THE CHERRY ON TOP REPORT
DECTHE CHERRY ON TOP REPORT December 2018, Color2018 Cosmetics 1 A letter from our founders–
The holiday season is behind us and 2018 went out with a bang. This month in make up, two newcomers appeared, while a couple of our usual stars exploded on the scene.
This sixth edition of the Cherry On Top Report presents the official intent rankings for color cosmetics brands, products, and product attributes (!!) from December 2018. Enjoy.
With love, Cherry Pick
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics
Justin Stewart [email protected]
Melissa Munnerlyn [email protected]
Gio ‘Tony’ Chiappetta [email protected] 10B+
# of consumer product interactions DAILY across social media Every single day, the masses of beauty consumers comment about tens of thousands of products across social media. Consumers are *literally* telling brands what products they want. At Cherry Pick, we believe that measuring this engagement, valuable expressions of purchase intent for products, is the key to unlocking the true value of social media. Why? Purchase intent is a leading indicator of sales - in fact, purchase intent on social media actually drives product sales. And we have the data to prove it.
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 3 Using the latest developments in machine learning, Cherry Pick is turning comments about social content into purchase intent for product SKUs, we're calling this product intent.
Introducing the next generation of business metrics. Big ideas, simplified and made accessible.
Percent of Product Intent POPI The percent of intent generated by Pronounced "poppy" a brand’s tagged products relative to all of the other products in the same category. (You can think of this like a brand or product’s market share).
Percent of Products Tagged POPT The percent of images and videos Pronounced "popped" tagged with a brand’s products relative to all of the other images and videos tagged with products in the same category. (You can think of this like a brand’s spend on social content).
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 4 INSIGHTS CUSTOM- IZABLE TO YOUR AUDIENCE.
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THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 5 TOP 10 BRANDS: COLOR COSMETICS Based on intent in social comments in the month of December 2018.
#1 Benefit Cosmetics 16.3% POPI 3.05% POPT #2 ColourPop Cosmetics 9.41% 5.5% #3 Huda Beauty 5.23% 1.76% #4 Tarte 4.61% 1.22% #5 Fenty Beauty 4.54% 1.93% #6 Jeffree Star Cosmetics 4.15% 2.78% #7 Anastasia Beverly Hills 3.93% 2.68% #8 Kylie Cosmetics 3.53% 1.77% #9 Morphe 3.49% 1.27% #10 Urban Decay 2.78% 2.72%
Of all intent generated by Color Cosmetics products, this is the percent received by the Brand's products. Of all images and videos containing Color Cosmetics products, this is the percent containing the Brand's products.
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 6 TOP RANKINGS: CHEEK Based on intent in social comments in the month of December 2018.
TOP BRANDS TOP ATTRIBUTES #1 Benefit Cosmetics Bronzer 33.12% POPI 4.05% POPT #1 Claim Paraben free #1 Benefit Hydrating #2 Jeffree Star Cosmetics #1 Finish Matte 12.12% 5.82% #1 Formulation Cream #3 Fenty Beauty #1 Key Ingredients Coconut 7.35% 3.32% Highlighter #4 Anastasia Beverly Hills #1 Claim Cruelty free 3.78% #1 Benefit Long wearing 3.46% #1 Finish Shimmer #5 ColourPop Cosmetics #1 Formulation Cream to powder 3.45% 4.89% #1 Key Ingredients Coconut
TOP PRODUCTS
#2 #3 #4 #5 Hoola Lite Dandelion Skin Frost Supreme Matte Twinkle Jeffree Star Frost Bronzer Powder Cosmetics Jeffree Star Benefit Highlighter Cosmetics Cosmetics Benefit Cosmetics #1 Benefit Cosmetics and Jeffree Star swept the cheek category with Hoola Matte Bronzer a combined 45.25% of all intent, as well as taking the top 7 product Benefit Cosmetics spots. Benefit alone owns 10% of the top 100 cheek products, with their unstoppable cult classic bronzers and highlighters. Coconut is still THE hit ingredient for bronzers and highlighters twice in a row.
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 7 TOP RANKINGS: EYE Based on intent in social comments in the month of December 2018.
TOP BRANDS TOP ATTRIBUTES #1 Benefit Cosmetics Eyeshadow 15.16% POPI 5.17% POPT #1 Claim Vegan #1 Benefit Long wearing #2 ColourPop Cosmetics #1 Finish Glitter 12.53% 5.97% #1 Formulation Pressed #3 Huda Beauty #1 Key Ingredients Vitamins 8.58% 2.24% Eyeliner #4 Morphe #1 Claim Cruelty free 7.69% #1 Benefit Waterproof 2.64% #1 Finish Velvet #5 Anastasia Beverly Hills #1 Formulation Pencil 6.77% 4.56% #1 Key Ingredients Vitamins
TOP PRODUCTS
#2 #3 #4 #5 ka-BROW! Amazonian Obsessions Melted Eyebrow Clay Palette Shadow Cream-Gel Eyeshadow Huda Beauty Huda Beauty Color Palette Benefit Tarte Cosmetics #1 For the second month and counting, The James Charles Palette, The James Charles launched in November, ranks the #1 eye product - but it wasn’t Palette enough to keep Morphe as the top brand, falling three spots to Morphe #4, as Benefit takes the top. ColourPop owns 13% of the top 100 products - the highest of any brand to own in a category this month. Velvet eyeliner steals the spotlight from matte eyeliner driven mostly by the popularity of Urban Decay’s 24/7 Glide-on Eye Pencil and Pat McGrath’s Perma Precision. THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 8 TOP RANKINGS: FACE Based on intent in social comments in the month of December 2018.
TOP BRANDS TOP ATTRIBUTES #1 Benefit Cosmetics Foundation 32.05% POPI 1.48% POPT #1 Claim Oil free #1 Benefit Long wearing #2 Nyx #1 Finish Matte 5.87% 1.75% #1 Formulation Liquid #3 Too Faced #1 Key Ingredients Hyaluronic acid 5.3% 9.22% Concealer #4 Maybelline #1 Claim Paraben free 4.88% 3.01% #1 Benefit Hydrating #1 Finish Matte #5 L'Oreal Paris 3.91% #1 Formulation Cream 0.65% #1 Key Ingredients Peptides
TOP PRODUCTS
#2 #3 #4 #5 The POREf- Hello Can't Stop Fit Me® essional Happy Soft Won't Stop Matte + Pearl Primer Blur Concealer Poreless Benefit Foundation Nyx Powder Cosmetics Benefit Maybelline Cosmetics #1 As shown by Benefit’s low POPT score, the media with Benefit’s The POREfessional Face face products were extremely effective in generating intent for Primer those products. NYX is new to the top, earning an impressive Benefit Cosmetics second spot, driven by their Can’t Stop, Won’t Stop concealer that launched last month with 24 shades.
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 9 TOP RANKINGS: LIP Based on intent in social comments in the month of December 2018.
TOP BRANDS TOP ATTRIBUTES #1 Fenty Beauty Lipstick 11.82% POPI 4.44% POPT #1 Claim Cruelty free #1 Benefit Long wearing #2 ColourPop Cosmetics #1 Finish Matte 11.36% 7.36% #1 Formulation Liquid #3 Kylie Cosmetics #1 Key Ingredients Peptides 10.02% 4.68% Lipliner #4 LiveGlam #1 Claim Cruelty free 7.72% #1 Benefit Waterproof 1.11% #1 Finish Velvet #5 Yves Saint Laurent #1 Formulation Pencil 6.22% 0.81% #1 Key Ingredients Peptides
TOP PRODUCTS
#2 #3 #4 #4 Gloss Bomb Velour Liquid Ultra Matte Ultra Glossy Fenty Beauty Lipstick Lip Lip Jeffree Star ColourPop ColourPop Cosmetics Cosmetics Cosmetics
#1 Fenty Beauty and ColourPop closely competed for the top spot, Kiss Me with Fenty ultimately earning more intent (POPI score) with less Live Glam media (POPT score). LiveGlam lands in the charts for the first time, driven by their major collab with @leeexlieee. Velvet lips are also in, as velvet takes the top finish for lipliner.
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 10 Cherry Pick’s 2018 Year In Review Hot Take
In 2018, 75% of all intent for eyebrow products was generated by Benefit Cosmetics and Anastasia Beverly Hills (on fire).
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics 11 POPT & POPI Explained
Percent of Products Tagged (POPT) - Imagine there are a total of 3 images across all of Instagram containing eyeshadow products. 2 of those images are tagged with the target product (here they are marked in pink). This product’s POPT score is equal to ⅔2/3 or 66%.
Percent of Product Intent (POPI) - Now, imagine 4 total comments containing product intent (marked in pink below) about the above 3 images. Only 3 of those product intent comments are attached to the tagged product. This product’s POPI score is equal to 3/4 or 75%.
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics Who are we?
At Cherry Pick, we track real-time consumer intent for 50K+ beauty product SKUs across the industry, reconnecting brands with their customers in a social-first world.
POPI and POPT scores are calculated based on images and video posted across social media by beauty brands and retailers and the top beauty influencers, ranked by intent. We cover every brand on Sephora and Ulta as well as indie and DTC brands.
If you are a manufacturer, brand, retailer, influencer or agency looking for a demo of our audience specific insights; please email us at [email protected] for a demo of our product - we’re excited to show you what we’ve built.
THE CHERRY ON TOP REPORT December 2018, Color Cosmetics Email us with any suggestions or requests on how to take this report to the next level. We read every email, and we’d love to hear from you. And please feel free to share this pdf!
CHERRY PICK 137 Varick Street, Floor 2 New York, NY 10013 [email protected]