文本课件参考

-1000%0%1000%2000%3000%4000%5000%6000%7000%01,000,0002,000,0003,000,0004,000,0005,000,0006,000,000PCDGuerlainGivenchyFreshKenzoEstée

Lauder

Gi

ioArmaniChanelL'OccitaneLancômeSK-IILa

MerJurliqueClarinsSisley2017

Q22016

Q22017

Q2

vs.2016Q22The

beauty

industry

buzz

increased

by

87%.

L'Occitane,

Fresh,

Chanel

and

Givenchy

topped

thebrands

in

terms

ofbuzz

growth

rate.2017

Q22016

Q22017

Q2

vs.

2016

Q2

Growth

Rate14,034,3107,510,43487%BUZZ

FOR

LVMH

BRANDS

BUZZ

FOR

COMPETITOR

BRANDSData

base:2017

Q2

in

isentia

1-social

system.Q2

Comparison

–

Brand

Mention

Buzz

Overview-1000%0%1000%2000%3000%4000%5000%6000%7000%0200,000400,000600,000800,0001,000,0001,200,000PCDGuerlainGivenchyFreshKenzoEstée

LauderChanelL'OccitaneSK-IILancômeGi

io

ArmaniLa

MerJurliqueClarinsSisley2017

Q22016

Q22017Q2

vs.

2016Q23Excludingforum

ns,

the

beauty

industry

buzz

increased

by

125%.

L'Occitane,

Chanel,

Jurlique

and

Estée

Lauder

topped

the

brands

interms

of

buzz

growth

rate.2017

Q22016

Q22017

Q1

vs.

2016

Q1

Growth

Rate3,943,6961,754,805125%BUZZ

FOR

LVMH

BRANDSBUZZ

FOR

COMPETITOR

BRANDSData

base:

2017

Q2

in

isentia

1-social

system.Q1

Comparison

–

Brand

Mention

Buzz

Overview

–

Excl.

Forum

nPCDGuerlainFreshKenzoEstée

LauderGi io

ArmaniChanelL'OccitaneLancômeGivenchySK-IILaMerJurlique-1000%0%1000%Clarins2000%Sisley3000%5000%4000%6000%7000%01,000,0002,000,0003,000,000

4,000,0005,000,0006,000,000Avg.

BuzzAvg.

Growth

Rate%

(2017

Q2

vs

2016Q2)4Summary

on

Brand

Positioning

–

Growth

Rate

vs.

Buzz

YTDPCD

and

Estée

Lauder

performed

best

in

terms

of

buzz

volume,

while

L’Occitaneobtained

the

greatest

buzz

growth

rate.*Note:

The

center

point

represents

the

market

average.

Avg.

Buzz

=

801,136;

Avg.

Growth

Rate

=633%Lu

Han

was

announced

as

thespokes of

L'Occitane.orsement

by

Liu

Shishifor

Chanel;Forum ns

for

LE

BLANCForum ns

werethe

main

trigger

for

PCD.Products

included

Dior

Prestige,

Dior

Dreamskin,Dior

Addict

Lacquer

Stick,

J’adore,

among

others.ns

for

Nutritious,

DoubleWear

Cushion

BB,

Double

Wearfoundation

and

Envy

RougePCDGuerlainGivenchyFreshEstée

LauderChanelL'OccitaneSK-IILa

MerGi io

ArmaniJurliqueClarinsLancômeSisleyKenzo-1000%00%1000%2000%5000%4000%3000%6000%7000%200,000400,000600,000800,0001,000,0001,200,000Avg.

BuzzAvg.

Growth

Rate%

(2017

Q2

vs

2016Q2)5Summary

on

Brand

Positioning

–

Growth

Rate

vs.

Buzz

YTD

-

Excl.

Forum

nL’Occitane

and

Chanel

ranked

highest

in

buzz

volume

and

buzz

growth

rate.

Estée

Lauder

garnered

the

most

buzz

volume

but

its

buzz

growthrate

was

lower

tha

age.*Note:

The

center

point

represents

the

market

average.

Avg.

Buzz

=

249,495;

Avg.

Growth

Rate

=612%ns

for

Double

WearCushion

BBLu

Han

was

announced

as

thespokes of

L'Occitane.orsement

by

LiuShishi

for

Chanel4,000,0003,000,0002,000,0001,000,00005,000,0006,000,0007,000,000AprMayJunQuarterly

Major

Buzz

Driver

Overview2017

Q22016

Q2BeautyHighlightedDior

Hydra

Life,

Diorskin

ForeverPerfect

Cushion

and

Dior

J'adoreYSL

Rouge

Pur

Couture

and

YSL

InstantMoisture

GlowData

source:

isentia

luxury

social

mediadataDior

Prestige,

Dior

Dreamskin,

DiorAddict

Lacquer

Stick

and

Dior

J'adoreGuerlain

Abeille

RoyaleDior

Prestige,

Addict

Lacquer

Stick,Sauvage

perfumeEstée

Lauder

Double

Wear

Cushion

BBand

Envy

Rouge800,000600,000400,000200,00001,000,0001,200,0001,400,0001,600,0001,800,0002,000,000AprMayJunQuarterly

Major

Buzz

Driver

Overview2017

Q22016

Q2Beauty

Highlighted

–

Excl.

ForumnL’Occitane:

#

樱你而真#

featuringspokes Lu

HanData

source:

isentia

luxury

social

mediadataGuerlain

Abeille

Royale

featuringWang

ZiwenL’Occitane:

Announcement

of

thebrand’s

spokes Lu

HanEstée

Lauder

Double

Wear

Cushion

BB

withthe

hashtag#持久无暇少女颜#Givenchy

lipstick

with

hashtag

#

小粉唇最美##纪梵希唇膏

局#2016

Q2Ranking2017

Q2RankingGrowthBrand

NameUp

orDown1193%PCD42114%Estée

Lauder3311%Guerlain54160%Gi

ioArmani65927%Chanel1366,514%L'Occitane107457%Givenchy28-91%Lancôme89114%SK-II14101,190%FreshPoints:PCD:

Severalincludingns

helped

PCD

remain

on

the

top

ranking,ns

for

Dior

Prestige,

Addict

Lacquer

Stick,Sauvage

perfume,

Dreamskin,

J'adore,

Dior

Hydra

Life,

DiorskinForever

Perfect

Cushion.Estée

Lauder:

Estée

Lauder’s

rank

rose

mainly

because

of

forumand

Weibo

ns

for

Double

Wear

Cushion

BB

and

EnvyRouge.L’Occitane:

Lu

Han’s

endorsement

of

L’Occitane

propelledthebrand

to

obtain

the

highest

buzz

growth

rate.Fresh:

Fresh

benefitted

from

forum

ns

for

Rose

FaceMask.Chanel:

Chanel

had

a

significant

buzz

growth

rate

due

to

forumns

for

Le

Blanc

and

the

announcement

of

Liu

Shishi

as

thebrand’s

spokes

.Industry

Highlights

–

Beauty2016

Q1Ranking2017

Q1RankingGrowthBrand

NameUp

orDown41474.3%Estée

Lauder1257.1%PCD63709.7%Chanel1246,602.9%L'Occitane25-33.7%Guerlain56115.4%SK-II87280.8%Givenchy38-72.5%Lancôme79145.3%Gi

ioArmani91073.2%La

MerPoints:Excluding

forum

ns,

Estée

Lauder

topped

among

allbrands

in

terms

of

buzz,

mainly

contributedby

nscollaborated

with

celebrity

Mi.L’Occitane:

L’Occitane

recorded

a

notable

rise

in

rank

with

theannouncement

of

Lu

Han

as

the

spokes of

the

brand.Chanel:

Liu

Shishi’s

endorsement

has

driven

the

significant

buzzgrowth

rate.Givenchy:

The

buzz

growth

of

Givenchy

was

mainly

contributed

bythe

ns

f

ivenchy

Le

Rouge

Perfecto

featuring

Jiang

XinIndustry

Highlights

–

Beauty

–

Excl.

ForumnUV

Social

MarketNetizens’

Discussions11Dat riod

:

Q2

2017.

Data

base:

178,627Netizens’

Discussions

on

UVPurpose晒黑美白Texture清爽质地轻薄油腻Brand科颜氏资生堂安耐晒UsageOccasion夏天出门夏季工作Key

AttributesNetizens’

Perception

towards

Using

UVProtection

Products123.0%3.1%94.5%Netizens’

Discussions

on

UVGeneral

MentionsPreventing

Skin

DarkeningSkin

Damage

PreventionDat riod

:

Q2

2017.

Data

base:

63,727General

Mentions开心六月的夏天需要很多很多很多防晒Link

//Happy

summer

in

June,

a

lot

of

sunblock

isneeded.Preventing

Skin

Darkening不涂防晒霜，不打伞，会晒黑Link

//Without

sunblock

product

and

umbrella,

my

armswould

be

tanned.Skin

DamagePrevention以后碰海水，一定要抹防晒！不怕晒黑，就怕晒伤

Link

//Sunblock

is

a

must

when

going

to

the

beach

forsunburn

protection.In

general,

more

than

94%

of

netizens

mentioned

using

UV

protection

products

without

any

awareness

on

damage

caused

by

UV

rays.

Only3.0%

netizens

were

observed

to

have

knowledge

regarding

the

skin

damage

brought

by

UV,

which

indicated

that

brands

shouldaim

inincreasing

awareness

of

the

necessity

of

using

UV

protection

products.Skin

Cancer1.6%Dark

SpotNetizens’

Perception

towards

UV-SkinDamage13Dat riod

:

Q2

2017.Data

base:

1,914SunburnLight

Aging70.4%23.5%12.0%Sunburn

was

mostly

mentioned

on

discussionsrelated

to

skin

damage

brought

by

UVrays,

comprising

more

than

70%of

buzz.就是严重晒伤link

//The

result

of

having

no

UV

protection

was

sunburn.Sunburn:不做好防晒的Dark

Spot:看到一位

辈晒斑，忽然

问题的严重性以及防晒的重要性

Link

//

I

sawa

womanthatI

know

and

herface

was

full

of

dark

spots,

and

I

then

realized

the

importance

of

UV

protection.Photoaging:我深深的记住光老化对女人最大的

！防晒不容忽视

link

//

I

have

kept

in

mind

that

Photoaging

is

woman’sgreatest

killer,

so

don’t

ignore

UV

protection.Netizens’

Attitude

towards

UV

Protection

Product-

Good

QualityLight

and

non-greasy

and

skincare

function

were

mostly

associated

with

good

quality

UV

protection

products.20.0%15.0%10.0%5.0%0.0%25.0%30.0%35.0%40.0%Light

andnon-greasySkincare

FunctionNotDry/MoisturizingWater-proofLightLong

LastingStrong

UVProtection

PowerGood

FraganceSafeDat riod

:

Q2

2017.

Doverage:

Luxury

brands

which

covered35

brands

.

Data

base:

16,708防晒必不可少！清爽不油腻Link//

UV

protection

products

arenecessary

and

should

have

a

lightand

non-greasy.SKII防晒霜，富含美白精华液，防晒指数spf50+

Link

//SK-IIUV

product

containing

rich

whitening

essence

with

SPF

50+Netizens’

Attitude

towards

UV

Protection

Product-

Poor

QualityOn

referring

to

poor

quality

sunscreen

products,

white

cast

residue

was

mostly

mentioned

by

netizens,

followed

by

greasy

finish,ineffectiveand

non-absorbent.15.0%10.0%5.0%0.0%20.0%25.0%30.0%35.0%White

CastGreasy

FinishIneffectiveNon-absorbentCause

AcneHeavy

FinishAllergyExcessive

AlcoholContentHard

to

removeDat riod

:

Q2

2017.

Data

base:

4,528欧泊莱敏感肌的防晒泛白也太严重了吧，我弟说我脸和脖子是两个颜色Link//TheUVAupres

product

makes

my

face

looks

too

whiteafter

application.抹了防晒但是一整天都是油亮油亮的，于是我怀疑是不是新防晒太油了

Link

//My

face

looks

oily

all

the

day

after

Iapplied

my

UV

protection

product,

so

I

doubt

if

thiswascaused

by

my

new

UV

product

beingtoo

greasy.Netizens’

Perceptions

towards

UVBrand16Dat riod

:

Q2

2017.Product

ranking

was

based

on

Luxury

brands.

Data

base:

178,627

on

social

platform

and

20,854

on

ECKiehl’s

achieved

the

highest

buzz

volume

on

social

media

platform

mainly

because

a

number

of

KOLs

were

invited

to

promote

the

brand’sproducts.Shieseido

led

the

rank

on

EC,

followed

by

Laneige

and

Lancôme1,2481,6063,3643,471Estée

LauderSK-IIGi io

ArmaniChanelTop

Brand

Ranking

on

Social

Media

PlatformApril

to

June114Kiehl‘s

,067Shiseido

14,732CPB

6,089Kiehl’s

Ultra

Light

Daily

UVDefense:Laneige5,798A

number

of

KOLs

were

invited

byKiehl’s

to

promote

the

brand’sproducts.Lancôme5,566Dior4,548821091181394004186401,1382,6783,244SulwhasooKhiel’sCliniqueKiehl’sCPBEstee

LauderClarinsShiseidoLaneigeLancômeTop

Brand

Ranking

on

ECApril-JuneTop

Products ysis

on

ECShiseidoAnessaTriggers:Word

ofMouthLight

andnon-greasyWater

ProofStrong

UVprotectionpowerLaneigeSun

Block

AquaTriggers:Fast

AbsorptionLightFresh

finishNon-greasyLancômeUV

Expert

Aqua

GelTriggers:Light

andnon-greasyFresh

finishFastabsorptionWeak

Point:

ExpensiveWeak

Point:

Too

smallNo

oil

controlWeak

Point:

Excessivealcohol

contentNetizens

approved

of

products

with

light

texture.

Light

and

non-greasy

finish

were

the

key

concerns

of

consumers

when

purchasing

UVprotection

products.Dat riod

:

Q2

2017.Product

ranking

was

based

on

Luxury

brands.n

Collaborated

with

Celebrityand

Without

CelebrityBuzzOverview-Collaborated

with

Celebrities19Dat riod

:

Q2

2017.

Data

base:

3,891,514.

Data

from

Weibo.

The

ranking

is

according

to

the

total

buzzBrandTotal

BuzzCelebritySOVEstée

Lauder1,051,283Mi90.0%Kiehl‘s598,707Zhao

Youting0.3%Chanel564,495LiuShishi84.4%L'Occitane506,334Lu

Han98.3%Benefit309,297Zi13.1%Guerlain248,94262.2%&

Wang

ZiwenGivenchy210,753Jiang

Xin0.3%Dior128,758Angelababy

&

Huang

Xuan1.9%Lancôme104,273Zhou

Dongyu15.4%Fresh19,866Chen

Kun&

Tang

Yan53.3%BuzzOverview-Collaborated

with

Celebrities-450,000400,000350,000300,000250,000200,000150,000100,00050,000AprMayJunEstée

LauderChanelL'OccitaneGuerlainFreshDat riod

:

Q2

2017.

Data

base:

2,539,726.

Data

from

Weibo.MiLiuShishiLu

HanWang

ZiwenChen

KunL’Occitane

continued

its

uptrend

from

April

toJune

mainly

because

of

Lu

Han’s

endorsement

onMay.L’Occitane

XLu

HanSpokesand

SpecialPackageGuerlain

XWang

ZiwenLeveraged

thehot

TV

drama“Ode

to

Joy”Case

Study-L’Occitane

X

Lu

HanDat riod

:

Q2

2017.

Data

from

Weibo.L’Occitane

leveraged

the

popularity

of

celebrity

Lu

Han

topromote

the

brand’s

product

and

attracted

netizens’

attentions.AnnouncementofSpokes

LinkComments:

15,616Engagement:

64,433Layers:13Exposure:54,784KSpecial

Package

Linkof

LuHanLinkProductscap

for

the

productcardcosmetics

case

recyclable

bagkey

chain

notebookOnline

+

Offlinen

LinkTicket

for

Meeting

LuHan

linkOffline:

Buy

products

atthe

store

for

a

chance

towin

a

ticketOnline:Purchase

product

on

T-MallFollow

T-Mall

flagship

storePost

picture

or of

cube

onWeibo

with

official

hashtagFollowofficial

Weibo

account

andrepost

topic

on

Jun

30Follow

official

WeCh

count

ande

a

memberRepost:41,626Comments:

8,435Case

Study-Guerlain

X

Wang

ZiwenDat riod

:

Q2

2017.

Data

from

Weibo.n

wasThe

blind

advertising

of

Guerlain

that

leveraged

“Ode

to

Joy”

gained

positive

response

from

netizens,

as

they

deemed

that

the“funny”.

Anumber

of

product

placements

onthe

TV

drama

also

helped

Guerlain

gained

attention

from

netizens.Blind

Advertising:

Deemed

as

FunnyCircle

of

friendsof

each

characterin

theTV

drama“Ode

to

Joy”InterestingconversationsbetweencharactersThe“subtle”productappearance

ofGuerlainNetizens’

Feed

back虽然是

但还挺有意思！哈哈哈

Link

//

I

thought

that

the

adwas

really

funny.看到第六

的没忍住笑出声

Link

//

I

laughed

when

I

sawthe

6th

picture.就像是打开了一个世界。那就是《欢乐颂》，每个人形形色色，每那人都塑造得那么丰满Link

//It

is

just

like

in

anotherworld,that

is“Ode

to

Joy”.Everycharacter

seems

so

real

andvivid.Repost:32,092Comments:

19,781Broadcasting:

Behind-the-Scenesof

“Odeto

Joy”Broadcasting

on

T-Mall

LinkRight

timing:

during

therelease

time

of

“Ode

toJoy”Content:

Brand

publicity,with

behind-the-scenesfrom

the

TV

dramaRepost:12,357Comments:

3,192Visibility

of

Guerlain

product

in

the

TVdrama

LinkConversations

in

the

TV

dramaand

dynamic

pictures

wereshowed

to

attract

netizens

linkCase

Study-

WithoutCelebrities-SK-II《她最后去了相亲角》LinkThe was

about

anmiddle-aged

unmarriedwoman改写命运LinkChange

Destinyn

launched

by

SK-IIThe《人生不设限》Linkwas

about

womenembracing

themselveswithout

age

as

ahindranceYear

2016Year

2017s

were

about

the

challenges

that

these

women

hadSK-II

launched s

that

focused

on

females

who

were

around

30

years

old.

Theexperienced.

Thus

netizens

did

feel

the

same

with

what

the

deliveredTotal

buzz:30,202Case

Study-

Without

Celebrities-SK-II:

Netizens’

Discussions,

which

was

about

age

not

beingaNetizens

responded

positively

to

SK-II’s

new .

Netizens

also

agreed

on

the

message

ofthehindrance

to

achieve

dreams

or

accepting

oneself.RelatableAge

is

onlya

number,Live

for

yourselfAge

is

only

a

number,

and

life

has

nothing

todo

with

marriage“Great”

AdSo

different

from

other

adsConnotativeThe

ad

is

quite

goodAppendix2016

Q2

&

2017

Q2

Buzz

ComparisonPCDQ2

Buzz

Overview-500,0001,000,0001,500,0002,000,0002,500,000AprMayJunPCD

Q1

Buzz

Trend2016

Q22017

Q201,000,0002,000,0003,000,0004,000,0005,000,0006,000,000AprMayJunPCD

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs2016

Q2+93%2,500,0002,000,0001,500,0001,000,000500,0000AprMayJun2017

Q2

PCD

Buzz

TrendPCDEstée

LauderLancômeChanel0500,0001,000,0001,500,0002,000,0002,500,000AprMayJunPCD

Q2

Buzz

Trend2016

Q22017

Q21,000,000900,000800,000700,000600,000500,000400,000300,000200,000100,0000AprMayJunLancôme

Q2

Buzz

Trend2016

Q22017

Q2Q2

Buzz

Overview0200,000400,000600,000800,0001,000,0001,200,000AprMayJunEstée

Lauder

Q2

BuzzTrend2016

Q22017

Q2Avg.

in

2017Q2:

607,388Avg.

in

2017Q2:

53,4000100,000200,000300,000400,000500,000600,000700,000AprMayJunChanel

Q2

Buzz

Trend2016

Q22017

Q2Avg.

in

2017Q2:1,633,059Avg.

in

2017Q2:

402,64001,000,0002,000,0003,000,0004,000,0005,000,0006,000,000AprMayJunPCD

Q2

Cum

Buzz

Trend2016

Q22017

Q2Q2

Buzz

Overview2,000,0001,800,0001,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayJunEstée

Lauder

Q2

Cum

Buzz

Trend2016

Q22017

Q22,000,0001,800,0001,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayJunLancôme

Q2

Cum

Buzz

Trend2016

Q22017

Q20200,000400,000600,000800,0001,000,0001,200,0001,400,000AprMayJunChanel

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs

2016

Q2+114%Growth

rate2017

Q2

vs2016

Q2-91%Growth

rate2017

Q2vs

2016

Q2+927%Growth

rate2017

Q2

vs2016

Q2+93%Guerlain1,800,0001,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayJunGuerlain

Q2

Cum

Buzz

Trend2016

Q22017

Q2Q2

Buzz

Overview1,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayEstée

LauderJun2017

Q2

Guerlain

Buzz

TrendGuerlainLancômeClarins1,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayJunGuerlain

Q2

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs

2016

Q2+11%9,0008,0007,0006,0005,0004,0003,0002,0001,0000AprMayJunClarins

Q2

BuzzTrend2016

Q22017

Q2Q2

Buzz

OverviewAvg.

in

2017

Q2:

6,684Guerlain

Q2

Buzz

Trend2016

Q22017

Q2Avg.

in

2017Q2:

519,6331,600,0001,300,0001,400,0001,100,0001,200,000900,0001,000,000700,000800,000500,000600,000300,000400,000100,000200,000-100,0000AprMayJun1,000,000900,000800,000700,000600,000500,000400,000300,000200,000100,0000AprMayJunLancôme

Q2

Buzz

Trend2016

Q22017

Q21,500,000AprMayJunEstée

Lauder

Q2

BuzzTrend2016

Q22017

Q2Avg.

in

2017Q2:

607,388Avg.

in

2017

Q2:53,400Guerlain

Q2

Cum

Buzz

TrendApr

May

Jun2016

Q2 2017Q205,00010,00015,00020,00025,000AprMayJunClarins

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs2016

Q2-4%Q2

Buzz

OverviewGrowth

rate2017

Q1

vs2016

Q1+11%2,000,0001,800,0001,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000180000016000001400000120000010000008000006000004000002000000

AprMayJunEstée

Lauder

Q2

Cum

Buzz

Trend2016

Q22017

Q22,000,0001,800,0001,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayJunLancôme

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs

2016

Q2+114%Growth

rate2017

Q2

vs2016

Q2-91%GivenchyQ2

Buzz

Overview25000002000000150000010000005000000AprMayJun2017

Q2

Givenchy

Buzz

TrendGivenchyPCDEstée

LauderChanel020000400006000080000100000120000AprMayJunGivenchy

Q2

Buzz

Trend2016

Q22017

Q2200,000180,000160,000140,000120,000100,00080,00060,00040,00020,0000AprMayJunGivenchy

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs2016

Q2+457%Q2

Buzz

Overview020,00040,00060,00080,000100,000120,000AprMayJunGivenchy

Q2

Buzz

Trend2016

Q22017

Q2Avg.

in

2017

Q1:60,094-1,000,000900,000800,000700,000600,000500,000400,000300,000200,000100,000AprMayJunLancôme

Q2

Buzz

Trend2016

Q22017

Q21,500,0001,300,0001,100,000900,000700,000500,000300,000100,000(100,000)AprMayJunEstée

Lauder

Q2

BuzzTrend2016

Q22017

Q2Avg.

in

2017

Q2:

607,388Avg.

in

2017Q2:53,400-100,000200,000300,000400,000500,000600,000700,000AprMayJunChanel

Q2

Buzz

Trend2016

Q22017

Q2Avg.

in

2017Q2:

402,640Q2

Buzz

Overview2,000,0001,800,0001,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayJunEstée

Lauder

Q1

Cum

BuzzTrend2016

Q22017

Q22,000,0001,800,0001,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayJunLancôme

Q2

Cum

Buzz

Trend2016

Q22017

Q20200,000400,000600,000800,0001,000,0001,200,0001,400,000AprMayJunChanel

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs2016

Q2+114%Growth

rate2017

Q2

vs2016

Q2-91%Growth

rate2017

Q2vs

2016

Q2+927%200,000180,000160,000140,000120,000100,00080,00060,00040,00020,0000AprMayJunGivenchy

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs

2016

Q2+457%KenzoQ2

Buzz

Overview25000002000000150000010000005000000AprMayJun2017

Q2

Kenzo

YTD

BuzzTrendKenzoGuerlaiDChanel10009008007006005004003002001000AprMayJunKenzo

Q2

Buzz

Trend2016

Q22017

Q205001,0001,5002,0002,500AprMayJunKenzo

Q2

Cum

Buzz

Trend2016

Q22017

Q1Growth

rate2017

Q2

vs

2016

Q2-43%1,0009008007006005004003002001000AprMayJunKenzo

Q2

Buzz

Trend2016

Q22017

Q2Q2

Buzz

OverviewAvg.

in

2017Q2:

4221,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000AprMayJunGuerlain

Q2

Buzz

Trend2016

Q22017

Q2Avg.

in

2017

Q2:

519,6330500,0001,000,0001,500,0002,000,0002,500,000AprMayJunPCD

Q2

Buzz

Trend2016

Q22017

Q2Avg.

in

2017

Q2:

53,400-100,000200,000300,000400,000500,000600,000700,000AprMayJunChanel

Q2

Buzz

Trend2016

Q22017

Q2Avg.

in

2017Q2:

402,64005001,0001,5002,0002,500AprMayJunKenzo

Q2

Cum

Buzz

Trend2016

Q22017

Q1Growth

rate2017

Q2

vs

2016

Q2-43%YTD

Buzz

Overview180000016000001400000120000010000008000006000004000002000000

Apr

May

JunGuerlain

Q2

Cum

Buzz

Trend2016

Q2 2017Q2Growth

rate2017

Q1

vs2016

Q1+11%01,000,0002,000,0006,000,000+93%1,400,0005,000,0001,200,0004,000,0001,000,0003,000,000800,000600,000AprMayJunPCD

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2

vs2016

Q20200,000400,000AprMayJunChanel

Q2

Cum

Buzz

Trend2016

Q22017

Q2Growth

rate2017

Q2vs

2016

Q2+927%Methodology

and

GlossaryMETHODOLOGY

&

DIER

43minute.Once

SMAs

are

done

checking

the

posts

for

relevancy

and

sentiment,

Social

MediaResearch

ysts

(SMRAs)

go

into

1-Social

to

check

for

trends

and

gather

insightsthat

would

be

relevant

to

the

client

to

produce

the

reports.Social

Media

Consultants

(SMCs)

work

closely

with

clients

to

determine

whatneeds

to

be

monitored,

how

best

to

t

and

to

ensure

the

deliverables

andreports

meet

the

clients’

objectives.MethodologyThe

social

media

ysis

is

based

on

keywords

and

channels

identified

by

SocialMedia

Consultant.

Relevant

data

such

as

author,

content,

date

of

content

andinfluence

of

author,

is

extracted

from

forums,

blogs,

news,

reviews,

Q&A,

Microblogs,

public

pages

on

Social

Network