1、Vegan-only vs Mainstream skincareIn partnership with:ConvosphereTalkwalker&Convosphere:Vegan-only vs Mainstream skincare2Vegan-only vs Mainstream skincareThe brands shaping tomorrows skincare industry.AboutVS.2As sustainability continues to dominate vast swathes of the conversation around skincare,m

2、uch attention has been drawn to the rise of vegan-only brands,the impact of this rise on the beauty market,and the blurred lines between the two.Whichever camp you are in,the cosmetics industry has seen significant change,and vegan-only brands have demonstrably made inroads.But in an era where marke

3、ting and communications practitioners so often talk to the idea of a brand being unable to be all things to all people,the challenge for many mainstream brands is to retain their share of the market,whilst not diverting from their authentic self.It is widely agreed that the brands shaking things up

4、especially-the challenger vegan-only brands-are doing so by getting closer to the data,delivering up-to-the-minute insights,closing the consumer closeness gap,and developing the products people want at the price and convenience level consumers now expect.In such a rapidly evolving industry,and in a

5、world where the customer reigns,it isnt sufficient to make assumptions or use out-or-date insights to drive strategic decision making.Against a complex socio-political and economic backdrop,your market research data isnt fresh;your review data doesnt provide the whole picture,and your traditional me

6、dia analysis is only one piece of the puzzle.Only those brands who pull data from a range of sources,in real time,can have a holistic view of the marketplace and identify opportunities whilst driving future-proof strategy.With the vegan beauty industry valued at a whopping 26bn by 2030,a small slice

7、 of the pie goes a long way.Our latest report,Vegan-only vs Mainstream Skincare,distills twelve months of data to help understand the future of beauty,using earned and shared media to take a look into the cosmetics world of tomorrow.Talkwalker is the#1 consumer intelligence company and is dedicated

8、to helping brands close the gap between brand and consumer.Recognised as a Leader in Consumer Intelligence and Social Listening,Talkwalker brings together market-leading social analytics and AI technology,with unstructured data expertise,and a global team of insights analysts and data storytellers.C

9、onvosphere is a social-first insights agency,working in 100+languages and hard-to-reach markets where we recognise that the value of global social listening lies in the impact data-driven decisions can make and the cultural relevance required to make them actionable.Weve combined our expertise to br

10、ing you this report,where Talkwalkers industry-leading,AI-powered,deep listening platform combines with the power of Convospheres data analysis and cultural insights expertise.Talkwalker&Convosphere:Vegan-only vs Mainstream skincare3Vegan-only vs Mainstream skincareThe brands shaping tomorrows skinc

11、are industry.3Generally speaking,mainstream brands return a much higher volume of results than their counterparts.But when looking at strictly vegan products,graphs draw a different picture.Both groups of brands feature an equal amount of results with a vegan-only brand even dominating the overall c

12、onversation.Generally speaking,Pacifica appears most often,with CeraVe and LOral most notably behind.This is a very different picture to industries like fashion or banking,where previous reports in this Talkwalker series have demonstrated a far greater gap between traditional and challenger brands,u

13、sually,at the advantage of the longer-established companies.In terms of engagement,vegan-only brands significantly outperform Mainstream brands(71k vs 41k).Vegan-only brands are perhaps more“lifestyle”brands that consumers are more prone to follow and engage with online as they are brands that consu

14、mers are happy to be associated with.Whilst quantitative metrics alone do not quantify the value of communications,they provide a useful foundation upon which to build.At a top level,results can act as a guide-demonstrating,generally speaking,where the weight of share of voice sits.Results overtime(

15、6 months)MainstreamEngagement overtime(6 months)Mainstream Results overtime(6 months)Vegan-onlyEngagement overtime(6 months)Vegan-onlyTalkwalker&Convosphere:Vegan-only vs Mainstream skincare4CeraVeLOralThe Body Shop4Vegan-only vs Mainstream skincareThe brands shaping tomorrows skincare industry.Moti

16、vational conversation drivers:What product functions and aspects matter to consumers?Categorising motivational keywords under Heal,Preventive,Solve,Calm and Control is a great way to examine what type of words are being used along with vegan skincare products,to gain a better understanding of what m

17、otivates consumers to buy a specific product.Representing over half of the conversations with motivational drivers mentioned,Heal and healing properties of vegan skincare is an important consideration for these consumers.Could it be that consumer who have already tried regular,non-vegan products to

18、aid healing of long-term scars are exploring the efficiency of new,vegan options?Sentiment analysis adds colour to the picture,with vegan-only brands spoken about more by consumers,but not necessarily favoured.While topic analysis identified Heal,Preventive,Calm,Solve and Control as key conversation

19、 drivers.Overall,the 2 brand groups display similar brand sentiment,largely positive with very few or no negative sentiment.Arguably,whether your allegiance sits with traditional or challenger cosmetics,consumers tend to have a positive outlook on brands that offer vegan skincare products.Brand Sent

20、iment-Mainstream Brand Sentiment-Vegan-onlyCeraVeLOralThe Body ShopWith the likes of Pacifica,the Ordinary,and Milk Makeup;we have mature disruptor brands.Those brands who,it could be argued,have experienced growth and are now maturing at their peak.These challengers are,combined,just a percentage p

21、oint ahead of those mainstream brands in terms of share of the conversation surrounding vegan cosmetics.The rise of these vegan-only brands is a clear example of brands which have got close to the data,understood the wants and needs of consumers,and closed the gap.Those steps are now paying off mass

22、ively.PacificaThe OrdinaryMilk MakeupPacificaThe OrdinaryMilk MakeupTalkwalker&Convosphere:Vegan-only vs Mainstream skincare5 5Vegan-only vs Mainstream skincareThe brands shaping tomorrows skincare industry.At first glance,the breakdowns for Mainstream and Vegan-Only follow a similar pattern.By divi

23、ng deeper,it would be possible to understand why a brand falls short in an area and whether there is an opportunity for growth.Once we analysed the overall distribution among motivational keyword usage,we then delved into vegan-only brands and mainstream brands.Although there wasnt any significant d

24、ifference across categories,little nuances can be spotted.For example,in the overall conversation,we see an 11.3%share in Solve,yet,it deviates to 20.9%for The Ordinary.This may indicate end users focus on solving their skincare-related issues through The Ordinary products,or else they might complai

25、n about its efficiency too.To answer this question we looked into sentiment,80%of The Ordinary conversation categorised as Solve was positive.Especially,when we looked deeper,The Ordinarys eye serum caffeine solution seems to be the main reason behind this deviation.Exploring the future of skincare

26、requires more than quantitative metrics.Insights teams need to be equipped with the topics and themes that matter,to help communications teams get closer to those consumers,and marketers to adapt too.To drive overall decision making,the data needs to tell a story that closes the consumer closeness g

27、ap.In doing so,we can begin to understand why so many people are making the switch.Motivational keywords-Mainstream:Heal,Prevent,Calm,Solve,ControlMotivational keywords-Vegan-only:Heal,Prevent,Calm,Solve,ControlTalkwalker&Convosphere:Vegan-only vs Mainstream skincare6Vegan-only vs Mainstream skincar

28、eThe brands shaping tomorrows skincare industry.33%-Mainstream41.5%-Vegan-onlyConversations from social profiles of millennials or younger(24)For the newer challenger brands,Twitter far outweighs any other media type;with the likes of The Ordinary,Milk Makeup and Pacifica still struggling to break t

29、hrough into mainstream media despite their brand maturity.It could be argued that,until they do,their growth is destined to stagnate.On the other hand,many marketers would argue that these brands have got to grips with the data,understood their audience,and refined their strategy and decision making

30、 accordingly.Whilst those driving online conversations are often largely from younger demographics,this is overwhelmingly true for the vegan-only brands weve featured in our analysis,where almost 42%of conversations are from the social profiles of people who are classed as Gen Z or younger.This is a

31、round 9%more than those mainstream brands,where channels like email and telephone are likely to plug the gap.Whilst blogs dominate the conversation,the significance of online and print media for more traditional and mainstream brands is not to be underestimated,with coverage impacting a range of out

32、come metrics,including share price.Everything you thought you knew about your consumers has changed-from who they are,to where they hang out,to how they feel about your brand.Its only those brands who get close to the data and understand emerging consumer behaviour that can really get ahead.In today

33、s busy media landscape,and with millennials and younger consumers are turning to social for their news and influencers,mainstream media is a less crucial comms channel for these brandsIts clear.These two groupings of cosmetics brands are very different in a number of regards-their customers,their me

34、dia profile,and their strategies.Its only through bridging the gap between brand voice and consumer that these strategies can truly be successful.Brand Sentiment Vegan-onlyBrand Sentiment-MainstreamTalkwalker&Convosphere:Vegan-only vs Mainstream skincare7Vegan-only vs Mainstream skincareThe brands s

35、haping tomorrows skincare industry.Key takeawaysSpeak to an expertDemonstrating the value of marketing and communications is about more than simply counting stuff.Those pioneering,data-driven organisations foster environments which are home to communicators who leverage data to get closer to consume

36、rs,better understand the audience,and create proactive strategies accordingly.The virtually overnight popularity of veganism is largely driven by younger demographics.For skincare brands,this is good news.By introducing themselves as an everyday brand,they have the opportunity to become a staple in

37、the consumers skincare routine for life,even as the individuals skin quality,and consequently skincare needs,change.Although sustainability,cruelty-free and animal welfare were all prominent keywords throughout,and undeniably aspects that matter to consumers,brands should think twice before trying t

38、o cover all bases.By making claims about their commitment to these areas,they put themselves in a position where they can easily be shot down if they fail to keep their promises.Instead,brands should identify their target audience,get to know them and their needs and design their product,marketing a

39、nd communications accordingly.Keeping an ear to the ground,constantly.Trends quickly change and consumers move on.Brands should look for micro-trends that have the potential to grow big.Identify gaps that their brand can fill,whether its innovative buzz-generating packaging or a mini shampoo bar,des

40、igned for travelling.Plus,multinational brands must remember that what works in one market doesnt necessarily work in another.Cultural insights,gleaned through social listening,will help to connect on a local and even hyperlocal level.By listening to what their target audiences are talking about,and

41、 learning what matters to them,brands stand a much better chance to cultivate a positive community than a brand that does its own thing without paying attention to their customer base.The most successful brands are those who get close to the data,understand the contextual landscape,and take a proact

42、ive approach to marketing communications as a result.Alex HaynesAccount Executive,Consumer GoodsE: talkwalker Talkwalker&Convosphere:Vegan-only vs Mainstream skincare8The#1 Consumer Intelligence companyThe world is changing.Consumers are more demanding,more urgent,and more unpredictable than ever,an

43、d brands are struggling to keep up.Talkwalkers leading Consumer Intelligence Acceleration Platform helps you stay ahead by turning internal and external data into consumer insights that grow your brand.We bring together everything you need to help you get closer to your consumers than ever before.Ac

44、celerated data coverage and scale integrations Market-leading AI capabilities Platform services that elevate data to intelligence Deep dive human and cultural insight from our team of strategists Over 2,500 global brands trust Talkwalker,and our international team of experts,to guide them in making the most of every opportunity in this fast-paced world and accelerate their brand growth.