THE CHERRY ON TOP REPORT

NOVTHE CHERRY ON TOP REPORT November 2018, Color Cosmetics2018 1 A letter from our founders–

More and more, beauty companies are making headlines for building data-backed brands and products. At Cherry Pick, we are obsessed with the idea of creating brands and products with characteristics that fulfill the cravings of the beauty-obsessed. We have been heads down building tech that can answer challenging questions like, "What is the top ingredient across all this week?" and "With all the hype around clean beauty, do the masses really shy away from parabens and sulfates?" Something that hasn't been answered until today.

This fourth edition of the Cherry On Top Report presents the official intent rankings for color brands, products, and product attributes (!!!) from November 2018. Enjoy.

With love, Cherry Pick

THE CHERRY ON TOP REPORT November 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 November 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 November 2018, Color Cosmetics 4 INSIGHTS CUSTOM- IZABLE TO YOUR AUDIENCE.

cherrypickai.com

THE CHERRY ON TOP REPORT November 2018, Color Cosmetics 5 TOP 10 BRANDS: COLOR COSMETICS Based on intent in social comments in the month of November 2018.

#1 ColourPop Cosmetics 17.01% POPI 3.42% POPT #2 Morphe 10.08% 1.34% #3 Anastasia Beverly Hills 8.57% 3.05% #4 Cosmetics 6.25% 2.48% #5 Huda Beauty 5.86% 2.13% #6 5.01% 2.38% #7 3.81% 2.76% #8 Too Faced 3.59% 3.15% #9 2.85% 2.8% #10 2.03% 2.14%

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 November 2018, Color Cosmetics 6 TOP RANKINGS: CHEEK Based on intent in social comments in the month of November 2018.

TOP BRANDS TOP ATTRIBUTES #1 ColourPop Cosmetics Bronzer 20.46% POPI 3.33% POPT #1 Claim Paraben-free #1 Benefit Long-wearing #2 Ofra Cosmetics #1 Finish Matte 10.27% 3.78% #1 Formulation Stick #3 Anastasia Beverly Hills #1 Key Ingredients Coconut 8.1% 4.01% #4 #1 Claim Cruelty free 7.81% #1 Benefit Long-wearing 3.62% #1 Finish Shimmer #5 Benefit Cosmetics #1 Formulation Liquid 5.13% 3.58% #1 Key Ingredients Coconut

TOP PRODUCTS

#2 #3 #4 #5 Rodeo Drive Amrezy Skin Frost Hoola Matte Highlighter Highlighter Jeffree Star Bronzer Ofra Anastasia Cosmetics Benefit Cosmetics Beverly Hills Cosmetics

#1 ColourPop outperformed across all categories, earning the top Super Shock Blush spot across cheek categories and the number one product. ColourPop Cosmetics Coconut is trending as the top ingredient across both highlighter and bronzer products. ABH’s Amrezy palette has still maintained in the top 5 since launch through steady UGC and influencer collabs.

THE CHERRY ON TOP REPORT November 2018, Color Cosmetics 7 TOP RANKINGS: EYE Based on intent in social comments in the month of November 2018.

TOP BRANDS TOP ATTRIBUTES #1 Morphe Eyeshadow 18.55% POPI 2.95% POPT #1 Claim Vegan #1 Benefit Long-wearing #2 ColourPop Cosmetics #1 Finish Glitter 17.02% 3.82% #1 Formulation Pressed #3 Anastasia Beverly Hills #1 Key Ingredients Minerals 13.68% 5.5% Eyeliner #4 Urban Decay #1 Claim Cruelty free 6.57% #1 Benefit Waterproof 4.67% #1 Finish Matte #5 Huda Beauty #1 Formulation Liquid 5.8% 2.42% #1 Key Ingredients Vitamins

TOP PRODUCTS

#2 #3 #4 #5 39a Dare Super Shock Alien Palette The New to Create Shadow Jeffree Star Nude Palette Artistry ColourPop Cosmetics Huda Beauty Palette Cosmetics Morphe

#1 Morphe topped the charts across eye products this month, partly The James Charles due to the release of their new palette with James Charles. Another Palette key launch this month was Jeffree Star’s Alien Palette, earning #4 Morphe on the list, despite launching earlier in the month. Glitter replaces Matte as the top finish for eyeshadows as we head into holiday season.

THE CHERRY ON TOP REPORT November 2018, Color Cosmetics 8 TOP RANKINGS: FACE Based on intent in social comments in the month of November 2018.

TOP BRANDS TOP ATTRIBUTES #1 Huda Beauty Foundation 11.93% POPI 4.16% POPT #1 Claim Oil-free #1 Benefit Long-wearing #2 Too Faced #1 Finish Matte 9.25% 8.32% #1 Formulation Liquid #3 Maybeline #1 Key Ingredients Oxidants 5.74% 3.23% #4 ColourPop Cosmetics #1 Claim Phthalates-free 5.72% 1.06% #1 Benefit Long-wearing #1 Finish Matte #5 Charlotte Tilbury #1 Formulation Stick 4.65% 1.44% #1 Key Ingredients Oxidants

TOP PRODUCTS

#2 #3 #4 #5 No Filter Magic Away Born #FauxFilter Natural Liquid This Way Foundation Matte Concealer Foundation Huda Beauty Foundation Charlotte Too Faced ColourPop Tilbury Cosmetics #1 Huda Beauty clawed its way to the top with their concealer that The Overachiever launched last month, while Too Faced’s Born This Way has been Concealer consistently in the top five for the better part of the year. Matte is Huda Beauty currently stealing the spotlight as the dewy look takes a back seat.

THE CHERRY ON TOP REPORT November 2018, Color Cosmetics 9 TOP RANKINGS: LIP Based on intent in social comments in the month of November 2018.

TOP BRANDS TOP ATTRIBUTES #1 ColourPop Cosmetics 20.6% POPI 4.64% POPT #1 Claim Cruelty free #1 Benefit Long-wearing #2 Kylie Cosmetics #1 Finish Matte 17.06% 7.05% #1 Formulation Liquid #3 Jeffree Star Cosmetics #1 Key Ingredients Peptides 11.98% 4.49% Lipliner #4 Huda Beauty #1 Claim Cruelty free 5.0% #1 Benefit Waterproof 1.02% #1 Finish Matte #5 Fenty Beauty #1 Formulation Pencil 3.41% 3.37% #1 Key Ingredients Peptides

TOP PRODUCTS

#2 #3 #4 #4 Lippie Stix Matte Liquid Stunna Lip Metallic ColourPop Lipstick Paint Lipstick Cosmetics Kylie Fenty Beauty Kylie Cosmetics Cosmetics

#1 Some may say matte liquid lipstick is on its way out but it’s still a Velour Liquid Lipstick mainstay on the charts, largely driven by the popularity of Kylie and Jeffree Star Cosmetics Fenty . ColourPop’s lip products were extremely successful in driving high levels of intent given their low amount of tagged media (as seen by the comparison of POPI and POPT scores), in part to their promotions of their November sales across both their own account and influencers’.

THE CHERRY ON TOP REPORT November 2018, Color Cosmetics 10 Cherry Pick’s November 2018 Hot Take

Across all color cosmetics this month, peptides are the number one ingredient, earning 20% more intent than the second highest, minerals.

THE CHERRY ON TOP REPORT November 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 November 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 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] - we’re excited to show you what we’ve built.

THE CHERRY ON TOP REPORT November 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]