CASE STUDY - ALMAY
ALMAY
What do women really value
in their makeup
Marketing Activities
Segmenting, Positioning & Messaging, Media
Planning.
Problem
Current audience segmentation and brand
messaging based upon traditional data was
resulting in stagnant sales growth. With a new
product launch there was a desire to increase
brand awareness and sales through a
refreshed messaging strategy.
Solution
Using SocialSense, Networked Insights was
able to provide real-time consumer insights in
less than a week that informed a new way to
segment cosmetic consumers and identified
the best messaging to reach them.
Results
Almay was able to adjust advertising concepts
from their creative agency to better align
content with the newly identified audience
segments.
About Networked Insights
Networked Insights is transforming the way
companies make marketing investments by
informing decisions with real-time consumer
data. Our enterprise-level analytics platform
uncovers audience interests that brands use
to stay in-sync with their customers. The
result is discovering how to over-deliver for
the same marketing spend.
For more information
646-545-3900 | hello@networkedinsights.com
www.networkedinsights.com
Revlon is one of the strongest consumer brands in the world, and Almay--a member of
the Revlon global brand portfolio--has been recognized for 80 years as a leader in
hypoallergenic color cosmetics for women. However, Almay executives wanted to build
new levels of awareness and sales through a refreshed approach to advertising and an
upcoming new product launch.
Situation
Traditional market research indicated that women with sensitive skin--at least 50 percent
of the cosmetics market--were the suggested target audience for Almay. Almay executives
weren't convinced that the research was telling the whole story, so they asked Networked
Insights to take an objective look at the market through social data analysis.
Findings
Over a five-day period initially and through periodic updates in subsequent weeks, we
used SocialSense our real-time analytics platform to uncover how women are having
conversations about cosmetics in social as well as about the Almay brand. We quickly
learned that makeup and beauty conversations were segmented by products and features
– for example, foundation, eye shadow, lipstick, eye makeup looks and mascara. In the
Almay specific conversation, the brand was most often discussed with coupons, however
in the overall cosmetics conversation, both sensitive skin and coupons were outlier
conversations. Even brands were conspicuously absent from the cosmetics conversation.
We discovered that what women actually talked about most was how cosmetics make
them look and feel. Clearly, Almay's previous messaging was out of sync with its target
audience.
Further analysis uncovered four beauty consumers that allowed for in-depth profiling that
was used to identify the largest market opportunity for Almay to target. Though there are
countless other consumers along the cosmetic spectrum, the four categories the analysis
focused on were: Bare (little to no makeup); Classic (Limited palette, simple application,
plays more for special occasions); Chameleon (relatively simple during the day, but turns
her look up at night); and Bold (“always on”, loves color, prone to trends). Previous market
research indicated that Almay products should be targeted to the Bare category. Our
analysis revealed that the Classic and Chameleon categories were where Almay would
find real opportunities for growth.
We then used SocialSense to determine how Almay could refine proposed new advertising
concepts presented by Almay's advertising agency. Our recommendations helped align
the advertising content with the target audience's preferences so that Almay could build
customer relationships in the new market segments.
The bottom line
Almay has gained valuable new insights into its target market and used this market
intelligence to inform its strategic planning, content development, advertising and
promotions to ultimately get back in sync with the target consumer and grow market share.
What the real-time data is giving us is that insight upfront in the process, so
that you get it right the first time more often than has been true in the past…
It’s taking a ton of risk out of the (creative) choices.
- Julie Marchant-Houle,
VP of Marketing and Global Portfolio Leader at Revlon
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