社交媒体上的美容品牌市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSBeautybrandsonsocialmediaCHAPTER

01OverviewofthebeautyindustryRevenueoftheleading10beautymanufacturersworldwidein2022(inbillionU.S.dollars)Revenueoftheleading10beautymanufacturersworldwide2022RevenueinbillionU.S.dollars051015202530354045L'OréalUnilever*40.3125.11TheEstéeLauderCos.*Procter&GambleCo.*Shiseido*16.414.48.198.137.24LVMHMoetHennessyLouisVuitton*Beiersdorf*Chanel*7.057.05Natura&CoCoty*5.34Description:Thisstatisticshowstherevenueoftheleading10beautymanufacturersworldwidein2022,rankedbasedonbeautysalesof2022.Inthatyear,L'Oréalwasthetop-rankedglobalbeautymanufacturerwitharevenuethatamountedtoabout40.3billionU.S.dollars.ReadmoreNote(s):Worldwide;2022;Basedonbeautysalesin2022;*Thesourcespecifiesthatthefiguresareestimates.ReadmoreSource(s):Women'sWearDailyRevenueoftheprestigecosmetics&fragrancesindustryworldwidein2023,bysegment(inbillionU.S.dollars)Globalrevenueoftheprestigecosmetics&fragrancesindustry2023,bysegment3027.8926.525201510516.920PrestigeSkinCarePrestigeCosmeticsPrestigeFragrances5Description:Concerningthethreeselectedsegments,thesegmentPrestigeSkinCarehasthelargestrevenuewith27.89billionU.S.dollars.Contrastingly,PrestigeFragrancesisrankedlast,with16.92billionU.S.dollars.Theirdifference,comparedtoPrestigeSkinCare,liesat10.97billionU.S.dollars.ReadmoreNote(s):WorldwideSource(s):Compoundannualgrowthrate(CAGR)ofselectedbeautyproductcategoriesbetween2022and2027,byregionCAGRofselectedbeautyproductcategories2022-2027,byregionAsia-Pacific

excluding

ChinaChina19%10%7%North

AmericaWesternFragranceColorcosmeticsHaircareSkincareTotal12%6%4%7%7%6%6%7%6%6%7%8%6Description:Thesourceforecastthat,between2022and2027,thefragrancesectorinChinawouldgrowatacompoundannualgrowthrate(CAGR)of11.6percent.Meanwhile,thehaircareandskincaresectors'CAGRintheMiddleEastandAfricaregionwasprojectedtoreach12percent.ReadmoreNote(s):Worldwide;April2023;forecastSource(s):Euromonitor;McKinsey&Company;TheBusinessofFashionNumberofcelebritybeautybrandslaunchesgloballyfrom2007to2022Numberofcelebritybeautybrandslaunchesglobally2007-2022252320151051312854443222111102007200820092010201120122013201420152016201720182019202020212022Year7Description:In2021,atotalof23newcelebritybeautybrandswerelaunched.Thisisthehighestfigureregisteredoverthedisplayedtimeperiod.In2007therewereonly2launches.In2022,around13newcelebritybrandswerelaunchedintheglobalbeautymarket,asofNovember.ReadmoreNote(s):Worldwide;2007to2022Source(s):MintoiroNumberofcelebritybeautybrandslaunchesgloballyfrom2007to2022,byactivitystatusNumberofcelebritybeautybrandslaunchesgloballybyactivitystatus2007-2022StillactiveClosed25201510523131283333222221111111102007200820092010201120122013201420152016201720182019202020212022Year8/statistics/1372847/celebrity-beauty-brands-launches-globally-by-activity-statusAsofNovember2022,around13newcelebritybeautybrandshadbeenlaunchedworldwideinthatyear.Thiswasanotableincreasecomparedtotenyearsbefore,whenthisfigureamountedto3,ofwhichonebrandiscurrentlynotactiveanymore.ReadmoreNote(s):Worldwide;2007to2022Source(s):MintoiroNumberoffollowersofinfluencersinselectedcountriesworldwideasofNovember2023(in1,000s)Numberoffollowersofbeautyinfluencersworldwide2023,bycountryInstagramYouTubeTikTok1,8001,6001,4001,2001,0008001,556.91593.41559.84539.04600434.68Brazil419.08396.94400305.6323.49

323.49315.94300.45202.46France150.68200122.570UnitedStatesUnitedKingdomCreatorCanada9Description:AsofNovember2023,TikTokwastheinfluencerplatformintheUnitedStatedthatcateredtothemostbeautyinfluencerfollowers-over1.5million.IntheUnitedKingdombothInstagramandYouTubehadthesameamountofbeautyinfluencerfollowers-323thousands.Meanwhile,inBrazil,YouTubewastheleadingbeautyinfluencerplatform,withover434thousandfollowersforthecategory.ReadmoreNote(s):Worldwide,Brazil,Canada,France,UnitedKingdom,UnitedStates;November2023Source(s):InfluencerMarketingHub;UpfluenceMediawithtoomuchadvertisingaccordingtomarketersworldwideasofOctober2023Mediawithtoomuchadvertisingaccordingtomarketersworldwide2023Shareofrespondents15%

20%0%5%10%25%30%35%35%TVSocialmediaOnlinevideoRadio31%24%24%23%22%21%OnlinedisplayPrintCinemaPodcasts16%Outdoor13%10Description:DuringasurveyamongadvertisingandmarketingprofessionalsfromAustralia,Canada,Singapore,theUnitedKingdom,andtheUnitedStatesthroughoutSeptemberandOctober2023,morethanone-third(or35percent)ofrespondentssaidtherewastoomuchadvertisingonTV.Socialmediarankedsecond,mentionedby31percentofinterviewees.Meanwhile,lessthan20percentofrespondingmarketerscitedpodcastsandout-of-home(OOH)media.

ReadmoreNote(s):Worldwide;SeptemberandOctober2023;500respondents;18yearsandolder;amongadvertisingandmarketingprofessionalsfromAustralia,Canada,Singapore,theUnitedKingdom,andtheUnitedStatesSource(s):Acast;Attest;MarketingChartsCHAPTER

02LeadingbeautybrandsLeadingbeautybrandsworldwidein2ndhalf2022,byMediaImpactValue(MIV)(inmillionU.S.dollars)Leadingbeautybrandsworldwide2022,byMediaImpactValueValueinmillionU.S.dollars200

250

300050100150350400450441500497550DiorLancôme425L'OréalParisMACCosmeticsChanel386367Shiseido254247236CharlotteTilburyEstéeLauderMaybellineNARS22122012Description:Inthesecondhalfof2022,DiorhadthehighestMediaImpactValue(MIV)amongbeautybrandsworldwide,with497millionU.S.dollars.MediaImpactValueisanestimatedvalueofallposts,interactions,orarticlesacrossalltraditionalanddigitalmedia,includingcelebrities,influencers,andpartners.ReadmoreNote(s):Worldwide;H22022Source(s):LaunchmetricsBeautybrandswithfastestgrowingMediaImpactValue(IMV)worldwidein2ndhalf2022LeadingbeautybrandsworldwideH22022,byMIVgrowthrateGrowthratevs.H22021150%

200%0%50%100%250%300%350%400%Viktor+RolfAmorePacificEscada358%308%204%Framar156%155%UOMABeautyWycon128%TrueBotanicalsCocoEve108%88%87%BeautyBioLunaSol77%13Description:Inthesecondhalfof2022,Viktor&RolfrecordedaMediaImpactValuegrowthrateof358percentcomparedtothesecondhalfof2021.Thiswasthehighestgrowthrateamongbeautybrandsrecordedinthatperiod.MediaImpactValueisanestimatedvalueofallposts,interactions,orarticlesacrossalltraditionalanddigitalmedia,includingcelebrities,influencers,andpartners.ReadmoreNote(s):Worldwide;H22022Source(s):LaunchmetricsDistributionofinfluencerMediaImpactValue(MIV)ofthebeautyindustryworldwidein2ndhalf2022,byinfluencertierBeautyinfluencerMediaImpactValueworldwide2022,bytierMicro7.7%Mid-tier21%All-star45.0%Mega25.8%14Description:Inthesecondhalfof2022,micro-influencersaccountedfor7.7percentoftheinfluencerMediaImpactValue(MIV®)ofthebeautyindustry.MediaImpactValueisanestimatedvalueofallposts,interactions,orarticlesacrossalltraditionalanddigitalmedia,includingcelebrities,influencers,andpartners.ReadmoreNote(s):Worldwide;H22022Source(s):LaunchmetricsInfluencerbeautycontentcategories'annualgrowthrateintheUnitedStatesin2023,bycontenttypeInfluencerbeautycontent'sannualgrowthintheU.S.2023,bycontenttypeMake-upSkincareHaircareFragrance90%84%82%80%70%60%50%56%56%55%47%45%43%40%30%20%10%0%36%30%28%26%22%19%16%16%13%13%13%2%MentionsActivatedinfluencersEngagementsVideoviewsVITscore*15Description:Theinfluencerbeautycontentofthecategoryskincarehadthebiggestannualgrowthintermsofvideoviews-82percentin2023.Fragrance,anotherbeautycontentcategory,alsogrewthemostinthevideoviewscategory-with84percent.

ReadmoreNote(s):UnitedStates;JanuarytoSeptember2023;analyzedcontentfrom118K+beautyinfluencersbasedintheU.S.;*TheVITscorestandsforVisibilityImpactandTrustandisametriccreatedbyTraackrtomeasurebrandvitality.VITmeasures[...]

ReadmoreSource(s):ProfessionalBeauty;TraackrMediaImpactValue(MIV)ofanaveragebeautybrandworldwidein2ndhalf2022,bycountry/region(in1,000U.S.dollars)MediaImpactValueofabeautybrandworldwideH22022,byregion65.154.5432103.72.4ChinaAmericasEurope,theMiddleEast,andAfricaAsiaPacific16Description:Inthesecondhalfof2022,anaveragebeautybrandfromChinahadaMediaImpactValue(MIV®)of5.1thousandU.S.dollars.Thisisanestimatedvalueofallposts,interactions,orarticlesacrossalltraditionalanddigitalmedia,includingcelebrities,influencers,andpartners.BrandsfromtheAmericasregionrankedsecond,withanaverageMIVof4.5thousanddollars.ReadmoreNote(s):Worldwide;H22022Source(s):LaunchmetricsMediaImpactValue(MIV)ofthebeautyindustryworldwidein2ndhalf2022,bycountry/region(inbillionU.S.dollars)BeautyindustryMediaImpactValueworldwideH22022,byregion3.53.23.233.02.52.01.51.00.50.01.7ChinaAmericasEurope,theMiddleEast,andAfricaAsiaPacific17Description:Inthesecondhalfof2022,thebeautyindustryinChinaandtheAmericasgeneratedthehighestMediaImpactValue(MIV®),with3.2billionU.S.dollars.Thisisanestimatedvalueofallposts,interactions,orarticlesacrossalltraditionalanddigitalmedia,includingcelebrities,influencers,andpartners.ReadmoreNote(s):Worldwide;H22022Source(s):LaunchmetricsOnlinemarketplacesappearingthemostwhensearchingforbeautybrandsonGoogleworldwidein2023OnlinemarketplacesdominatingbeautybrandsearchesonGoogleworldwide202320%18%16%14%12%10%8%19%11%10%6%6%4%2%0%LookFantasticAmazonSephoraeBay18Description:Ananalysiswasconductedin2023onthemostcommonlyappearingonlinemarketplacesforbeautybrandsearchesonGoogle.Lookfantastichadthehighestsearchvisibility,appearing19percentofthetimeamongthefirstfivesearchresults.Amazonrankedsecond,with11percent,followedbySephoraat10percent.ReadmoreNote(s):Worldwide;February2023Source(s):InternetRetailing;RetailXRankingofleadingcelebritybeautybrandsworldwidein2022,bysustainabilityscoreRankingofleadingcelebritybeautybrandsworldwidebysustainabilityscore2022Sustainabilityscore0246810121416181820HonestBeauty(JessicaAlba)RareBeauty(SelenaGomez)FentyBeauty(Rihanna)1716r.e.m.Beauty(ArianaGrande)HausLabs(LadyGaga)1311AboutFace(Halsey)10FlorencebyMills(MillieBobbyBrown)FlowerBeauty(DrewBarrymore)ItemBeauty(AddisonRae)KylieCosmetics(KylieJenner)987519Description:In2022,HonestBeautybyJessicaAlbarankedfirstasmostsustainablecelebritybeautybrands,withascoreof18outof20,basedonfactorslikewaste,packaging,andingredients.RareBeautybySelenaGomezandFentyBeautybyRihannafollowed.withscoresof17and16,respectively.ReadmoreNote(s):Worldwide;2022Source(s):BrightlyCHAPTER

03BrandedbeautyonInstagramLeadingbeautybrandsrankedbynumberofInstagramfollowersasofMarch2022(inmillions)Instagram:most-followedbeautybrands2022NumberofInstagramfollowersinmillions10

1505202530KylieCosmeticsAnastasiaBeverlyHillsBenefitCosmeticsUSNARSCosmeticsUltaBeauty25.3720.0110.177.966.84BathBodyWorksKKWBEAUTY5.754.45beccacosmeticsVult43.753.18PatMcGrath21Description:AsofMarch2022,KylieCosmeticswasrankedfirstasthemostpopularbeautybrandonInstagramwithover25millionfollowers,andAnastasiaBeverlyHillsrankedsecondwith20million.Instagramisapopularsocialnetworkforbrandstoconnectwithdigitalaudiences,andbeautybrandshavebeenmakinginroadsontheplatformduetoitsvisualfocusandstrongpresenceofsocialmediainfluencers.ReadmoreNote(s):Worldwide;March2022;rankedincategory"LifestyleServices"and"PersonalGoods&GeneralMerchandiseStores",widerindustrymetricsmayvarySource(s):TrackalyticsDistributionofviewersofpostsrelatingtoselectedbeautybrandsonInstagramworldwidebetweenJanuaryandSeptember2023,bybrandMost-viewedbeautybrandsonInstagram2023#benefitcosmetics7.3%#toofaced8.5%#hudabeauty39.0%#fentybeauty11.8%#anastasiabeverlyhills14.4%#rarebeauty18.5%22Description:BetweenJanuaryandSeptember2023,nearly40percentofInstagramviewersofallpostsrelatingtothesixpresentedbeatybrandssawpostsrelatingtoHudaBeauty.ItisabrandlaunchedbyHudaKattan-anIraqibeautybloggerandmake-upartist.SelenaGomez'RareBeautyfollowed,with18.5percentofviewers.ReadmoreNote(s):Worldwide;January1toSeptember30,2023;postsrelatingtoAnastasiaBeverlyHills,BenefitCosmetics,FentyBeauty,HudaBeauty,RareBeauty,andTooFacedonlySource(s):SocialinsiderDistributionofviewersofpostsrelatingtoselectedbeautyretailersonInstagramworldwidebetweenJanuaryandSeptember2023,byretailerMost-viewedbeautyretailersonInstagram2023#douglas1%#ultabeauty10.6%#sephora88.4%23Description:BetweenJanuaryandSeptember2023,morethan88percentofInstagramviewersofallpostsrelatingtothethreepresentedbeautyretailerssawpostsrelatingtoSephora.ItisaFrenchbeautyretailerfoundedin1969inParis.UltaBeauty-Illinois-basedbeautyretailerfoundedin1990-followedsecond,with10.6percentofviewers.ReadmoreNote(s):Worldwide;January1toSeptember30,2023Source(s):SocialinsiderInstagramMediaImpactValue(MIV)offashion,lifestyle,andbeauty(FLB)brandsworldwidein1sthalf2023,bysubsector(inbillionU.S.dollars)InstagramMediaImpactValueoffashion,lifestyle,andbeautybrandsworldwide2023108.798765432103.81.61.41.4FashionBeautyRetailSportswearJewelry&watches24Description:Inthefirsthalfof2023,themediaimpactvalue(MIV)offashionbrandsonInstagramstoodat8.7billionU.S.dollars.Thiswasthehighestvalueamongthefashion,lifestyle,andbeauty(FLB)subsectorspresented.Beautyfollowedwith3.8billionU.S.dollarsinMIV.ReadmoreNote(s):Worldwide;JanuarytoJune2023;*MediaImpactValue™(MIV®*):Allowsbrandstoassignamonetaryvaluetoeverypost,interactionorarticletomeasureitsimpactandidentifycontributionstobrandperformanceacrossVoices,[...]

ReadmoreSource(s):LaunchmetricsNumberofmediaplacementsoffashion,lifestyle,andbeauty(FLB)brandsonInstagramworldwidein1sthalf2023,bysubsector(in1,000s)NumberofFLBmediaplacementsonInstagramworldwide2023,bysubsector1,2001,1001,0008006004002000715189158FashionBeautyJewelry&watchesSports25/statistics/1422252/media-placements-flbInthefirsthalfof2023,fashionbrandsattracted1.1millionmediaplacementsonInstagram.Thatisthehighestnumberamongthefashion,lifestyle,andbeauty(FLB)subsectorspresented.Beautyfollowedwith715thousandmediaplacements.

ReadmoreNote(s):Worldwide;JanuarytoJune2023Source(s):LaunchmetricsShareoffashion,lifestyle,andbeautybrands(FLB)ownedmediaandinfluencercontentonInstagramworldwidein1sthalf2023,bysubsectorFLBbrandsonInstagram:influencervs.ownedmediapostsworldwide2023InfluencersOwnedmedia41%45%40%35%30%25%20%15%10%5%35%34%27%25%25%23%21%0%Jewelry&watchesSportsBeautyFashion26Description:Inthefirsthalfof2023,35percentofInstagramcontentreferringtofashionbrandswaspostedbyinfluencerswhereas25percentwaspostedbythebrandsthemselves.Theremaining40percentbelongedtocelebrities,media,andpartners.Forbeatybrands,thesharesstoodat41percentvs.23percent.ReadmoreNote(s):Worldwide;JanuarytoJune2023Source(s):LaunchmetricsLeadingfashion,lifestyle,andbeauty(FLB)brandsonInstagramworldwidein1sthalf2023,byMediImpactValue(inmillionU.S.dollars)Leadingfashion,lifestyle,andbeautybrandsonInstagram2023,byMIVMIVinmillionUSD0100200300400500600700800900DiorLouisVuittonChanelFashionNovaNike782.1554.6515.3508499.1AdidasSheinGucci432.3422.8410.1PradaZaraSaintLaurentSephoraTiffany&Co.371.7367.2344.7311.3240.827Description:Inthefirsthalfof2023,Diorwasthefashion,lifestyle,andbeauty(FLB)brandwithhighestMediaImpactValue(MIV)onInstagram,withmorethan782millionU.S.dollars.LouisVuittonrankedsecond,withnearly55million.Chanelroundedupthetopthree,with515million.ReadmoreNote(s):Worldwide;JanuarytoJune2023Source(s):LaunchmetricsLeadingvoicesonInstagramforthefashion,lifestyle,andbeauty(FLB)retailsectoronInstagramworldwidein1sthalf2023,byMediaImpactValue(MIV)(inmillionU.S.dollars)LeadingvoicesonInstagramforFLBretailworldwide2023,byMIV86.9765432106.23.3Stephanie(_stephjc)KendallJennerTrendmoodUS28Description:Inthefirsthalfof2023,StephanieCollier's(_stephjc)influencercontentwastheleadingvoiceonInstagramforthefashion,lifestyle,andbeauty(FLB)retailsectorintermsofmediaimpactvalue(MIV),with6.9millionU.S.dollars.ShewasfollowedbyKendallJenner'sinfluencercontent,with6.2millionU.S.dollarsinMIV.ReadmoreNote(s):Worldwide;JanuarytoJune2023Source(s):LaunchmetricsLeadingbeautyInfluencersonInstagramintheUnitedStatesasofJune2023,byengagementrateInstagram:leadingU.S.beautyinfluencers2023,byengagementrateEngagementrate6%

8%0%2%4%10%12%14%16%18%20%Tini@tinireneeeeLegna@fuentes_legna18.03%14%Caitlin@curlsbythedozen12.72%12.33%11.72%10.83%JaiSpell@officialjaionaEmilyPClarke@emilypaigeclarke_Jasmine@jmornae__MaKaylaMaShelle@makaylamashelleShaelamarchae@shaelamarchaeNadiaReid@anadiarynaeeTemela@_justemela_8.37%8.29%8.2%6.94%6.38%6.02%6.01%TayJ.Covington@tayj_covingtonMcKenzie@kenzie_kenz1AliFlanders@ali.flanders29Description:AsofJune2023,beautyinfluencerTini(@tinireneeee)hadanInstagramengagementrateof18.03percent,makinghertheleadingbeautyinfluencerintheUnitedStates.Legna(@fuentes_legna)andCaitlin(@curlsbythedozen)hadengagementratesof14percentand12.72percentonInstagram,respectively.ReadmoreNote(s):UnitedStates;January1toJune14,2023Source(s):Affable.aiInstagramMediaImpactValueoffashion,lifestyle,andbeauty(FLB)sectorcontentworldwidein1sthalf2023,byregion(inbillionU.S.dollars)FLBInstagramMediaImpactValueworldwide2023,byregion87.1766.15432103.6AmericasEurope,theMiddleEast,andAfricaAsia-Pacific30/statistics/1422512/miv-instagram-flbInthefirsthalfof2023,theAmericashadthehighestmediaimpactvalue(MIV)inthefashion,lifestyle,andbeautysectoronInstagram,worth7.1billionU.S.dollars.TheEMEA(Europe,theMiddleEast,andAfrica)regionfollowed,with6.1billioninMIV.ReadmoreNote(s):Worldwide;JanuarytoJune2023Source(s):LaunchmetricsLeadingvoicesonInstagramforthebeautysectoronInstagramworldwidein1sthalf2023,byMediaImpactValue(MIV)(inmillionU.S.dollars)LeadingvoicesonInstagramforbeautyworldwide2023,byMIV2519.2201510517.514.60MarioDedivanovicElnazGolrokhKylieJenner31Description:Inthefirsthalfof2023,MarioDedivanovic'sinfluencercontentwastheleadingvoiceonInstagramforthebeautysectorintermsofmediaimpactvalue(MIV),with19.2millionU.S.dollars.HewasfollowedbyElnazGolrokh'sinfluencercontent,with17.5millionU.S.dollarsinMIV.ReadmoreNote(s):Worldwide;JanuarytoJune2023Source(s):LaunchmetricsDistributionofInstagramfashion,lifestyle,andbeauty(FLB)MediaImpactValue(MIV)worldwidein1sthalf2023,bymediatypeandregionInstagramfashion,lifestyle,andbeautyMIVworldwide2023,bymediatypeAmericas39%Europe,theMiddleEast,andAfricaAsia-Pacific45%40%35%30%25%20%15%10%5%36%35%33%29%29%17%16%14%14%14%8%6%5%5%0%CelebritiesInfluencersMediaOwnedmediaPartners32Description:Inthefirsthalfof2023,influencersaccountedfor35percentofthefashion,lifestyle,andbeauty(FLB)MediaImpactValue(MIV)onInstagramintheAmericas.Brands'ownmediawereresponsiblefor29percentoftheMIV.InAsia-Pacific,thesharesstoodat29percentand14percent,respectively.ReadmoreNote(s):Worldwide;JanuarytoJune2023Source(s):LaunchmetricsCHAPTER

04BrandedbeautyonTikTokLeadingcelebritybeautybrandsworldwidein2022,bynumberofTikTokhashtagviews(inmillions)Leadingcelebritybeautybrandsworldwide2022,bynumberofTikTokhashtagviewsNumberofhashtagviewsinmillionviews1,000

1,500

2,00005002,5003,0003,5003,5004,000HudaBeauty-HudaKattanKylieCosmetics–KylieJennerFlorencebyMills–MillieBobbyBrownFentyBeauty–Rihanna1,3001,200689.1527.7KylieSkin–KylieJenner509.4478.1RareBeauty–SelenaGomezJeffreeStarCosmetics-JeffreeStarKVD-KatVonD254.6187.3131r.e.m.Beauty–ArianaGrandeKKWBeauty–KimKardashian34Description:Asof2022,thecelebritybeautybrandHudaBeautybyHudaKattanaccountedforoverthreebillionhashtagviewsonthesocialnetworkTikTok.KylieCosmeticsbyKylieJennergeneratedapproximately1.3billionviews.

ReadmoreNote(s):Worldwide;2022Source(s):CosmeticsBusiness;JustmylookNumberoffollowersofleadingcosmeticsbrandsonTikTokworldwidein2023(inthousands)NumberoffollowersofleadingcosmeticsbrandsonTikTok2023Numberoffollowersinthousands3,000

4,000

5,00001,0002,0006,0007,0008,0009,0008,70010,000HudaBeautyRareBeauty3,500FlorencebyMillsKylieCosmeticsFentyBeauty3,4003,3002,500e.l.fCosmetics1,5001,3001,200942.8747.2CharlotteTilburyMorpheNYXProfessionalMakeupMaybelline35Description:In2023,HudaBeautywastheleadingcosmeticsbrandwiththehighestnumberoffollowersonTikTok,amountingtoover8.7million.RareBeautyandFlorencebyMillsrankedinsecondandthird,respectively,bothwithapproximately3.5millionTikTokfollowers.ReadmoreNote(s):Worldwide;August22,2023Source(s):CosmetifyNumberoffollowersofleadingskincarebrandsonTikTokworldwidein2023(inthousands)NumberoffollowersofleadingskincarebrandsonTikTok2023Numberoffollowersinthousands600

80002004001,0001,2001,400CeraVeTheOrdinaryNivea1,3001,1001,100KylieSkin997.2SoldeJaneiroDrunkElephantGlowRecipeCaudalie928.7873.6737.8487.7463.7TheINKEYListCosRx187.1150.3Kiehl's36Description:In2023,CeraVewastheleadingskincarebrandswiththehighestnumberoffollowersonTikTok,amountingtoover1.3million.TheOrdinaryandNiveacameinjointsecondplace,bothwitharound1.1millionTikTokfollowers.ReadmoreNote(s):Worldwide;August22,2023Source(s):CosmetifyNumberofhashtagviewsofleadingskincarebrandsonTikTokworldwidein2023(inmillionviews)NumberofhashtagviewsofleadingskincarebrandsonTikTok2023Numberofhashtagviewsinmillion4,000

5,00001,0002,0003,0006,0007,0008,0009,0008,80010,000CeraVeNivea4,100TheOrdinaryDrunkElephantCosRx3,4003,2002,400Kiehl's1,5001,3001,2001,100811.6555.5GlowRecipeTheINKEYListKylieSkinSoldeJaneiroCaudalie37Description:CeraVewastheleadingskincarebrandonTikTokwiththehighestnumberofhashtagviewsontheappasof2023,accountingforabout8.8billionhashtagviews.NiveaandTheOrdinarywerethesecondandthirdmostsuccessfulbrandsintheranking,respectively.ReadmoreNote(s):Worldwide;August22,2023Source(s):CosmetifyNumberofhashtagviewsofleadingcosmeticsbrandsonTikTokworldwidein2023(inmillionviews)NumberofhashtagviewsofleadingcosmeticsbrandsonTikTok2023Numberofhashtagviewsinmillion3,000

4,000

5,00001,0002,0006,0005,7007,0008,0007,7009,000RareBeautyMaybelline7,200HudaBeautyFentyBeauty3,9003,9003,800KylieCosmeticsCharlotteTilburyFlorencebyMillse.l.fCosmetics2,9001,9001,800NYXProfessionalMakeupMorphe1,20038Description:In2023,RareBeautywastheleadingcosmeticsbrandonTikTokwiththehighestnumberofhashtagviews,atabout7.7billion.MaybellineandHudaBeautyfollowedintheranking,witharound7.2billionand5.7billionviews.ReadmoreNote(s):Worldwide;August22,2023Source(s):CosmetifyCHAPTER

05ConsumerperspectiveMosttrustedbeautyandpersonalcarebrandsamongGenerationZadultsintheUnitedStatesasof2023MosttrustedbeautyandpersonalcarebrandsamongU.S.GenZ2023Nettrustscore20051015253035404550VaselineDove47.0143.05Burt'sBeesBath&BodyWorksChapStick33.0232.8828.57SheaMoistureUltaBeautyAquaphor27.2826.423.0322.9721.66L'OrealGlossier40Description:VaselinerankedfirstasthemosttrustedbeautyandpersonalcarebrandamongGenerationZadultsintheUnitedStatesin2023.Thebrand,ownedbyUnilever,scored47.01inthenettrustindex.Dovefollowedwithascoreof43.05points.

ReadmoreNote(s):UnitedStates;March3toApril3,2023;289to736;18yearsandolderSource(s):MorningConsultLeadinghealthandbeautybrandsrankedbyconsumerreachpointsworldwidein2022(inmillions)Mostchosenhealth&beautybrandsworldwide2022,byconsumerreachpointsConsumerreachpoints*inmillions05001,0001,5002,0002,5003,0003,5004,0004,5005,000ColgateLifebuoySunsilk|Sedal|SedaDove4,2982,3732,3341,933Lux1,710Head&ShouldersClose-Up1,1181,0711,048993915PepsodentDettolNiveaPantenePond'sPalmolive80777874841Description:Thisstatisticprese