THE CHERRY ON TOP REPORT
JANTHE CHERRY ON TOP REPORT January 2019, Color2019 Cosmetics 1 A letter from our founders–
January had the beauty world obsessed with minimizing their collections with Mari Kondo driving everyone to tidy up and @EsteeLaundry inspiring everyone to #ShopMyStash. Intent within categories maintained a more even distribution with the exception of Fenty’s domination in Face, and for the first time ever, Japanese-inspired Tatcha Beauty appeared in the charts.
This seventh edition of the Cherry On Top Report presents the official intent rankings for color cosmetics brands, products, and product attributes (!!) from January 2019. Enjoy.
With love, Cherry Pick
THE CHERRY ON TOP REPORT January 2019, 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 January 2019, 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 January 2019, Color Cosmetics 4 INSIGHTS CUSTOM- IZABLE TO YOUR AUDIENCE.
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THE CHERRY ON TOP REPORT January 2019, Color Cosmetics 5 TOP 10 BRANDS: COLOR COSMETICS Based on intent in social comments in the month of January 2019.
#1 Fenty Beauty 9.11% POPI 2.81% POPT #2 Benefit Cosmetics 8.07% 2.81% #3 ColourPop Beauty 7.71% 2.97% #4 Huda Beauty 7.47% 1.27% #5 Jeffree Star Cosmetics 6.94% 2.96% #6 Too Faced 4.44% 3.94% #7 Kylie Cosmetics 4.21% 1.93% #8 Lime Crime 4.03% 1.98% #9 Anastasia Beverly Hills 3.25% 2.17% #10 Morphe 3.13% 1.09%
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 January 2019, Color Cosmetics 6 TOP RANKINGS: CHEEK Based on intent in social comments in the month of January 2019.
TOP BRANDS TOP ATTRIBUTES #1 Kylie Cosmetics Blush 9.29% POPI 3.61% POPT #1 Claim Paraben-free #1 Benefit Hydrating #2 Benefit Cosmetics #1 Finish Matte 7.37% 3.94% #1 Formulation Pressed #3 Fenty Beauty #1 Key Ingredients Hyaluronic acid 5.53% 1.57% Bronzer #4 Jeffree Star Cosmetics #1 Claim Paraben-free 5.25% #1 Benefit Long-wearing 3.94% #1 Finish Matte #5 Anastasia Beverly Hills #1 Formulation Pressed 4.53% 2.54% #1 Key Ingredients Murumuru butter
TOP PRODUCTS
#2 #3 #4 #5 Kylighter Diamond Hoola Matte Amrezy Kylie Bomb Bronzer Highlighter Cosmetics Fenty Benefit Anastasia Beauty Cosmetics Beverly Hills
#1 Kylie Cosmetics launched new Kylights, bronzers, and blushes, 3D Highlighter Palette earning her the top brand spot. Huda’s staple 3D Highlighter Huda Beauty Palette earned the top product, despite not appearing in the top 5 for the past two months. The top formula is pressed powder across cheek products outranking cream, last month’s winner.
THE CHERRY ON TOP REPORT January 2019, Color Cosmetics 7 TOP RANKINGS: EYE Based on intent in social comments in the month of January 2019.
TOP BRANDS TOP ATTRIBUTES #1 Benefit Cosmetics Eyeshadow 15.56% POPI 5.05% POPT #1 Claim Cruelty free #1 Benefit Long-wearing #2 ColourPop Cosmetics #1 Finish Metallic 13.75% 5.13% #1 Formulation Liquid #3 Lime Crime #1 Key Ingredients Jojoba 8.15% 3.99% Eyebrow #4 Huda Beauty #1 Claim Clean 7.45% #1 Benefit Waterproof 1.35% #1 Finish Natural #5 Jeffree Star Cosmetics #1 Formulation Pencil 6.23% 2.48% #1 Key Ingredients Jojoba
TOP PRODUCTS
#2 #3 #4 #5 Venus XL 2 Precisely, My It's My Blood Sugar Lime Crime Brow Pencil Pleasure Palette Benefit Palette Jeffree Star Cosmetics ColourPop Cosmetics Cosmetics
#1 Eye experienced a couple newcomers to the ranks. Lime Crime Venus XL Eyeshadow is new to the top five brands, earning the top two product spots, Palette and Jojoba ranked as #1 ingredient across both eyeshadow and Lime Crime eyebrow products for the first time. For the second month in a row, Benefit and ColourPop earned the top two brand positions respectively. Benefit owns 12 products in the top 100 eye products and ColourPop owns 16.
THE CHERRY ON TOP REPORT January 2019, Color Cosmetics 8 TOP RANKINGS: FACE Based on intent in social comments in the month of January 2019.
TOP BRANDS TOP ATTRIBUTES #1 Fenty Beauty Foundation 29.93% POPI 8.13% POPT #1 Claim Paraben-free #1 Benefit Long-wearing #2 Too Faced #1 Finish Matte 7.5% 6.6% #1 Formulation Liquid #3 Tarte #1 Key Ingredients Hyaluronic acid 6.63% 3.61% Concealer #4 Huda Beauty #1 Claim Cruelty-free 6.59% 1.4% #1 Benefit Long-wearing #1 Finish Matte #5 Tatcha 3.12% #1 Formulation Liquid 0.45% #1 Key Ingredients Coconut
TOP PRODUCTS
#2 #3 #4 #5 Pro Filt'r Pro Filt'r Soft #FauxFilter Shape Tape Instant Matte Foundation Contour Retouch Setting Longwear Huda Beauty Concealer Powder Foundation Tarte Fenty Beauty Fenty Beauty
#1 Fenty, the brand that started the frenzy of shade expansions Pro Filt'r Instant Retouch across the entire industry, added 10 more shades to their Pro Filt’r Concealer collection, dominating the top three product spots across Face and Fenty Beauty placed number one across both Face and Color Cosmetics. Fenty earns almost 30% of all intent across Face products, the highest of any brand in a single category.
THE CHERRY ON TOP REPORT January 2019, Color Cosmetics 9 TOP RANKINGS: LIP Based on intent in social comments in the month of January 2019.
TOP BRANDS TOP ATTRIBUTES #1 Jeffree Star Cosmetics Lipstick 17.1% POPI 6.26% POPT #1 Claim Cruelty-free #1 Benefit Long-wearing #2 Kylie Cosmetics #1 Finish Matte 12.17% 5.15% #1 Formulation Liquid #3 Huda Beauty #1 Key Ingredients Peptides 10.3% 1.49% Lip Liner #4 ColourPop Cosmetics #1 Claim Cruelty-free 6.66% #1 Benefit Long-wearing 2.81% #1 Finish Matte #5 Pat McGrath Labs #1 Formulation Liquid 5.0% 3.62% #1 Key Ingredients Peptides
TOP PRODUCTS
#2 #3 #4 #5 Liquid Matte Lip Liner Lust: Gloss Matte Huda Beauty Kylie Pat McGrath Lipstick Cosmetics Labs Kylie Cosmetics
#1 Liquid matte lipstick still reigns the charts, with the fourth Velour Liquid Lipstick consecutive month as the top formulation and finish. With the Jeffree Star Cosmetics popularity of the liquid matte lipsticks by Kylie, Jeffree Star, Huda and Fenty, this trend doesn’t look like it’s going anywhere anytime soon. A usual mainstay on the lip charts, Jeffree Star re-appeared this month, claiming the #1 spot after falling to #7 last month.
THE CHERRY ON TOP REPORT January 2019, Color Cosmetics 10 Cherry Pick’s January 2019 Hot Take
In January 2019, Fenty’s Pro Filt'r Instant Retouch Setting Powder set the record high for intent generated by a single product with 60.15%.
THE CHERRY ON TOP REPORT January 2019, 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 January 2019, 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 January 2019, 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]