Crimson Hexagon conducted a social media analysis of trends in the consumer packaged goods (CPG) industry. They examined the frequency and nature of cosmetic and beauty product discussion on social media platforms. There were 1.5 million total posts.
One of the most common themes across these conversations was the discussion of natural ingredients and eco-friendliness. There were approximately 40,000 posts about natural products. The discussions were largely centered around the use of more natural and gentler products in everyday makeup routines. Another central area of discussion within natural ingredients and eco-friendliness was cruelty-free products. Approximately 50 percent of the overall conversation related to cruelty-free products. Another 20 percent of the conversation related to vegan and eco-friendly/sustainable cosmetics.
The researchers also examined sentiment and emotion in discussion of natural ingredients and eco-friendly topics. The most positive emotion, joy, was a common emotion amongst the following types of discussion: vegan (52 percent), organic (50 percent), gluten-free (49 percent), and eco-friendly, sustainable (48 percent). Disgust (44 percent) and sadness (17 percent) were key emotions in cruelty-free discussions.
Age appears to impact discussion of cosmetics. When it comes to cruelty-free discussion, those age 17 and younger were more engaged (39 percent) than those 18-24 (37 percent), 25-34 (7 percent), and 35+ (17 percent). When it comes to vegan discussion, 35+ individuals (36 percent) were more active than those 17 and younger (25 percent), 18-24 (29 percent), and 25-34 (10 percent).
Not all product types and brands were mentioned in the cruelty-free discussions. The makeup product types that were most frequently discussed were: lipstick (31 percent), foundation (22 percent), and mascara (17 percent). The top mentioned brands associated with no animal testing were: Urban Decay (14 percent), Tarte (14 percent), Anastasia (12 percent), Kat Von D (12 percent), and Smashbox (12 percent).