The beauty and cosmetics market landscape today is vastly different from that of ten years ago. Through the use of social media, email marketing, and shoppable apps, direct-to-consumer (D2C) beauty consumer brands have been able to sidestep the big giants. When entering into the makeup industry, it is quite seamless for customers to pick a DTC brand since there is overcrowding of DTC beauty brands in the market. The hyper makeup obsession and the changing consumer behavior of millennials and Gen Z have totally been reflected in the D2C makeup industry. Through multiple online stores and physical stores, customers can browse, compare and get the desired one as and when required. Read more - https://www.clootrack.com/insights/retail/customer-experience-analysis-d2c-beauty-and-cosmetics-usa

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Customer Experience Report – Beauty and Cosmetics
Comprehensive report on Customer experience.
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Deep Insights To Your Customer Behavior, Driven By Proprietary Deep Learning Algorithms
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Regions: USA
October 2021
Category : Makeup

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Makeup Industry in the USA – Report Outline
01
Research
Background
and
Methodology
02 02
Consumer
Insights from
Online
Conversations

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Research
Background &
Methodology

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Clootrack
Research -
Background
In today’s world customers express their opinions on multiple
platforms online - social media, forums, review sites, etc.
These conversations are unbiased and contain valuable
insights into market trends and customer priorities.
Clootrack extracts this information real time, with high
accuracy and transparency.
Clootrack research identifies the drivers that make customers
adopt a product or a service. Customer conversations are
further used to measure brand equity based on category
drivers. Research also helps to discover category trends from
customer conversations.

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Clootrack Methodology
Online
Customer
Conversations
Customer
Conversations Collects Data
Crawler
Filters
Irrelevant Data
Filter
Proven Market
Research
Models
Data Analysis
Category &
Brand Metrics
Output

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Detailed Insights
From Customer
Conversations

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Customer Priorities Based on Conversations
Total number of Customer conversations analyzed
243, 917
Conversations

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Top Category
Adoption Drivers
These are the most important factors that
make customers adopt a product in this
category

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Top Category Adoption Drivers
‘Color’ is not only the most important driver, it
outscores the next important driver - ‘Ease of Use’ by
almost 30% on Driver Popularity Score
1107
758.3
578.9
457.5
382.3
Color
Ease of Use
Design and Looks
Customer Experience
Effect Longevity
These are the most important factors that make Customers adopt a product in this category.
The scores are driver popularity scores calculated by Clootrack Tracker. The
popularity score ranks the customer priority for each category driver. Higher the
score, the higher the priority. Popularity score is a score out of 1500.
Popularity score = Net emotional intensity * % of customer conversations. This
calculation is based on the Kano Model which is used to measure customer
satisfaction

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Drill-Down into Sub Themes of
Color

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Deep Dive into Sub Themes - Color
Brands should offer different variants of Pink, Blue, Black, and Purple since
they are the most preferred colors of customers
1107
758.3
578.9
457.5
382.3
Color
Ease of Use
Design and Looks
Customer Experience
Effect Longevity
These are the favorite colors of customers as per customer reviews.
54.66%
54.50%
53.03%
50.75%
42.52%
33.33%
28.62%
Pink Color
Blue Color
Black Color
Purple Color
Brown Color
White Color
Orange Color

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What Customers Talk About ‘Color’
Importance of Pigmented Colors, Stylish Colors and Lasting Colors is
obvious as they have a very high percentage of positive reviews.
These are the sub-themes of the category driver ‘color’.
93.34% 91.14% 90.62%
84.07% 82.90%
66.96%
56.80%
Love
Colors
Great
Pigment
Lovely
Color
Lasting
Colors
Beautiful
Color
Stylish
Color
Color
Product

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Customers Verbatim - Color
I found the color to be a bit too light right now
for my skin with a summer tan.
very light weight, excellent color adjustment to skin, non
greasy, and
still looks great after many hours after applying it to your
skin.
very light weight, excellent color adjustment to skin, non
greasy, and still looks great after many hours after
applying it to your skin.
the liquid lipstick glides on smooth and the color is perfect
for my medium beige skin tone, it will last me at least 5- 8
hours without touch up.
you can build up the color, still make it look natural with a
bit of sheen, and top off with some powder.
I love the color pay off because this is meant to be a little
more sheer, but you can still tell how pretty the color is.

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Drill-Down into Sub Themes of
Ease of Use

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Deep Dive into Sub Themes - Easy to Use
Easy to apply and remove is the main requirement of makeup customers when
it comes to the easiness of using the products. Also, the products should be
accessible easily for them.
1107
758.3
578.9
457.5
382.3
Color
Ease of Use
Design and Looks
Customer Experience
Effect Longevity
These are the sub-themes of Ease of Use as per customer reviews.
96.52%
94.73%
91.07%
89.62%
87.97%
87.54%
84.29%
Simple Application
Easy Apply
Easily Get
Nice Easy
Easy Application
Easy Process
Effectively Removes

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Brand Experience

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Various Brands’ Performance on Color
These are the top brands that ranks in the Color category based on the Brand Equity Score
Kaja, an emerging brand officially launched on Sephora’s
website in 2018, is ranked number one by customers for ‘Color’.
The Brand Equity Scores of 80 different brands shows how
favorably customers perceive each brand in Makeup Category.
Brand equity scores are calculated Considering
- Brand name associated with the attributes &
- Sentiment of association
Max Possible Brand Equity Score = 1500

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About Clootrack
www.clootrack.com
Clootrack provides the world’s fastest
market research which is close to real
time.
Clootrack does this by analyzing
customer conversations and feedback
across online.
Clootrack is a favorite today working
with 150+ large enterprises across the
world.

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There are many more insights!
Get access to Beauty and Cosmetics CX Tracker now!
Reach out to contactus@clootrack.com

20. Clootrack
Customer Experience Analytics, Real Time!
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