Revlon Infographic - Dynamic Profiling [PDF]

Confidential

Social

Intelligence Report Exclusive to

02

REPORT CONTAINS

03

Scope and Objectives

06

Trends and Topics Spotlight

09

Media Mix Snapshot

13

Sentiment Outlook

16

Product Segment Analysis

18

Geographic Segment Analysis

20

Sneak Peek into Brand Advocates

22

Return on Investment (ROI) Aspect

03

SCOPE AND OBJECTIVES Our Objectives

Our scope

Approach

Owned Social Channels

OUR OBJECTIVES

SCOPE

GEOGRAPHICAL REGION:GLOBAL

This insights report aims to provide a holistic market perspective of Revlon ColorStay and it’s product line. The report highlights the key trends & topics, focuses on brand-specific insights, pinpoints brand advocates, captures the sentiment and other vital insights that impacts the brand in the social media landscape.

LANGUAGES MONITORED:ENGLISH

REPORTING PERIOD: 1 st Jun to 31 st Jul, 16

LIMITATIONS (Limited Insights Edition)

04

APPROACH

OWNED SOCIAL CHANNELS

05

Twitter

Instagram https://www.instagram.com/revlon

100% Manual Tagging

Youtube https://www.youtube.com/user/revlon

(Spam Refinement, Topic Classification & Sentiment Analysis)

Facebook https://www.facebook.com/revlon *Excludes mentions pertaining to job postings

New York, NY

Historical Listening

Official Handle Revlon

https://twitter.com/revlon

06

TRENDS AND TOPICS SPOTLIGHT Share of Voice

Most Discussed Topics

Week-wise Volume

SHARE OF VOICE 7,193 Mentions 7% of mentions were contributed by Revlon’s owned account.

07

WEEK-WISE %

On an average, 118 mentions/day are registered during the reporting period June (Week 1 – 5)

July (Week 1 – 5)

(50% from Twitter)

4% (298 Mentions)

Best Drugstore Foundation

Volume peaked on June 26th, driven by Retweets of POPSUGAR Beauty’s promotional post on ColorStay Gel Envy + Diamond Top Coat, accounting for 71% of overall day’s volume.

15%

15%

Week 1

Week 2

Week 3

Week 4

Week 5

MOST DISCUSSED TOPICS ColorStay Foundation

14% 16%

35%

21% of these mentions were related to product comparison between Revlon’s ColorStay foundation with Maybelline Fit me and Estée Lauder Double Wear Foundation.

Promotions & Campaigns Mentions pertaining to shopping deals, offers, adverts, and hashtag campaigns

Consumer Opinions & Queries Users who showed willingness to try ColorStay product lines for the first time (primarily makeup foundation) and users’ sharing their experiences after their first use together accounted for 44% of mentions

Summer 2016 Collections User Inquiries and peer recommendations of SUMMER 2016 collections.

20%

Others Include Users sharing beauty tips, photos of makeup kits, pre & post makeup pictures and makeup haul.

08

09

MEDIA MIX SNAPSHOT Media Mix

Tweetsights

Top Authors by Media

10

MEDIA MIX

54%

32%

8%

4%

63 Tweets

38 Posts

10 Videos

5 Posts

9.65 Millions

34.30 Millions

75.10 Millions

148.87 Millions

Audience Mentions (%)

92%

99%

99%

46%

Net Sentiment Index (%)

85%

95%

79%

49%

Posts Per Day Potential Reach (Million)

Users exhibited mostly positive sentiment, thereby signifying healthy brand reputation. Dailymotion, Google+ and Photobucket were the other media types that accounted for a mere 2% of the overall mentions volume.

11

TWEETSIGHTS Overall engagement in Twitter is fairly good

Top 4# Tags

40 / 100 Retweets

Tweets

Amplification rate is high, response rate is low and applause rate is nominal

1

Revlon

2

Makeup

3 4

Chooselove ad

89% Female Users

11% Male Users Demographic insights are limited and cover mentions only from Twitter. Moreover, the availability is based on user providing Location data publicly.

12

TOP AUTHORS BY MEDIA Thrift Thick

66

10

Chelseaqueen

Anne Clutz

39

10

PopularSkinCare

Thataylaa

20

6

JustVuyi

Casey Holmes

20

5

Inernetgrl

Nyxcosmeticsarabia

5

59

Makeupby_tenley

MACcosmetics

3

31

Lipsthat_last

Benefitscosmetics

3

14

Jett.red

Makeupforeverus

3

13

Aliciaisis77

*Facebook Authors are Page mentions

13

SENTIMENT OUTLOOK Share of Voice Sentiment

Sentiment Reach

SHARE OF VOICE

SENTIMENT REACH Positive mentions had the highest reach among the users, mainly driven by user shared - product feedbacks & photo posts.

26%

73%

01%

Neutral

Positive 70 Million 54% Facebook

Negative 26% 1870 Mentions

1% 103 Mentions

24 Million 70% YouTube

14

15

SENTIMENT OUTLOOK For this study, only tool sentiment mentions (automated data) were considered, however manual data cleansing was done to provide accurate sentiment analysis by covering grammatical nuances, cultural variations, slang and misspellings.

Face Makeup

Nail Products

Many people rated ColorStay Foundation as their favorite drugstore makeup product, especially the first time users who say that it is quick and easy- to-apply with best coverage. There is also mention about the pump that has been added to the bottle design.

Customers loved chip-free resistant Gel Envy polish for its durability. Also, Gel Envy diamond double coat seems to be customers’ favorite summer nail colors with different shades.

19%

16%

+

of Face Makeup Mentions

+

of Nail Products Mentions

Eye Products

Lip Products

Customers who purchased Revlon ColorStay skinny liquid eyeliner shared positive feedback about the product’s features and also discussed that the product is considered less expensive than other top competitors’ products

Customers who purchased Revlon ColorStay skinny liquid eyeliner shared positive feedback about the product’s features and also discussed that the product is considered less expensive than other top competitors’ products

18%

16%

+

of Eye Products Mentions

+

of Lip Products Mentions

Nail Products

Face Makeup

In spite of users commending about Gel Envy’s durability, few people complained that Gel envy does NOT even last two days without chipping and falling off. They have also pointed out Revlon’s promise of 7 day challenge.

Very few negative comments - they mainly discussed that ColorStay Foundation is a great dupe for Estee Lauder Double Wear. Also, some customers found oxidizing deterioration issue in the foundation product.

Lip Products

Eye Products

No Negative Mentions

Few customers were disappointed with the latest 16 hours ColorStay eyeliner as it make contacts cloudy and leaves watery eyes. Moreover, they prefer old model ColorStay eyeliner.

16

PRODUCT SEGMENT ANALYSIS

Key Topics

17

KEY TOPICS 26% Face Makeup

39%

mentions about newly launched mess-free pump makeup foundation products–users expressed positive experiences and were satisfied with the addition of pump to the bottle design.

Face Makeup

58% Nail Products

24%

mentions were pertaining to Gel Envy product promotions.

16% GelEnvychallenge campaign

6.68 M Total number of people who might have been exposed to this campaign Most viewed video- Gel Envy challenge - 3 million views

Nail Products

40% Eye Products mentions 'Colorstay Eye Shadow‘’

22%

Eye Products

16% Lip Products

12% Lip Products mentions discussed about the best selling matte lipstick, and the Ultra HD Matte LipColor. Revlon’s promo campaign on Instagram on the account of 'National Lipstick Day' was viewed by more than 16.4k people.

18

GEOGRAPHIC SEGMENT ANALYSIS

Regional Split

19

REGIONAL SPLIT Regional Data not available 60% of mentions

20%

6%

North America

Asia

United States – 88%

Philippines – 27%

Canada – 9%

Malaysia – 25%

9% 88%

30% of the North America mentions exhibited positive sentiment

6%

5% United Kingdom 39% of the United Kingdom mentions were driven by users’ positive reviews on ColorStay products.

1% Australia

Rest of the World (ROW) (Europe, Middle East, Africa, Latin America, and other countries)

20

SNEAK PEEK INTO BRAND ADVOCATES Influencers Metric Chart

Overall Influencers Attributes

21

SNEAK PEEK INTO BRAND ADVOCATES Influencers Metric Chart 6

PopSugar Beauty

5

Resonance & Relevance

Although the volume of mentions was nominal, these influencers’ post(s) attracted more than 2.5 Million impressions. Also, the posts witnessed high applause rate (Likes).

Zunera Serena

3

Overall Influencers Attributes

5 4

Chelsea King

Medium

Level of Activity

3 Polina

9

krystalclearmakeup

Popularity index

2

1

This cluster of influencers posted ≥11 posts during the reporting period. However, the influence and reach was witnessed to be low. Majority of them are beauty experts & hair-stylists and are from the United States, except for one male influencer from Cardiff, UK.

0 -2

3 -1

Bubble Size represents the total posts by the influencer

8

Reach and Recognition

High

Nominal Degree of Engagement

Focus Themes

13 High Relevance (Product related posts – instructional videos)

22

RETURN ON INVESTMENT (ROI) ASPECT Awareness

Acquisition

Satisfaction

Activation

RETURN ON INVESTMENT (ROI) ASPECT Awarness

Impressions across social networks

Satisfaction

5 / 100

44.96%

1.1 Billion

Slightly Positive

Facebook

31.03% You Tube

Brand /Topic Health (based on sentiment)

Activation

Conversion Rate within the monitoring period

12.7%

Acquisition

Growth of Followers or Fans or subscribers

13.3K

Engagement Rate

3.5%

2.9 Million

1.6 Million FB Fans

With 2.68% increase in the subscribers, FB has more number of fans (1.6 Million).

Advocacy Rate

23

24

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