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Social 'Revolutionizing' Beauty Brands' Engagement Levels in Britain, Mintel Says

9 May, 2012 By: Jackie Jones

LONDON – For beauty and personal care marketers in the U.K. looking for high levels of brand-consumer engagement, social is the place to be, according to Mintel reports.

Almost four in 10 U.K. consumers (37 percent, or about 15 million people) have interacted with beauty and personal care brands online, according to research from Mintel.

“People use social media to share what they think with many people – not just their friends and family. In fact, sharing their thoughts on beauty products with friends, family or colleagues is a key reason that people talk about beauty and personal care brands both online and offline,” said Alexandra Richmond, senior social media and lifestyles analyst at Mintel. “This illustrates the strength of word of mouth and the Internet plays a key role in enabling people to influence other people’s purchases while at the same time providing brands with valuable feedback.”

Two-thirds of U.K. consumers who engage with beauty brands have visited the website of a beauty and personal care brand, and 34 percent of potential buyers say they use social media sites such as Facebook and Twitter to research beauty brands or products before buying.

Facebook is the preferred social-networking site of consumers looking to engage with beauty brands, according to Mintel.

“Almost three-quarters (74 percent) of people who have used the Internet to contact a brand or discuss one have used Facebook to do so. Facebook users are more likely to become a fan or ‘Like’ a brand on Facebook than they are to post a status update or engage directly on the brand’s Facebook wall,” Mintel’s report said. “Almost two-thirds (65 percent) of those who have contacted a brand via Facebook have become a fan or ‘Liked’ the brand compared to just one in four (24 percent) who have posted a status update on Facebook referencing a beauty or personal care brand.”

Reasons for engagement vary, according to Mintel, with 34 percent of consumers engaging via social media to share thoughts on beauty brands they already use, and 33 percent engaging with a brand on social-networking sites only to share their thoughts on it or save money.

“The ‘friendship’ between consumer and brand is not based on positive reciprocity, but on an assumption that they will be rewarded by the brand for being friends with it, liking it or sharing their thoughts and opinions on it,” Alexandra added.

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