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The Cherry on Top Beauty Report Mar 2019

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THE CHERRY ON TOP BEAUTY REPORT MARTHE CHERRY ON TOP REPORT March 2019,2019 Color Cosmetics 1 A letter from our founders– Spring is a time of renewal, growth, and major beauty launches. As we measure consumer intent across the entire market, we provide a unique look at the success of launches and their impact on the success of cult faves. This month, drugstore brand L.A. Girl, surprises us all with a 38 spot jump to #10 in our Top Brands across Color Cosmetics. This ninth edition of the Cherry On Top Report presents the official intent rankings for color cosmetics brands, products, and product attributes from March 2019. Enjoy. With love, Cherry Pick THE CHERRY ON TOP BEAUTY REPORT March 2019, Color Cosmetics Justin Stewart [email protected] Melissa Munnerlyn [email protected] Gio ‘Tony’ Chiappetta [email protected] This Month's Beauty Hot Takes Fenty can't beat Benefit's hold on the bronzer market Pg. 7 Lilly Lashes proves celebrity endorsements and a huge social following still drive sales Pg. 8 L.A. Girl is quickly becoming the beauty industry's favorite drugstore brand Pg. 9 ColourPop is squeezing Kylie Cosmetics out of the Lip category Pg. 10 THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 3 Insights customizable to your audience, like never before. P.S. We're hiring. P.S.S. Take our survey here for a chance to win $500. cherrypickai.com THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 4 Introducing the next generation of business metrics. Big ideas, simplified and made accessible. Every single day, the masses of beauty consumers on social media comment on tens of thousands of images and videos containing beauty products, saying things like I WANT THIS and NEED!!! Consumers are *literally* telling brands what products they want. At Cherry Pick, we track nearly every single beauty product on the planet and believe that measuring this engagement, valuable expressions of intent to purchase products, is the key to unlocking the true value of social media. POPI Score POPI The relative % of intent to purchase a Pronounced "poppy" specific product across social media (i.e., market share). POPT Score POPT The relative % of images and videos Pronounced "popped" posted with a specific product across social media (i.e., spend on social). THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 5 TOP 10 BRANDS: COLOR COSMETICS Based on consumer intent across social media for the month of March 2019. ↑4 #1 ColourPop Cosmetics 17.54% 4.32% – #2 Anastasia Beverly Hills 8.09% 3.49% ↑3 #3 Jeffree Star Cosmetics 7.20% 2.54% ↑14 #4 Lilly Lashes 6.76% 1.34% ↑3 #5 Benefit Cosmetics 4.46% 2.42% ↑5 #6 Huda Beauty 4.17% 1.09% ↑2 #7 Morphe 3.61% 1.05% ↑2 #8 Tarte 3.24% 1.58% ↓5 #9 Fenty Beauty 2.77% 1.75% ↑38 #10 L.A. Girl 2.69% 1.25% POPI Score - The relative % of intent to purchase a specific product across social media (market share). POPT Score - The relative % of images and videos posted with a specific product across social media (spend on social). THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 6 TOP RANKINGS: CHEEK Based on consumer intent across social media for the month of March 2019. TOP BRANDS TOP ATTRIBUTES ↑1 #1 Benefit Cosmetics Blush 18.69% 5.53% #1 Claim Cruelty free #1 Benefit Long-wearing ↑4 #2 Fenty Beauty #1 Finish Matte 11.01% 3.94% #1 Formulation Pressed #1 Key Ingredients BHA ↑20 #3 ColourPop Cosmetics 9.58% 2.64% Bronzer ↑5 #4 Anastasia Beverly Hills #1 Claim Paraben-free 7.58% #1 Benefit Hydrating 4.88% #1 Finish Matte – #5 Jeffree Star Cosmetics #1 Formulation Pressed 5.28% 3.07% #1 Key Ingredients Coconut TOP PRODUCTS #2 #3 #4 #5 Loose Sun Stalkr Super Shock Cheekleaders Highlighter Bronzer Highlighter Pink Squad Anastasia Fenty Beauty ColourPop Cheek Palette Beverly Hills Cosmetics Benefit Cosmetics #1 HOT TAKE When Fenty launches a new product it typically dominates Hoola Matte Bronzer the category thanks to huge social media hype and a tacit endorsement Benefit Cosmetics from one of the biggest pop stars in the world. And while the brand's new Sun Stalkr Bronzer was undoubtedly a hit, landing the #3 spot in the Cheek top products list, it wasn't enough to upset the hold longtime favorite Benefit's Hoola has over the market, coming it at #1. THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 7 TOP RANKINGS: EYE Based on consumer intent across social media for the month of March 2019. TOP BRANDS TOP ATTRIBUTES ↑3 #1 ColourPop Cosmetics Eyeshadow 20.66% 7.42% #1 Claim Cruelty free #1 Benefit Long-wearing ↑7 #2 Lilly Lashes #1 Finish Metallic 12.87% 3.15% #1 Formulation Pressed #1 Key Ingredients Squalane ↓1 #3 Anastasia Beverly Hills 12.10% 5.49% Eyebrow ↑3 #4 Jeffree Star Cosmetics #1 Claim Cruelty free 7.73% #1 Benefit Waterproof 2.65% #1 Finish Matte – #5 Morphe #1 Formulation Pencil 6.61% 2.01% #1 Key Ingredients Vitamins TOP PRODUCTS #2 #3 #4 #5 The James Eye Shadow Riviera Rainforest of the Charles Singles Palette Sea High Tides & Palette Anastasia Anastasia Good Vibes Eye- Morphe Beverly Hills Beverly Hills shadow Palette Tarte #1 HOT TAKE Thanks to a slew of high-profile celebrity endorsements Blue Blood from Kris Jenner to Chrissy Teigen, Lilly Lashes — founded by YouTube Jeffree Star Cosmetics star Lilly Ghalichi — jumped 14 spots to land the #4 slot on this month's list of top Color Cosmetics brands, breaking into the top ten for the first time and coming in #2 in the Eye category. THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 8 TOP RANKINGS: FACE Based on consumer intent across social media for the month of March 2019. TOP BRANDS TOP ATTRIBUTES ↑6 #1 Huda Beauty Foundation 10.18% 1.27% #1 Claim Paraben-free #1 Benefit Long-wearing ↑25 #2 L.A. Girl #1 Finish Natural 8.22% 1.37% #1 Formulation Liquid #1 Key Ingredients Argan Oil ↑37 #3 ColourPop Cosmetics 7.40% 0.51% Concealer ↓2 #4 Tarte #1 Claim Cruelty free 6.84% 3.73% #1 Benefit Long-wearing #1 Finish Matte ↓4 #5 NARS 5.23% #1 Formulation Liquid 1.81% #1 Key Ingredients Vitamins TOP PRODUCTS #2 #3 #4 #5 No Filter HD Pro Hydro Grip Dewy Set Matte Conceal Primer Setting Concealer L.A. Girl Milk Makeup Spray ColourPop Anastasia Cosmetics Beverly Hills #1 HOT TAKE Thanks to affordable prices and high quality results, L.A. Girl #FauxFilter Foundation Cosmetics jumped an astounding 38 places to land in the #10 spot on Huda Beauty the top brands list and #2 in Face after regularly being touted by editors in the industry as their favorite new drugstore brand. THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 9 TOP RANKINGS: LIP Based on consumer intent across social media for the month of March 2019. TOP BRANDS TOP ATTRIBUTES ↑5 #1 ColourPop Cosmetics Lipstick 21.93% 3.01% #1 Claim Cruelty free #1 Benefit Long-wearing – #2 Jeffree Star Cosmetics #1 Finish Matte 12.20% 4.33% #1 Formulation Liquid #1 Key Ingredients Peptides ↑1 #3 Huda Beauty 8.20% 1.82% Lip Liner ↓1 #4 Kylie Cosmetics #1 Claim Paraben-free 7.45% #1 Benefit Long-wearing 3.68% #1 Finish Matte ↓4 #5 Fenty Beauty #1 Formulation Pencil 3.90% 2.28% #1 Key Ingredients Peptides TOP PRODUCTS #2 #3 #4 #5 Ultra Glossy Power Bullet Lippie Pencil Lippie Stix Lip Lipstick ColourPop ColourPop ColourPop Huda Beauty Cosmetics Cosmetics Cosmetics #1 HOT TAKE While the two brands may be made in the same facilities, Velour Liquid Lipstick Colourpop is slowly pushing its sister brand Kylie Cosmetics out of the Jeffree Star Cosmetics Lip category altogether. This month, the brand surged from the #5 to the #1 spot as the reality star's makeup line dipped one spot to #4. ColourPop also had three lipsticks in the top product list while Kylie had done, proof that customers may be starting to value affordability over sheer star power. THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 10 Who are we? Cherry Pick is a next-gen product intelligence suite that uses the latest in AI and machine learning to understand consumer comments on social media. We empower manufacturers, brands, retailers, influencers and agencies to make product development, merchandising, and marketing decisions reactive to real-time consumer intent. If you are a manufacturer, brand, retailer, influencer or agency looking for a sample of our audience specific reporting and insights; please email us at [email protected]. THE CHERRY ON TOP REPORT March 2019, Color Cosmetics 11 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 New York, NY [email protected].
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