Cherry Pick analyses and measures purchase intent on Instagram for 50K+ beauty product SKUs across the industry to unlock and unveil the true value of this form of promotion. Purchase intent on social media actually drives the sales and this is why it is so important.
Cherry On Top Report presents the official intent rankings for color cosmetics brands, products, and product attributes from January 2019. Rihanna’s domination with Fenty Beauty is more than staggering.
In the report Cherry Pick uses two indicators: POPI and POPT.
The first one POPI means “Percent of Product Intent The percent of intent generated by a brand’s tagged products relative to all of the other products in the same category. (You can think of this like a brand or product’s market share)”.
POPT is explained as “Percent of Products Tagged The percent of images and videos tagged with a brand’s products relative to all of the other images and videos tagged with products in the same category. (You can think of this like a brand’s spend on social content).”
Let’s take a look at all the categories Fenty Beauty is mentioned in January 2019 report.
Top 10 Brands: Color Cosmetics
#1 Fenty Beauty (9.11% POPI, 2,81% POPT)
Top Rankings: Cheek
#3 Fenty Beauty (5.53% POPI, 1.57% POPT)
#3 Diamond Bomb by Fenty Beauty
Top Rankings: Face
Fenty, the brand that started the frenzy of shade expansions across the entire industry, added 10 more shades to their Pro Filt’r collection, dominating the top three product spots across Face and placed number one across both Face and Color Cosmetics. Fenty earns almost 30% of all intent across Face products, the highest of any brand in a single category.
#1 Fenty Beauty (29.93% POPI, 8.13% POPT)
#1 Pro Filt’r Instant Retouch Concealer by Fenty Beauty
#2 Pro Filt’r Instant Retouch Setting Powder by Fenty Beauty
#3 #3 Pro Filt’r Soft Matte Longwear Foundation by Fenty Beauty
In January 2019, Fenty’s Pro Filt’r Instant Retouch Setting Powder set the record high for intent generated by a single product with 60.15%.