1. © Absolutdata 2014 Proprietary and Confidential
Social Insights – Skin Care
Social Conversations & Emerging Themes

2. © Absolutdata 2014 Proprietary and Confidential 2
Foreword
According to multiple market research firms today's baby-boomers are now
"seeking to keep the dreaded signs of aging at bay," and will drive the U.S. market
for anti-aging products from around $80 billion ($20 billion for skin care) in today's
market to more than $114 billion by 2015. The boomer generation grew up on
"Charlie's Angels," "Dynasty," and what the media calls a "forever young" mind set.
We, at Absolutdata, decided to find what consumers on social platforms are
discussing about skin care products.
There are many social media reports out there telling you which metrics you need
to measure your social media conversations, but many of these are like packaging
and selling social media buzzwords which sound important but actually mean very
little. We believe two most important questions social media managers must ask
when it comes to analysing their brand’s online presence are :
I. What do these numbers and emerging themes tell me?
II. And where do we go from here?
Platforms
On which platforms
are the
conversations
happening?
Engagement
What is the
engagement and
impact of the social
commentator?
Content
Are you able to
understand what
drives the
consumers intent to
purchase?
Absolutdata has identified this gap in knowledge and has come up with a solution.
Using proprietary algorithms we extract emerging themes, calculate influencer
score (followers, social activity) while segmenting social commentators into
Influencer (Follower), Detractor (Follower), Influencer (non-follower), Detractor
(non-follower).

3. © Absolutdata 2014 Proprietary and Confidential 3
Platform
ThemesPlatform
Volume
Social Media Listening Post
Absolutdata Proprietary
Text Algorithm
Embed Analytics
in Decision Work
Flow
Focus on improving
future decisions
Proactively deliver
suggestions rather
than insights
PrescriptiveAnalytics
PredictiveAnalytics
Commercial Social Scrapping Tool
Absolutdata Propriety Text Mining Algorithm
Existing & Emerging
Themes
What consumers
talk about you &
your competitors
Brand Sentiment
Index
% Share of Voice
(SoV). Brand &
Competitor
sentiment score
New Product
Insights
Usage &
Experience
Degrees of usage
& consumer
bonding with
brand
Purchase
Behavior
Buying behaviour
& loss of revenue
due to stock outs
Acceleration,
unusual volumes
of new
terms(trending
terms, top
keywords)
Predict Viral
Strength
Identify potential
themes that may
go viral
Under The Hood

4. © Absolutdata 2014 Proprietary and Confidential 4
Conversations
Absolutdata established a listening post for skincare and
started monitoring social conversations and extracted
15,647 relevant comments from various social platforms.
The comments are segmented across the various platforms
as shown below. Interesting observation was over 10% of all
comments were posted by men.
20%
Blog
Message Board/
Forum
9%
Media Type/
Others
30%
Twitter
12%
Facebook
28%
Video
1%
Digital Journey
Web Search
Home Page
Digital
Campaigns
Segmentation
Registration /
Cookies
Social Conversations
Listen, engage,
participate, seed
Communities
and Forums
Social
Networks
Blogs, UGS &
Niche Sites
Consumers
Social Content
Intent to Purchase
Conversations Pathway
Over 60% comments were posted between 0800-1559
hours during the day, giving us an insight in when to engage
with social users across platforms.

5. © Absolutdata 2014 Proprietary and Confidential 5
6,282
1,499
2,212
6,676
156 114 157
485
Insights
If a brand is putting out content that is garnering a lot of mentions, they might
think their online presence is strong, but if the mentions are limited to Twitter they
might be getting an inaccurate view of their true influence.
This is especially important if they are getting a lot of mentions (tweets and re-
tweets) on Twitter, while negative mentions on sites with more influence like
review sites, blogs and consumer discussion forums.
Your firm’ social presence may require user generated content to spruce up
consumer engagement. Also, it is significant when any of your brand wishes to
benchmark themselves against their competitors.
Based on Absolutdata’ social roadmap framework we suggest social content
creation and curation based on user generated content from social platforms to
increase engagement.
Comparative Social Presence
(In ‘000)
Conversations

6. © Absolutdata 2014 Proprietary and Confidential 6
Key Opinion Leaders
Stacie H Connerty Philip HarmanKavalonthatsme Gina Stark
Followers 533,000
Tweets 425,000
Followers 106,000
Tweets 92,800
Followers 101,000
Tweets 55,500
Followers 24,500
Tweets 26,500
Change in
number of
followers
Popularity
of links
inbound
and
outbound
Volume
of posts
per
given
time
Level of
participati
on in the
social web
Topic
related
posts
Volume
and level
of media
that cites
user
Reader
response
and the
volume of
comments
Volume of
topic
related
posts
Influencer
Index
Engage
Analyze
Socialize
Search
Identify industry
experts/enthusiasts
Connect & Comment on
Social Platforms
Assign Influencer
Index Score
Convert etractors
to influencers
1 2
4 3
Industry Practice Absolutdata Advantage

7. © Absolutdata 2014 Proprietary and Confidential 7
Emerging Themes
Using our proprietary theme extraction tool we were able to process social media
data from various platforms and identify emerging themes, extract the multiple
associations within the emerging themes that are not extracted by the currently
available social media monitoring tools.
Sentiment (Negative/
positive/neutral)
Emerging Themes
Viral Strength
Negative comments
Positive comment
Theme
Level
Influencers
Optimal Response Window
Extraction of Themes
Social Media Mining
Theme Extraction & User Segmentation
Automated generation of themes
Deals, Natural Remedies, Animal Testing,
Celebrity Endorsements
Deals
 
Natural Remedies Animal Testing Celebrity

8. © Absolutdata 2014 Proprietary and Confidential 8
Emerging Themes-Deep Dive
1. Deals
The top reason for following or liking a brand, company or
celebrity on social networking sites is to receive discounts
and special offers. Social consumers of all ages shared that
receiving discounts and special offers was their top reason
for liking or following brands. Younger social users
respondents were less likely to follow for this reason, stating
they primarily engage with brands via social media based on
friends' recommendations. During approaching holiday
shopping seasons and with the economy still weighing on
consumers' minds, social media managers should consider
leveraging social media to offer consumers incentives.
2. Natural Remedies or Supervised care
Brands that are sold in Pharmacies and Retail stores contain
lower amounts of active ingredients so they are irritation-
free for a broad consumer base. With potent products,
consumers want a physician to prepare them for possible
side effects, such as irritation and sun sensitivity, and to
oversee the treatment so the decision may come down to
whether they like the idea of a physician’s supervised
regimen or the freedom of shopping the aisles.
Sharing deals on
Social Platforms
increases
consumer
interest and
engagement.
Consumers prefer
Natural
Remedies to
Cosmetics and
Skin Care
Products.
Deals
 
Natural Remedies Animal Testing Celebrity

9. © Absolutdata 2014 Proprietary and Confidential 9
Emerging Themes-Deep Dive
3. Animal Testing
Many consumers were surprised to know that many of the
big brands on supermarket shelves and in department store
cosmetic counters have been tested on animals. The EU ban
on animal testing applies to all new cosmetics and their
ingredients sold in the EU, regardless of where in the world
testing on animals was carried out. While, China actually
requires animal testing for certain types of cosmetics so
consumers believe that cosmetics manufacturers will just
create two versions of their product, no animal testing
version and the Chinese animal testing version. Cosmetics
Europe was cited by many pro testing consumers "by
implementing the ban at this time, the European Union is
jeopardising the industry's ability to innovate".
4. Celebrity Endorsements
Actor Ray Liotta claims in a lawsuit that he's never heard of a
skincare company that he alleges is using his face in a
"before-and-after" advertising photo is doing the rounds in
social platforms. While for the UK & Ireland markets the
major fiascos shared are Katy Perry versus British Hair-Care
Company Good Hair Day. And Teri Hatcher versus Hydroderm
Skin Care. It is imperative to state that the consumer
discussions in social platforms have started questioning the
role of celebrities endorsing skin care products as we share
the key insights in the next section.
Animal Testing
impacts intent to
purchase
negatively.
Intent to
purchase is
positively
influenced by
Product
Placement in TV
Shows.
Deals
 
Natural Remedies Animal Testing Celebrity

10. © Absolutdata 2014 Proprietary and Confidential 10
Emerging Themes-Deep Dive
Images for illustration only
Celebrities Questioned……
There are several questions consumers have started asking about celebrity
endorsements of skincare products:
I. How much are they being paid? If a celebrity is being paid thousands of dollars
to say they use a range, then in a way, it removes some of the weight of the
advertising, doesn’t it?
II. What are they getting in return? Social consumers agree that they would jump
on TV and say we loved using a certain product, if they were going to be paid
lots of money to do it, or even provided with free products for a certain amount
of time.
III. Are the images in the ad photo shopped in any way? Ads should give a realistic
interpretation of what is possible using that product.
IV. Do they look too good to be true? If it looks too good to be true, as the saying
goes, it often is!
Deals
 
Natural Remedies Animal Testing Celebrity

11. © Absolutdata 2014 Proprietary and Confidential 11
Usage & Attitude: Category Overview
Anti-Aging
Eye Care
Exfoliator
Body Lotion
Moistu
rizer
Moisturizer
To smooth out frown lines and crow’s feet is
the most desired benefit from anti - wrinkle
treatment
Consumers want an eye-cream which that
reduces appearance of wrinkles & dark circles
below the eye
Consumers have shown highest affinity for
aloe vera based body lotions
Consumer need for a face wash specifically
for sensitive skin that does not cause
irritation & skin damage is still unmet
Positive consumer sentiment around newly
launched in-shower body moisturizer from
Nivea for both dry and normal skin

12. © Absolutdata 2014 Proprietary and Confidential 12
Usage & Attitude: Brand Overview
Pricing
Packaging
Smooth on Skin
Availability
Reaction Time
Positive Sentiment Negative Sentiment

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a. Create compelling Social
Presence
b. Give to get-Share
relevant content
c. Use Social Platforms to
Serve Customers
a. Create robust Social
Media Marketing
Strategy
b. Compelling content on
Social Platforms
enhances “buzz”
c. User generated content
drives creation of
marketing content
a. Deals/Discounts
b. Per Unit Price influences
intent to purchase
c. Consumers are willing
to pay as long as results
show quickly
Tangible Insights – The Next Steps
a. Categories Discussed
i. Face (Daily, Sun
Screen, Acne)
ii. Body (Daily, Sun
Screen)
iii. Hands/Feet (Sun
Screen)
roduct rice
romotion latform
P P
PP
b. Packaging
c. Animal Testing

14. © Absolutdata 2014 Proprietary and Confidential
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