We are proud to be launching a new series of syndicated reports which cover industries, topics and provide invaluable insights into China’s social media as applied to brands and products. While a useful tool for any brand or industry operating in the Chinese market, these reports are a must-have for those contemplating a China market entry. Welcome to contact us for the full report and more details, email: report@cicdata.com

1. Vol. 2010 IWOMCATEGORY OVERVIEW 2010年更新版 行业网络口碑概览 SKIN CARE IWOM INSIGHT An IWOM Category Overview Report focused on Skin care in China: your guide to Skin care consumer insight and digital intelligence from Internet Word of Mouth (IWOM) © 2010 CIC

3. Consumer INSIGHT from Product Talk

4. Digital Expression culture for Marketing INSPIRATION

5. Social Media Application and E-community ENGAGEMENT

6. Case sharing of Digital Marketing EXECUTION

7. Brand IWOM Reputation EVALUATIONPart Three: CIC IWOM Research Methodology Appendix: About CIC

8. 6 AREAS OF IWOM INSIGHT 营销管理需要研究，分析，借鉴网络口碑和网络社区文化 Reshaping the Relationship between Brands and Consumers 激发营销创意 参与网络社区互动 Marketing team / advertising agency Digital PR/ Digital / Media agency 消费者研究与产品反馈 营销活动执行与反馈 Consumer insight / Marketing research/R&D Marketing dept./ Digital marketing agency Business intelligence / Strategy planning PR / Brand team 品牌网络声誉评估 行业与竞争情报分析

10. What makes them popular?

11. What fuels the buzz?

13. Frequency: Low

15. Frequency: High

17. Frequency: High

18. Buzz Volume: BigOrganization Individual Amateurs Note: the bigger the circle, the higher the visibility/ buzz volume. Relationship-driven

19. IWOM HEALTH OF SKINCARE BRANDS – IWOM HEALTH MATRIX II The top 3 brands saw an increase in reputation in the 2nd half of the year compared with the 1st half, while both Clinique’s buzz volume dropped in the second half of 2009. High Ⅰ Ⅱ Estee Lauder Reputation (NSR) Lancôme AVG No. of posts2nd half year 2009 Clinique No. of posts1st half year 2009 Ⅳ Ⅲ Awareness: Buzz Volume Low High Data Source: Data Source: CIC Cosmetics IWOM Practice Data Panel Data Base: Total brand related posts= 2,137,271 Notes: The AVG(average) point is located by the mean value during 2nd half of 2009

21. Who’s talking about the competition?

22. Who leads them into discussion and how?

25. Community members here tend to be more price-sensitive Shopping, brand clubs and emotional stories enjoyed great popularity on Sohu Women BBS

27. What determines a campaign’s success?