CONSUMER DEVIATIONS FROM EXPERT-ANNOINTED ...2015.sentimentsymposium.com/presentations/15July...3D...

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CONSUMER DEVIATIONS FROM EXPERT-ANNOINTED BEAUTY & FASHION TRENDS

BETHANY BENGTSON DIRECTOR OF STRATEGY BOTTLENOSE

SENTIMENT ANALYSIS SYMPOSIUM JULY 15, 2015 NEW YORK, NY

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BEAUTY & FASHION TRENDS 2015

3 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015; sample size 15 million messages

TOP BEAUTY & FASHION TRENDS 2015

CONSUMERS CALL FOR BEAUTY SERVICES AT THEIR FINGER TIPS

PURCHASE INTENT DRIVEN BY QUALITY OF INGREDIENTS

CONSUMERS WANT CRUELTY-‐FREE & ALLERGEN-‐TESTED INGREDIENTS

ON-‐DEMAND BEAUTY SERVICES CATER TO CONSUMER BIDDING

CONSUMERS WANT TECHNOLOGY TO EMPOWER INNER BEAUTY

ADOPTION DRIVEN BY CONSUMER TASTES -‐ NOT UTILITY

POPULAR COLORS SIGNAL DISGUST & SOCIAL UNREST

TRENDING PALETTES EXPOSE MARKET RESPONSE TO WORLD EVENTS

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METHODOLOGY Using Social Conversation to Understand Consumer Behaviors •  Timeframe: 6 month period from August 2014 to February 2015 •  Sample: 50 million social media conversations •  Data Sources: Twitter, Facebook, Tumblr, WeHeartIt, Instagram, blogs •  Topical Research: Technology, Innovation and Color

•  Industry Research: Skincare, Cosmetics, Fashion, Companies and Brands

•  Geography: Global conversation led by US, closely followed by: •  United Kingdom •  Spain •  Indonesia •  Canada •  Mexico

•  Demographics: Skewed female, $50K-$100K HHI, college educated

*Data pulled from Bo0lenose’s Nerve CenterTM January 2015

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BACKGROUND CPG Project Driven By Business Unit Needs

1.  Custom-Based Research: •  Based on business unit needs

•  Research projects typically driven by consumer insights, marketing, digital, legal, finance or security groups within Fortune 500 companies

•  This project was derived from a business question from a CPG company wanting to understand purchase drivers and deterrents for a legacy brand

•  Insights produced here were product of this business question pursuit


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APPROACH Bottlenose Sentiment Analysis & Emotional Resonance Methodologies

1.  Proprietary Sentiment Scoring: •  +100 to -100 scale •  Uses a relative scale measured against all social conversation •  Example: Justin Bieber

2.  Emotional Resonance Analysis: •  Derive emotional value of conversation based on Regressive Imagery

Dictionary •  Analyzes 29 primary behaviors, 7 secondary behaviors, 7 emotions

•  Proprietary text classifications

3.  Deviation from Industry Standard Approach by Color Analysis •  Reveals underlying consumer sentiment •  Based off of both real world events and retail market behaviors


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BEAUTY & FASHION TRENDS 2015

8 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015; sample size 15 million messages

TOP BEAUTY TRENDS 2015

CONSUMERS CALL FOR BEAUTY SERVICES AT THEIR FINGER TIPS

PURCHASE INTENT DRIVEN BY QUALITY OF INGREDIENTS

CONSUMERS WANT CRUELTY-‐FREE & ALLERGEN-‐TESTED INGREDIENTS

ON-‐DEMAND BEAUTY SERVICES CATER TO CONSUMER BIDDING

CONSUMERS WANT TECHNOLOGY TO EMPOWER INNER BEAUTY

ADOPTION DRIVEN BY CONSUMER TASTES -‐ NOT UTILITY

POPULAR COLORS SIGNAL DISGUST & SOCIAL UNREST

TRENDING PALETTES EXPOSE MARKET RESPONSE TO WORLD EVENTS

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TECHNOLOGY Beauty Trends

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Brands Misinterpret Consumer Appetite for Innovation

Consumers Prefer Technological Innovation That is Elegant & Shareable •  Digitalization of the consumer experience

has forced brands to innovate across purchase channels

•  L’Oreal tests innovation in customer experience, but technological experiments are targeted to industry experts and professionals, not consumers 2,100

•  Consumers are more interested in the aesthetics of technology, like the sleek design of the iPhone, rather than the utility of the phone itself

•  Innovation must be differentiated by consumer segments, e.g., luxury

market vs. DIY crowd


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Prompted to Acclimate to a Technologically Adept Market, Beauty Brands Miss the Mark

Arming Stylists with Google Glass, L’Oreal Aims for Wrong Crowd

•  L’Oreal announced a partnership with Google Glass in 2014

•  The partnership brings Google

Glass to makeup artists & provides consumers with a video of their makeover to replicate at home

•  While DIY is a beauty trend worth

paying attention to, consumers


who purchase luxury products are also more likely to pay for on-demand services like GlamSquad or DryBar, rather than attempt to replicate on their own

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Press Drives Google Glass Buzz, But Consumer Interest is Flat

Conversation peaks on September 4, 2014 when the press publishes announcement, but falls completely flat after

Yahoo! Beauty & InStyle drive most conversation buzz, while Bloomingdale’s drives negative buzz

•  Leveraging flashy, attention-grabbing hardware like Google Glass shifts focus away from the beauty products and to the device

•  Innovation should enhance consumers’

experience with the beauty product and provide a unique brand experience


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Local Salons Provide Basic Connected Devices But Don’t Focus on Consumer Drivers

Local Businesses Swap Print Magazines for iPads •  Stylists noticed that customers weren’t

reading magazines at salons anymore •  Instead, customers were reading on

their iPhones or Blackberries •  In an effort to stay current, local

business owners attempt to upgrade the experience

•  Telecom companies, e.g., Verizon, are

eager for adoption, but consumer interest not piqued

•  Answer is not the device but content + personalization on consumers’ personal devices

Verizon publishes blog on in-store innovation, but is a blip on the radar


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Innovative Hardware is Better Suited to DIY Crowd than the Luxury Market

Consumers are Increasingly Focused on Instant Gratification + DIY Solutions •  Harvard Graduate develops

3D Printer for makeup, Mink

•  Mink allows consumers to

color pick any hex code from the internet and print their own creamy lipsticks or eye shadows

•  When Mink launches, the

3D printer will retail for $300, an extremely affordable price point for DIY creatives


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On-Demand Apps Seep into Beauty Market Offering Consumers Instant Gratification

GlamSquad Delivers Services & Stylists to Consumers •  A host of beauty apps like

GlamSquad, Vensette, StyleBee, TheStylisted & Uber Beauty offer on-demand stylist services

•  Services include blowouts, treatments, updos & makeovers at your home or office; price begins at $50 per service

•  Initial target markets are New York,

Los Angeles, Chicago & Miami

•  Consumers increasingly seek convenience as on-demand services emerge in new verticals


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For Consumers, Aesthetics Drive Technology Adoption Just as Much as Utility

Regal font & sleek design of

devices & beauty products

create natural aesthetic

energy


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Consumers Love the Elegant Intersection of Technology & Beauty Products

1,000

1,900


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In Fact, the iPhone was the Third Most Popular Beauty Trend in 2014, After Halloween & Miley Cyrus

2,100


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Consumer Obsession with Technology Reveals that Beauty + Technology = Power

CONNECT

1,000

CREATE

1,900 PRODUCE

2,100 DISCOVER

EXPLORE

EXPLOIT


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Technology Gives Kendall Jenner Star Power Tumblr & Instagram icon, Kendall Jenner, recently became the new face of

Estee Lauder due to her popularity, style & massive online following

10,000


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COLOR Beauty Trends

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2014 Named Year of the Radiant Orchid, But Designers & Consumers Broaden the Palette

Consumers Love Shades of Mauve •  Every year, Pantone publishes a

Fashion Color Report featuring industry experts from across the globe

•  In 2014, Radiant Orchid, Sangria &

Mauve Mist were used most often by designers like Nicole Miller, Cynthia Steffe, Philippa Glasso, Dennis Basso & Tadashi Shoji

•  For beauty & fashion insiders - artists, photographers, graphic designers, stylists, fashionistas & beauty bloggers - Mauve is the color that transcends aesthetic interests


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16,093

1,864

Mauve Palettes Trend Across Design, Fashion, Comedy & Science Categories


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Marsala, 2015 Color of the Year, Promises Stability

“Marsala Enriches Mind, Body & Soul and Evokes Confidence and Stability” •  Pantone Executive Director

says, “Much like the fortified wine that gives Marsala its name, this tasteful hue embodies the satisfying richness of a fulfilling meal, while its grounding red-brown roots emanate a sophisticated, natural earthiness”

•  For industry experts, Marsala evokes thoughts of “farm-to-table cuisine,” “bushy-but-coiffed beards,” and Kylie Jenner’s lipstick color of choice


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1,116

4,858

530

But Bloggers Love Rainbows & Psychedelics, Too


26 *Source: Wikipedia

Psychedelic Art Signals Revolution

•  Political and social events in 2014 mirror unrest felt in the 1960s; a few 2014 examples include the Ebola outbreak, ISIS terrorism, Ferguson riots and Hong Kong protests, just to name a few

Dramatic Political, Social & Technological Transformation Are Primary Instigators of Psychedelic Art •  As a trend, psychedelic art is a reflection of the artist’s

inner psyche with roots in 1960s counterculture, though critical resurgences took shape in the 1990s and 2014

•  This color palette was a perfect fit for the digital

revolution of the 90’s, when artists discovered exciting new ways to manipulate images

•  In 2014 the artist’s toolbox (and amplification strategies) grew significantly, as we saw fast adoption rates of photo-centric consumer apps like Instagram, Pinterest, Tumblr, We Heart It, Snapchat, Behance and DeviantArt

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Using Plutchik’s Wheel of Emotions, Mauve & Psychedelics Signal Emotional Unrest

Every Color Reveals a Feeling •  According to psychologist

Albert Plutchik, colors and emotions are inextricably linked

•  Similar to the traditional color

wheel, emotions can ‘overlap’ in order to create a new behavior

•  There are 8 primary

emotions: Joy, Anticipation, Anger, Disgust, Sadness, Surprise, Fear & Trust

•  Mauve connotes disgust,

sadness, remorse & disapproval

*Source: Wikipedia

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Sadness, Disgust & Disapproval Point to Cultural Values

•  Unexpected political and social events threatened to unnerve the 2014 consumer

•  Malaysia airlines tragedies, ISIS

terrorism, World Cup fever, Russia-Ukraine tensions, Ferguson riots, Hong Kong protests and the Ebola outbreak generated consumer unrest on a global scale

•  2014’s obsession with the mauve

palette shows consumers elicited sadness & disappointment while longing for peace, justice, fair treatment, transparency and equality – emotions found on the direct opposite side of the wheel

Consumers Feel Saddened & Disapproving of 2014


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Brands Should Use Wheel of Emotions to Inform Research & Development and Marketing Teams

Don’t Take “Color of the Year” Too Literally

•  While some companies take the color of the year quite literally, we suggest using analogous or complementary colors to help evoke the emotional response desired by consumers

•  R&D teams should look for colors

analogous or complementary to mauve and marsala

•  Marketing & advertising teams

should look to complementary colors to inspire, encourage and motivate consumers

Analogous Colors

Complementary Colors *Data pulled from Bo0lenose’s Nerve CenterTM January 2015

30 *Data pulled from Bo0lenose’s Nerve CenterTM January 2015

KEY TAKEAWAYS

DIGITAL TEAMS SHOULD REMOVE BARRIERS TO PURCHASE

MARKETERS SHOULD EMPHASIZE PREMIUM INGREDIENTS

DISCOVER PURCHASE INTENT & PRODUCT DETRACTORS WITH BOTTLENOSE SIGNALS

FOCUS ON CONSUMER INTERESTS; MAKE IT EASY FOR CONSUMERS TO BUY ON DEMAND

BRANDS SHOULD USE INNOVATION TO DRIVE TOP OF FUNNEL

INNOVATION IMPACTS AWARENESS & PURCHASE MORE THAN RETENTION

R&D TEAMS SHOULD FOCUS ON EMOTIONAL RESONANCE OF HOT NEW COLORS

USE PSYCH PROFILE IN BOTTLENOSE TO DECODE PRIMARY & SECONDARY DRIVERS

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CONTACT BOTTLENOSE:

[email protected] WWW.BOTTLENOSE.COM

FOR MORE INFORMATION ON YOUR INDUSTRY’S TRENDS,

CONTACT BOTTLENOSE

CONSUMER DEVIATIONS FROM EXPERT-ANNOINTED ...2015.sentimentsymposium.com/presentations/15July...3D...

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