The haircare segment is one of the most dynamic areas of the beauty industry. The complexity of product offerings influenced by geographic factors, social and cultural make haircare one of the most challenging industries for marketing professionals.
In the beauty and cosmetics world, social media is the framework for a global marketing strategy, and brand consistency is the keystone. Branded content has to adhere to aesthetic guidelines (across geographies and team levels) while still inspiring followers, and user-generated content (UGC) should reflect many of the same aesthetics if the branding is clear. However, monitoring branded content and UGC for consistency tends to be a slow and manual process, easily hindered by a limited overview (i.e., local teams posting daily cannot see the big picture, while global teams cannot execute in detail).
Our solution employed visual recognition to quantify brand positioning and perception across social media platforms for a client in the beauty and skincare industry, thereby pinpointing inconsistencies and qualifying gaps between intended messaging and real perception.
The results were as follows: