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THE CHERRY ON TOP BEAUTY REPORT FEB 2019 THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 1
A letter from our founders–
As the beauty market continues to evolve faster than
ever, we believe it is not only important to understand
how products and brands stack up against each
other, but how their ranks change through time.
This eighth edition of the Cherry On Top Beauty
Report comes with a few surprises. This month we
introduce changes in brand rankings as compared to
the previous month (look for the little arrows by the
brand names). We’re also delivering our Hot Takes
now across categories. At Cherry Pick, we love stories,
how brands move over time tells a clear story of who
will win next. Enjoy.
With love,
Cherry Pick
THE CHERRY ON TOP BEAUTY REPORT
February 2019, Color Cosmetics
Justin Stewart
justin@cherrypickai.com
Melissa Munnerlyn
melissa@cherrypickai.com
Gio ‘Tony’ Chiappetta
gio@cherrypickai.com
This Month's
Beauty Hot Takes
The popularity of Nars's latest blush
proves they're more than just Orgasm
Pg. 7
This newly released eyeshadow is
already outselling Urban Decay's
Naked palette Pg. 8
Beauty Bakerie is the Instagram-
beloved makeup brand you've never
heard of Pg. 9
Kylie Jenner may be the youngest
self-made billionaire, but interest in
her Lip Kits is on the decline Pg. 10
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 3
Insights
customizable
to your
audience,
like never
before.
P.S. We're hiring.
cherrypickai.com
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 4
Introducing the next generation of business
metrics. Big ideas, simplified and made accessible.
Every single day, the masses of beauty consumers
on social media comment on tens of thousands of
images and videos containing beauty products,
saying things like I WANT THIS and NEED!!! .
Consumers are *literally* telling brands what
products they want.
At Cherry Pick, we track nearly every single beauty
product on the planet and believe that measuring
this engagement, valuable expressions of intent to
purchase products, is the key to unlocking the true
value of social media.
POPI
Pronounced "poppy"
POPI Score
The relative % of intent to purchase a
specific product across social media
(i.e., market share).
POPT
Pronounced "popped"
POPT Score
The relative % of images and videos
posted with a specific product across
social media (i.e., spend on social).
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 5
TOP 10 BRANDS:
COLOR COSMETICS
Based on consumer intent across social media for the month of February 2019.
↑5 #1 Too Faced
10.65%
4.03%
↑7 #2 Anastasia Beverly Hills
6.87%
3.05%
↑16 #3 NARS
6.26%
1.54%
↓3 #4 Fenty Beauty
5.70%
2.53%
↓1 #5 ColourPop Cosmetics
4.97%
3.12%
↓1 #6 Jeffree Star Cosmetics
4.96%
2.86%
↑5 #7 Urban Decay
4.33%
1.81%
↓6 #8 Benefit Cosmetics
4.27%
2.23%
↑1 #9 Morphe
3.80%
0.90%
↑1 #10 Tarte
3.58%
1.63%
POPI Score - The relative % of intent to purchase a specific product across social media (market share).
POPT Score - The relative % of images and videos posted with a specific product across social media (spend on social).
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 6TOP RANKINGS: CHEEK
Based on consumer intent across social media for the month of February 2019.
TOP BRANDS TOP ATTRIBUTES
↑6 #1 Too Faced Blush
18.39%
3.49% #1 Claim Paraben-free
#1 Benefit Hydrating
– #2 Benefit Cosmetics #1 Finish Matte
11.73%
3.97% #1 Formulation Pressed
#1 Key Ingredients BHA
↑10 #3 NARS
10.25%
2.24%
Bronzer
↑26 #4 Marc Jacobs Beauty #1 Claim Cruelty-free
6.27% #1 Benefit Waterproof
0.47%
#1 Finish Shimmer
↓1 #5 Jeffree Star Cosmetics #1 Formulation Pressed
4.61%
5.19% #1 Key Ingredients Murumuru butter
TOP PRODUCTS
#2 #3 #4 #5
Fresh Good Sport Cheekleaders Hi-Lite
Squeezed ColourPop Pink Squad Lime Crime
Too Faced Cosmetics Cheek Palette
Benefit
Cosmetics
#1 HOT TAKE In the early aughts, Nars became synonymous with
Fruit Cocktail their iconic Orgasm blush, but with their latest blush launch the
Too Faced brand is proving they're more than just their best-sellers and can
still rule the Cheek category with or without their signature double-
entendre rouge.
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 7TOP RANKINGS: EYE
Based on consumer intent across social media for the month of February 2019.
TOP BRANDS TOP ATTRIBUTES
↑8 #1 Too Faced Eyeshadow
14.87%
3.50% #1 Claim Cruelty free
#1 Benefit Long-wearing
↑5 #2 Anastasia Beverly Hills #1 Finish Glitter
11.81%
5.20% #1 Formulation Liquid
#1 Key Ingredients Squalane
↑5 #3 Urban Decay
9.18%
3.96%
Eyebrow
↓2 #4 ColourPop Cosmetics #1 Claim Clean
8.70% #1 Benefit Waterproof
6.16%
#1 Finish Matte
↑1 #5 Morphe #1 Formulation Pencil
7.87%
1.94% #1 Key Ingredients Vitamins
TOP PRODUCTS
#2 #3 #4 #5
Naked The James Better Than Sparkling
Reloaded Charles Sex Mascara Pineapple
Urban Decay Palette Too Faced Too Faced
Morphe
#1 HOT TAKE Urban Decay's Naked palette has dominated the
Riviera Eyeshadow Eye category since its launch, but Anastasia Beverly Hills has
Palette now entered the arena with its own Riviera Palette, knocking the
Anastasia Beverly Hills makeup brand out of the top product spot and selling out before it
even launched.
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 8TOP RANKINGS: FACE
Based on consumer intent across social media for the month of February 2019.
TOP BRANDS TOP ATTRIBUTES
↑9 #1 NARS Foundation
20.90%
3.21% #1 Claim Paraben-free
#1 Benefit Long-wearing
↑1 #2 Tarte #1 Finish Natural
11.69%
3.90% #1 Formulation Liquid
#1 Key Ingredients Vitamins
↑28 #3 Beauty Bakerie
10.94%
1.53%
Concealer
↑7 #4 Hourglass #1 Claim Paraben-free
5.48%
1.13% #1 Benefit Concealing
#1 Finish Matte
↓4 #5 Fenty Beauty 4.72% #1 Formulation Liquid
4.13%
#1 Key Ingredients Vitamins
TOP PRODUCTS
#2 #3 #4 #5
Shape Tape Sheer Glow Radiant Flour Setting
Contour Foundation Creamy Powder
Concealer
NARS Concealer Beauty
Tarte NARS Bakerie
#1 HOT TAKE This month, the brand Beauty Bakerie jumped the
Natural Radiant ranks from the 35th most popular cosmetics brand to the 10th, an
Longwear Foundation enormous feat for even well-known cosmetics companies. Clearly,
NARS they're quickly developing a cult following on social media (and a
burgeoning feud with Kim Zolciak's newly launched KAB beauty line
certainly didn't hurt either).
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 9TOP RANKINGS: LIP
Based on consumer intent across social media for the month of February 2019.
TOP BRANDS TOP ATTRIBUTES
↑5 #1 Fenty Beauty Lipstick
17.84%
3.96% #1 Claim Cruelty-free
#1 Benefit Long-wearing
↓1 #2 Jeffree Star Cosmetics #1 Finish Matte
12.06%
4.57% #1 Formulation Liquid
#1 Key Ingredients Peptides
↓1 #3 Kylie Cosmetics
8.83%
4.03%
Lip Liner
↓1 #4 Huda Beauty #1 Claim Paraben-free
8.66% #1 Benefit Long-wearing
1.02%
#1 Finish Matte
↑2 #5 Anastasia Beverly Hills #1 Formulation Liquid
4.78%
2.41% #1 Key Ingredients Vitamins
TOP PRODUCTS
#2 #3 #4 #5
Velour Liquid Velour Lip Metallic Liquid
Lipstick Liner Power Bullet Lipstick
Jeffree Star Jeffree Star Lipstick Anastasia
Cosmetics Cosmetics Huda Beauty Beverly Hills
#1 HOT TAKE With news this week that Kylie Jenner has officially
Stunna Lip Paint become the world's youngest self-made billionaire, one would think
Fenty Beauty her cosmetics empire would also be more popular than ever. But
interest in the brand has been on the decline, coming in third in the
Lip category (down from 2 last month).
THE CHERRY ON TOP REPORT February 2019, Color Cosmetics 10Who are we?
Cherry Pick is a next-gen social intelligence platform that uses
the latest in AI and machine learning to understand consumer
comments on social media.
We empower manufacturers, brands, retailers, influencers and
agencies to make product development, merchandising, and
marketing decisions reactive to real-time consumer intent.
If you are a manufacturer, brand, retailer, influencer or agency
looking for a sample of our audience specific reporting and insights;
please email us at founders@cherrypickai.com - we’re excited to
show you what we’ve built.
THE CHERRY ON TOP REPORT February 2019, Color CosmeticsEmail us with any suggestions or requests on how to take this report to the next level. We read every email, and we’d love to hear from you. And please feel free to share this pdf! CHERRY PICK 137 Varick Street, Floor 2 New York, NY 10013 founders@cherrypickai.com
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