DBL Quarterly Social Media Insights 2019 Q3-Beauty Industry

Digital Business Lab © | 2019 | all rights reserved I digital-business-lab.com
DIGITAL BUSINESS LAB INSIGHTS
Quarterly insights - beauty trends
September 2019 I Hong Kong

Digital Business Lab © | 2019 | all rights reserved I digital-business-lab.comDigital Business Lab © | 2019 | all rights reserved I digital-business-lab.com
2
Methodology
Meltwater is the world’s leading technology in social listening, used by over 34k
brands across 54 cities.
The solution helps companies to make better decisions based on “outside”
insights, from news/blog to social media.
Digital Business Lab has an agency partnership running until 2021 and is
leveraging Meltwater for this quarterly insights:
• Brand monitoring
• Market trends
• Consumer insights
Digital Business Lab’s team is a social media agency based in Hong Kong since
2013. With a team of over 20 people from 8 nationalities, our operations take
place from Shanghai to Paris, and from Seoul to Singapore.
Our unique and diverse team offer specialists in data analytics, content
creation and campaign management who strive to achieve more and always
with the big picture at the fore.
Key services:
• Social Media strategy & management
• Influencer marketing
• Video content production
• Data analytics
• Advanced audience targeting

3
Foreword
Photo by Drew Graham on Unsplash
By Albin Lix, Founder & Managing Director of Digital Business Lab.
“The world has never been so unstable, so fast and so complex. Social Media Marketing
has never been so advanced and so fast growing, impacting million of daily lives,
changing our way to consume inspiring stories - with a short lifecycle - about people,
organizations, and brands.
Brands are deeply torn between achieving short term performance and ensuring long
term storytelling efforts. Turning a brand into a media is not an easy road.
Understanding audience and creating recognizable content in a very crowded Social
Media world may sometimes require certain perspectives on what has been done, what
could inspire you as marketer in order to be one step ahead rather than one step behind.
Digital Business Lab’s social media experts have collected, consolidated and interpreted
the key facts of the Beauty industry on Social Media in Asia to help you step back from
your intense daily routine to re-think the way you introduce your brand, drive interaction
and develop sales though Social Media.
Enjoy reading this very first, but not last, insights production.”

4
Introduction
DBL tracked and analyzed social media accounts from renowned beauty brands across Asia – limiting our scope to Hong Kong,
Japan, Taiwan, South Korea and Singapore, with the main goal to understand the top trends in terms of content, product
focuses, functions leveraged, etc.
We primarily analyzed contents from Instagram and have also extended our research to Twitter, Facebook, YouTube, articles,
blogs and online media, in order to gather multiple insights.
Our analysis was done on the quarterly period of June, July and August 2019. Please note that all data in this report are
accurate from the date of its creation and are subject to change from the date of publication.

Digital Business Lab © | 2019 | all rights reserved I digital-business-lab.com 5
1
Social Media Trends

6
Brands on Instagram Overview
Brand Locations Followers Increase since
June 2019
True Reach Eng.
Rate
Insights
Global account 929K +10% 53K 0.33%
Shiseido showcases the Japanese Make Up/Beauty style
with Asian and Caucasian models/influencers.
194K +14% 24K 1.20%
Some campaigns are global and some are partnering with
Asian local models or influencers.
476K +14% 38K 1.45%
All models/influencers are Asians and we can see them
across different countries accounts.
50K +38% 15K 2.83%
The brand has leveraged local followers’ and influencers’
contents by reposting to their feed.
679K +16% 74K 0.94%
The brand has also leveraged followers’ and influencers’
contents by resharing posts to their feed.
Global account 6M +13% 200K 0.31%
The content are high-ends with a specific creative
direction featuring international models.
21K +3% 1K 0.97%
A mixed of localized and global content are used in their
accounts.
67K +3% 11K 2.55%
A mix of localized and global content with followers,
influencers and partners were used in their social media.
Global account 964K +12% 42K 0.27% Global content with no localization

7
Instagram Followers growth
Instagram followers growth from 01.06 to 31.08
0
10
20
30
40
Shiseido Estée Lauder LaNeige Shu Uemura Mac
Cosmetics
Dior MakeUp +
Cosmetics
Moroccanoil Aveda Kérastase
GrowthPercentage(%)
+10%
+14% +14%
+38%
+13%
+3% +3%
+12%
+16%

8
Brands mentions
298
70
37
1
347
66
142
4
133
187
2
216
846
10
53
3
172
0 3 0
0
100
200
300
400
500
600
700
800
900
1000
Shiseido Estee Lauder LaNeige Shu Uemura Mac
Cosmectics
Dior MakeUp +
Cosmetics
Moroccanoil Aveda Kerastase
Facebook Twitter Youtube
Quarterly brand mentions on other channels
*we visually limited the brand mentions to
1000, all brands above 1000 have their
precise number (expressedin ”K”
(thousands) in parenthesis.
(14K) (4K) (24K) (2K) (76K) (119K) (2K)

9
Account overview
Meltwater Quality Index
Medium engagement rate
Low True Reach
Top audience location
Audience age range 18 - 24
Most used hashtags #japanesebeauty #shiseidoskincare #jbeauty
Top product mentions Eyeliner, Lipsticks

10
Account overview
Medium True Reach
@esteelauderhk
@esteelauderkr
@esteelauderjapan
@esteelaudertw
Most used hashtags
#wearconfidence #purecolorenvy
#esteeambassador
Top product mention Lipsticks, Skincare

11
Account overview
Medium True Reach
@laneigehk
@laneigekr
@laneigetw
@laneigesg
Most used hashtags
#laneige #layeringlipbar #moisturetopower
#waterbank
Top product mention Lipsticks, Skincare, Moisturizer

12
Account overview
High engagement
High True Reach
Top audience location @shuumeuratw
Most used hashtags #shuuemuratw #植村秀
Top product mention Lipsticks, Foundation

13
Account overview
Medium True Reach
@maccosmeticshk
@maccosmeticsjapan
@maccosmeticskorea
@maccosmeticstaiwan
Most used hashtags #MACCosmetics #MAC
Top product mention Lipsticks, Foundation

14
Account overview
High true reach
@diorskincare
@diormakeup
Most used hashtags
#diorskincare #diormakeup #dioraddict
#diorprestige #diorforyouth
Top product mention Lipsticks, Skincare, Moisturizer

15
Account overview
Medium True Reach
@morrocanoil_kr
@morrocanoil_jp
@morrocanoil_tw
Most used hashtags #moroccanoil #ArganEveryDay
Top product mention Hair oil, Shampoo, Hair spray

16
Account overview
Meltwater Quality Index Medium engagement rate & true reach
@avedalkr
@avedajapan
@avedataiwan
@avedahongkong
@avedasingapore
Most used hashtags #aveda
Top product mention Shampoo, Conditioner, Hair Brush

17
Account overview
Low engagement rate
Low True Reach
Most used hashtags #Kerastase #HairCare #Pics
Top product mention Shampoo, Conditioner, Hair Mask

18
Accounts insights
Some brands are
now promoting male
grooming and make-
up.
Some brands
collaborate with
local influencers to
promote their
products. We also
found some global
content on local
accounts.
All accounts have stories highlights that are categorized by product type.
However, some accounts also add highlights that are non-related to beauty
products. For example, Shiseido shows highlights on “backstage” and art.
All local accounts are written in
the original language of the
account’s location. Global
accounts are always written in
English and some have
bilingual content. For example,
Laneige Korea’s account has
both English and Korean
languages.

19
Asia-wide trends
Colored eyeshadows: They are popular with
peachy hues look to achieve an overall natural,
healthy and smooth look. This is inspired by
the Korean makeup trend and is popular
across the whole Asia.
Flushed cheeks: This Korean makeup trend
claims to give a healthy-looking glow to the
skin by using a lotion blusher in pink or peach
colors. Shimmering cheeks are also starting to
become popular: rose-tinted blushes and soft
highlighters to fake a glow.
Milk Tea color: This color started being popular in Japan
and Singapore, initially appearing under the hashtag
#milkteahair. This new color has a multilayer with a
glossy, light brunette wash over it. For lips, this new tone
is bringing a warm and delicate milky pink to rose shades
(+mild orange) making the lips looking plump.

2
Beauty Trends per Location

21
Hong Kong Trends
Instagram as main channel
While Facebook remains as
one of their advertising
channels, some beauty brands
in Hong Kong are shifting their
social media activities to
Instagram only. For example,
M.A.C. Hong Kong is no longer
active on Facebook.
Employee social media activation
Brands are actively engaging their employees as
brand ambassadors. Employees at Shu Uemura
and M.A.C. own their working IG accounts for
promoting latest products and makeup style.
Male beauty trend
Similar to the US, male beauty,
makeup and skincare trends
are growing in Hong Kong.
Male influencers are arising
and creating awareness
among both female and male
audiences.
Milk Tea color
Influenced by Japan, milk tea
color lipstick and hair were
trending in Hong Kong. Subtle
and gentle looks were
commonly seen on influencers’
posts and videos.

22
Singapore Trends
Singaporean brands focus
their positioning on natural
cosmetics and skincare
products that are vegan-
friendly, cruelty-free and
organic.
Colored eyeshadow
are popular in
Singapore. It is common
to see peach tones, gold
and orange tones.
Male beauty influencer are
trending and are increasing in
popularity in Singapore.
Western makeup is the
most popular style
among Singaporeans.
However, we can still
find some bloggers with
K-beauty influence.

23
Taiwan Trends
Skincare is important to
Taiwanese. Sheet masks
for face are extremely
popular in Taiwan. Beauty
influencers often review
and promote skincare
products in their
channels.
Colored eyeshadow
are popular in Taiwan.
Peach tones, gold and
orange color
eyeshadows are
commonly used lately.
Milk tea and fruity color are trending in this quarter. For example, lipstick colors
like peach milk tea, raspberry and watermelon are highly used over the summer.
Taiwanese influencers
are highly influenced by
the Korean beauty
style. For example,
beauty influencers
create tutorials for Point
make-up.

24
Korea Trends
Popularized by K-pop boy bands and their makeup
routine, it has redefined men’s perception and
attitude towards beauty. Brands are beginning to
offer more and more gender-neutral makeup as
part of their lineup.
Recently we observe cross-
industry collaborations
among beauty influencers. For
example, a beauty influencer
collaborated with the
Industrial Bank of Korea(IBK)
to promote debit card. Beauty
influencers are recognized for
the ability to have higher
engagement and credibility
among their audience.
Point make-up is the most popular style among Koreans last summer. Influenced
by hot weather, natural skin and red lip such as hot pink, neon coral, tomato
red color are the trend.
The anti-pollution cosmetics
claims are not only appearing in
skincare products, but also in all
beauty related goods such as
shampoo, hair essence, cushion
compacts, etc.

25
Japan Trends
Contrasting colored eyeliners and
mascara is trending in Japan, e.g. Khaki
green eyeline + Navy blue mascara.
Living Coral (pantone
color of the year 2019) and
Mauve are the go-to color
in Japan this summer.
They are used in hair color,
accessories, clothes,
shoes, makeup…
Pearlescent elements is popular. Japan
brands are releasing eyeshadows,
lipsticks, foundation and blushes with
that flattering shimmer.
One of the trends is using bold colors like
yellow to highlight the eye area. They can
be applied on the eyelids as eyeshadows,
or at the corner of the eyes.

3
Final Takeaways

27
Final takeaways
Korean beauty remains the most
influential make-up style in Asia.
Male grooming market is
constantly growing. We observed
a rise of Male Skin care product
and gender-free Make-up.
Colorful eyeshadows were popular
last quarter. We regularly see
orange, gold and peach tones.
Interest in skincare is rising in Asia
and we observe constant innovation
of new products.
83% of Instagrammers say they discover
new products and services on Instagram.
This platform remains the top channel of
choice for the latest trend referral.
Followed by YouTube, that is the second-
most visited website in the world.

28
Best practices for your social media strategy
1. Leverage the most engaging formats
• Spend more effort in Stories format since 1 out of 4 of Millennials and Gen-Z looks for relevant Stories before purchasing products and services
• Live streaming also allows high exposure and save companies‘ time and cost without post-production
2. Enrich your social media story telling on top of product-centric content
• Share testimonials from clients and business partner to build up credibility
• Share employee content which reflects company culture
• Repost KOL content about your brand to introduce product information creatively
3. Focus on quality by reaching fans that are potential clients
• Utilize your ad budget wisely to target profiles that match with current customers, but not merely aiming for a certain number of people
• Define “quality”: people who visited your website; people who purchased your products online
• Set only one objective e.g. Engagement, Traffic, Conversion, etc. per ad campaign
4. Focus on retargeting the audience who already engaged with you organically
• Around 70% of the audience are more likely to convert when they are retargeted
• Import your customer email database into Facebook to easily create Custom Audience, and later on develop Lookalike Audience
5. Set concrete KPIs to clearly monitor the media value of your social media campaigns
• Monitor the cost per exposure, reach and impression of your social media campaigns
• Attach clear numerical values to every marketing decision to determine campaign efficiency. Hence, reducing costs and increasing ROI of new campaigns
6. Include your social media activities in your sales performance analysis
• Acknowledge that social media activities are a type of investment when evaluating the company’s sales performance. Since some of the Leads and Clients
might come from your social media Followers

30
Sources
https://beautybusinessjournal.com/the-changing-face-of-
male-beauty/ - Male beauty influence (Korea trends)
https://www.instagram.com/2.20_l/ - Asian beauty KOL (Asia
trends)
https://www.instagram.com/ravissant_hairstudio/ - Hair Salon
(Asia trends)
https://www.instagram.com/andathesea_/. – Singaporean
KOL (Singapore trends)
https://www.youtube.com/watch?v=yMiTrf04D60 – Western
make-up VS Asian make-up (Singapore trends)
https://www.instagram.com/p.charmingbeauty/ -
Singaporean Male make-up KOL (Singapore trends)
https://www.instagram.com/makeupxaly/ - Singaporean KOL
(Singapore trends)
https://www.instagram.com/mayaoo/ - Hong Kong Male KOL
(Hong Kong trends)
http://laka.co.kr/ - Korea gender-neutral makeup (Korea
trends)
https://www.instagram.com/arnodemuffin
/https://www.instagram.com/hyojinc_ - Natural skin and red
lip makeup (Korea trends)
https://www.instagram.com/risabae_art/ - Brand
collaboration (Korea trends)
https://www.instagram.com/makit_p - The anti-pollution
cosmetics (Korea trends)
https://www.timeout.com.hk/hong-kong/hk/健康及美容/不
輸女生的六位男性美妝-Youtuber - Male beauty youtuber
(Asia trends)
https://www.instagram.com/explore/tags/myartistcommuni
tyhk/ - Employee Social Media Activation(Hong Kong trends)
https://www.instagram.com/explore/tags/hkshugirls/ -
Employee Social Media Activation(Hong Kong trends)
https://www.instagram.com/p/BzuwXuPADy2/ – Milk tea
color beauty trend (Hong Kong trends)
https://pretty.presslogic.com/article/311796/胭脂都要跟上
奶茶色熱潮-必買3款人氣-杏橘奶茶胭脂-高cp值全部買下
也不心痛〜 – Milk tea color beauty trend (Hong Kong
trends)
https://www.instagram.com/maccosmeticshk/ - Instagram
as main channel (Hong Kong trends)
https://www.facebook.com/MACCosmeticsHongKong/-
Instagram as main channel (Hong Kong trends)
https://www.instagram.com/toofacedloveshongkong/ -
https://www.facebook.com/toofacedloveshongkong/ -
https://www.instagram.com/sennatural/ - Singaporean
Natural Make-Upbrand (Singapore trends)
https://www.instagram.com/p/B1_VbAAFTuc/ - Japanese
Eyeline and Mascara style (Japan trends)
https://www.instagram.com/p/BhIe2fRHj96/ - Living coral
(Japan trends)
https://salon.arine.jp/782dbd25f9/photos/434971 - Mauve hair
trend (Japan trends)
https://www.instagram.com/p/BxxPiitDFbm/?igshid=1n6nkzq
2nxzxs – Pearlescent (Japan trends)
https://www.instagram.com/ckck_banban/ - Bold colors
(Japan trends)
https://www.instagram.com/p/B1vza9_lNzI/ - Male Beauty
Trend (Final Takeaways)
https://www.instagram.com/p/B047uudBZRB/ -
Skincare Trend (Final Takeaways)
https://www.instagram.com/p/B0-V_FYgTK0/ -
Korea Beauty Influencer (Final Takeaways)
https://www.facebook.com/business/news/insights/how-
instagram-boosts-brands-and-drives-sales - Instagram
influence (Final Takeaways)
https://www.cisco.com/c/en/us/solutions/collateral/service-
provider/visual-networking-index-vni/white-paper-c11-
741490.html – YouTube Statistics (Final Takeaways)

DBL Quarterly Social Media Insights 2019 Q3-Beauty Industry

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