When it comes to the use of social media influencers, salon brands are leading the pack. A recent study by My Market Insight found brands such as ghd, , Wella and Goldwell Professional leverage social influencers more than any other beauty category – with 71 per cent of all digital mentions coming from Instagram influencers.
Dominating the sector is ghd, who has had more than 1500 unique authors in Australia mention the brand across their social media channels. This is followed by Redken on 1236, then Wella, , , and Goldwell. When it comes to Instagram alone, Redken, Wella and L'Oréal top the rankings with the highest number of unique Instagrammers supporting the brands.
In New Zealand, Redken tops social media mentions with more than 200 unique authors. ghd, L'Oréal Professionnel and have also performed well in the land of the long white cloud.
For luxury beauty brands, Twitter and Instagram both contribute approximately 45 per cent of all digital mentions. dominates the luxury sector, with 11,000 unique authors in Australia and 1700 in New Zealand. This is followed by Urban Decay, NARS, Benefit, Yves Saint Laurent and in Australia and Urban Decay, NARS, Benefit, and in New Zealand. Lancôme , and are also strong performers on Instagram.
The mass-market category in Australia is being dominated by Maybelline New York, with the brand leading the number of Instagram mentions. It is followed by Rimmel London, NYX Professional Makeup, L'Oréal Paris, and Revlon. For the mass-market skincare category, Garnier, , , and Eau Thermale Avène are doing best on Instagram. Sally Hansen and essie are both top of the game when it comes to nails. In New Zealand, Maybelline New York, NYX, L'Oréal Paris, Avène and Revlon top the Instagram ranking charts.
