Cosmetics brands L’Oréal Paris and Nivea are the most ‘liked’ on social networking site Facebook in the EU-5; the five main markets in Europe.
According to Market researchers L2 ThinkTank’s Digital IQ – Beauty report, the two names feature in the list of top 5 beauty pages on Facebook with the most ‘likes’.
Facebook is still one the fastest growing social media networks and users are increasing by thousands every day, increasing its potential to influence users, allowing brands to boost their profiles and at the same time engage with consumers.
Page ‘like’ leaders
Setting up a Facebook page that receives many ‘likes’ and a large fan base is never an easy task, but it seems L’Oréal and Nivea have conquered it in Italy, France, Germany, Spain and the UK.
Beiersdorf’s skin care brand is the top performer with its regional names in the UK and Italy, whilst it only plays second fiddle to L’Oréal Paris in Spain, and Maybelline in Germany.
France is the only market to knock it down to fourth spot; but it has still generated over 190,000 Facebook ‘likes’.
As previously mentioned, L’Oréal Paris tops the table in Spain and also in its native France, where it has the most ‘likes’ of any beauty page in any region (650,152).
A runner up to Nivea in Italy, it is placed third in Germany and the UK, where it is also pipped by Maybelline and Benefit Cosmetics respectively.
Video sharing winner
L’Oréal Paris however, plays its trump card when looking at other social media/ video sharing platform YouTube; where it is the undisputed champ in every EU-5 market.
In the visual world of the beauty industry it comes as no surprise that YouTube is tipped as one of the largest sources of referral for the big cosmetics brands.
The majority of beauty brands register a social media site as a top eight source of traffic to and from its own site, rivalling the dominance originating from Facebook, as well as Twitter.
“Facebook remains the largest source of referral traffic, but a year-over-year analysis suggests that its influence is waning as it declined to 71 percent in 2012 from 89 percent in 2011; whilst Twitter, has essentially fallen off the map, registering no upstream or downstream traffic for beauty brands despite referring some — albeit minimal — traffic last year,” says L2 ThinkTank.