What kind of marketing secrets are hidden in the voice trends of the top 10 beauty brands of the year?

This article is a marketing inventory report on the top beauty brands. By analyzing the marketing characteristics of the top ten beauty brands in 2022, it analyzes the hot marketing trends in the beauty industry from the perspectives of their respective marketing methods, platform voice, brand, influencers, etc., providing a very valuable reference for beauty brands and related platforms.

As the main battlefield for beauty brand marketing, social media platforms have become an important channel for enhancing brand influence and amplifying conversion effects at important time points.

This week, based on the new media platform volume system independently developed by Clour, we researched and sorted out the top brands with excellent total volume performance on new media platforms and released the "2022 Self-media Platform Annual Volume TOP-10 Beauty Brand Marketing Inventory" . We analyzed the brand's unique content marketing gameplay and logic, and used content volume as the entry point to provide valuable references for more beauty platforms.

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1. Analysis of Brand Marketing Characteristics

According to Clour’s observation, the beauty industry accounts for less than 40% of the top vertical categories in terms of brand volume contribution on various platforms, and there is a clear trend of cross-vertical categories. Each brand has its own unique platform deployment, and the main platforms contributing to volume are significantly different.

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1. Chanel

Chanel's marketing layout shows obvious seasonal characteristics, focusing on spring and summer marketing. The brand presents marketing content visually through pictures and texts, giving full play to the advantages of pictures and texts on Xiaohongshu and Weibo.

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From the perspective of influencers, the top influencers on Xiaohongshu contribute more to the brand's voice, while the mid- and lower-level influencers contribute more to the content volume.

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2. Dior

Dior's content layout is mainly concentrated on the time nodes of new product releases. It leverages the social flow of the platform through celebrity effects and influencers, and promotes the continued popularity of new and popular products.

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At the same time, Dior’s marketing focus on different platforms is also different. As Weibo is a gathering place for celebrities and fan groups, the brand chooses to expand its voice through celebrity effect and fan power on Weibo, while on Xiaohongshu it chooses to cooperate more with top influencers to amplify the platform’s grass-planting advantages.

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3. L’Oreal

L'Oreal's marketing is mainly centered around spokespersons, and the brand's popularity often sees a significant increase when the spokesperson is officially announced. The brand leverages the influence of the spokesperson to fully unleash the potential of fans.

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In terms of the selection of influencers to cooperate with, L'Oréal focuses on cooperating with super-top KOLs on Weibo, and on Douyin it chooses top and mid-level influencers as the main contributors to the voice.

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4. Lancome

Lancôme will continue to promote its best-selling products throughout the year to maintain the popularity of its best-selling products. At the same time, the brand will deploy pre-heating content on the eve of major e-commerce festivals to reserve momentum for the upcoming big promotion.

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Douyin and Kuaishou are important platforms for Lancôme to deliver content. Among them, Douyin's top influencers contribute more to the content volume, while Kuaishou's super top influencers have become the voice of the brand.

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5. MAC

MAC drives the brand's voice throughout the year through lipsticks and foundations, helps to maintain the popularity of popular products and continues to maintain brand popularity through content.

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Platforms where young users gather, such as Bilibili and Xiaohongshu, are relatively more in line with MAC's needs for planting grass. Bilibili's million-level UP hosts contribute relatively prominently to the volume, while Xiaohongshu is the main force contributing to the volume by top bloggers.

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6. Estee Lauder

Estee Lauder's brand voice has increased significantly during e-commerce promotions and festivals. The "bundling" approach of e-commerce promotions and holiday limited gift boxes has helped increase the brand's voice.

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Judging from the content on major platforms, top creators mainly play the role of contributing to Estee Lauder's voice, while the ability of mid- and low-end creators to accumulate "content" is what the brand values ​​more.

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7. Helena

Helena Rubinstein's marketing layout throughout the year presents a phased characteristic. Year-round content marketing, mid-year joint marketing, and year-end e-commerce promotions are the focus of the brand's long-term operations.

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The average order value of Helena's products is relatively high. Relatively speaking, top creators can contribute more to the brand.

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8. Shiseido

Shiseido's voice has increased significantly during the season changes and before the big sales. Good product recommendation content has helped the brand's year-round holiday marketing and accumulated energy for e-commerce promotions.

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The brand's affordable beauty products are more affordable, and mid- and low-end creators can more easily help the brand gain voice feedback.

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9. La Mer

La Mer attaches great importance to the support that topic marketing brings to the brand. Topic marketing helps the brand drive the growth of daily grass-planting content, thereby achieving the explosion of major promotion nodes.

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The top creators with over one million followers on major platforms are the core force for brands to accumulate voice, and mid-level creators have brought important support to brands from both the content and voice perspectives.

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Overall, the current marketing strategy of beauty brands presents a hierarchical feature, mainly focusing on daily promotion, seasonal marketing, new product endorsement, and e-commerce promotion. In daily promotion, brands often use community attribute platforms to drive natural volume, and short video platforms use variety content to enhance daily memory points. Seasonal marketing can amplify the seasonal functional characteristics of beauty products, and focus on increasing the volume of seasonal hit products during the season change period. During the launch of new products, joint spokespersons officially announced that it has become one of the preferred ways for beauty brands and products to increase their volume. Major e-commerce nodes throughout the year are the most powerful volume release scenes for beauty brands, and early water storage and later detonation are equally important.

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From the perspective of ways to increase voice, distributing benefits, emphasizing functions, creating topics, and continuously running through e-commerce nodes are the core ways for brands.

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2. Clour New Media Platform Voice System

In Claure's view, there are six major considerations for quantifying voice in the new media environment, namely identifying the source of the voice, collecting the performance of the work, considering the number of fans of the author, taking into account the vertical category of the author, aligning the "value" of different platforms, and the statistical rules of the voice results.

Crawler combines concepts related to communication, based on the idea of ​​"different platforms, different weights", and designs algorithms based on the logic of NLP natural language analysis and keyword hits. This is also the core of Crawler's new media platform voice system.

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The voice system of Clour's new media platform can help brands review the effectiveness of their advertising campaigns, benchmark against competitors, assist brands in a new round of advertising campaigns, and conduct periodic insight reports.

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In layman's terms, the Clour New Media Volume Monitoring System is a monitoring platform for the volume propagation and delivery of brands and products in the new media environment. Currently, the platform covers all mainstream new media platforms, and can provide platform volume monitoring for brands and products in multiple industries through Clour's proprietary volume algorithm, and output visual chart reports.

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For brands, the Clour New Media Voice Monitoring System can continuously collect voice, help brands scientifically quantify their own voice, visualize the brand's advertising costs and effects, and provide a scientific basis for the brand's new media marketing strategy.

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3. Final Thoughts

Benchmarking against competitors, monitoring the volume of the product, and periodically reviewing the results are important parts of brand marketing, and are also the advantages of the volume system of the Clour new media platform. For brands, knowing yourself and your opponent and avoiding blindness can maximize the effect in the marketing process.

Author: TopKlout; WeChat public account: TopKlout (ID: TopKlout)