In the UK, France, Germany and the UAE there has been a big growth in beauty conversations among women on Facebook and Instagram over the last 12 months. On Facebook we’ve seen a 18% increase in mentions of beauty, a 20% increase in mentions of makeup and a 16% increase in mentions of skincare1.
Beauty has always been about self-expression and thanks to the smartphone, people are now able to express themselves to a wider audience, on the go, in real-time. Where once the beauty purchase journey was relatively simple and linear, now as the online and offline worlds become ever more intertwined it is complex, fluid and individual. Read more