy to watch on the go. In addition to this they also use UGC meaning shoppers get personalised relevant content by selecting models of different skin tones. As well as all of this each tutorial has a written step-by-step- guide below the video as well as the relevant products that can be added easily to the basket. This enhances the customers experience as they can easily purchase items and encourages them to do so as a tutorial then shows them exactly how the product should be used, getting them a Digital IQ of 139.
*app screenshot*
L'oreal
L'oreal have received a digital IQ of 136, they have an aggressive paid social strategy that ensures visibility for L'oreal Paris across different platforms. Much like Rimmel London they also have a wide variety of brand ambassadors, coming together with the Prince's Trust to form the 'All Worth It' campaign.
The Body Shop
The body shop failed to distribute on local e-tailers, as well as this a significant grey market problem that occurred on Amazon pushed The Body Shop down the list being rated from Genius to Gifted. For this they received a Digital IQ of 136, matching with L'oreal, however in my opinion I feel as though socially L'oreal seem to be more recognised and I tend to see ambassadors all over the place advertising products, where I when it comes to The Body Shop I was surprised it even made the list as I wasn't aware of their beauty range being so popular, this is something I could further research.
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| Promoting healthy products on their website |
Maybelline
When it comes to Maybelline their official distribution on Amazon as well as investments on Boots & FeelUnique ensue high performance and visibility across the e-tailers. Maybelline benefit from being part of L'oreal's Consumer Products Division, this brings with it strong content integration and a focused distribution strategy, all qualities in which help the brand rise in the list, getting them a Digital IQ of 134.
Clarins
When it comes to Clarins their website rarely poses challenges for customers all thanks to a large variety of features that include advanced features for things such as product reviews and user accounts. They also offer a loyalty program that is well coordinated, it sends emails that notifies members when products are back in stock, and also offer reward points with every purchase, much like Superdrug, the high street chemist/beauty shop. Digital IQ sits at 133.
Estee Lauder
Estee Lauder received a Digital IQ of 133, the same as Clarins, so looking at their social media Estee Lauder emphasises product focused posts on Facebook that maintains a strong link between content and commerce. Their organic search results link you to a store locater that encourages customers to continue through with the purchase.Clinique
Lastly on the list is Clinique, the brands site features a large array of content and strong product page features. In addition to this Clinique is one of the top 10 brands in terms of search visibility on Boots.com, where 2/3 of the top 10 brands distribute their products to! They received a Digital IQ of 132 on this list.
To conclude, by researching the Top 10 UK used and loved brands I was able to hone in on specific brands and what ranks them on the list. A lot of the information I gathered from this internet article was based on their use of advertising as opposed to the physical product which wasn't what I was necessarily expecting however it was more useful than I initially thought! By seeing their social media, ways of advertising and how their website differ it has allowed me to open up with my creativity for my products and the website mock up I will make, as I can now revise the top 5 websites and what makes them useful and unique, applying them to my own work.
SOURCES
https://www.l2inc.com/daily-insights/top-10-beauty-brands-in-the-u-k
https://www.l2inc.com/research/beauty-u-k
https://www.retaildive.com/ex/mobilecommercedaily/mac-cosmetics-new-members-only-app-includes-tiered-loyalty-levels-offers
SOURCES
https://www.l2inc.com/daily-insights/top-10-beauty-brands-in-the-u-k
https://www.l2inc.com/research/beauty-u-k
https://www.retaildive.com/ex/mobilecommercedaily/mac-cosmetics-new-members-only-app-includes-tiered-loyalty-levels-offers
Clinique is a good brands and likewise you can buy the best branded products in Online from Mishisa.
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