A personal recommendation used to be seen as the ultimate endorsement for a beauty brand but with the rise of online influencer marketing, the most effective way to promote a brand or new product launch has moved to the digital sphere, according to data analytics firm, Engagement Labs, who found that face to face conversations now lagg behind in the communication stakes within the beauty industry.
Findings from the company’s TotalSocial Brand Awards, which rank the most loved brand based on net positive conversations happening online, via social media, and offline, through face to face conversations, show that the beauty and personal care sector stood out for high net sentiment online, winning seven of the top ten spots for positive online conversations, and one of ten for offline conversation, with L’Oréal leading the trend.
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