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The State of French Beauty Influence, a Study by CEW France and Wearisma Contents FEBRUARY 2019 The State of French Beauty Influence, a study by CEW France and Wearisma Contents The State of French Beauty Influence: 1INTRODUCTION AND EXECUTIVE SUMMARY Global Beauty: French Beauty Wearisma’s Influence Index: HOW THE Beauty Market IS TOP INFLUENTIAL Beauty 2REPRESENTED by INFLUENCERS 3 4BRANDS IN FRANCE Q4 2018 Wearisma’s Ones To Watch: Crowd Pleasing Cosmetics: The State of French Beauty KEY INFLUENCER WHICH PRODUCTS WORK BEST Influence: 5PERSONAS FOR 2019 6witH INFLUENCERS? 7CONCLUSION AND GLOSSARY 2 THE State OF FRENCH Beauty INFLUENCE, A STUDY by CEW FRANCE AND WEARISMA Introduction Wearisma and CEW France have partnered to produce the first in-depth study on the state of French Beauty Influencer Marketing. Our joint research will walk you through unique insights into the world of beauty Influencers, successful brand strategies and products and not-to-be-missed Influencer profiles to watch out for in 2019. We aim to set the benchmark for the evolution of French Beauty Influence and identify the key metrics that define success for leading beauty brands in Influencer Marketing. Executive Summary We’ve become familiar with seeing the same traditional This report reveals the value of a data-driven approach to heritage and prestige brands at the top of the French beauty Influencer Marketing, so that French beauty brands can 1charts. Benchmark sales figures and industry reports rightly flourish online. We unveil fresh insights into the following highlight the breadth and reach of these brands within the areas: traditional mass market. • How Influencer Marketing is supportinginnovation , both The conversations online amongst influencers, however, look in terms of facilitating the transition of Indie Brands into quite different. Digital Giants, as well as fostering innovation of new bold looks. Our analysis delves deep into real-time data in order to • The most mentioned Beauty ‘Power Player’ brands by reveal the current beauty-based conversations happening French Influencers - we take a closer look at why, and who among France’s influencers. For instance, which brands they is following close behind. are tagging, which products they are talking about, their engagement rates and what media value they are generating. • The success of ‘Digital Giants’ like Huda Beauty, Anastasia This serves as a good indicator of the digital buzz that brands Beverly Hills and NYX Cosmetics to understand how they generate within the beauty sector and how well they are have dominated the online marketplace through successful marketing themselves online. Influencer strategies. • We also put the Influencer strategies of the smaller Through their content, Influencers are challenging traditional Independent, or ‘Indie Brands’ under the spotlight - their concepts of French beauty, which are evolving to become methods, who they are using, and why? increasingly diverse, increasingly adventurous and increasingly male. When engaging in Influencer Marketing, brands need to • Why increasing diversity by using Beauty Boys and Men, reflect the changing face of beauty in order to fully engage Specialised MUA’s, Influencers of Colour and Avant-Garde French online audiences. Artists will bring success in 2019. • Which specific products are gaining traction with Influencers and therefore, what brands should be highlighting as part of their Influencer Marketing strategy? 3 THE State OF FRENCH Beauty INFLUENCE, A STUDY by CEW FRANCE AND WEARISMA 2 Global Beauty: HOW THE Beauty Market IS REPRESENTED by INFLUENCERS 4 THE State OF FRENCH Beauty INFLUENCE, A STUDY by CEW FRANCE AND WEARISMA The growing value of this industry is mirrored by its ZION Market impact on the digital landscape, with Beauty having the largest online share of voice in France, the UK RESEARCH PROJECTED and USA. THat THE GLOBAL Our analysis also revealed that Beauty has achieved the largest media value in France, the UK and USA. COSMETIC PRODUCTS The profitability of the content produced within this market is supported by the Influencing Beauty report, which found that 80% of consumers agree Market wiLL INCREASE that Influencers are pivotal in influencing their by 62% betweeN 2017 buying decisions. AND 2024. SHARE OF VOICE BY NUMBER OF INFLUENCERS BY COUNTRY Q4 2018 50% 47% 47% 43% 42% 40% 29% 27% 27% 29% 30% 26% 23% 25% 23% 20% 10% 0% Number of Infuencers Luxury Luxury Luxury Luxury Beauty Beauty Beauty Beauty Fast fashion Fast fashion Fast fashion Fast fashion JAPAN FRANCE UK USA SHARE OF VOICE BY MEDIA VALUE BY COUNTRY Q4 2018 70% 63% 58% 60% 55% 50% 42% 40% 29% 30% 30% 26% 20% 23% Media Value 16% 20% 15% 14% 10% 0% Luxury Luxury Luxury Luxury Beauty Beauty Beauty Beauty Fast fashion Fast fashion Fast fashion Fast fashion JAPAN FRANCE UK USA Source: Wearisma Data Country: France, Japan, US & UK Timeline: Q4 2018 5 THE State OF FRENCH Beauty INFLUENCE, A STUDY by CEW FRANCE AND WEARISMA 3 French Beauty 6 THE State OF FRENCH Beauty INFLUENCE, A STUDY by CEW FRANCE AND WEARISMA A 2017 report by Statista revealed that Quite clearly, the significance of digital/Influencer Marketing within the French beauty market is huge. France consumed the second largest amount (11.34 billion Euros) of cosmetics So what does the French Influencer Industry look like? When in Europe, behind Germany. analysing the makeup of French Beauty Influencers we found that on average, the majority of their audiences reside in France Given the size and importance of the French consumer market, (80%) (followed by the UK and then Canada), which appears along with the fact that French multinational conglomerates to reflect a propensity for such Influencers to post content in like LVMH, L’oréal and Estée Lauder own a large share of the the French language. While French Mega-Influencers with 1 world’s most popular beauty brands, the global influence of Million plus followers have the highest media value (€131,200 French beauty is not to be doubted. on average), French Influencers with less than 20K followers achieve the highest engagement rates (4.99% on average). Meanwhile, looking online, France has seen a 6% growth in active social media users in the last year alone, while more Given recent developments within the beauty industry, it is than half of the population take online reviews into account no longer helpful to discuss the industry in a homogenous before purchase. What’s more, 36% of French people have fashion. As it grows, Wearisma have identified three clear discovered a new product or brand via an Influencer. fractions within the Beauty industry. 7 THE State OF FRENCH Beauty INFLUENCE, A STUDY by CEW FRANCE AND WEARISMA 4 Wearisma’s Influence Index: TOP INFLUENTIAL Beauty BRANDS IN FRANCE Q4 2018 8 THE State OF FRENCH Beauty INFLUENCE, A STUDY by CEW FRANCE AND WEARISMA In order to obtain a clearer picture of the Research from Euromonitor and J.P. Morgan indicated that between 2010 and 2015 the top 15 Power Players influence of beauty in France, we have were steadily losing shares as Digital Giants were gaining. divided the industry into three groups: Perhaps in recognition of the strength of digital players, the ‘Power Players’, major beauty brands who last 5-10 years has seen half of the top ten most mentioned have an extensive history and are more Digital Giants acquired by the same French multinational conglomerates who house the Power Players. than 25 years old; ‘Digital Giants’, beauty brands born on social media who quickly A report by Mintel has linked the success of Indie beauty developed a large following that surpasses brands to their ability to offer “fresh perspectives and unique 2 million; and ‘Indie Brands’, young and benefits that big brands can’t fulfill”. During the promotion of LVMH’s Innovation award Ian Roger, Chief Digital Officer at independent beauty brands. LVMH (which owns half of the top ten Power Players and 2 of the Digital Giants) stated “If you have a startup that’s defining the future of customer experience, we want to know about you”. This statement perfectly encapsulates the cycle forming within the beauty industry, whereby brands grow, disrupt the market, become challengers, and are acquired. The Beauty Industry Cycle Young and independent Indie beauty brands Brand GROWTH INVESTMENT Beauty brands born on social media Major beauty brands who have an Power Digital who quickly developed a large extensive history and are <25 years old Player Giant following that surpasses 2 million ACQUisition 9 THE State OF FRENCH Beauty INFLUENCE, A STUDY by CEW FRANCE AND WEARISMA Fashion, Beauty, Lifestyle Beauty, Lifestyle Beauty, Fashion, Lifestyle Fashion, Lifestyle Beauty, Culture, Lifestyle Beauty Beauty, Culture, Fashion Lifestyle Culture, Fashion, Lifestyle Culture, Lifestyle Fashion, Beauty, Beauty, Beauty, Culture, Beauty, Fashion, Culture, Beauty, Fashion, Culture, Beauty Culture, Lifestyle Fashion, Lifestyle Lifestyle Lifestyle Lifestyle Lifestyle Lifestyle Fashion Lifestyle MEDIA VALUE BY CONTENT CATEGORY 100% 6% 6% 9% 13% 16% 14% 22% 15% 9% 6% 80% 5% 6% 13% 6% 9% 10% 13% 31% 6% 7% 20% 14% 60% 14% 8% 11% 10% 8% 8% 6% 54% 5% 8% 8% 40% 76% 69% 6% 58% ON averageNumber of Influencers % , Power Players 49% 50% Power 45% 42% 20% 38% have THE largest NUMBER 29%OF Players Influencers. 19% 0% MAC Make Up Dior Make NARS Benefit L'Oréal Lancôme Yves Givenchy Chanel Forever Up Cosmetics Rocher Beauty Beauty The majority of Power Players receive ENGAGEMENTS BY CONTENT CATEGORY the most engagement and highest media 100% 6% value from French Fashion, Beauty and 6% 5% 10% 14% 15% 16% Lifestyle Influencers. This may be due 18% 24% 6% 80% 9% to the natural relationship that these 11% 5% 14% 6% 8% brands have with the fashion industry. 13% 33% Fashion, Beauty, Lifestyle 14% 6% 7% 21% Not only did beauty brands such as Dior, 60% Beauty, Lifestyle 14% 7% Givenchy and Chanel begin as fashion Beauty, Fashion, 11%Lifestyle 10% Fashion, Lifestyle 7% 8% 55% 6% Beauty, Culture, Lifestyle houses, Power Players like L’Oréal also 7% 40% Beauty 77% 6% sponsor Paris Fashion Week.
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