Sourabh Sharma, SKIM's resident Communication & Social Media Research expert, was Chairman on Day 2 of the Innovation in Cosmetics Conference (InnoCos) in New York on July 10-11. He kicked off the day with a lively presentation on mindblowing, well received facts on how social media can be used as an adjacent or substitute piece of research, and focused on the skin care markets. Speakers from P&G and L'Oreal were thrilled that the results of the skincare study were perfectly in line with intuition and results from their classical research, reinforcing the fact that social is here to stay.

1. expect great answers
InnoCos 2013: Day 2
Sourabh Sharma | SKIM
@skimgroup
@sssourabh
#innocos

2. … and much more

3. 3
Blog
• sssourabh.com
• Facebook Page
Professional
• LinkedIn
• Carbonmade Portfolio
Social
• Facebook
• Twitter
• Google+
• Lookbook
Photo / Video
• Pinterest
• Instagram
• Vine
• Tumblr
• Flickr
• Gentlemint
• Dudepins
Ideas
• Formspring
• Stumbleupon
s s s o u r a b h

4. 4
“My brand is on
every social
network. What
next?”
“What do I do
with social media
research? What
makes it
actionable?”
“How can I use social
media to help with my
current marketing and
research activities?”

5. 5
volume

6. 6
All Shakespeare heroes
are true heroes...
Yet, they always have one
feature, which is both their
rise, and when in excess,
their downfall.

7. … but despite our love for it, Shakespeare’s era is somewhat over. We are in
a delicious world of
big data
7

8. freely (publically) available
8
spontaneous
real-time
consumer understanding
unprompted
trackable

9. listen to your
consumers
sometimes without even asking questions
9

10. 10
Classic Research
Social Media
Monitoring
Social Media Research
1. Formulate
objective and
topic
2. Publically
available internet
scanning and
listening
3. Data Collection,
coding, sorting
4. Analyze and
strategize
ResearchMethod

11. skin care
By 2014, skin care will
increase its already sizeable
lead in the beauty market to
reach $91 billion
11

12. May through
July 2013
55,000+ results of
skincare
conversations on
social media
12

13. platforms of conversation
13
1%
5%
6%
11%
13%
13%
20%
22%
Other Social Networks
Video
Twitter
Reviews and Ratings
Blogs
Facebook
Tumblr
Forums /…

14. skin problems
21%
14%
8%
3% 2% 2% 2% 2%
14

15. 41%
6% 6%
2% 2% 2% 2% 1% 1% 1%
15
products

16. creams
12%
5%
3% 3% 2%
1% 1% 1% 1% 1%
16

17. 17

18. 18
LoveHate
Dislike Like
IncreasingPassion
Increasing Positivity of Sentiment
Sentiment:
Continuum of negative to
positive perceptions/sentiment
Passion:
Conversations that are extreme

19. 19
IncreasingPassion
Increasing Positivity of Sentiment
Sentiment:
Continuum of negative to
positive perceptions/sentiment
Passion:
Conversations that are extreme
Size of bubble:
Volume of conversation

20. 20
Clinique mild exfoliating lotion is exceptionally good. It contains
salicylic acid which clears out the pores but it's mild enough to use
every day. It is my miracle product.
Community June 2013
I'm 47 and have been using Clinique since junior
year in HS...some 30 years! People always tell me
I look at least 10 years younger. I owe it to
Clinique and their Dramatically Different lotion ... :)
Thanks Clinique!
Facebook June 2013
Clinique - my fav :).... last year i try
clinique and i got hooked up on it now
i cant live with out it
Facebook June 2013
Hate Love
Dislike Like

21. 21
Lancome Nutrix Royal 1.5 oz Reviews - Pure Moisture
Wow my skin was really thirsty. Since I trust the brand I tried this
cream and let me say my skin is now glowing, soft and radiant.
Reviews and Ratings May 2013
I love learning about what is important to have in our skincare. I
love Lancome, but its like wayyyyyy out of my price range.
Facebook June 2013
Hate Love
Dislike Like

22. What exactly does “normal” to
dark skin mean? So dark skin
isn’t normal?
Tumblr July 2013
22
Sketches Video feedback: how is it "real beauty" if
these women still have makeup and dove moisturizers
and **** on them... don't be fooled people!
YouTube June 2013
Why does it leave my hands with blotch's between
the finger's, I loved using DOVE but this one I don't
think I will use again...
Facebook June 2013
Hate Love
Dislike Like

23. I ordered this Garnier bb cream…
once you take it out of the box, it’s
clearly not the same shade as
the picture at all, it’s even darker
than the other bb creams I have!
Tumblr July 2013
23
Garnier Skincare Ultra-lift Anti-wrinkle Eye Roller, 0.5-Fluid
Ounce - I have almost used this product up. I have not seen
a noticeable difference in eye wrinkles, but I only use it
once a day because it causes me 2 side effects. 1. It is very
irritating when it leaks into your eyes. I have oily skin and my
creams and lotions tend to migrate into my eyes after several
hours. So I use it at night only for this reason. 2. It is giving
me milia around my eyes. I like the roller ball application, but I
will be searching for new eye cream.
Reviews and Ratings May 2013
Has anyone had problems with the Garnier BB cream? It has alcohol in it
Community June 2013
Hate Love
Dislike Like

24. 24
BeautyStores
GroceryStores
ClothingStores
Sephora
Pharmacies
primary stores for brands

25. Positive
Neutral
Negative
moisturizer preference
25
Increasingvolumeof
conversation

26. 26

27. Competence
Agreeableness
Classy
Confidence
Conscientiousness
Creativity
Energetic
Sociability
Sexy
Funny
Fashionable
27
Increasingimportance
importance of attributes

28. Competence
Agreeableness
Classy
Confidence
Conscientiousness
Creativity
Energetic
Sociability
Sexy
Funny
Fashionable
28
Increasingimportance
Increasing volume of conversation
Strength
Weakness
Neutral
(perceived) brand identity map

29. “It is one of the
commonest mistakes to
consider that the limit of
our power of perception
is also the limit of all
there is to perceive”
29

30. What did we learn in 2 months (or the past few
minutes) from 55,000+ conversations?
1. Skin care is most talked about on communities/forums and tumblr
2. Consumers talk about general skin problems, complexion and acne
3. They most seek moisturizer and use BB cream, and Clinique and Olay are perceived
most positively for moisturizers
4. Most brands are purchased in pharmacies, followed by Sephora
5. In terms of skincare, consumers seek products that showcase competence,
agreeableness and are classy, and do not care as much for fashionable, funny or sexy
products
6. Understand the skincare competitive landscape: Every brand has a market position in
terms of appeal, and each brand perceived strengths and development areas
30

31. listen to your
consumers
sometimes without even asking questions
31

32. Social media is actionable
32
Concept
generation
Measure
campaign
effectiveness
Get inspired
for campaign
material
Brand and
competitive
perceptions
Identify
market
needs
Product
development
ideas Uncover
ideas for the
next
innovation
Claims
creation and
evaluation

33. expect great answers
33
@skimgroup
@sssourabh
#innocos
Sourabh Sharma
s.sharma@skimgroup.com
@sssourabh