Skincare Online IWOM Yearly Audit 2009 - CIC

Skincare Online IWOM Yearly Audit

Data Period: 2008 - 2009

CIC Contact: Abel, Abel.dong@cicdata.com

Report last edited: Mar. 2010

REPORT CONTENT

• Research Background

• Research Methodology

• Executive Summary and Implications for Unilever

• Report Content

 IWOM Culture

 Skincare Category Buzz Overview

 Brand IWOM Overview for Pond’s, Dove and Key Competitors

 Case Study for Competitive Intelligence

 Product IWOM Overview for Pond’s, Dove and Key Competitor

 Online Campaign Analysis

 E-community and Efluencer Analysis

 Men Care Category Buzz Overview

• Appendix

 Consumer Online Behavior

 2008 Skincare Data Overview

Skincare Online IWOM Yearly Audit 2009 2

Research Background

IWOM IN CHINA: What is IWOM and where does CIC find it

As the leader in the industry, CIC coined the term “Internet word of mouth” in early 2005 and enhanced it in 2007 Oct.

IWOM Definition: Text and multimedia content related to companies, products or services shared by netizens, including brands and consumers, via online community platforms such as BBS (online message boards), blogs, video, photo and SNS sites.

BBS

– Community,

Content Driven by Topics

Blog

– Diary, Content

Driven by Me

Video - Director, Content

Driven by Contributor

SNS

– Network, Content

Driven by Relationships

For more on this definition, see our blogs here (EN) and here (CN)

Skincare Online IWOM Yearly Audit 2009

RESEARCH DESIGN

What we analyze:

Brand analysis includes: and more…

Data panel includes but not limit to:

Buzz content analysis includes:

Category

Brand

Product

Campaign

E-Community

Men Care and more…


RESEARCH DESIGN

What is site, forum and conversation

Site, Forum

Website ( 网站 )

Forum ( 论坛 )

Conversation

These are the conversations ( 对话列表 )

One conversation means one topic ( 一个对话针对一

个主题 )


RESEARCH DESIGN

What is conversation, post, topic post, reply post, poster and replier

Poster and

Replier

Poster ( 发帖人 )

Conversation, Post, Topic post, Reply post

Conversation

( 对话 )

Topic Post

( 首帖 )

Reply Post

( 回帖 )

Replier ( 跟帖人 )


RESEARCH METHODOLOGY: CIC data buzz measurement KEY indicators / abbreviations

• Conversation ( 对话 ): several posts set which including topic posts and reply posts, commonly more than one post

•

Post ( 帖子 ): the message posted via online social media

•

Conversation Participation Rate (CPR): average post no. in every conversation

•

Poster ( 发帖人 ): the person posted the message

• Buzz Volume ( 讨论量 ): the number of posts relevant to the Buzz

• Product Buzz ( 产品讨论 ): the post relevant to some industry/brand/product

• Buzz Driver ( 网络讨论要素 ): the post relevant to a specific aspect of the industry/brand/product such price, advertisement, package, spokesman, etc.

•

Efluencer ( 网络社区意见领袖 ): most active posters, who post more and build some buzz influence


DATA COLLECTION: In Jan-Dec 2009, 14,695,594 posts were collected from 34 sites written by 1,795,201 posters

Site

(top 10)

Sohu

YOKA

163

55bbs

Tianya

Rosebeauty

Trends

Taobao

Onlylady

19lou

Total Posts

4,028,232

1,825,644

1,235,514

1,182,768

1,122,075

985,143

652,228

637,985

480,056

397,458

Total Posters

63,457

28,371

85,904

39,558

22,292

153,545

271,689

88,799

42,586

66,156

Total

Conversations

168,848

138,679

255,455

134,876

309,759

40,932

39,854

152,361

71,588

118,302

Posts Share of

Contribution

27.4%

12.4%

8.4%

8.0%

7.6%

6.7%

4.4%

4.3%

3.3%

2.7%


Research Methodology

CIC IS UNIQUE: Our analysts use proprietary technology to help you make sense of the buzz

Using proprietary technology, CIC tracks tens of millions of BBS and blog messages every month to tell you how much talk there is, who’s talking, where they are talking, and if the talk is good or bad . Most importantly, our analysts tell you what it all means and what you can/should do about it.

PROPRIETARY

TECHNOLOGY

UNMATCHED IWOM

EXPERIENCE


EXPERT

ANALYSTS

11

CIC DATA BUZZ MEASUREMENT PROCESS

Data Collection

Identify relevant source of online conversation source

Using customized tools and industry term library collecting data

Filter out irrelevant and duplicate data and assess data quality

Data Mining

Eexperts construct product & driver categorization

Data mining by powerful natural language mining tools

Human quality assurance for data mining result

Data Analysis

Using customized tools to analyze buzz volume and content

Experienced analyst to dig out insights behind IWOM dynamics

Buzz findings Delivery on regular basis in flexible format


RESEARCH METHODOLOGY: Product Buzz evaluation, to identify which product is being discussed

Pond’s Project

Pond’s

Product Tree

Cleansing

Dove

Whitening

Product Tree Data Mining

According to nature of online discussion, our experts will construct suitable product buzz categorization via powerful natural language mining tools

Cleansing

Whitening

Olay

Note: the tree showed here is a small part of the product tree, which for example.


RESEARCH METHODOLOGY: Buzz Driver evaluation, to identify which aspect of products is being discussed

Pond’s Project

Using Effects

Driver Tree

Usage Issue

Overall effect

Moderate

Driver Tree Data Mining

According to nature of online discussion, our experts will construct buzz driver categorization via powerful natural language mining tools

Allergy

Oily

Skin Types

Note: the tree showed here is a small part of the drive tree, which for example.


RESEARCH METHODOLOGY: For each product or driver term mention, we Identify them by many related keywords

For Example:

Brand name: Pond’s

Keywords: Pond’s, ponds, 旁氏，庞氏

Product name: Cleanser

Keywords: Cleanser, 洗面露,洁面乳,洗面奶,洗面乳,洁面露

Drive term: Expensive

Keywords: 贵,价格高,贵妇级,高消费

Note: each item has many keywords to ensure the coverage and accuracy of collected data.


RESEARCH METHODOLOGY: CIC data buzz measurement coverage

Buzz Volume

• How many mentions of

Pond’s brand, products and campaigns?


Olay?


Pond’s/Olay associated with each other?

……

Buzz Content

• What are they talking about brand, products and campaigns of Pond’s?

• What are they talking about

Olay?

• What are the key element / features of

Pond’s product they care about?

……

Buzz Sentiment

• What are their feelings about

Pond’s brand, products and campaigns

• What are their attitudes toward

Olay

• Which online marketing promotions do they like or dislike?

……

Buzz Source

• Where are they talking about

Pond’s and Olay?

• Which type of social media platforms generate most of

Pond’s buzz?

• Where can

Pond’s strengthen your online social media placement

……

Efluencer

• Who are

Pond’s fans?

• Where are

Pond’s fans talking about

Pond’s(which site and which forums)?

• Who are influencing and leading others’ opinions?

……

Note: various research objective and scope may have different combination of buzz measurement coverage


Executive Summary and

Implications for Unilever

EXECUTIVE SUMMARY FOR SKINCARE CATEGORY

Summary:

Skincare Category Overview in 2009

• Buzz volume of skincare category is increasing gradually in the year of 2009

• Buzz volume peaked in Aug. and Nov. were mainly driven by campaign

• Lancôme led skin care buzz volume in 2009 followed by Estée Lauder

• Anti-Aging, Whitening and Hydration are top 3 functions discussed by netizens

• Comparatively, more function related buzz were generated in Q4


EXECUTIVE SUMMARY FOR BRAND IWOM

Summary:

•

Brand IWOM Overview in 2009

 General Brand Overview

 Buzz volume of Pond’s and Dove is lower than its key competitors

 Pond’s enjoyed a relatively healthy brand reputation while both Pond’s and Dove’ NSR were higher than the category average

 Brand IWOM Overview for Pond’s

 Buzz volume of Pond’s kept increasing in the year of 2009

 Top 10 conversations about Pond’s generated 41.1% posts of total buzz

 Campaign Post dominated the online discussion of Pond’s (about 70%)

 Using effects of Pond's was discussed most by netizens

 Brand IWOM Overview for Dove

 Buzz volume of Dove kept increasing in 2009

 Shai (Showing off) Post dominated the online discussion of Dove

 Using effects Dove was discussed most by netizens followed by Usage Issue


EXECUTIVE SUMMARY FOR PRODUCT IWOM & E-COMMUNITY

Summary:

• Product IWOM Overview in 2009

 Product Buzz Overview for Pond’s

 About 90% buzz volume of Pond’s was around Whitening Function

 Pure White Cleanser took up most of product buzz volume of Pond’s

 Product Buzz Overview for Dove

 Face Care took up more than half of buzz volume of Dove

 Cleansing led the online discussion in usage series while Night Treatment & Milk took the most buzz volume in Use effects series

•

E-community Analysis

 Sohu is the hottest e-community for skincare

 Most buzz about Pond’s is from vertical sites, such as onlylady

 Most buzz about Dove is from portal sites, such as Sohu


Skincare Category

IWOM Culture

ONLINE COMMUNITY CULTURE OVERVIEW FOR SKINCARE

Net language could be leveraged in online communication and interaction with consumers

Sample Quotes:

我周围很多人都在用旁氏新出的那款三重防护

UV 隔离霜，她们都说用着感觉不错，弄得我

心里直

长草

，实在忍不住，今天我也去

败

了一瓶。 ( Link )//A lot of my friends are using

Triple Shield UV Block of Pond’s, their recommendation strengthened my desire to buy it.

Common net language

Yao

555

打酱油

Mamba

818

JS 兽

砳

Skincare net language

晒

败家

VS

大神


CATEGORY NET LANGUAGE & HOT KEYWORDS

The following typical net language has been widely popular in the cosmetic universe online

Popular Skincare Net Language

Skincare Term Frequency, 2009

败 / 败家

长草

拔草

种草

36 752

27 137

506 216

91 614

Post

• 败 / 败家 (buy/ spend money - Same pronunciation as the

Chinese character ): It captures female consumers’ willingness to spend big on cosmetic products.

−

Sample Quote:

使用效果如何

,

有想败倩碧的打算

.( link )

How effective is Clinique? I plan to buy it.

• 长草

( to grow weeds): to become interested or willing to try/ buy influenced by someone else’s sharing of their purchasing experience.

−

Sample Quote:

我看同事刚买了一个兰芝套装

,

长草

啊 .( link ) My colleague just bought a Laneige set. I’m growing weeds.

• 拔草 ( to pull weeds): to decide upon a purchase after much longing

−

Sample Quote:

我要准备拔草了

~~~555~~~~

哈贵呀

~~~

不

过抵制不了诱惑 .( link ) I plan to pull weeds now~~~It’s so expensive, but I’m afraid I just can’t resist the temptation.

• 种草 (to sow weeds): to recommend a brand/ product through one’s own usage experience with the intention to arouse the interest of others

− Sample Quote: 其他还有啥好用的品牌欢迎 JMS 种草 (link)

Any other brands to recommend? Sisters, feel free to sow weeds.

Data Source: CIC Cosmetics IWOM Practice Data Panel

Data Base: Total number of skincare category posts, 2009 = 12,547,142


“SHAI” CULTURE COMPARISON: Products showed off by netizens in vertical beauty sites were more high end ones while the relatively lower end products in portal sites

‘Shai’ (Sharing) is the culture in both portal and vertical beauty sites. Netizens are likely to share their user experiences simultaneously with ‘Shai’, as they tended to share their comments of products with vivid pictures. Those posts are also considered as more trustable and enjoyable.

Portal site: Dianping

Za, Olay, Nivea, Watsons….

昨天意外发现家里附近的 ZA 刚好在满 200 减 50 ，当然

是立减最划算咯！算下来比 8 折还便宜了 5.2

元。

( Link )// Quite a surprise to find that ZA was on sale yesterday. It was even much cheaper than discount.

Vertical beauty site: Yoka

Estée Lauder, Lancôme, Dior….

说到精华，第一想到的肯定都是精华世家雅诗兰黛，神奇

修复 ANR 小棕瓶，收缩毛孔明星的小绿瓶，奇迹抚痕抗皱

小紫瓶 ...( Link )// Speaking of essence, the first flashed into my mind is Estée Lauder, the little brown bottle of

ANR, the little green bottle of pore minimizing, and the little purple bottle of Wrinkle Lifting Serum …


DIGITAL EXPRESSION OF SKINCARE – “SHAI” WITH PICTURES

About 70% of the top 50 conversations featured illustration of netizen comments with photos, which is a manifestation of the prevailing Shai culture in the skincare category.

Allocation of Shai with Pictures among Top 50 conversations, 2009

30%

Link

Nini

Title: community moderator

Level: 11

Total posts: 41,347

Credits: 20,088

Nini showed a long list of products from skincare products to apparel on Sohu

70%

Illustrated with pictures

Not illustrated with pictures

Data Source: CIC Cosmetics IWOM Practice Data Panel

Data Base: Total number of posts belonged to top 50 skincare conversations 2009 = 149,820


CIC IMPLICATION FOR SKINCARE CULTURE

CIC implication for Net language

• Talk to netizens and participate in their communities in their language when launching online campaign/ digital activities

• This could help the brand enhance its online relationships with netizens

CIC implication Shai culture

• Based on our research, posts with pictures are more likely to attract netizens attention with visual effect

• Picture has been a important element in skincare IWOM communication. Brand initiated “user experience sharing” will be more effective with “Shai” element


Skincare Category

Buzz Overview

SKINCARE BRAND BUZZ MONTHLY TREND IN 2009:

- Skincare discussion increased gradually in the year of 2009

- Skincare buzz peaked in Aug. and Nov. driven by campaign

Skincare Category Buzz Monthly Trend in 2009

350 000

300 000

250 000

200 000

150 000

100 000

50 000

Link to case study

Campaign for Chinese

Valentine Day on

Lancôme Rose Beauty drove the post peak in

Aug.( Link1 , Link2)

Product Comment campaign on Yoka drove the post peak in

Nov. & Dec.( Link )

0

Jan.

Feb.

Mar.

Apr.

May.

Jun.

Jul.

Aug.

Sep.

Oct.

Nov.

Dec.

Unit: Post

Total Skincare brand buzz volume in 2009 is 2,258,202 posts, coming from 307,987 conversations

0

90 000

80 000

70 000

60 000

50 000

40 000

30 000

20 000

10 000


DATA COLLECTION: In Jan-Dec 2009, 14,695,594 posts were collected from 34 sites written by 1,795,201 posters

Site

(top 10)

Sohu

YOKA

163

55bbs

Tianya

Rosebeauty

Trends

Taobao

Onlylady

19lou

Total Posts

4,028,232

1,825,644

1,235,514

1,182,768

1,122,075

985,143

652,228

637,985

480,056

397,458

Total Posters

63,457

28,371

85,904

39,558

22,292

153,545

271,689

88,799

42,586

66,156

Total

Conversations

168,848

138,679

255,455

134,876

309,759

40,932

39,854

152,361

71,588

118,302

Posts Share of

Contribution

27.4%

12.4%

8.4%

8.0%

7.6%

6.7%

4.4%

4.3%

3.3%

2.7%


SKINCARE CATEGORY BUZZ RANKING IN 2009: Lancôme led

Skincare buzz volume followed by Estée Lauder

Top 10 Skincare Brand Ranking in 2009

Buzz Share

15.0%

Lancôme

Estée Lauder

8.7%

253 428

6.0%

Clinique 175 729

4.9%

L'Oréal Paris

143 064

4.8%

Elizabeth Arden 138 946

4.6%

Dior 134 135

3.2%

Biotherm 92 701

3.0%

Guerlain 87 662

Pond’s: 19,076

Ranked 38 th

2.9%

Chanel 86 071

Dove: 18,522

Ranked 39 th

2.7%

Avène

77 999

Total top 10 Skincare brand buzz volume in 2009 is 1,626,606 posts

436 871

The e-community Lancôme Rose

Beauty took up 54.9% buzz volume of Lancôme in 2009.

It is a forum that created and managed by Lancôme company to share latest campaign , product etc. about Lancôme.

Unit: Post


SKINCARE BUZZ OVERVIEW - BY FUNCTION (1)

Anti-Aging, Whitening and Hydration are top 3 functions

Total Buzz Volume of Skincare by Function in 2009

6,9%

6,9%

14,6%

6,7%

21,7%

21,5%

Anti-Aging

Whitening

Hydration

Cleansing

Oil-Control

UV

Nutrition

19,7%

Special Use

Total Buzz Volume of Skincare Subcategory by Function, 2009 is 638,967 posts.

Note: Special Use is the function such as antiallergic, detox etc.

Link to brand cross analysis


SKINCARE BUZZ OVERVIEW - BY FUNCTION (2)

Comparatively, more function related buzz were generated in Q4

Buzz Volume Monthly Comparison of

Skincare by Function in 2009

60 000

50 000

40 000

30 000

20 000

10 000

0

Q1 Q2 Q3

Total Buzz Volume of Skincare Subcategory by Function, 2009 is 638,967 posts.

Note: Special Use is the function such as antiallergic, detox etc.

Q4


Anti-Aging

Whitening

Hydration

Cleansing

Unit: Post

35

Brand IWOM Overview

BUZZ VOLUME OVERVIEW OF KEY COMPETITORES 2009

Buzz volume of Pond’s and Dove is lower than its key competitors

Buzz Volume of Pond’s & Dove and Key Competitors in 2009

L'Oréal Paris

Neutrogena

Olay

Nivea

Biore

Garnier

Pond’s

Dove

Clean&Clear

Tjoy

4,915

4,860

19,076

18,522

37,173

28,350

28,296

58,327

56,294

Unit: Post

143,064

Total buzz volume of key competitors in 2009 is 361,279 posts


REPUTATION OVERVIEW OF KEY COMPETITORS

Pond’s enjoyed a relatively healthy brand reputation

Both Pond’s and Dove’ NSR were higher than the average

NSR of Key Competitors in 2009

Garnier

L'Oréal Paris

Neutrogena

Nivea

Pond's

Dove

Biore

Olay

Tjoy

Clean&Clear 50,4%

59,9%

93,3%

89,5%

89,5%

87,3%

85,6%

82,2%

81,9%

79,0% 75.5%

Average NSR for Skincare Category

Total sentiment buzz volume of key competitors in 2009 is 90,094 posts


REPUTATION OVERVIEW OF POND’S & DOVE

Overall, netizens perception of Pond’s and Dove were positive

NSR of Pond’s and Dove in 2009

Pond’s

Dove

85,6%

82,2%

Positive Quote

接下来总结一下本人这么多年用化妆品的

心得吧， …… 感觉我用了这么多种平价

品牌还是旁氏最好用 ( Link )

Next I will summarize my Skincare experience for several years……Pond’s is best value brand I have used.

Negative Quote

有人说旁氏里含铅也不知道真假

搞的我用的怕怕的 ( Link )

Someone said that products of

Pond’s contains lead, which causes my worry to Pond’s.

每次去看医生他们都会问用什么东西来洗

浴，然后大力推荐 DOVE 白色香皂 …… 所

以一直在用，很滋润，春夏秋冬不变。

( Link)

I was often recommended to use soap of

Dove by doctor …… so I keep using

Dove to bath, which is really moisturizing.

跟风买的，但效果不像想的那

样。。。滑滑的，像是没洗干净，

用了两次闲置了。。。 ( Link )

I brought it with the trend, but the effect is worse than my expect… quite smooth and seems washed unclean.

* Net sentiment rate (NSR) = (Positive – Negative) / (Positive + Negative) * 100%

Total sentiment buzz volume of Pond’s and Dove in 2009 is 5,685 posts.


BRAND IWOM REPUTATION MAPPING

IWOM Health Matrix for Pond’s & Dove and Key Competitors in 2009

100%

Summary

90%

80%

Garnier

Pond’s

Dove

Nivea

Biore

Neutrogena

Olay

70%

60% Tjoy

L'Oréal Paris

High Buzz Volume, High Net Sentiment

Low Buzz Volume, High Net Sentiment

Low Buzz Volume, Low Net Sentiment

High Buzz Volume, Low Net Sentiment

50%

0

Clean & Clear

40 000 80 000

Buzz Volume

120 000 160 000

Unit: Post

Total buzz volume of Pond’s & Dove and Key Competitors in 2009 is 398,877posts

Total sentiment buzz volume of Pond’s & Dove and Key Competitors in 2009 is 96,192posts


• Both Pond’s and

Dove hold high

NSR but have room to improve in buzz volume

• L’Oreal Paris, Olay and Neutrogena enjoyed health brand reputation.

40

CIC IMPLICATION FOR BRAND IWOM

Pond’s and Dove performed well in terms of brand sentiment (buzz quality), above the category average, and further improvement in buzz volume could enhance its position in the skincare category

How the brands could increase the buzz volume with current skincare IWOM landscape?

Buzz driven by brand campaign/ digital activities

1. Tips to trigger hot buzz

 Grabbing floor 1: original grabbing floor and Q&A grabbing floor (Pond’s)

 Grabbing floor 2: random selection by campaign organizer

2. Time: during festivals, such as valentine's day & mid-autumn festival

3. Content: interesting, meaningful and specialized for netizens

4. Rewards: interesting and suitable gifts (not irrelevant and cheap)

5. Rules - Easy and simple participation, no need to think or spend lots of time


FYI: CASE STUDY


FYI: CASE STUDY

By brand


By netizens

43


• Pond’s

• Dove

BUZZ VOLUME OVERVIEW OF POND’S

Buzz volume of Pond’s kept increasing in the year of 2009

- Pure White Cleanser Campaign in Olaylady drove the peak in May

Monthly Trend of Buzz Volume of Pond’s in 2009

Total Buzz Volume

10 000

8 000

The Campaign for Pond’s

Pure White Cleanser in

Onlylady.com generated

6,824 Posts. ( Link )

6 000

4 000

2 000

Link to KAM analysis

0

Jan.

Feb.

Mar.

Apr.

May.

Jun.

Jul.

Aug.

Sep.

Oct.

Nov.

Dec.

Unit: Post

Total buzz volume of Pond’s in 2009 is 19,076 posts.


TOP 10 HOT CONVERSATIONS ABOUT POND’S: Top 10 conversations about Pond’s generated 41.1% posts of total buzz

Rank Sentiment E- Community

1

2

3

4

5

Neutral

Positive

Neutral

Neutral

Positive

Onlylady

YOKA

Onlylady

Onlylady

55bbs

Subject Type

抢楼中奖名单 — 旁氏清透净白洁面乳

正品，令你皮肤透出自然纯净白皙！

Campaign Post

百元以下的洗面奶哪些能比美大牌？ Voting Post

晒出你的夏日旁氏洁面心得，赢取旁

氏清透净白洁面乳正品

旁氏全新推出 " 以黑吸黑 " 洁面新品，

美白搜索令每周大奖等你来！

逛超市发现还挺超值的日用品买赠

~~ （夏士莲，旁氏）

Campaign Post

Campaign Post

Shai (Showing off)

Post

Indexed no. of Replies

6,803

357

122

91

88

6

7

8

9

10

Neutral

Neutral

Negative

Positive

Negative

YOKA

Sohu

Trends

Sohu

Trends

百元以下的面霜哪些能比美大牌？ Voting Post

P3~P6

旁氏的

加新

BA 大言不惭，被我教育。

旁氏新品你知道吗？

惊爆！亲眼目睹旁氏小姐在做恶心的

事 …

Shai (Showing off)

Post

Complaint Post

User Experience

Share

Complaint Post

84

74

73

72

66

Link

Link

Link

Link

Link

Link

Link

Link

Link

Link

Link


HOT DISCUSSION ANALYSIS FOR POND’S: Campaign Post dominated the online discussion of Pond’s (about 70%)

5,6%

Buzz Share Of Discussion

Angles for Pond’s

89,6%

Campaign Post

Voting Post

Shai (Showing off) post

Complaint Post

User Experience

Share

Sample Quote:

从现在起，只要你参与答题，答案全部正确且

在相应楼层，即可获得旁氏清透净白洁面乳正品

一支，享受自然的纯净白皙！ ( Link )

From now on, you will have an opportunity to get Pond’s Pure White Cleanser if your answer is correct and on the right floor.

Total buzz volume of Top 10 conversation of Pond’s is 7.830 posts


COUNTER SERVICES OVERVIEW FOR POND’S: Negative discussions generated 28% counter services related buzz volume

Buzz Sentiment Volume for

Counter Services of Pond’s

惊爆！亲眼目睹旁氏小姐在做恶心的事 …(

Link )

S hocking! I witnessed a BA of Pond’s was doing a very disgusting thing.

772

Unit: Post

219

28%

Case Replay:

当时那个旁氏的小姐正蹲在货架中间的地上，旁边散着一些盒

子和袋子。我一开始也没注意，突然一低头，发现她正打开一

个瓶子，往另外一个瓶子里灌乳液，我顿时觉得很汗，还真大

胆。接下来，更恶心的事发生了 ……

有一点乳液流出瓶口，她伸出手指，刮起外溢的乳液，抹进了

瓶口内 ……

At that time a BA of Pond’s was squat down on the ground between shelves with some boxes and bags scattered around. Suddenly I was shocked that she opened a bottle of product and filling lotion to another bottle. And then, a more disgusting thing happened that she scraped some overflowed lotion into the bottle with her finger …

Sample Reply:

可怕，在国内没有封口的产品不能买

It sounds horrible and we should not buy unsealed product in domestic.

是装摆出来的试用产品 , 还是卖

It is for trial product or the product for sell.

Total Negative

Total buzz volume of Pond’s in

2009 is 19,076 posts


Follow-up

HOT BA RELATED CONVERSATION OF SKINCARE OVERVIEW:

Key discussed angle of BA was around BA’s behavior and attitude

Rank Sentiment

1

2

3

4

5

6

7

8

9

10

Negative

Neutral

Neutral

Positive

Negative

Negative

Positive

Neutral

Positive

Negative

E-

Community

Trends

Trends

Onlylady

Rayli

Women.

Sohu

Trends

Quotes

在中国就不行，一定要穿的贵重才行，在

香港被 ba 鄙视过，好不愉快的记忆 ……

General

不过今天碰见的 ba 是不相熟的 ~~ 动了一点

歪心思 ~~ 问她额外能送什么东东 ~

职业免费赠品领取人与碧欧泉徐太，港汇

专柜 ba 纠纷的深层次分析

而且我们这里娇兰专柜的 BA 很有礼貌，服

务也很赞

再去看 FREEPLUS ，赶上个 JP 的 BA ，差

点没把我气得当场骂人。。。。

Freeplus

Biotherm

Guerlain

Freeplus

今天我把一瓶爽肤水泼向了 BA ！！！！！

Brand

Za

Indexed No. of Replies

Link

410

402

398

315

291

284

Summary

Link

To complain bad attitude of Chinese BA

Link

To ask some samples from BA

Link

Deep analysis for BA’s conflict with sample getter

Link

To praise good behavior of Guerlain BA

Link

To complain bad attitude of Freeplus BA

Link

An illusion post against

Za BA

Trends

Trends

建议不妨亲自去试试。他家 BA 态度很好噢。

（可算让我逮着机会夸夸他家 BA 了）虽说

最近口碑有所下滑，可是 AQUA 专柜的 BA

还是很好的，没有受到国际柜的影响。

Aqua

但素 BA 跟偶说单用这个效果可能不是很够。

当然取决于年龄还有生活习惯

General

282

239

Link

To praise good behavior of Aqua BA

55bbs

Trends

理肤泉理肤泉！我就喜欢 ~ 强大赠品秀 + 善

良的 BA+ 痘痘清使用报告

在刚才，目睹欧珀莱 BA 被惨骂 ..

La Roche-

Posay

Aupres

210

190

Link

Quoted lots of BA suggestions in products share

Link

To praise good behavior of LA ROCHE-POSAY BA

Link

Witnessed a conflict between BA of Aupres and consumer


COUNTER SERVICES OVERVIEW FOR SKINCARE CATEGORY:

Complaint about BA was focused on embezzling samples, bad attitude and lack of sense of responsibility

Embezzling

Samples

Bad Attitude

Lack of Sense of Responsibility

直到有一天， Linda 看到，一个

同事下班前，很自然地打开抽

屉，摸了一把小样，往包里一

塞，若无其事地着小调走

了 …… ( Link )

Until one day, Linda found the secret after she saw a colleague take away some small sample and put it into her own bag naturally before work is over.

至于那些“看看就没钱的”遭遇如何，得看“资深 BA” 的心情。心情不好，

几句话“冲”得顾客咬碎银牙 ( Link )

The attitude of “senior ” BA to the clients who looks have no money depended on their temper. If they just in a bad mood, there has a lot of chance to offend those clients seriously.

但柜长嫌麻烦，指挥手下从陈列的试用品里挑了一点晚霜乳液，混在退货的

那瓶里，封好盒子。当天，这瓶晚霜被卖给了一个不明就里的顾客。 ( Link )

But the counter chief thought it’s troublesome to send back the return goods, so she commanded BA to refilling the night cream with trial product.

This re-processed night cream was soon sold out at that day


IMPLICATION FOR PINDS’S COUNTER SERVICES

• It is suggested that Pond’s needs to manage its BA’s behavior and attitudes since

 Unsuitable BA behaviors may lead to potential online crisis since it affects the product quality which is harmful to netizens health

 Bad BA attitudes (if any) would also seriously damage Pond’s relationship with netizens and angry netizens are would likely to share negative information of Pond’s with friends

IWOM Audit for Unilever Jan-Dec 2009 51

CONSUMER FEEDBACK FOR POND’S (I): Consumers thought

Pond’s was competitive in price while some of them thought

Pond’s was fit to Mature skin and would cause dependence.

Value for Money

一直用旁氏的产品，真的很不错，价格又不贵 ( Link )

I keep using product of Pond’s. It is really good and not expensive.

旁氏的产品我的朋友有用过，价格我们都能接受，

牌子也比较硬。 ( Link )

My friend has used products of Pond’s , The price is acceptable and the brand is great.

Fit to Mature Skin

不适合，因为你的皮肤很年轻，旁氏是给成人用的 ( Link ).//Pond’s is not fit to your skin, because you are young. Product of Pond’s is for adult consumers.

你的年纪跟我一样，旁氏一般是成年人用的，确实不适合我们这个年纪使用。 ( Link )// You are at the same age with me. Generally speaking , product of Pond’s is for adult, which is not fit to us.

Strong Dependence

觉得旁氏的产品容易产生依赖性，好像不用之后会变本加厉的反弹回来的 ( Link )

I think product of Pond’s tends to generate strong dependence on it. It seems that skin problem would come back after we stop using it.


CONSUMER FEEDBACK FOR POND’S: The keyword Mom was often associated with Pond’s by netizens

Summary

Mother is hot keyword when consumer talked about Pond’s. It is becoming a good present to parents to show children’s filial piety according to netizen’s discussion such as “Which product of Pond’s is suitable to mom?”

Sample Quotes:

40 至 50 岁的妈妈用旁氏好么？哪款比较适合？ ( Link )//

Does product of Pond’s has effect for Mom of forty to fifty? And which one is better?

我母亲 47 岁，用旁氏的哪一款面霜比较好，把市面价格也

最好说一下 ( Link )// Which cream of Pond’s is suitable for my mother. She is 47-years-old.

旁氏的产品怎么样、想给妈妈买、他家的产品和欧泊莱的

相比哪个比较好呀？ ( Link )//What about the product of

Pond’s? I want to buy it for my mom and which one is better ,Pond’s or Aupres?



• Pond’s - Discussion Angle

• Dove

FYI: DETAILS ON SKINCARE DISCUSSION ANGLES

Sample attributes explanation in both Chinese and English

Using Effects

使用效果

效果

Usage Issue

使用问题

Overall effect

油腻 Oily

持久度 Duration 过敏 Allergy

春

Season

使用季节

Skin Types

肤质

Spring 干性 / 偏干 Dry Skin

Marketing

Approach

市场活动元素

促销 Promotion

冬 Winter 混合性 Combination 积分 Points

温和度 Moderate 毛孔堵塞

Comedoge nic

秋

柔滑

Soft and

Smooth

疼痛 Pain 全年

Autumn 敏感性

Sensitive

Skin

试用装

Sample

Pack

Year 油性 / 偏油 Oily Skin

吸收度 Absorption 不透气 Airtight 夏 Summer 中性 Normal Skin

Note: not all attributes are listed in the table above


Skin Care

L'Oréal Paris

Neutrogena

Olay

Nivea

Biore

Garnier

Pond's

Dove

Clean & Clear

Tjoy

Using Effects

使用效果

Price

价格

DISCUSSION ANGLES OVERVIEW FOR POND’S

Using effects of Pond's was discussed most by netizens

Important Discussed Angles for Pond’s

31,2%

32,9%

36,8%

33,6%

37,7%

34,9%

32,6%

42,1%

30,5%

33,5%

32,3%

Usage Problem

使用问题

Purchase Channel

购买渠道

14,1%

16,0%

13,0%

15,9%

11,9%

13,2%

15,5%

12,7%

16,8%

19,1%

12,9%

Season

使用季节

Use Technique

使用手法

Skin Types

肤质

Package

包装


Marketing Approach

市场活动元素

Using Circumstance

使用场合

56

IMPORTANT DISCUSSED ANGLES OVERVIEW FOR POND’S:

Among the using effects angles, overall effect was the mostly mentioned by netizens (asking questions)

Top 5 Buzzed Angles of

Pond’s

Others

17.0%

Using Effects

Usage Issue 12,7%

42,1%

Eliminating Pox

4.20%

Absorption

4.73%

Soft and Smooth

7.26%

Overall

Effect

49.02%

Moderate

17.80%

Season 10,6%

Skin Types

Marketing

Approach

7,8%

6,4%

以前用羽西的 , 感觉没什么效果 ...

我是混合皮肤的 , 不知

道旁氏效果怎么样 .( Link )// Product of Yue-Sai didn’t have obvious effect on my face……I want to know the effect of Pond’s to combination skin type?

我妈妈也在用 ,

效果还挺好的哦 !( Link )// My mom is using Pond’s as well. And the effect is really good!


Note: Overall effect refers to the post that don’t contain certain effect


IMPORTANT DISCUSSED ANGLES OVERVIEW FOR POND’S:

Among the Usage Issue angles, allergy and not oily was the mostly mentioned by netizens


Pond’s

Comedogenic

5.36%

Airtight

3.17% Fat Granule

1.19%

Using Effects

Usage Issue

42,1%

Pain

8.85%

12,7%

Oily

40.44%

Allergy

40.99%

Note:

Allergy category average is

43.6%

Season 10,6%

Note:

Oily category average is 36.1%

Skin Types 7,8%

以前用过七日内个美白，过敏 …… 第二天起来变猪头

了 .( Link )// I have used Pond’s Seven Day’s whitening.

It turned out that I got allergy. I looked like a pig head in the next day.

Marketing

Approach

6,4%


买了旁氏的洗面奶，从那天开始我的脸上起皮 , 还有红

血丝，像是过敏了。 ( Link )// I bought Pond’s

Cleanser. Since that day, my face is flaking and gets redness. I guess it’s allergy.


Follow-up

HOT ALLERGY ISSUE CONVERSATION OF POND’S : 7 Day

White series was mentioned most with allergy issue

Rank

1

2

3

4

5

6

7

8

9

10

Sentiment

Negative

Negative

Positive

Positive

Negative

Negative

Negative

Negative

Negative

Negative

Quotes Product

七日内个美白 ~~~ 过敏 ………… 第二天起来变猪头

了 ………… MM 你的皮肤是属于什么性质的哈？

就是那个黑色管子的那种 , 从那天开始我的脸上就起

了好多看不见摸的着的小硬疙瘩 , 还起皮 , 红血丝

美白的精华很容易引起过敏就是因为有些美白成分

比较刺激的缘故。这款起码我用到现在还好，没有

过敏现象。

最重要的是，敏感肌的我用了竟然不过敏，性价比

还是很不错的。

7 Day White

Series

Pure White

Cleanser

Anti-Spot

Intensive

Whitening Serum

Pore

Refining Cleanser

这个牌子我过敏没商量 Pond’s

旁氏那个爱心盒子七日美白我用过 …… 过敏 …… - -

今天刚买了他们家洗面奶用过就起皮了 …… 哎

83 女，以前我总认为自己的皮肤是很敏感的，用旁

氏的洗面奶过敏，用佰草集的洗面奶过敏，用玉兰

油的爽肤水过敏，。。。

我用旁氏的洗面奶就会过敏的，脸上发红色的一块

一块

我用旁氏的东东也过敏

我也买过旁氏粉红色小瓶的防晒试用装，不过我过

敏了 ……

用过以后马上抛弃了旁氏的美白洗面奶，虽然那个

要 59 块哪，但是洗过之后很刺激，不马上涂东西就

会干得皱起来还红一块的脸上

7 Day White

Series

Cleanser

Pond’s

Pond’s UV

White Cleanser

Indexed no. of Replies

19

13

7

6

5

4

4

4

3

3

Link

Link

Link

Link

Link

Link

Link

Link

Link

Link

Link


CIC IMPLICATION FOR POND’S DISCUSSION ANGLES

1.

Pond’s consumers were more likely to talk about “using effects” in comparison with category average

2.

Pond’s consumers were less likely to talk about “allergy” and more likely to talk about not “oily”

• What does this mean to brand?

 Content planning for using effects, focus on

 Pond’s “using effects” is better than the category average when communicating with netizens online.

 Explain to netizens who are asking questions about Pond’s “using effects”

 Content planning for allergy and oily, focus on

 Pond’s is less likely to cause allergy when communicating with netizens online

 Pond’s products are not oily, comparing with category average



• Pond’s

• Dove

BUZZ VOLUME OVERVIEW OF DOVE IN 2009: Buzz volume of

Dove kept increasing in 2009

Monthly Trend of Buzz Volume of Dove in 2009

2 500

2 000

1 500

1 000

Sample Quote:

这个牌子的沐浴露都含 1/4 润肤乳，所以身上皮

肤全年发干的我在冬天洗完皮肤都不紧绷而且

非常的柔软嫩滑！ ( Link )

After bathing, my dry skin became smooth and moisture because all the body wash of Dove contains ¼ lotion.

Link to KAM analysis

500

0

Jan.

Feb.

Mar.

Apr.

May.

Jun.

Jul.

Aug.

Sep.

Oct.

Nov.

Dec.

Unit: Post

Total buzz volume of Dove in 2009 is 18,522 posts.


TOP 10 HOT CONVERSATIONS ABOUT DOVE

Top 10 conversations about Dove generated 6.4% posts of total buzz and most of them distributed in YOKA, 555bbs and Sohu

Type No. of Replies Link Rank Sentiment E- Community

1 Neutral YOKA

Subject

百元以下的洗面奶哪些能比美大牌？ Voting Post 235 Link

2

3

4

5

6

7

8

9

10

Neutral

Positive

Positive

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

55bbs

55bbs

163

Sohu

YOKA

Sohu

Sohu

Sohu

Sohu

【跟风拔草】我的美丽日记、相宜

本草、多芬、几乎都是跟风大热、

卸妆新革命 ——dove

【温莎】暴力推荐

油 +

LALA

新收宝贝

的护肤小筑

洁颜油慕斯

DOVE 泡沫卸妆

Shai (Showing off)

Post

User Experience

Share

User Experience

Share

User Experience

Share

4 月 30 日前注册免费领取 DOVE 沐浴

液和 ispa 卸妆油！

做个宠爱自己的女人 ~~~~ 我爱雅诗

兰黛 & 娇韵诗 ~~

汐汐 09 护肤小楼 ~~ 又要准备考试了

~~

奇奇 09 护肤小楼 ~~JMS 新年快乐

~~~

雨儿的养颜护肤小屋

Campaign Post

Shai (Showing off)

Post

Shai (Showing off)

Post

Shai (Showing off)

Post

Shai (Showing off)

Post

182

138

126

107

100

78

74

71

66

Link

Link

Link

Link

Link

Link

Link

Link

Link


HOT DISCUSSION ANALYSIS FOR DOVE: Shai (Showing off) Post dominated the online discussion of Dove (top 10 conversations)

Buzz Share Of Discussion

Angles for Dove

Shai (Showing off) Post

40,0%

User Experience Share

Voting Post

31,5%

Campaign Post

Sample Quote:

多芬乳液滋润洁面乳长的小白的草，小白给种的草。这几天屈臣氏特价

19 米。今天早上一用，，很惊艳！泡沫超级的细腻，味道狠狠的好

闻。。。。大大滴喜欢。 ( Link)

Beauty Moisture Cleanser of Dove have white bottle, which strongly attracted me. I use it this morning. What amazing feeling,full of foam and fantastic flavor. I love it strongly

Total buzz volume of Top 10 conversation of Dove is 17,317 posts


CONSUMER FEEDBACK FOR DOVE (I): Consumers enjoyed rich moisturizing effect and comforting flavor of Dove, which is fit to dry skin and combination

Moisturizing

多芬家的产品一向是以滋润出名的，这款产品也毫不例

外，我只能说滋润滋润，实在是太滋润了。 ( Link )

Product of Dove is famous for its moisturizing effect.

And Supreme Body Silk Cream of Dove is very moisturizing of course.

Fit to Dry Skin

多分的基本都适合干皮混合皮，油皮洗不干净。 ( Link )

Most of product of Dove is fit to dry skin and combination. It will cleansing unclean for oil skin.

Comforting Flavor

这味道真的很不错，很浓郁的奶味，呵呵！ (Link )

White Beauty Bar of Dove contains milk flavor, which is fantastic.

昨天用了一下，感觉满滋润的。而且，很香哦。涂完了以后整个人都香喷喷的 .( Link )

I used body lotion of Dove yesterday. Besides sense of moisturizing, its fragrance is impressive as well.


CONSUMER FEEDBACK FOR DOVE (II): Netizens thought

Import Dove was better than Domestic ones

Summary

Import ,Germany and Hongkong are hot keywords when consumers talked about Dove.

They hold the idea that the import Dove was much better than domestic ones.

And netizens discussed the difference between them and the purchase channel as well.

Sample Quotes:

• 中国产的总要冲半天，还觉得滑滑得好像没洗干净的感

觉。洗完之后用指甲轻轻在手上的皮肤划一下，仍然会有

一条浅浅的白痕，证明皮肤仍然很干燥。德国产的洗得很

干净，并且很滋润。洗完后用指甲轻轻在皮肤上划，没有

白痕！皮肤的状态很滋润。 ( Link )

Domestic Dove need a lot of time to wash away foam and it will give us a sense of smooth just like unclean.

And a shallow mark will appear when I scratch with my nail gently after washing, which show the skin is still dry.And the Dove that made in Germany is quite different from the domestic one.

• 听说国产的是合肥出的，没有进口的好用 .

想买进口的，

但不知哪里有，品种多吗 ? ( Link )

I have heard that domestic Dove is made in Hefei that is not as good as import one. Buy I don’t know where to buy the import Dove.

There is no sense to compare imported Dove with domestic one


DISCUSSION ANGLES OVERVIEW FOR DOVE

Using effects of Dove was discussed most by netizens followed by

Usage Issue

Important Discussed Angles for Pond’s

Skin Care

L'Oréal Paris

Neutrogena

Olay

Nivea

Biore

Garnier

Pond's

Dove

Clean & Clear

Tjoy

Using Effects

使用效果

Price

价格

31,2%

32,9%

36,8%

33,6%

37,7%

34,9%

32,6%

42,1%

30,5%

33,5%

32,3%

Usage Problem

使用问题

Purchase Channel

购买渠道

14,1%

16,0%

13,0%

15,9%

11,9%

13,2%

15,5%

12,7%

16,8%

19,1%

12,9%

Season

使用季节

Use Technique

使用手法

Skin Types

肤质

Package

包装

Marketing Approach

市场活动元素

Using Circumstance

使用场合


IMPORTANT DISCUSSED ANGLES OVERVIEW FOR DOVE:

Among the using effects angles, overall effect was most mentioned by netizens, especially moderate


Dove Others

18.0%

Using Effects

Usage Issue 16,8%

30,5%

Absorption

6.4%

Soft and

Smooth

6.7%

Duration

8.7%

Overall Effects

Moderate

23.4%

36.8%

Skin Types 8,7%

Use Circumstance

Season

8,1%

7,7%

昨天看了你的帖子，晚上试了下，效果真的还不错。

( Link )// I have read your post yesterday, so I tried it in the night. The effect is really good.

我偶这几天一直早上用它洗脸，效果果然不错哦！

( Link )// I am using Dove to wash face these days in the morning. The effect is really quite good!


Note: Overall effect refers to the post that don’t contain certain effect


Follow-up

CONSUMER FEEDBACK FOR MODERATE EFFECT OF DOVE:

About 60% discussion about moderate effect of Dove was around Body Care

Buzz Share of Moderate Effect of Dove, 2010

Body Care

59.2%

Sample Quotes ：

呵呵，我也很喜欢多芬的身体乳呢，味道很好闻，滋润效果也好。

( Link )

I like body cream of Dove too. Good smell and excellent moisturizing effect

多芬的香皂滋润度一流，就是有点不好涮老是滑滑的 ( Link )

The soap bar of Dove is very moisturizing. However, it is a little difficult to wash clean.

多芬沐浴露，貌似是最滋润的一款了，冬天了啊啊啊 ( Link )

Bath of Dove is most moisturizing one. It is winter now. LOL

Face Care

39.6%

Total buzz volume of moderate effect of

Dove in 2009 is 1,322posts.

Sample Quotes ：

( 多芬乳霜滋润洁面乳 ) 洗完脸之后还很滋润，一点也不干 ( Link )

I felt quite moisture after washing face with it. Without any drain feeling.

( 多芬滋润洁面乳 ) 最重要的是够温和，毕竟冬季不太适合用专去油的

洁面乳。 ( Link )

The most important is that it is quite moderate which is good to be used in winter.


IMPORTANT DISCUSSED ANGLES OVERVIEW FOR DOVE:

Among the Usage Issue angles, oily was most mentioned by netizens, followed by no allergy


Dove

Comedogenic

4.54%

Fat

Granule

0.44%

Airtight

4.67%

Pain

13.20%

Using Effects 30,5%

Oily

39.13%

Usage Issue

Skin Types

Use Circumstance

Season

8,7%

8,1%

7,7%

16,8%

Note:

Oily category average is

36.1%

Note:

Allergy category average is 43.6%

Allergy

38.03%

我用的是多芬 Dove24 小时保湿营养香体润肤护体乳夏

天觉得有点油腻

( Link )// The body cream of Dove that I am using now would be a little oily in summer.

点评多芬最新身体滋润乳霜：滋润不油腻的乳液

( Link )// The latest Body cream of Dove is moisturize and Oily-free.



Follow-up

QUARTERLY BUZZ TREND OF DOVE OILY ISSUE OVERVIEW:

Oily issue of Dove was discussed most in Q2 and most of them were negative

Quarterly Buzz Trend of Oily

Issue of Dove, 2009

Summary

532

495

Some netizens suggested that some

Dove products is too oily to be used in summer while it is quite effective for dry skin users

423

404

我比较喜欢白色的 ..

绿色的不够滋润 ..

夏天用又

很腻 ..

所以支持白色的 ..( Link )

I preferred the white cleanser because the green one is less moisture and quite oily in summer.

你买的是多芬吧 ??

我 N 年前买过一支 50ML 的 ,

感觉洗不干净 , 是很腻的 , 比较适合干性肤

质 .( Link )

I have used Dove cleanser several years ago.

I felt it couldn’t wash clean. And it is very oily, which is suitable for dry skin users.

Q1 Q2 Q3 Q4

Total buzz volume of oily issue of Dove in 2009 is 1,854 posts.

Total sentiment buzz volume of Oily issue of Dove is 304 posts.


CIC IMPLICATION FOR DOVE DISCUSSION ANGLES

1.

Pro: Dove consumers were more likely to talk about “moderate”, along with “using effects”

2.

Con: Dove consumers were more likely to talk about “oily” in comparison with category average

• What does this mean to brand?

 Content planning for using effects, focus on

 Dove could enhance its advantage in “moderate”

 Content planning for oily, focus on

 Educate netizens that how to use Dove products in terms of different kinds of skin types



Explain to netizens that how to deal with oily when using Dove products


Case Study for Competitive

Intelligence

MONTHLY TREND OF TOP 3 SKINCARE BRAND: Most buzz volume of Lan côme is generated by its campaign

Monthly Buzz Trend Of Top 3 Skincare Brand

120000

100000

80000

60000

Campaign

82.1%

Others

17.9%

40000

20000

0

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

Lancome Estee Lauder L'Oreal Paris

Total buzz volume of Lancôme in 2009 is 436,871posts, total buzz volume of Lancôme in Aug 2009 is 98,408 posts.

Total buzz volume of Estée Lauder in 2009 is 253,428posts.

Total buzz volume of L’Oreal Paris in 2009 is 143,064 posts.

Unit: Post

74

LAN CÔME CAMPAIGN ANALYSIS(I): Lan côme Double Seventh

Festival Five Waves Campaigns triggered hot online discussion

Buzz Share of

Lanc

ôme in Aug 2009

Top 5 Campaigns of Lanc

ôme in Aug

2009

26,144

Others

17.9%

Campaign

82.1%

15,030

12,761

10,806

10,469

Total buzz volume of Lancôme in Aug 2009 is 98,408 posts

Seventh

Festival

Second

Wave

Link

Seventh

Festival

Third

Wave

Link

Seventh

Festival

Fourth

Wave

Link

Seventh

Festival

Fifth

Wave

Link

Seventh

Festival

First

Wave

Link

Unit: Post

75

LAN CÔME CAMPAIGN ANALYSIS(II): Lan côme Double Seventh

Festival Five Waves Campaigns Introduction

Brand: Lanc ôme

Community: www.rosebeauty.com.cn

Date: 21 th Aug. – 26 th Aug. 2009

Reward: Lanc ôme free samples

Rule of participation:

• Everyday there would be a new topic, then netizens wrote one sentence according to the topic.

• Netizens could replied the post repeatedly everyday.

• The top 50 netizens who replied most could get the samples.

Five different topics:

• To the one you love most

• To the one you hate most

• To the one you trust most

• To the one you despise most

• To the closest one in your life

To the one you turst most:

Thank you for trusting me for such a long time. ( Link )

To the one you despise most:

Don't think you can achieve a goal. You looks highly of yourself but down upon me.

You won’t win! (

Link )

76

IMPLICATIONS FOR UNILEVER CAMPAIGN PLANNING

Keep Pace With The Time

Hold more campaigns related to the festivals, especially those to the traditional Chinese Festivals

 Netizens would get better involved, if they thought that the campaign was related to their daily life



In addition, many netizens like the traditional Chinese factors, such as the music or the costumes in that style

 For example, you could launch the campaign in the Mid-Autumn Festival to promote the idea of family care.

Make More Personal

Some netizens relieved his feeling through Lanc ôme’s campaign. They innominately wrote down their true feelings online, which they couldn’t do in the real life.

So the campaign has attracted many people to participate

Easy Participation

Simple and clear rule would encourage more participation. Netizens are not willing to wrote the long articles or make a picture just for one sample.

They wanted to get the prize in a convenient way.

Back to previous page

77

Product Buzz Overview

• Pond’s

• Dove

• Competitors

POND’S AND KEY COMPETITORS BUZZ OVERVIEW - BY

FUNCTION: About 90% buzz volume of Pond’s was around

Whitening Function

Total Buzz Volume of Pond’s and

Competitors Subcategory by Function in 2009

Skin Care 21,5% 14,6% 19,7% 21,7%

L'Oréal Paris

32,9% 33,6%

Pond’s

89,2% 5,0%

Neutrogena 28,1% 32,2%

Nivea

Olay

Biore

Garnier

Tjoy

Clean&Clear

17,1%

31,2%

52,6%

46,5%

74,7%

61,0%

56,9%

15,5%

53,8%

8,6%

35,3%

29,1%

Whitening Cleansing Hydration Anti-Aging UV Oil-Control Nutrition Special Use

Total buzz volume of Pond’s & Dove and competitors by function in 2009 is

177,448 posts

Back to previous page


Follow-up

SERIES BUZZ OVERVIEW FOR POND’S: White Beauty series led series buzz volume, followed by flawless white

Buzz Volume of Series about Pond’s in 2009

8 093

795

399

White Beauty Flawless White Perfect Matte

348

Fine Pone

Total buzz volume of Pond’s by series is 10,120 posts


Note: Others series include

Intense Moisture, NMF, Double

White, Hydra Care, Sun

Defense, Perfect Results and

Spotless White

259

Age Miracle

Unit: Post

226

Others

80

TOP 10 POND’S PRODUCTS BUZZ SHARE: Pure White Cleanser took up most of product buzz volume of Pond’s

Buzz Share of

Top 10 Products about Pond’s in 2009

85,1%

清透净白洁面乳

Pure White Cleanser

完美亚光控油洁面乳

Perfect Matte Cleanser

无瑕透白深层透白洁面乳

Deep Whitening Cleanser

毛孔细致紧肤水

Fine Pore Astringent Toner

无瑕明效透白防晒日霜

Flawless White Visible Lightening Daily UV Cream

2,5%

3,2%

亮采净白粉润白皙洁面乳

White Beauty Cleanser

深层清洁毛孔细致洗颜泥

Pore Refining Cleanser

完美奇迹焕颜乳霜

Age Miracle Resurfacing Cream UV SPF15 PA++

三重防护 UV 隔离霜

Flawfess White Triple Shield UV Block SPF30/PA++

亮采净白爽肤水

White Beauty Detox Toner

Total buzz volume of top 10 products around Pond’s in 2009 is 9,122 posts.


CONSUMER FEEDBACK ON PURE WHITE CLEANSER

Most of buzz volume about pure white cleanser was generated by campaign in Onlylady

Buzz Share of Pure White

Cleanser by Cause 2009

92,8%

Buzz volume generated by campaign

Sample Campaign Background:

A campaign launched for pure white cleanser in

Onlylady.com, which aim is to promote netizens sharing their user experience of Product of Pond’s (

Link )

All title of the post for this campaign is start with

“ Sharing My Summer Cleansing Experience for Pond’s

Total buzz volume of pure white cleanser is 7,527 posts


CONSUMER FEEDBACK ON PURE WHITE CLEANSER

Cleansing ability and irritative were two important angles discussed by netizens towards the cleanser

Deep Cleansing

用后感受：洗的非常干净，洁面过程也很享受！适合混合

型 ~ 油性的 MM 使用！ ( Link )

User Expedience: it dose have excellent cleansing effect and I really enjoy the cleansing process! I recommend those girls who have Combination or oily skin to use it.

几天用下来，感觉真得很舒服。虽然没有立即看出变白的

效果，不过相信毛孔清透了，脸上的脏东西少了，自然皮

肤就会变得通透白皙。 (Link )

I feel really good after several days of use. My face became poreless with no dirty although the white effect will not appeared in such little days.

Irritative

我后来想可能因为这款洗面奶清洁度太大了 , 碱性太强了，

所以对皮肤有一些损伤 , 看来以后还是要使用弱酸性的了 . 我

想在此说明一下 , 我说这个问题不是针对旁氏的东西啊 , 只是

可能不太适合我用 ( Link )

The cleanser will harm my skin in some content because of its strong cleansing ability and alkaline effect in my perspective It seems that I’d better use weakly acidic product.I want to clarify that I am not dislike product of

Pond’s. I just think it is not fit to my skin.



• Pond’s

• Dove

• Competitors

DOVE BUZZ OVERVIEW-BY FUNCTION:

- Face Care took up more than half of buzz volume of Dove

- Bath led body care function followed by body cream

Total Buzz Volume of Dove Subcategory by

Function in 2009

Sample Quotes:

呵呵，用量不需要多，用清水冲洗干

净后，感觉既水嫩又清爽并且不油

腻，爱死了！特别适合我这干性的皮

肤！我顶！！！ ( Link )

After bathing, I will feel fresh and moisture with oil-free. I think it is quite fit to my dry skin. I love it.

55,6%

Face Care

42,3%

Body Care

74%

Bath

Body Cream

18%

7%

Shape Up

Hand

Cream/Foot

Cream

Total Buzz Volume of Dove Subcategory by Function, 2009 is 2,032 posts.


SERIES BUZZ OVERVIEW FOR DOVE:

- Usage series: Cleansing led the online discussion

- Use effects series: Night Treatment & Milk took the most buzz volume in

Buzz Volume of Series about Dove in 2009

1 552

1 447

The Series divided by usage

The Series divided by use effects

448 436

311

Unit: Post

267

Fresh

Touch

95

48 37

7

Beauty

Moisture

Silk Bath Gentle

Exfoilating

Firming Cleansing Bath Night

Treatment

Milk

Total buzz volume of Pond’s by series is 4,648 posts

Bar


TOP 10 DOVE PRODUCTS BUZZ SHARE

Buzz Share of top 10 Products about Dove in 2009

16,5%

17,7%

25,9%

Cucumber&Green Tea Scent Fresh Touch Beauty Cleanser

黄瓜绿茶清透保湿洁面乳

Indulging Cream Body Wash

牛奶润肤沐浴露

Go Fresh Cleanser

清透盈润洁面乳

Go Fresh Body Wash

清透盈润沐浴乳

Beauty Moisture Body Wash

柔肤乳霜沐浴乳

Fresh Touch Body Wash

绿茶轻柔沐浴露

Gentle Exfoliating Body Wash

活肤乳霜沐浴乳

Fresh Moisture Bar

清透盈润香块

24 小时保湿润肤乳

Beauty Baby Moisturiser Lotion

Bird’s Nest Whitening&Beautifying Facial Mask

燕窝雪白美肌面膜

Total buzz volume of top 10 products around Dove in 2009 is 831 posts.


CONSUMER FEEDBACK FOR GO FRESH CLEANSER OF DOVE

Consumer’s impression to GO Fresh Cleanser is around fresh and

Summer

Sense of Fresh

• 这款产品说实话我是因为喜欢它清新的包装所以

才格外留意它.多芬黄瓜绿茶洗面奶,很漂亮的包

装,看上去就觉得特凉快 ( Link )

Actually, I care the product for its fresh package. Cucumber & Green Tea Scent Fresh

Touch Beauty Cleanser have beautiful package, which give me a special fresh feeling.

• 我觉得黄瓜洗面奶很好用，味道特别清新，洗完

脸也觉得很湿润不油腻。 ( Link )

I think the Cucumber Cleanser is quite good with fresh scent. After Cleansing, I will feel moisturized and oil-free.

Fit to Use in Summer

• 多芬的黄瓜的那款很适合夏天用！ ( Link )

The cucumber cleanser of Dove is quite suitable to use in summer

• 夏天用来洗脸是不错滴 ~ ( Link )

It is good to use Cucumber & Green Tea Cleanser in summer



• Pond’s

• Dove

• Competitors

PRODUCTS BUZZ VOLUME FOR L’OREAL PARIS

Buzz Share of Series about L'Oreal

11,9%

18,4% in 2009

44,3%

Hydra Fresh

清润全日保湿系列

White Perfect

雪颜粉透臻白系列

Revital Lift

复颜抗皱紧致系列

UV Perfect

专业 UV 防护系列

Derma Genesis

创世新肌源系列

Men

男士

De-maq Expert

净彻卸妆系列

Visible Results

明效新颜系列

Total buzz volume of series around L'Oreal in

2009 is 19,808 posts.

Buzz Share of top 10 Products about

L’Oreal in 2009

All Day Hydration Agua-Essence With

Pure Mineral SPA Water 清润全日保湿水

精华凝露

Advanced Fluid Protector

多重防护隔离露

SPF30+ PA+++

Radiance Boosting Double Essence

雪颜美白双重精纯乳

8,2%

14,7%

38,5%

Intense Hydration Supply

清润保湿水感面膜

All Day Hydration Supply Aqua-Cream

清润全日保湿乳霜

Revitalift EYE

复颜抗皱紧致眼霜

Instant Freshness Toning Water

清润爽肤水

All Day Hydration Supply Aqua-Milky

Emulsion

清润全日保湿乳液

Night Transparent Rosy Whitening

雪颜美白舒缓晚霜

Revitalift Day

复颜抗皱紧肤滋润日霜

Total buzz volume of top 10 products around L’Oreal in 2009 is 12,899 posts.


PRODUCT BUZZ VOLUME FOR OLAY

Buzz Share of Series about OLAY

10,5%

25,1% in 2009

29,2%

White Radiance

水感透白

(

净白莹采

)

系列

Regenerist

新生唤肤系列

Nature White

三重乳液嫩白系列

Total Effect

多效修护系列

Cleanser

深层洁面系列

Base Moisture

基础滋润系列

Definity

焦点皙白系列

Aquaction

水漾动力系列

Age Defying

活肤细致系列

Buzz Share of top 10 Products about OLAY in 2009

Regenerist Micro-sculpting Cream

新生塑颜金纯面霜

11,8%

22,1%

12,5%

Total buzz volume of series around OLAY in 2009 is

14,583 posts.


Total Effects Moisturizing Vitamin

Treatment

多效修护霜

White Radiance Soothing Whitening

Stretch Mask

美白淡斑面膜

Milky Fair Face Wash

乳液嫩白洁面乳

Moisture Protection Cream

滋润霜

White Radiance Silky Emulsion

水感透白赋采凝乳

White Radiance Intensive Brightening

Essence

透视美白精华露

White Radiance Ultra UV Protective

Fluid

轻透倍护隔离防晒液

Regenerist Micro-sculpting Revitalizing

Essence Water

新生塑颜金纯活能水

Definity Luminesse Whitening Ｃｒｅａｍ

焦点皙白柔滑凝乳

Total buzz volume of top 10 products around OLAY in

2009 is 8,097posts.

91

PRODUCT BUZZ VOLUME FOR GARNIER:

Buzz Share of Series about Garnier in

2009

12,0%

15,2%

53,6%

Aqua Defense

水润凝护系列

True White

真采净白系列

Age Lift

岁月修护系列

Aqua Fuel

动能保湿系列

Oil Clear

酷爽控油系列

Deep Pure

深层纯净系列

UV Protect

阳光防护系列

Total buzz volume of series around Garnier in 2009 is

14,040 posts.


Garnier in 2009

14,4%

29,0%

21,5%

Aqua Defense Non Stop Intensive

Moisturizing

水润凝护全天候密集保湿精华

Aqua Defense Eye Roll-On

水润凝护多效眼部走珠精华露

Age Lift Multi Action Anti-Ageing

Whitening Eye Cream

岁月修护多重抗皱润白霜

Men Oil Clear

男士酷爽控油泡沫洁面泥

Aqua Defense Moisturizing Cleansing

Foam

水润凝护泡沫保湿洁面乳

Men AquaFuel

男士动能保湿泡沫洁面乳

Aqua Defense Refreshing Toner

水润凝护保湿爽肤水

True White Brightening Scrub Wash

真采净白柔珠洁面晶露

True White Whitening & Moisturizing

Fluid

真采净白美白滋润乳液

True White Lightening Milky Dew

真采净白密集美白柔肤液

Total buzz volume of top 10 products around

Garnier in 2009 is 10,944 posts.


PRODUCT BUZZ VOLUME FOR NIVEA

Buzz Share of Series about Nivea in

2009

7,1%

86,8%

Sparkling Light

晶纯皙白系列

Silk Comfort

娇柔丝润系列

Oxygen Power

活氧焕采系列

Q10

Q10 驻颜修护系列

Pure Source

净肤源净油系列

Aqua Sensation

凝水活采系列

Sun Block

防晒系列

Fresh Touch

清新平衡系列

Pure White

无暇净白产品

4,9%


Nivea in 2009

65,4%

11,3%

Sparkling White Day Cream

晶纯皙白修颜日霜

Silk Comfort Toner

娇柔丝润爽肤水

Good-Bye Cellulite

强力塑身凝露

White Jade Body Lotion

温润透白滋养乳

Intensive Caring Milk

深层润肤乳液

Sparkling White Mask

晶纯皙白水润面膜

Pure Moisture

护手凝露（海洋精华）

Sparkling White Foam

晶纯皙白泡沫洁面乳

Anti-Wrinkle Q10 Plus Night

Care

Q10 驻颜修护晚霜

Total buzz volume of series around Nivea in 2009 is

22,646 posts.

Total buzz volume of top 10 products around Nivea in

2009 is 13,581 posts.


PRODUCT BUZZ VOLUME FOR NEUTROGENA AND BIORE


Neutrogena in 2009

11,5%

27,0%

11,6%

Deep Clean Foaming

Cleanser

深层净化洗面乳

Ultra Sheer Dry-Touch

Sunblock SPF30

轻透防晒乳 SPF30

Fine Fairness Mask

细白修护面膜

SkinClearing Soothing

Moisturizer

清滢舒缓润肤乳

Norwegian Formula Hand

Cream

深层滋润护手霜

SkinClearing Foaming Wash

清滢洁面摩丝

Fine Fairness Whitening

Peeling Mask

细白亮采焕肤面膜

Deep Clean Cleansing Oil

深层净透卸妆油

Deep Clean Invigorating

Ultra-Foam Cleanser

深层净化活力摩丝

Fine Fairness Cream SPF20

细白焕采日霜

Buzz Share of top 10 Products about Biore in

2009

8,4%

23,0%

17,9%

Men's Biore Facial Wash

碧柔男士洗面乳

Men's Biore Pore Pack

碧柔男士毛孔清洁鼻贴

UV Perfect Face Milk

碧柔清爽防晒乳液

UV Mild Care Milk

碧柔温和防晒乳液

UV Perfect Milk

碧柔倍护防晒乳液

UV Moist Face Milk

碧柔水蕴防晒乳液

UV Bright Face Milk

碧柔亮采防晒乳液

Toner Cotton

碧柔化妆水绵

Pore Care Pore Pack

碧柔毛孔清洁鼻贴

Deep Cleansing Cotton

碧柔深层卸妆绵

Total buzz volume of top 10 products around Neutrogena in

2009 is 10,475 posts.

Total buzz volume of top 10 products around Biore 2009 is 18,216 posts.


PRODUCT BUZZ VOLUME FOR TJOY AND CLEAN & CLEAR


Tjoy in 2009

Whitening Hydration Lotion

美白保湿乳液

11,5%

21,7%

11,8%

Moisturizing Mask

植物纯萃补水保湿面膜

Deeper Moisturizing Mask

植物纯萃深度补水睡眠面膜

Deeper Whitening

Moisturizing Mask

植物纯萃深层美白补水面膜

Whitening Hydration Cream

美白保湿霜

Tryst Regenerating Mask

植物纯萃美白焕采面膜

Whitening Moisturzing Mask

美白保湿面膜

Anti-Freckle Essence

祛斑精华霜

Pore Refining Soothing Mask

植物纯萃毛孔细致舒缓面膜

Whitening & Moisturizing

Lotion

植物纯萃美白保湿乳液

Total buzz volume of top 10 products around Tjoy 2009 is

2,576 posts.


Clean & Clear in 2009

Daily Pore Cleanser

毛细孔清透洁面乳

Oil Control Film

魔力吸油蓝膜

10,8%

13,2%

33,7%

Foaming Facial Cleanser

调理洗面露

Clear Fairness Cleanser

清透净白洗面乳

Deep Action Cleansing Mask

深层洁净泥面膜

Clear Skin Toner

收敛化妆水

Clear Fairness Lotion

清透净白润肤露

Active Clear Speed Clearing Gel

清痘调理凝露

Deep Action Cleansing Mask

深层洁净泥面膜

Acne Clearing Cleanser

清痘洗面露

Skin Balance Moisturizer

油脂平衡乳液

Total buzz volume of top 10 products around Clean &

Clear in 2009 is 1,246posts.


Campaign & Pond’s Club

Analysis

CAMPAIGN OVERVIEW FOR POND’S: Project of Fairy Lady campaign triggered hot online discussion among netizens

Buzz Volume of Campaign for

Pond’s 2009

6 998

Sample Quote:

我对 3000 的旅游很感兴趣，等空点就来参加

下 ( Link )

I am strongly interested in the travelling award of Project of Fairy Lady which worth

3000 yuan. And I will join it when I was free.

20 19

Project of Fairy

Lady

White Formula 7 Day

Challenge

Unit: Post


PROJECT OF FAIRY LADY OVERVIEW FOR POND’S (I)

Online and offline participation access integrated well for fairy lady campaign

Brief Introduction: (Apr. ~ Oct. 2009)

Step 1. Participants have two ways to join the campaign. 举报 (report other candidates) or 自首

(confess by themselves ） pictures to Xiaonei.com

or Poco.cn

Step 2. Virtual Point of the candidates will be added up by the vote of netizens and top 50 candidates will entry the next stage of white suspects.

Step 3.

10 candidates will be selected as Fairy Lady in the final stage.

Subsidiary Campaign:

Scratch-and-win Cards

Step 1 . Purchase a cleansing product of Pond’s and get a scratch-and-win Card with one of the word “Sou” “Suo” or “Ling” on it.

Step 2 . Collect the three words

“Sou Suo Ling” together to exchange the award, a cherished backstage footage CD of

Ruan Jingtian.


PROJECT OF FAIRY LADY OVERVIEW FOR POND’S (II)

The Grapping Floor campaign launched in Onlylady took up

97.2% of total buzz volume of project of fairy lady

Summary:

The netizen will get a Pure White Cleanser of Pond’s as reward if her answer was on the right floor. Besides, the winner could post user experience for pure white cleanser for more award on Onlylady.com

The Winner List of Grapping Floor Campaign-

Pure White Cleanser make your skin fairy white

97.2%


PROJECT OF FAIRY LADY OVERVIEW FOR POND’S (III):

CIC Implication:

Signature Advertisement about the campaign could be used while a campaign was launching, which would appeared in the signature part of every post.

Netizens would get a more deep impression about the campaign of Pond’s.

Otherwise, other brand’s campaign advertisement in the replies would influence the campaign effect.

Replies

Signature

Advertisement


Link

100

CELEBRITY OVERVIEW FOR RUAN JINGTIAN (I)

Ruan Jingtian is a popular well-known young idol in Asia

Name: 阮经天（ Ethan, 小天）

Birthplace ： Taiwan

Birthday ： 1982-11-8

Vocation ： Actor, Model, Singer

Representative Work:

《 You‘re My Destiny 》 , a Taiwanese Idol drama which is very hot in Taiwan and rank 1 st in

Google Search Rank 2008 of TV and drama category.

Gathering places for Fans of him:

Link

Link

And more……


CELEBRITY OVERVIEW FOR RUAN JINGTIAN (II)

Buzz volume of Ruan Jingtian peaked in Apr 2009

Buzz Volume Trend of Ruan Jingtian 2009

808

631

505

400

423

319

296

368

321

241

640

682

Jan.

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Note: when netizens talking about Ruan Jingtian , not many of them mentioned Pond’s.

Total comention of Pond’s and Ruan Jingtian is 75 posts in 2009

Unit: Post


CELEBRITY OVERVIEW FOR RUAN JINGTIAN(III)

Some Netizens purchased pure white cleanser because of the spokesperson Ruan Jingtian

General talk about Ruan Jingtian

阮经天身上这件开胸羊毛衫，很好看，不知道是什么牌子，哪

里有卖的啊？谢谢各位指点一下。 ( Link )

The woolen sweater that Ruan Jingtian wear looks good. Does someone know the brand of it and where to buy it? Thanks

Pond’s related talk about Ruan Jingtian

我爱小天啊，今天特地去买这支洗面奶的，一看可以换购，赶紧

凑足 50 ，哈 ( Link )

I love Xiao tian very much. So I buy a cleanser of Pond’s on purpose. And making up 50 yuan to exchange another one.

哈哈 ~ 家里面洗面奶多了扑册来了为了小天我还是要去买 ~ ( Link )

There are a lot of cleanser in my home. But I will still buy it for

Xiao tian.


FYI ： VIDEO ANALYSIS FOR PROJECT OF FAIRY LADY

Spokesperson Ruan Jingtian was a hot discussion point of the campaign video

Summary

• Fairy Lady related videos were viewed

427,606 times with 281 comments in

Tudou, Youku and other video sites.

• More than 95% comments of the video is around the Spokesperson Ruan Jingtian.

Sample Quote:

型男，有气质，又像男孩又成熟，一个字 ----

帅！旁氏我也喜欢，小天代言旁氏，非常合适！

( Link )/

What a handsome man he is! Young and mature.And

I like Pond’s as well. It is quite suitable for Xiao Tian to be the spokesperson of Pond’s

Note: data in this page is based on publicly available source


POND’S CLUB OVERVIEW (I): Discussion about Pond’s club peaked in Q3 and it was possibly due to the conditions that more club activates would be launched in Q3

Quarterly Buzz Trend of Pond's Club 2009

Unit: Post 113

Sample Quotes:

旁氏啊？我知道旁氏最近新搞了个俱乐

部好像参加了以后买旁氏产品优惠会

很多！ ( Link )

I know that Pond’s has a VIP club whose member would have a lot of various of benefits.

57

43

37

Q1 Q2 Q3

Total buzz volume of Pond’s club is 250 Posts

Q4


POND’S CLUB OVERVIEW (II): Discussion about Pond’s club by netizens is entry conditions of Pond’s club and the tricks to get more virtual points.

Brief Introduction:

Pond’s Club is VIP club for users of Pond’s. VIP user in Pond’s club could take part in various campaign of Pond’s Club to get present. And virtual points is important part of Pond’s Club which is a effective tool to cultivate consumers’ loyalty to Pond’s

Sample Quotes:

• 后来看到广告新出的那个三重防护的就开始狂长草！今天拔草成功，还赶上超值积分买

赠， ( Link )

After I saw the advertisement of Triple Shield UV Block, I became to hold strong desire to buy it. Until today, I successfully own it and get double virtual points of Pond’s club.

• 要想积分多买产品就要买双倍积分的然后生日的时候一定要去买因为是双倍最后要多拉

别人入会那样攒积分很快的 ( Link )

There are some effective way to get more virtual points. The first is to buy double point products of Pond’s, the second is to buy the product in birthday. And the last is to recommend more people enter the club which is the fastest way.


E-community Analysis

TOP 10 E-COMMUNITIES FOR SKINCARE CATEGORY: Sohu is the hottest e-community to discuss skincare (not data collected)

Rank E- Community

(CN)

E- Community (EN)

3

4

5

1

2

6

7

8

9

10

搜狐女人

YOKA

网易女人

我爱打折

天涯社区

兰蔻玫瑰社区

时尚论坛

淘宝网

Onlylady

19lou women.sohu.com

bbs.yoka.com

Bbs.lady.163.com

bbs.55bbs.com

tianya.cn

rosebeauty.com.cn

bbs.trends.com.cn

taobao.com

bbs.onlylady.com

19lou.com

Posts

4,028,232

1,825,644

1,235,514

1,182,768

1,122,075

985,143

652,228

637,985

480,056

397,458

7.6%

6.7%

4.4%

4.3%

3.3%

2.7%

Post

Share

27.4%

Conversations Posters CPR

153,545 168,848 26.2

12.4%

8.4%

8.0%

271,689

88,799

42,586

138,679

255,455

134,876

6.7

13.9

27.8

66,156

63,457

28,371

85,904

39,558

22,292

309,759

40,932

39,854

152,361

71,588

118,302

17.0

15.5

23.0

7.4

12.1

17.8

Total buzz volume for skincare category in 2009 is 14,695,594 posts


ECOMMUNITIES OVERVIEW FOR POND’S: Most of buzz volume about Pond’s is from vertical sites

Vertical Site

Buzz volume of top 10 ecommunities for POND’S

72.4%

Portal Site

6

7

4

5

Rank

1

2

3

E- Community

Onlylady

Yoka

Sohu

55bbs

163

Tianya

Dianping

8

9

10

Trends

Taobao

Rayli

Total buzz volume about Pond’s is 19,076 posts.


Posts

7,837

3,607

1,349

956

731

624

609

605

414

242

Share

41.1%

18.9%

7.1%

5.0%

3.8%

3.3%

3.2%

3.2%

2.2%

1.3%

109

E-COMMUNITIES OVERVIEW FOR DOVE: Most of buzz volume about Dove is from portal sites

Buzz volume of top 10 e-communities for Dove

71.3%

Vertical Site Portal Site

Rank

1

2

3

4

5

6

7

8

9

10

E- Community

Sohu

Yoka

55bbs

163

Taobao

Tianya

Trends

Dianping

Rosebeauty

Onlylady

Total buzz volume about Dove is 18,522 posts.


Posts

7,837

3,607

1,349

956

731

624

609

605

414

242

Share

31.6%

12.8%

10.8%

8.3%

5.4%

5.0%

3.0%

2.8%

2.7%

2.6%

110

E-community Case Study:

Vertical VS. Portal Site

VERTICAL SITE ANALYSIS: YOKA.COM

Shopping, Purchase Agent, Product Trial,

Cosmetics, Fashion, Men are, Luxury…

Brand Column

Yoka cooperate with several luxury brands

Summary

Intensive campaigns are launched on Yoka and raised lots of echo in netizens, especially by some luxury products. Thus may lead to less interaction generated by buzz about normal brands (which are not luxury ones) because of this community culture.


PORTAL SITE ANALYSIS: DIANPING.COM

Free Sample Shopping Purchase Agent Exchange

Cosmetics

Note: forums within red box were included in CIC Panel

Summary

Dianping used to be the website focused on delicacy, but now it created more forums for lifestyle, especially includes cosmetics, shopping, fashion, exchange.


“SHAI” CULTURE COMPARISON: Products showed off by netizens in vertical beauty sites were more high end ones while the relatively lower end products in portal sites

‘Shai’ (Sharing) is the culture in both portal and vertical beauty sites. Netizens are likely to share their user experiences simultaneously with ‘Shai’, as they tended to share their comments of products with vivid pictures. Those posts are also considered as more trustable and enjoyable.

Portal site: Dianping

Za, Olay, Nivea, Watsons….

昨天意外发现家里附近的 ZA 刚好在满 200 减 50 ，当然

是立减最划算咯！算下来比 8 折还便宜了 5.2

元。

( Link )// Quite a surprise to find that ZA was on sale yesterday. It was even much cheaper than discount.

Vertical beauty site: Yoka

Estée Lauder, Lancôme, Dior….

说到精华，第一想到的肯定都是精华世家雅诗兰黛，神奇

修复 ANR 小棕瓶，收缩毛孔明星的小绿瓶，奇迹抚痕抗皱

小紫瓶 ...( Link )// Speaking of essence, the first flashed into my mind is Estée Lauder, the little brown bottle of

ANR, the little green bottle of pore minimizing, and the little purple bottle of Wrinkle Lifting Serum …


BRAND INITIATED CAMPAIGN COMPARISON: Vertical beauty sites like Yoka are specialty in launching campaign where applicants are willing to share campaign tricks and user experience with followers

Summary

It was common for brands to hold campaigns in vertical beauty sites rather than portal sites.

Netizens on these sites were more passionate and professional in beauty than that on portal sites.

Sample quote:

我一直都很喜欢参加线上活动，但是从来没拿到过 EL 家的东

西，这次这个活动，朋友很早就告诉我了，所以我这次信心

大满，准备一定要得到赠品。现在我来手把手的教大家怎么

玩这个游戏吧。哈哈哈 ~~( Link )//I always keep high passion in joining online campaign , but I didn’t get the chance to win EL products. My friend told me about this campaign very early. So I have confident to get the award and now let me teach you how to play the game.

很高兴参加这次 OL 与娇兰合作的活动，并且荣幸的成为了

50 个试用者之一！让我有机会体验到娇兰青春还原眼霜的魅

力 !

下面就是我使用娇兰青春还原眼霜的情况喽 ( Link )// It is excited to join this campaign launched by Onlylady and

Guerlain and become one of fifty trial user. The following is my use experience.


CIC IMPLICATIONS FOR E-COMMUNITY: Take good advantage of different e-communities specialty to launch successful online campaigns

Vertical beauty sites

Brand Deliver Campaign related information on portal sites since they got large population

Brand Launch Campaigns on vertical beauty site since they are more professional Portal sites


Efluencer Analysis

EFLUENCER FOR POND’S: Here we listed top 10 potential efluencers based on the most relevance of topics that those posters sent online in Dec. 2009

8

9

6

7

10

4

5

Rank

1

2

3

Efluencer Name

丁璠

被奖励

猪猪拉拉

鸦片鱼头

天蓝

还嫌咖喱不够浓

爱上你的靓

蔷薇东季

潇雨晓宇

雅虎丁丁

Site Name

YOKA

19 楼空间

(19lou)

19 楼空间

(19lou)

搜狐女人社区

(Club.women.sohu)

男社会

(Mancity)

大众点评社区

(Dianping)

欧莱雅社区

(club.eladies.sina)

闺蜜网

(Kimiss)

YOKA

大众点评社区

(Dianping)

1

3

1

2

1

1

8

8

Posts

2

1

Evoked Reply

190

119

70

69

62

59

54

95

91

86

Note: Top 10 Efluencer list was ranked by Evoked Reply.

Evoked Reply: How many replies generated by their posts


EFLUENCER FOR DOVE: Here we listed top 10 potential efluencers based on the most relevance of topics that those posters sent online in Dec. 2009

Rank

4

5

6

1

2

3

9

10

7

8

Efluencer Name

我心似海洋

倾听风的小鹿

小猪爱绿茶

远影儿 lijin_linlin

阿笨菜

木耳爱木耳

蚊子雯子（英国 BENEFIT 网 85

折 + 免英国邮费）

100 鲜橙汁

明河

Site Name

网易女性论坛

(bbs.lady.163)

时尚论坛

(Trend)

搜狐女人社区

(Club.women.sohu)

19 楼空间

(19lou)

我爱打折

(55bbs)

搜狐女人社区

(Club.women.sohu)

我爱打折

(55bbs)

闺蜜网

(Kimiss)

搜狐女人社区

(Club.women.sohu)

闺蜜网

(Kimiss)

Posts

2

2

1

11

4

1

6

13

1

1

Evoked Reply

434

190

103

103

96

89

86

179

124

107

Note: Top 10 Efluencer list was ranked by Evoked Reply.

Evoked Reply: How many replies generated by their posts


EFLUENCER CASE STUDY (1): Generally, there are 3 types of efluencers in Skincare category

Industry Experts / Celebrities who enjoyed high reputation in the industry

Those who may have been directly hired by brand or cooperate with brands, and they are already the experts in the industry. They are more professional but with the sense of distance.

Brand Loyal Users / Previous

Campaign Winners who are keen on specific brand

Those who were known as loyal brand fans, who might be more representative than other community Efluencers. Also those who are previous campaign winners are welcomed to share their comments and influence others.

Community Efluencers who are active in some specific communities

Those who owned the higher authority and lots of followers/friends in the specific community. And they are now highly recommended for accepting some brand products, to cultivate them as brand specific fans and build long-term relationship.


EFLUENCER CASE STUDY (2): Nicole GG and Niuer

Nicole GG

尼可哥哥

Niuer 牛尔

• For Nicole GG: (cultivated by Lancôme)

Senior National Cosmetologist, Famous

Beauty Expert

He possess excellent beauty analysis ability with rich latest international beauty knowledge, and he has also experienced countless

Skincare product personally

He blog to share his latest user experience http://space.yoka.com/nicbeauty/blog/

• For Niuer:

One of three beauty god-fathers in Taiwan

It have been 10 yeas since Niuer enter beauty industry after graduating from medical school

The show “Wqueen” hosted by Niuer is quite popular

He used to cooperate with brands but now initiated his own brand

His blog to share his beauty knowledge http://blog.sina.com.cn/u/1571898510


Men Care Category Buzz

Overview

KEY MEN CARE BUZZ VOLUME: Biore Mens was the most discussed brand, followed by L'Oréal Paris Men Expert

Key Competitors Men Care Series Buzz Volume in 2009

Biore

L'Oréal Paris

Garnier

NIVEA

Tjoy 146

1 269

1 059

4 457

Unit: Post

8 572

Total Key Competitors Men Care Series buzz volume in 2009 is 15,503 posts


KEY COMPETITORS MEN CARE BUZZ SHARE BY FUNCTION

Key Competitors Men Care Buzz Share by Function in 2009

Biore

L'Oréal

Paris

Garnier

19,2%

33,8%

52,1%

Nivea 21,9%

Tjoy 25,6%

54,5%

55,0%

21,1%

47,9%

46,5%

Hydration Nutrition Cleansing Anti-Aging UV Oil-Control

Total Key Competitors Men Care buzz volume in 2009 is 12,179 posts


Appendix

• Consumer Online Behavior

• 2008 Skincare Data Overview

CONSUMERS PROACTIVELY GENERATE AND DISSEMINATE

IWOM I: 54.1% consumers always proactively comment on brands/products

Whether consumers proactively comment on brands/products

Gender Comparison of those commenting on brand/product

59,5%

49,6%

Yes, always,

54.1%

Female

N=291

Age Comparison of those commenting on brand/product

Rarely or never,

45.9%

46,0%

59,5%

57,0%

52,2%

47,1%

N=640 BBS/Blog users

15-17 18-24 25-30 31-35 36-60

Data Source: all data comes from CIC Whitepaper: Making Sense of IWOM Topic 2 - How IWOM is generated and disseminated


CONSUMERS PROACTIVELY GENERATE AND DISSEMINATE

IWOM II: 32.4% of respondents’ comments are “triggered by others’ comments

Situations that motivate consumer comments about brands/products

Triggered by others'comments

Comment when experience is extremely negative

N= 346 BBS/Blog users

% 32,4

28,0

34,1

28,9

20,8

20,2

19,4

16,2

30,6

27,2

22,5

19,7

Comment when experience is extremely positive

Comment whatever they experienced

36,5

38,5

31,8

13,5

33,7

28,8

20,5

23,3

23,3

18,9 19,8

11,5

31,4

25,7

20

22,9

31,7

26,8

26,8

14,6

Total

N=346

Male

N=173

By Gender

Female

N=173

By Age

15-17 18-24 25-30 31-35 36-60

N=52 N=132 N=86 N=35 N=41



COMPANIES PARTICIPATE IN ONLINE COMMUNITIES: Netizens prefer third-party BBS as online platform the most

Netizen’s preference to different online platforms

%

Third-party BBS 68

Company BBS on official website

Company blog on official website

Company blog on third-party website

10,8

24,5

37,3

Sample quotes

 “The official company platform is too driven by company interests while the third-party platform is more objective because it is managed by an independent party.

”

 “It is easy for a blog to become a personal stage for the company, so

BBS is better.

”

 “I am worried that negative posts will be deleted and IDs will be forbidden on official company BBS.

”

 ”Many Apple fans will upload product related articles on their own blogs.

Most of the information in official company blogs can also be found on company website.

”




NETIZEN’S PRESERENCE TO DIFFERENT ONLINE ACTIVITIES:

Netizens prefer entertainment-driven activities the most, followed by product experience activities

Netizen’s preference to different online activities

Preference

5

4

20

3,84

3,53

3,35

3,63

3,43

Participation %

25

20

3,27 3,27

3 15

12

10,8

2

9,4

10

7

5,6 5,5

1 5

0

Entertainmentdriven activities

Eventdriven activities

Lotterydriven activities

Product experience activities

Communicationdriven activities

Knowledge sharing activities

Creationdriven activities

0

Score 1: dislike extremely

Score 5: like extremely N=640 BBS/Blog users



NETIZEN’S PRESERENCE TO DIFFERENT ONLINE ACTIVITIES I:

Netizens prefer cash or gifts as the rewards for online activities the most

Netizens preference to different rewards of online activities I

Cash or gifts 3,8

Opportunity to join offline activity 3,7

Free product trails

Ideas or suggestions accepted

3,7

3,7

Making more net friends

Knowledge sharing

3,6

3,6

Online virtual rewards

Meeting celebrities 3,4

3,5


Score 5: like extremely




NETIZEN’S PRESERENCE TO DIFFERENT ONLINE ACTIVITIES II:

Female netizens prefer practical rewards such as cash, gifts or opportunities to participate in offline activities

Netizens preference to different rewards of online activities II


Score 5: like extremely


3,70 3,90

3,72

3,79 Cash or gifts

Opportunity to join offline activity

Free product trials

Ideas or suggestions accepted

Male

Making more net friends

Knowledge sharing

Online virtual rewards

3,33 3,46

Female

Meeting celebrities 3.22

3,71

Gender

Age


15-17

18-24

25-30

31-35

36-60


Appendix

• Consumer Online Behavior

• 2008 Skincare Data Overview

Skincare CATEGORY BUZZ MONTHLY TREND IN 2008

Skincare Category Buzz Monthly Trend in 2008

350 000

300 000

250 000

200 000

150 000

100 000

50 000

0

Jan.

Feb.

Mar.

Apr.

May.

Jun.

Jul.

Aug.

Sep.

Oct.

Nov.

Dec.

Unit: Post

Total Skincare buzz volume in 2008 is 1,453,902 posts, coming from 229,226 conversations

0

90 000

80 000

70 000

60 000

50 000

40 000

30 000

20 000

10 000


SKINCARE CATEGORY BUZZ RANKING IN 2008

Top 10 Skincare Brand Ranking in 2008

Buzz Share

20.9%

Lancôme

15.3%

Clinique 161 488

13.9%

Estée Lauder

9.9%

Elizabeth Arden 104 154

L'Oréal Paris

99 194

9.4%

Dior 79 422

7.5%

Olay 66 946

6.4%

Chanel 64 405

6.1%

Guerlain 56 443

5.4%

Avène

54 791

5.2%

Total top 10 Skincare brand buzz volume in 2008 is 1,053,136 posts

146 241


220 052

Unit: Post

134

BUZZ VOLUME OVERVIEW OF KEY COMPETITORES 2008

Buzz Volume of Pond’s & Dove and Key Competitors in 2008

L'Oréal Paris

Olay

Neutrogena

Nivea

Dove

Garnier

Pond’s

Biore

Tjoy

Clean&Clear

4,915

4,860

19,076

18,522

37,173

28,350

28,296

56,294

58,327

Unit: Post

143,064

Total buzz volume of key competitors in 2008 is 293,340 posts


REPUTATION OVERVIEW OF KEY COMPETITORS

NSR of Key Competitors in 2008

Garnier

Neutrogena

L'Oréal Paris

Dove

Nivea

Biore

Olay

Tjoy

Pond's

Clean&Clear 34,2%

Total sentiment buzz volume of key competitors in 2008 is 396,269 posts


93,9%

89,0%

86,5%

87,1%

82,6% 84.7%

Average NSR for Skincare Category

79,5%

79,2%

68,0%

78,5%

136

BUZZ VOLUME OVERVIEW OF POND’S

Total Buzz Volume

2 500

Monthly Trend of Buzz Volume of Pond’s in 2008

2 000

The “ Big Bottle with Little Volume”

Crisis of Pond’s in May. 2007 was discussed again by Netizens in Oct.

2008 in Taobao.com and 565 Replies were Generated in the Post.( Link )

1 500

1 000

500

0

Jan.

Feb.

Mar.

Apr.

May.

Jun.

Jul.

Aug.

Sep.

Oct.

Nov.

Dec.

Unit: Post



BUZZ VOLUME OVERVIEW OF DOVE

Monthly Trend of Buzz Volume of Dove in 2008

3 000

2 500

2 000

1 500

1 000

500

Dove Bath Wash Trial Member

Recruiting Campaign in

Self.com Generate lots of buzz in Nov.( Link )

0

Jan.

Feb.

Mar.

Apr.

May.

Jun.

Jul.

Aug.

Sep.

Oct.

Nov.

Dec.

Unit: Post



INTRODUCTION OF PRODUCT COMMENT IN YOKA (I)

Summary

Product Comment Campaign in YOKA launched on YOKA was the initiative one set by the community itself.

In this campaign, YOKA users are encouraged to share their user experience of any skin care brands certainly including Pond’s & Dove.

Share Your Use Experience to Win Hot Cosmetic

39,186 netizens generated 209,843 product comment posts


Link

139

INTRODUCTION OF PRODUCT COMMENT IN YOKA (II): Netizens commented products with their use experience in order to get a chance to win awards in form of playing games

Link


OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English)

OUR WEBSITE: www.cicdata.com

CONTACT US: info@cicdata.com

Thank You

This document is for private commercial use only. Distribution to third parties and/or publication in whole or in part is strictly prohibited without expressed written consent of CIC.

本文件是针对 CIC 客户的相关品牌和企业的商业文件。未经 CIC

的书面许可，本文件或文件中的任何内容不得转交给第三方，

同时也不得发表本文件或文件中的任何内容。

Skincare Online IWOM Yearly Audit 2009 - CIC

Skincare Online IWOM Yearly Audit

Research Background

Research Methodology

Executive Summary and

Implications for Unilever

Skincare Category

IWOM Culture

Skincare Category

Buzz Overview

Brand IWOM Overview

Brand IWOM Overview

• Pond’s

• Dove

Brand IWOM Overview

• Pond’s - Discussion Angle

• Dove

Brand IWOM Overview

• Pond’s

• Dove

Case Study for Competitive

Intelligence

Product Buzz Overview

• Pond’s

• Dove

• Competitors

Product Buzz Overview

• Pond’s

• Dove

• Competitors

Product Buzz Overview

• Pond’s

• Dove

• Competitors

Campaign & Pond’s Club

Analysis

E-community Analysis

E-community Case Study:

Vertical VS. Portal Site

Efluencer Analysis

Men Care Category Buzz

Overview

Appendix

• Consumer Online Behavior

• 2008 Skincare Data Overview

Appendix

• Consumer Online Behavior

• 2008 Skincare Data Overview

Thank You

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