In recent years, a growing number of celebrities have launched their own skincare brands. Unsurprisingly, the trend has since raised questions around how this will impact the skincare industry and more specifically, how celebrity brands fare against established non-celebrity skincare.
To answer these questions, we used Kantar’s Digital Brand Intelligence (DBI) to measure brand health for prominent celebrity and non-celebrity brands. Combining search and social data allows us to track both brand salience and favorability in real-time. In doing so, our DBI engine provides an “under the hood” understanding of consumer reactions to brand launches, events, and products; shedding light on how brand health and skincare landscape as a whole has changed and will develop overtime.
In this report, our DBI offering identified key themes between celebrity and non-celebrity skincare brands and pinpointed specific topics and events that influence brand health. These analyses helped corroborate a conclusive assessment that though celebrity skincare brands garnered immense social conversation and positive consumer reactions, they’ve failed to convert favorability into salience and thus established, non-celebrity brands remained largely competitive.
Download this free report that explores how Kantar’s Digital Brand Intelligence leverages an array of digital sources to keep a pulse on brand perceptions. Discover how real-time analysis can effectively track brand health KPIs, extract key drivers of salience, and guide strategies to elevate brand leadership.