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The Cherry on Top Beauty Report Dec 2019

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The Cherry on Top Beauty Report Dec 2019 ANNUAL BEAUTY RANKINGS THE CHERRY ON TOP BEAUTY REPORT DECTHE CHERRY ON TOP REPORT December 2019 2019, Annual Beauty Rankings 1 A letter from our founders - As the year comes to an end, we wanted to do something a little different with this month's report to mark the occasion. 2019 has seen a number of massive changes throughout the beauty industry, including the decline of household makeup names in favor of young, Instagram- friendly upstarts, the continued success of YouTubers' cosmetic lines in the Color category and consumers gravitating towards brands that take an outspoken stand on progressive issues. But it hasn't just been a big year for the industry as a whole, it's also been a huge year right here at CherryPick HQ. A big thank you to all of our team, investors, clients, friends, and family. We can't wait to see what 2020 has to offer. With Love, Cherry Pick THE CHERRY ON TOP BEAUTY REPORT December 2019, Annual Beauty Rankings Justin Stewart [email protected] Melissa Munnerlyn [email protected] Gio ‘Tony’ Chiappetta [email protected] How It Works Why It Matters We track products, not What cruelty-free people. eyeshadow product do Every single day, the masses of beauty they want? consumers on social media comment on tens Rather than monitoring for keywords like of thousands of images and videos containing “moisturizer,” we extract products from all beauty products, saying things like “I WANT images and video on Instagram. No matter THIS” and “NEED!!!”. Consumers are literally which beauty account the product is posted telling us what products they want. on (brand account, influencer, retailer, competitor), we track the intent and attribute it At Cherry Pick, we leverage the latest in AI to the product. to track these valuable expressions of what consumers think and feel about every single Why? It's simple. Brands don't sell content, beauty product on the planet. they sell products. When consumers post a comment (showing either positive or negative This rich information then gets distilled into sentiment), they do not generally mention one simple, easy to understand score that the products by name. Consumers react to can be used to evaluate the demand for the the content that contains the products. The attributes, products, brands, and categories in positive and negative fluctuations of sentiment the market: on social content may have many sources that are not specifically tied to product, POPI Score: The relative % of demand for a prohibiting the accurate determination of the specific product across social media users' positive or negative feelings. Not having product tracking capabilities limits data mining and analytics. At Cherry Pick we believe the new marketers in beauty are the consumers themselves. Likes, impressions, sentiment, and sales data alone do not tell the entire picture of which products the consumer wants and how to possibly impact their actions. By listening to them in a new way, we provide a deeper analysis of how they feel and think beyond what anyone else offers. THE CHERRY ON TOP REPORT December 2019, Annual Beauty Rankings 3 This Year's Beauty Hot Takes Brands by YouTube stars are holding strong The beauty vlogger domination of the cosmetics industry is showing no signs of slowing down just yet. The names of some of YouTube's biggest stars appeared all over this year-end report, including Lilly Ghalichi, Jeffree Star, James Charles and Huda Kattan. Collectively, they accounted for three of the top five products in the Color category and landed the #2 and #5 spot on the top brands list. Meanwhile, classic brands are losing their grip Classic makeup companies repeatedly found themselves in the top 5 falling brands category throughout this report. Household names like CoverGirl, MAC, Nars, and L'Oreal Paris appear to be trending out of favor with customers across every category, while many indie and upstart labels were able to generate huge amounts of demand on social media thanks to strong points of view and Instagram-friendly packaging. Consumers want their brands to stand for something One constant throughout the lists of top rising brands was the appearance of companies that are taking a progressive stand. Customers overwhelmingly expressed demand for green and vegan brands, like Honest Beauty, Kosas, Raw Sugar, and Merci Handy. Companies like Revolution and Isle of Paradise also made a name for themselves by explicitly championing inclusivity and diversity in their advertising campaigns and product offerings. THE CHERRY ON TOP REPORT December 2019, Annual Beauty Rankings 4 TOP RANKINGS 2019: COLOR TOP 5: BRANDS TOP 5: RISING BRANDS These brands had the fastest growth in demand, #1 ColourPop Cosmetics compared to the same time period in the prior year. 12.91% #1 Catrice Cosmetics +543.72% #2 Honest Beauty +540.54% #2 Huda Beauty #3 Kosas +510.06% 5.89% #4 Laneige +497.49% #3 Anastasia Beverly Hills #5 Ruby May Cosmetics +484.56% 5.29% #4 Fenty Beauty by Rihanna TOP 5: FALLING BRANDS 5.22% These brands had the steepest declines in demand, compared to the same time period in the prior year. #5 Jeffree Star Cosmetics #1 CoverGirl -59.50% 4.58% #2 Benefit Cosmetics -57.71% #3 Inglot -55.61% #4 Besame Cosmetics -52.51% #5 Wander Beauty -50.86% TOP 5: PRODUCTS #2 #3 #4 #5 Velour Liquid The James Super Shock Precisely, My Lipstick Charles Shadow Brow Pencil Jeffree Star Palette ColourPop Benefit Cosmetics Morphe Cosmetics Cosmetics #1 3D Mink Lilly Lashes THE CHERRY ON TOP REPORT December 2019, Annual Beauty Rankings 5 TOP RANKINGS 2019: SKINCARE TOP 5: BRANDS TOP 5: RISING BRANDS These brands had the fastest growth in demand, #1 Farsali compared to the same time period in the prior year. 7.55% #1 Revolution +537.37% #2 Dermalogica +309.49% #2 Fourth Ray Beauty #3 Isle of Paradise +235.84% 4.22% #4 Murad +233.62% #3 Tatcha #5 Laneige +226.07% 4.04% #4 Murad TOP 5: FALLING BRANDS 3.96% These brands had the steepest declines in demand, compared to the same time period in the prior year. #5 Pixi #1 Origins -92.64% 3.92% #2 La Roche Posay -90.82% #3 Rodial -88.34% #4 Nip + Fab -83.70% #5 Nars -79.91% TOP 5: PRODUCTS #2 #3 #4 #5 Foaming Face Lippie Scrub Glow Tonic Velour Lip Wash ColourPop Pixi Scrub Kylie Skin Cosmetics Jeffree Star Cosmetics #1 Unicorn Essence Farsali THE CHERRY ON TOP REPORT December 2019, Annual Beauty Rankings 6 TOP RANKINGS 2019: BATH BODY TOP 5: BRANDS TOP 5: RISING BRANDS These brands had the fastest growth in demand, #1 ColourPop Cosmetics compared to the same time period in the prior year. 14.14% #1 Artist Couture +642.94% #2 St. Tropez Tan Essentials +514.62% #2 Fenty Beauty by Rihanna #3 Merci Handy +415.11% 10.34% #4 Isle of Paradise +328.19% #3 Lush #5 Raw Sugar +164.81% 7.70% #4 Anastasia Beverly Hills TOP 5: FALLING BRANDS 4.65% These brands had the steepest declines in demand, compared to the same time period in the prior year. #5 Merci Handy #1 MAC -89.84% 3.60% #2 Loving Tan -84.96% #3 NYX -76.10% #4 Tarte -71.93% #5 Shea Moisture -60.09% TOP 5: PRODUCTS #2 #3 #4 #5 Body Lava Glitterally Hand Shimmer Fenty Beauty Obsessed Cleansing Gel Body Oil by Rihanna ColourPop Merci Handy Anastasia Cosmetics Beverly Hills #1 N.Y.M.P.H. Not. Your. Mama's. Panty. Hose Huda Beauty THE CHERRY ON TOP REPORT December 2019, Annual Beauty Rankings 7 TOP RANKINGS 2019: HAIR TOP 5: BRANDS TOP 5: RISING BRANDS These brands had the fastest growth in demand, #1 Redken compared to the same time period in the prior year. 7.69% #1 Wella Hair +376.90% #2 Living Proof +265.55% #2 Arctic Fox #3 Unite +256.35% 7.32% #4 Bouncecurl +183.79% #3 Olaplex #5 Curls +101.16% 3.87% #4 Amika TOP 5: FALLING BRANDS 3.07% These brands had the steepest declines in demand, compared to the same time period in the prior year. #5 Matrix #1 L'Oreal Paris -77.25% 3.01% #2 Carol's Daughter -77.12% #3 Shea Moisture -73.73% #4 Drybar -64.21% #5 Ouidad -61.97% TOP 5: PRODUCTS #2 #3 #4 #5 Shades EQ No.3 Hair Volume & Koleston Color Gloss Perfector Growth Elixir Perfect Hair Color Olaplex Hairburst Wella Hair Redken #1 Semi-Permanent Hair Color Arctic Fox THE CHERRY ON TOP REPORT December 2019, Annual Beauty Rankings 8 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 333 Hudson Street, Suite 1002 New York, NY 10013 [email protected].
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