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Online communities shaping market trends in the beauty industry
By Tom Anstey 28 Nov 2013
Social media is having a massive influence on beauty industry trends Credit: Shutterstock
Online beauty discussion in forums and on social media is rapidly changing the beauty market and could hold the key to future industry trends, according to a new report.

The research, carried out by Diagonal Reports has found that the number of online groups and communities dedicated to discussing beauty care and products has grown significantly over the past few years.

Diagonal Reports has used vocabulary and terminology used to interpret the data, which has been collected since 2009 and has tracked digital beauty communities, investigating beauty conversations and discussions.

These discussions are considered trustworthy by the consumer and represent the traditional word-of-mouth recommendation moving to an online platform and setting a new beauty agenda.

According to the report, digital communities are becoming just as important as the product house and retailer when it comes to shaping trends and ideas in the beauty market, helping to create “new cultural formations.”

Online chatter has been under-documented and under-analysed because it consists of unstructured and complex data. Because of this there is a high volume of informal discussions on blogs, Facebook, Twitter, YouTube and various other social media outlets that the beauty industry knows very little about.


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Comfort Zone
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NEWS
Online communities shaping market trends in the beauty industry
POSTED 28 Nov 2013 . BY Tom Anstey
Social media is having a massive influence on beauty industry trends Credit: Shutterstock
Online beauty discussion in forums and on social media is rapidly changing the beauty market and could hold the key to future industry trends, according to a new report.

The research, carried out by Diagonal Reports has found that the number of online groups and communities dedicated to discussing beauty care and products has grown significantly over the past few years.

Diagonal Reports has used vocabulary and terminology used to interpret the data, which has been collected since 2009 and has tracked digital beauty communities, investigating beauty conversations and discussions.

These discussions are considered trustworthy by the consumer and represent the traditional word-of-mouth recommendation moving to an online platform and setting a new beauty agenda.

According to the report, digital communities are becoming just as important as the product house and retailer when it comes to shaping trends and ideas in the beauty market, helping to create “new cultural formations.”

Online chatter has been under-documented and under-analysed because it consists of unstructured and complex data. Because of this there is a high volume of informal discussions on blogs, Facebook, Twitter, YouTube and various other social media outlets that the beauty industry knows very little about.
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A new report by Deloitte, outlining the social and economic value of the global health and fitness industry, has been released by The Global Health & Fitness Alliance (GHFA), in collaboration with IHRSA.
Jacqueline Berry steps up to group director of spa and wellbeing at Miraval
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Rosewood set to make Venetian debut following restoration of Hotel Bauer
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Tuscan wine country inspires Hotel Le Fontanelle’s new nature-centric wellness sanctuary
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Good Spa Guide Awards name top UK spas following record-breaking voter turnout
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Las Vegas Convention Center, Las Vegas, United States
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