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6 October 2015 | beautystorebusiness.com Beauty Culture Infographic courtesy of PRNews Foto/Ogilvy Public Relations, Beauty makeup images: gettyimages.com Consumers Desire Social Authenticity, Relevance Brands targeting U.S. consumers need to be more relevant and authentic with their social-media content to transform their reputations, according to new research by Social@Ogilvy and SurveyMonkey. Here are the stats: • 75% said they "like" or follow a brand, product or service on social media • 55% have communicated either positive or negative opinions about a brand with others • 55% are "sharers"; 19% are true "brand promoters"—respondents who self-identified as being extremely likely to recommend brands and products to friends • 45% who have "liked" or followed a brand have interacted directly with a brand How do brand promoters interact via social media? • 46% follow brands on a regular basis, compared to 32% of sharers • 43% of promoters follow brands to interact directly with them • 35% of sharers do the same Why do brand promoters interact with brands? • 31% believe a brand's reputation is important • 31% feel better about themselves after using a brand • 28% of sharers believe a brand's reputation is important • 26% of sharers feel better about themselves after using a brand The friends of brand promoters talk about brands much more: • 43% of brand promoters see their networks regularly mention brands and products • 33% of sharers do the same • 35% of promoters would purchase a product if it was mentioned by a friend • 24% of sharers would do the same True brand promoters have similar reasons for liking or following a brand: • 84% want to hear about products, offers or news • 84% say their friends' mentions of brands are largely positive • 36% want to give direct feedback While both sharers (84%) and promoters (66%) have posted about a great brand experience on social media, 71% of sharers and 47% of promoters have also discussed terrible brand experiences online. 25% Use Eyebrow Pencils, 19% Wear Eyebrow Makeup Recent trends in color cosmetics are leading to shifts in how U.S. consumers are allocating their beauty spending, according to Mintel's Color Cosmetics U.S. 2015 report. Here are the latest trends: Sales • 2%-3% is Mintel's expected growth gains yearly through 2020 in the $10-billion color-cosmetics category • 4.3% is the growth of sales in the strongest-performing segment—eye makeup— between 2013 and 2015, driven by the popularity of bold eyebrows. Note: Multi-outlet (MULO) sales of eyebrow products have nearly doubled since 2010 • 5% is the percentage by which MULO sales of eyeliner have grown Eye Makeup • 62% of women regularly use eye makeup • 48% wear mascara regularly; a staple beauty item for many women • 25% use eyebrow pencils • 19% wear eyebrow makeup on a regular basis Lips • 55% of women regularly use lip makeup; with use being fairly evenly dispersed across lipstick (37%) and lip gloss (29%) • 48% cite moisturizing or hydrating their lips as their most sought-after attribute • 47% of lip-cosmetic users rank long-wearing as important Face As the largest category segment, accounting for nearly half of total sales (47%), women are opting for lighter-weight, skincare-inspired facial makeup products to achieve the bare-faced look. This is the largest category segment; and sales in the category have slowed due to the trend. Specifically: 17% of U.S. women wear BB cream regularly Technology • 21% of the category's core customer segment—women ages 25 to 34—like or follow makeup brands on social media • 17% often purchase products they see promoted across social networks • 17% of 25- to 34-year-old females follow brands on YouTube so they can learn how to create makeup looks, compared to just 9% overall Advertising • 48% of women would like to see more authenticity in advertising, including images that aren't manipulated • 43% would like to see models who represent their age • 41% think that airbrushed images in advertising deliver artificial expectations about results, making it difficult to know what a product looks like in reality • 27% of makeup wearers would like to know how to re-create looks they see in advertising • 26% of women believe that looks created for color-cosmetic advertising are the result of products other than those being advertised • 20% often buy products they see advertised ■ Do you have culturally relevant information that our readers ought to know? Send it to senior editor Manyesha Batist at mbatist@creativeage.com.