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The Top 10 Personal Care Brands on Social Media
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The Top 10 Personal Care Brands on Social Media

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Key Highlights: …

Key Highlights:

77% of the brands in the industry engage with their audience on Facebook

In the personal care segment, most social media buzz are on brands owned channels. In other words, social media buzz requires push from the brand. Most of them do not have high amount of earned media. Pond’s may be one unique case where the earned media is higher than owned media.
Pampers India fared the best on Facebook. They have the highest score of 96 and have second largest fan base next to Nivea

Lakme has achieved the highest score on Twitter in the last month.

Nivea had the highest fans on Facebook and Gillette India is the most followed brand on Twitter

Published in: Retail, Healthcare

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  • 1. Top Personal care brands on Social Media (India) June, 2014
  • 2. HIGHLIGHTS: • 77% of the brands in the industry engage with their audience on Facebook • In the personal care segment, most social media buzz are on brands owned channels. In other words, social media buzz requires push from the brand. Most of them do not have high amount of earned media. Pond’s may be one unique case where the earned media is higher than owned media. • Pampers India fared the best on Facebook. They have the highest score of 96 and have second largest fan base next to Nivea • Lakme has achieved the highest score on Twitter in the last month. • Nivea had the highest fans on Facebook and Gillette India is the most followed brand on Twitter
  • 3. Rank Company name S360 Facebook Score 1 Pampers 95.8 2 Nivea 93.2 3 Sunsilk 92.1 4 Rexona 89.5 5 Dove India 86.8 6 Vaseline 83.6 7 Gillette 83.2 8 Lakme 77.9 9 Lifebuoy 72.1 10 Pantene 71.6 TOP 10 PERSONAL CARE BRANDS ON FACEBOOK
  • 4. Rank Company name S360 Twitter Score 1 Lakme 93.3 2 Garnier (skin care) 92.8 3 Gillette 90.8 4 Nivea 86.2 5 Dettol 80.5 6 Pond's 79.5 7 Rexona 79.0 8 Pantene 73.8 9 Dove 73.4 10 Cinthol 72.8 TOP 10 PERSONAL CARE BRANDS ON TWITTER
  • 5. EARNED VS OWNED MEDIA BREAKUP 6.2 10.6 2.3 2.5 7.2 10.2 0.2 1.5 1.5 0.2 0.7 0.2 0.010.020.0 Ow… 93.83 84.72 60.74 49.71 39.78 7.57 14.59 7.54 3.83 3.1 1.25 0.43 0 20 40 60 80 100 Earned Data normalized to 100, For earned and owned media calculation, only Twitter is considered. Earned media Owned media
  • 6. WHILE PAMPERS HAS THE HIGHEST NUMBER OF ENGAGED FANS, NIVEA HAS THE MAXIMUM NUMBER OF FANS Performance of personal care brands on Facebook, June 2014 Personal care, India, Source: Simplify360 LEADERS PEOPLETALKINGABOUT NO. OF FANS Size of the bubble represents the percentage of engaged fans to the total fans on the page Pampers Nivea Sunsilk Rexona Dove Vaseline Gillette LakmeLifebuoy Pantene 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000
  • 7. NIVEA HAS THE HIGHEST SHARE OF FANS ON FACEBOOK 20% 19% 16% 13% 6% 4% 3% 3% 2% 2% 2% 1%1% 1% 1% 1% 1% 0% Nivea Pampers Sunsilk Rexona Vaseline Gillette Dove Lakme Head & Shoulders Pantene Lifebuoy Pond's Pears Park Avenue Garnier (skin care) Whisper Dettol J&J (clean & clear) Stayfree Lux IndiaShare of fans of top 20 personal care brands Facebook, June 2014
  • 8. 14,423 13,427 11,761 9,107 4,621 2,776 2,236 2,140 1,958 1,261 1,221 1,218 1,037 1,035 1,000 930 798 769 440 255 Nivea Pampers Sunsilk Rexona Vaseline Gillette Dove Lakme Head&Shoulders Pantene Lifebuoy Pond's Pears ParkAvenue Garnier(skincare) Whisper Dettol J&J(clean&clear) Stayfree LuxIndia FAN SIZE COMPARISON OF TOP 20 PERSONAL CARE BRANDS ON FACEBOOKINTHOUSANDS
  • 9. Size of the bubble represents the number of tweets sent from the official twitter handle GILLETTE IS THE MOST FOLLOWED BRAND ON TWITTER LEADERS Lakme Garnier (skin care) Gillette Nivea Dettol Pond's Rexona Pantene Dove Cinthol0 500 1,000 1,500 2,000 2,500 3,000 3,500 0 5,000 10,000 15,000 20,000 25,000 Mentions Followers
  • 10. 21,723 13,753 10,260 9,099 8,238 8,012 6,501 5,212 4,194 3,980 3,145 2,898 2,570 1,477 825 314 216 57 52 31 Gillette Lakme Garnier(skincare) Cinthol Dettol Nivea Pond's Rexona Dove Pantene Himalaya Stayfree Sunsilk Lifebuoy ParkAvenue Head&Shoulders L'Oreal Whisper Vaseline LuxIndia FAN SIZE COMPARISON OF TOP 20 PERSONAL CARE BRANDS ON TWITTER
  • 11. APPENDIX
  • 12. 6.17 10.6 2.25 2.46 7.2 10.21 0.18 1.49 1.49 0.21 0.73 0.21 93.83 84.72 60.74 49.71 39.78 7.57 14.59 7.54 3.83 3.1 1.25 0.43 Garnier Lakme Nivea Lifebuoy Gillette Ponds Rexona Pantene Dettol Dove Sunsilk Cinthol Owned Earned Owned vs Earned Data normalized to 100, For earned and owned media calculation, only Twitter is considered.
  • 13. Methodology Simplify360’s proprietary listening tool is used for collecting the data and counting the number of mentions for each company. The parameters considered for Twitter and Facebook were also gathered through Simplify360. A Total of 39 brands were considered in the analysis. Geography considered: India Period of analysis: June 1 to June 30, 2014
  • 14. Simplify360 – The Leader of Social Business Intelligence  Most admired brand for Social Media Research on Slideshare  Top 10 Product Technology Company by TechSparks 2010  Listed amongst TOP 10 SMM tools by PR2020 and SocialMedia8
  • 15. Social Business Intelligence www.simplify360.com Simplify360 is the leading social business intelligence firm. Offerings include: •Social Marketing Suite for agencies •Social Contact Centre for BPOs •Social Command Centre for Enterprises We enable businesses to perform Online Reputation Management, Customer Service, Community Management, Social Media Research & Brand Auditing; Online Sales Lead Generation, and Consumer Sentiment Analysis.
  • 16. Leaders use Simplify360 Clients Partners Worldwide Brazil and LatAM Saudi Arabia USA Worldwide Singapore & India
  • 17. THANK YOU CONNECT WITH US

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