Published on Mar 14th, 2016
by Jack Weinstein
Health and beauty brands experienced a 47% year-over-year engagement increase in 2015, driven by cosmetics.
Cosmetics brands represented nine of the top 10. The brands were led by Anastasia Beverly Hills, which generated nearly 175 million actions (likes, comments, shares and retweets) on Facebook, Twitter and Instagram. ABH was so successful in 2015 that it generated more engagement than the next four—combined.
ABH’s dominance of the health and beauty category has continued in 2016. The brand has generated 53.6 million social actions through February, on pace to nearly double the engagement it captured in all of 2015. That two-month total is also more than the combined actions of the next five brands.
ABH’s Instagram engagement peaked in January with more than 28 million actions, a 232% increase from January 2015. ABH
Nbenefits from an aggressive publishing strategy—649 times through February, 39% more than any other brand in the Top 10. ABH also generated the most actions per Instagram post among health and beauty brands with more than 82,000.
ABH has long been one of the top producers of tutorial videos , which are almost entirely user generated . In 2015, 10% of its actions were driven by video. That percentage has increased to 17% through February.
Not surprisingly, ABH’s most engaged post of the year is a video tutorial that generated nearly 243,000 actions.
While ABH finds value in providing tutorials, MAC Cosmetics uses Instagram to tease new products.
MAC often previews upcoming releases seasonally. Some of its most-engaged posts of the year highlight the bright spring colors or warmer winter hues of lipsticks and blushes.
It published the second-most-engaged post among health and beauty brands, which introduced a special collection created by fashion designer Chris Chang.
NYX Cosmetics uses several strategies common among brands in the category, and like ABH, much of it is user generated. Strategies include regramming close-ups of products or product lines , photos of models who display makeup on one half of their face and different shades of a color palette directly on skin.
But a couple of brands stand out by using different approaches to engaging audiences.
Too Faced Cosmetics names some of its collections after food. Some of the brand’s most-engaged posts feature its products and the foods that inspired them, including peanut butter and jelly and chocolate bon bons .
Third-ranked tarte cosmetics uses an entirely different strategy. Sure, the brand regrams close-ups of its products . But some of its most-engaged posts include makeup-related memes.
This post was tarte’s third-most-engaged of the year through February with more than 60,000 actions.