With 1.1 Billion users and in excess of 800 million mobile users, well all know by now that Facebook is indeed the king of social networks, not just on the web but also growing on mobile.
Being the biggest producer of cosmetics in the world, it’s no surprise that people turn to Japan when it comes to beauty and skincare. Pages from the local Skincare and Cosmetics industry enjoyed an astounding fan growth rate of 19.66% last July 2013, according to ihub Media’s iAnalytics, Asia’s leading social media analytics platform . This continues in August 2013 with GlossyBox.jp, ドクターシーラボ公式ファンページ（Dr.ci-labo） andライスフォース ( RICE FORCE ) as the top 3 biggest Pages in terms of fan base.
The buzzword of this digital epoch has got to be Engagement. As more experts are using engagement rates to define success, the key question brands should ask is, “Are we engaging enough?”
While Clinique Malaysia, Maybelline NY Simply Fabulous (Malaysia) and SK-II Malaysia are on the fast track to social media success, ihub Media’s iAnalytics study raises concerns about diminishing Like Base Growth and slowing page engagement rates in the skincare industry.
Malaysian skincare brands are not capitalizing on their large following on Facebook
According to ihub Media’s iAnalytics study, in the month of June, the total Like Base for skincare brands in Malaysia (87,029) is almost four times as large as in Hong Kong (21,776). This suggests that there are more Facebook fans in Malaysia and thus a wider marketing scope for skincare brands. While the Malaysian market continues to grow at a rate of 1.09% (June 2013), its growth rate is not matched by an equally strong Page Engagement rate. The disappointing 0.23% Page Engagement rate indicates that Malaysian skincare brands have not fully maximized the digital marketing potentials of its relatively large Facebook community.
Country Indexes for Malaysia and Hong Kong
Clinique, Maybelline NY and SK-II pulls ahead of competition
Zooming in on three skincare brands in Malaysia, a rosier picture is painted. Clinique Malaysia, Maybelline NY Simply Fabulous (Malaysia) and SK-II Malaysia are among the Top 10 contenders on ihub Media’s iAnalytics leader board. Across the three brands, positive daily and monthly New Likes Growth rates were observed. SK-II takes the lead with a definitive 3.88% monthly New Likes Growth, Clinique follows closely with 3.25% monthly growth rate, and Maybelline NY continues to play the catch up game with a mere 0.51% monthly growth rate. Nevertheless, Maybelline NY still outperforms other brands within its tier in Malaysia.
Overall positive performance of Clinique, Maybelline NY and SK-II in July
Clinique’s aggressive social media strategy pays off
The aggressive social media marketing strategy employed by Clinique is clearly paying off as it pulls ahead of its competitors. In terms of the monthly Page Engagement, Clinique’s Page Engagement rate has been consistently higher than its competitors over the last 6 months. A strong 0.6% engagement rate was observed in February and April for Clinique; the highest recorded engagement rate for SK-II narrowly misses Clinique’s record at 0.5%; while Maybelline NY falls behind with an engagement rate of 0.2% at its peak.
The peaks and troughs observed are largely due to the regularity of Facebook updates and responsiveness of the brands on social media. Clinique regularly updates its Facebook page with around 2 to 3 posts per day, and the brand responses to queries on its Facebook page almost every day. Not only so, it posts relevant content such as promotions and product information—all of which appealed to its core audience. However, both SK-II and Maybelline were less aggressive and updated its page just an average of once every two days. From this observation, a comprehensive and timely social media strategy is what sets brands apart in the battle for social media success.
Slowing Page Engagement rates observed across the 3 brands
But there are still concerns
Despite July’s optimism, statistics from the iAnalytics study show that there is still some cause for concern for the three brands. Since February 2013, Maybelline NY’s monthly fan growth has slowed down significantly from a promising 24,760 to less than 1,000 in July. SK-II suffers a similar plight with volatile fan growth rates in the past 2 months; fan growth rates even fell to a mere 400 in June. In comparison to Maybelline NY and SK-II’s stagnating fan counts, Clinique’s total fan count is on the rise. However, questions about Clinique’s rising success remains as its monthly Page Engagement rate appears to be slowing down.
Volatile monthly fan growths
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Outshining the rest of the Skincare brands, Laneige, SK-II and Estee Lauder managed to clinch the top 3 titles on ihub Media’s iAnalytics leader board.
Positive Facebook Growth in HK’s Skincare Industry
In the past month, all Skincare brands in Hong Kong have fared well in terms of the fan growth and page engagement. Overall, the average page engagement rate stands at a promising 0.45% while the fan growth rate is at 1.70%.
Positive overall growth for Skincare brands in Hong Kong this June
Laneige: the rising growth leader on Facebook
Dramatic increases in Facebook fans and engagement rate pushed Laneige (HK) to join the ranks of Hong Kong’s all-time favorites, SK-II (HK) and Estee Lauder (HK) on ihub Media’s iAnalytics leader board.
In absolute terms, SK-II triumphs over Laneige’s and Estee Lauder’s number of new fans. However, in terms of their New Likes Growth, Laneige comes up top with a growth rate of 7.26%; clearly leading SK-II (5.36%) and Estee Lauder (4.35%). Not only so, Laneige’s Monthly Page Engagement rate stands at a strong 0.51%, which is almost twice of SK-II’s (0.24%) and Estee Lauder’s (0.29%) Page Engagement rates.
While Laneige may appear to be leading the pack with its solid Page Engagement rate and unbeatable New Likes Growth, this comparison is made with caution as Laneige is in a tier that is higher than SK-II and Estee Lauder. Comparing within its tier, the success of Laneige is slightly muted as compared to the country’s average of 0.86% for its engagement rate. Nevertheless, Laneige’s New Likes Growth surpasses other brands within its tier.
Laneige, SK-II and Estee Lauder leading the pack in terms of positive engagement rates
SK-II continues to lead in terms of Daily Engagement Rates
Taking a detailed look at the report cards of the three brands, the Daily Page Engagement rate for SK-II is the highest at 3.7% (24 June). Laneige trails behind with a daily engagement rate of about 2% (30 June), while Estee Lauder tries to catch up with the two brands with an engagement rate of 1.8% (9 July).
Sound Facebook engagement strategy boosts SK-II’s engagement rates
The strong engagement rate observed on SK-II’s Facebook page is due to the brand’s consistent status updates and Facebook monitoring. Among the three brands, SK-II updates its page the most regularly with almost a post a day. On the other hand, Estee Lauder posts only once every two days. The steady flow of status updates on SK-II’s page boosted the number of social actions created by the brand and assisted the brand in engaging its audience.
The sharp spikes observed in SK-II’s Page Engagement rate are due to an increase in status updates and the launch of its Facebook Applications on the 25th of June and 10th of July. While Estee lauder also posted videos and tried to engage their audiences by releasing a Facebook App, the brand was less effective as compared to SK-II, this could be due to SK-II’s intense use of media such as Sponsored Stories and Targeted Ads to hype up their Facebook Page.
A closer look at the daily engagement rate
Do you agree with these results? Comment to let us know which brands you believe should have made it onto the iAnalytics’s leader board.