PAOLA PÉREZ
Lubrizol Life Science Beauty

Abstract

Makeup is one of the most dynamic categories in social media, with brands being talked about regularly in user-generated content. This content provides an invaluable opportunity for formulators and brands to gain a deeper understanding and insight into consumer pain points and beauty goals. Understanding the value of this insight, the Foresee Lab within Lubrizol Life Science Beauty utilized Artificial Intelligence technology to extract the most relevant beauty conversations. They analyzed 20 million sources from across the internet, including social platforms, forums and reviews, for beauty conversations related to the face, eyes, lips and nails. The results will provide brands invaluable insight into color cosmetic formulation.

Makeup is one of the most dynamic categories in social media, with brands being talked about regularly in user-generated content. This content provides an invaluable opportunity for formulators and brands to gain a deeper understanding and insight into consumer pain points and beauty goals.

Understanding the value of this insight, between May 2019 and May 2020, the Foresee Lab within Lubrizol Life Science Beauty utilized Artificial Intelligence technology to extract the most relevant beauty conversations. They analyzed 20 million sources from across the internet, including social platforms, forums and reviews, for beauty conversations related to the face, eyes, lips and nails. An expert team then analyzed the data in different ways, clustering and extracting patterns and trends. Research was conducted in partnership with market research firm 113 Industries.

Data was analyzed in several ways, including by top search terms and beauty hashtag. For example, top general beauty hashtags included: #makeupartist, #fashion, #makeuptutorial and #makeupaddict. When consumers used a personal pronoun like ‘I love’ or ‘I like,’ top beauty ...