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CONSUMER DEVIATIONS FROM EXPERT-ANNOINTED BEAUTY & FASHION TRENDS
BETHANY BENGTSON DIRECTOR OF STRATEGY BOTTLENOSE
SENTIMENT ANALYSIS SYMPOSIUM JULY 15, 2015 NEW YORK, NY
2
BEAUTY & FASHION TRENDS 2015
3 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015; sample size 15 million messages
TOP BEAUTY & FASHION TRENDS 2015
CONSUMERS CALL FOR BEAUTY SERVICES AT THEIR FINGER TIPS
PURCHASE INTENT DRIVEN BY QUALITY OF INGREDIENTS
CONSUMERS WANT CRUELTY-‐FREE & ALLERGEN-‐TESTED INGREDIENTS
ON-‐DEMAND BEAUTY SERVICES CATER TO CONSUMER BIDDING
CONSUMERS WANT TECHNOLOGY TO EMPOWER INNER BEAUTY
ADOPTION DRIVEN BY CONSUMER TASTES -‐ NOT UTILITY
POPULAR COLORS SIGNAL DISGUST & SOCIAL UNREST
TRENDING PALETTES EXPOSE MARKET RESPONSE TO WORLD EVENTS
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METHODOLOGY Using Social Conversation to Understand Consumer Behaviors • Timeframe: 6 month period from August 2014 to February 2015 • Sample: 50 million social media conversations • Data Sources: Twitter, Facebook, Tumblr, WeHeartIt, Instagram, blogs • Topical Research: Technology, Innovation and Color
• Industry Research: Skincare, Cosmetics, Fashion, Companies and Brands
• Geography: Global conversation led by US, closely followed by: • United Kingdom • Spain • Indonesia • Canada • Mexico
• Demographics: Skewed female, $50K-$100K HHI, college educated
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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BACKGROUND CPG Project Driven By Business Unit Needs
1. Custom-Based Research: • Based on business unit needs
• Research projects typically driven by consumer insights, marketing, digital, legal, finance or security groups within Fortune 500 companies
• This project was derived from a business question from a CPG company wanting to understand purchase drivers and deterrents for a legacy brand
• Insights produced here were product of this business question pursuit
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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APPROACH Bottlenose Sentiment Analysis & Emotional Resonance Methodologies
1. Proprietary Sentiment Scoring: • +100 to -100 scale • Uses a relative scale measured against all social conversation • Example: Justin Bieber
2. Emotional Resonance Analysis: • Derive emotional value of conversation based on Regressive Imagery
Dictionary • Analyzes 29 primary behaviors, 7 secondary behaviors, 7 emotions
• Proprietary text classifications
3. Deviation from Industry Standard Approach by Color Analysis • Reveals underlying consumer sentiment • Based off of both real world events and retail market behaviors
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
7
BEAUTY & FASHION TRENDS 2015
8 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015; sample size 15 million messages
TOP BEAUTY TRENDS 2015
CONSUMERS CALL FOR BEAUTY SERVICES AT THEIR FINGER TIPS
PURCHASE INTENT DRIVEN BY QUALITY OF INGREDIENTS
CONSUMERS WANT CRUELTY-‐FREE & ALLERGEN-‐TESTED INGREDIENTS
ON-‐DEMAND BEAUTY SERVICES CATER TO CONSUMER BIDDING
CONSUMERS WANT TECHNOLOGY TO EMPOWER INNER BEAUTY
ADOPTION DRIVEN BY CONSUMER TASTES -‐ NOT UTILITY
POPULAR COLORS SIGNAL DISGUST & SOCIAL UNREST
TRENDING PALETTES EXPOSE MARKET RESPONSE TO WORLD EVENTS
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TECHNOLOGY Beauty Trends
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Brands Misinterpret Consumer Appetite for Innovation
Consumers Prefer Technological Innovation That is Elegant & Shareable • Digitalization of the consumer experience
has forced brands to innovate across purchase channels
• L’Oreal tests innovation in customer experience, but technological experiments are targeted to industry experts and professionals, not consumers 2,100
• Consumers are more interested in the aesthetics of technology, like the sleek design of the iPhone, rather than the utility of the phone itself
• Innovation must be differentiated by consumer segments, e.g., luxury
market vs. DIY crowd
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
11
Prompted to Acclimate to a Technologically Adept Market, Beauty Brands Miss the Mark
Arming Stylists with Google Glass, L’Oreal Aims for Wrong Crowd
• L’Oreal announced a partnership with Google Glass in 2014
• The partnership brings Google
Glass to makeup artists & provides consumers with a video of their makeover to replicate at home
• While DIY is a beauty trend worth
paying attention to, consumers
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
who purchase luxury products are also more likely to pay for on-demand services like GlamSquad or DryBar, rather than attempt to replicate on their own
12
Press Drives Google Glass Buzz, But Consumer Interest is Flat
Conversation peaks on September 4, 2014 when the press publishes announcement, but falls completely flat after
Yahoo! Beauty & InStyle drive most conversation buzz, while Bloomingdale’s drives negative buzz
• Leveraging flashy, attention-grabbing hardware like Google Glass shifts focus away from the beauty products and to the device
• Innovation should enhance consumers’
experience with the beauty product and provide a unique brand experience
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
13
Local Salons Provide Basic Connected Devices But Don’t Focus on Consumer Drivers
Local Businesses Swap Print Magazines for iPads • Stylists noticed that customers weren’t
reading magazines at salons anymore • Instead, customers were reading on
their iPhones or Blackberries • In an effort to stay current, local
business owners attempt to upgrade the experience
• Telecom companies, e.g., Verizon, are
eager for adoption, but consumer interest not piqued
• Answer is not the device but content + personalization on consumers’ personal devices
Verizon publishes blog on in-store innovation, but is a blip on the radar
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
14
Innovative Hardware is Better Suited to DIY Crowd than the Luxury Market
Consumers are Increasingly Focused on Instant Gratification + DIY Solutions • Harvard Graduate develops
3D Printer for makeup, Mink
• Mink allows consumers to
color pick any hex code from the internet and print their own creamy lipsticks or eye shadows
• When Mink launches, the
3D printer will retail for $300, an extremely affordable price point for DIY creatives
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
15
On-Demand Apps Seep into Beauty Market Offering Consumers Instant Gratification
GlamSquad Delivers Services & Stylists to Consumers • A host of beauty apps like
GlamSquad, Vensette, StyleBee, TheStylisted & Uber Beauty offer on-demand stylist services
• Services include blowouts, treatments, updos & makeovers at your home or office; price begins at $50 per service
• Initial target markets are New York,
Los Angeles, Chicago & Miami
• Consumers increasingly seek convenience as on-demand services emerge in new verticals
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
16
For Consumers, Aesthetics Drive Technology Adoption Just as Much as Utility
Regal font & sleek design of
devices & beauty products
create natural aesthetic
energy
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
17
Consumers Love the Elegant Intersection of Technology & Beauty Products
1,000
1,900
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
18
In Fact, the iPhone was the Third Most Popular Beauty Trend in 2014, After Halloween & Miley Cyrus
2,100
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Consumer Obsession with Technology Reveals that Beauty + Technology = Power
CONNECT
1,000
CREATE
1,900 PRODUCE
2,100 DISCOVER
EXPLORE
EXPLOIT
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
20
Technology Gives Kendall Jenner Star Power Tumblr & Instagram icon, Kendall Jenner, recently became the new face of
Estee Lauder due to her popularity, style & massive online following
10,000
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
21
COLOR Beauty Trends
22
2014 Named Year of the Radiant Orchid, But Designers & Consumers Broaden the Palette
Consumers Love Shades of Mauve • Every year, Pantone publishes a
Fashion Color Report featuring industry experts from across the globe
• In 2014, Radiant Orchid, Sangria &
Mauve Mist were used most often by designers like Nicole Miller, Cynthia Steffe, Philippa Glasso, Dennis Basso & Tadashi Shoji
• For beauty & fashion insiders - artists, photographers, graphic designers, stylists, fashionistas & beauty bloggers - Mauve is the color that transcends aesthetic interests
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
23
16,093
1,864
Mauve Palettes Trend Across Design, Fashion, Comedy & Science Categories
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
24
Marsala, 2015 Color of the Year, Promises Stability
“Marsala Enriches Mind, Body & Soul and Evokes Confidence and Stability” • Pantone Executive Director
says, “Much like the fortified wine that gives Marsala its name, this tasteful hue embodies the satisfying richness of a fulfilling meal, while its grounding red-brown roots emanate a sophisticated, natural earthiness”
• For industry experts, Marsala evokes thoughts of “farm-to-table cuisine,” “bushy-but-coiffed beards,” and Kylie Jenner’s lipstick color of choice
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
25
1,116
4,858
530
But Bloggers Love Rainbows & Psychedelics, Too
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
26 *Source: Wikipedia
Psychedelic Art Signals Revolution
• Political and social events in 2014 mirror unrest felt in the 1960s; a few 2014 examples include the Ebola outbreak, ISIS terrorism, Ferguson riots and Hong Kong protests, just to name a few
Dramatic Political, Social & Technological Transformation Are Primary Instigators of Psychedelic Art • As a trend, psychedelic art is a reflection of the artist’s
inner psyche with roots in 1960s counterculture, though critical resurgences took shape in the 1990s and 2014
• This color palette was a perfect fit for the digital
revolution of the 90’s, when artists discovered exciting new ways to manipulate images
• In 2014 the artist’s toolbox (and amplification strategies) grew significantly, as we saw fast adoption rates of photo-centric consumer apps like Instagram, Pinterest, Tumblr, We Heart It, Snapchat, Behance and DeviantArt
27
Using Plutchik’s Wheel of Emotions, Mauve & Psychedelics Signal Emotional Unrest
Every Color Reveals a Feeling • According to psychologist
Albert Plutchik, colors and emotions are inextricably linked
• Similar to the traditional color
wheel, emotions can ‘overlap’ in order to create a new behavior
• There are 8 primary
emotions: Joy, Anticipation, Anger, Disgust, Sadness, Surprise, Fear & Trust
• Mauve connotes disgust,
sadness, remorse & disapproval
*Source: Wikipedia
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Sadness, Disgust & Disapproval Point to Cultural Values
• Unexpected political and social events threatened to unnerve the 2014 consumer
• Malaysia airlines tragedies, ISIS
terrorism, World Cup fever, Russia-Ukraine tensions, Ferguson riots, Hong Kong protests and the Ebola outbreak generated consumer unrest on a global scale
• 2014’s obsession with the mauve
palette shows consumers elicited sadness & disappointment while longing for peace, justice, fair treatment, transparency and equality – emotions found on the direct opposite side of the wheel
Consumers Feel Saddened & Disapproving of 2014
*Data pulled from Bo0lenose’s Nerve CenterTM January 2015
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Brands Should Use Wheel of Emotions to Inform Research & Development and Marketing Teams
Don’t Take “Color of the Year” Too Literally
• While some companies take the color of the year quite literally, we suggest using analogous or complementary colors to help evoke the emotional response desired by consumers
• R&D teams should look for colors
analogous or complementary to mauve and marsala
• Marketing & advertising teams
should look to complementary colors to inspire, encourage and motivate consumers
Analogous Colors
Complementary Colors *Data pulled from Bo0lenose’s Nerve CenterTM January 2015
30 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015
KEY TAKEAWAYS
DIGITAL TEAMS SHOULD REMOVE BARRIERS TO PURCHASE
MARKETERS SHOULD EMPHASIZE PREMIUM INGREDIENTS
DISCOVER PURCHASE INTENT & PRODUCT DETRACTORS WITH BOTTLENOSE SIGNALS
FOCUS ON CONSUMER INTERESTS; MAKE IT EASY FOR CONSUMERS TO BUY ON DEMAND
BRANDS SHOULD USE INNOVATION TO DRIVE TOP OF FUNNEL
INNOVATION IMPACTS AWARENESS & PURCHASE MORE THAN RETENTION
R&D TEAMS SHOULD FOCUS ON EMOTIONAL RESONANCE OF HOT NEW COLORS
USE PSYCH PROFILE IN BOTTLENOSE TO DECODE PRIMARY & SECONDARY DRIVERS
31
CONTACT BOTTLENOSE:
[email protected] WWW.BOTTLENOSE.COM
FOR MORE INFORMATION ON YOUR INDUSTRY’S TRENDS,
CONTACT BOTTLENOSE