02.20.20
Influenster is a product discovery platform where millions of consumers research and review products, and where brands can connect with ‘highly engaged and empowered shoppers.’ With a community of nearly 6 million members, Influenster boasts 40 million reviews and is growing by 1 million reviews monthly.
Beauty Packaging asked the Influenster team for analysis on review volume and growth trends, for a variety of Color Cosmetics products including lipstick, foundation, eye shadow, concealer, eyeliner and bronzer.
They pulled some growth trends and then listed which products had the highest review volume and highest review growth for the past 90 days. (prior to press time)
Following is a sampling of what they provided.
Color Cosmetics: Influenster Review Analysis: Volume and Growth Trends, January 2020
LIPSTICK / STAINS / GLOSS
While the lipstick category has the highest review volume for cosmetics on our platform, this past year, we saw lipstick review volume decrease by 60%.
We are seeing some products generating high review volume and growth, which is why in the past 90-days we’re now seeing stagnant growth compared to last quarter.
Top products based on review volume (past 90 days)
- Maybelline SuperStay Matte Ink Liquid Lipstick
- NYX Lip Lingerie
- FENTY BEAUTY by Rihanna Gloss Bomb Universal Lip Luminizer
- M.A.C Cosmetics Lipstick
- Kylie Cosmetics Kylie Lip Kit
- Urban Decay Game of Thrones Vice Lipstick
- ICONIC LONDON Lip Plumping Gloss
- Urban Decay Game of Thrones Dracary's Lip & Cheek Stain
- Laura Mercier Rouge Essentiel Silky Crème Lipstick
- Dose of Colors Matte Liquid Lipstick
Foundation grew overall by 11% in 2019 with 176,324 reviews.
Foundation Sticks specifically are losing popularity though with 49% decline in review volume this past year.
Top products based on review volume (past 90 days)
- Maybelline Fit Me Matte + Poreless Foundation
- KAT VON D True Portrait Foundation
- Estée Lauder Double Wear Stay-In-Place Makeup
- Maybelline Fit Me Dewy + Smooth Foundation
- Too Faced Born This Way Foundation
- MAC Studio Fix Powder Plus Foundation
- Maybelline Super Stay Full Coverage Powder Foundation
- Maybelline Fit Me Matte + Poreless Powder
- Maybelline New York Fit Me! Matte + Poreless Foundation Powder
- bareMinerals Original Loose Powder Foundation SPF 15
While we saw a year over year decrease in review volume for eyeshadow palettes in 2019, we’re seeing that some of the top volume products are palettes for the past 3 months.
Top products based on review volume (past 90 days)
- Anastasia Beverly Hills Modern Renaissance Eye Shadow Palette
- Morphe x Jaclyn Hill Eyeshadow Palette
- Anastasia Beverly Hills Soft Glam Palette
- HUDA BEAUTY The New Nude Eyeshadow Palette
- Urban Decay Naked Palette
- Morphe 35O - 35 Color Nature Glow Eyeshadow Palette
- MORPHE 35G Bronze Goals Artistry Palette
- Urban Decay x Game of Thrones Eyeshadow Palette
- MORPHE X Jaclyn Hill The Vault Armed & Gorgeous Eyeshadow Palette
- Morphe 35V Stunning Vibes Artistry Palette
- Anastasia Beverly Hills Soft Glam Eyeshadow Palette
EYELINER
Liquids and gel liners continue to drive the volume and growth for the overall eyeliner category with 116,214 reviews in the last 12 months.
Eyeliner was one of the category that bloomed in 2019 with 43% growth
Top products based on review volume (past 90 days)
- NYX Matte Liquid Liner
- Kat Von D Tattoo Liner
- URBAN DECAY 24/7 Glide-On Eye Pencil
- Maybelline EyeStudio Master Precise Liquid Eyeliner
- Maybelline Eyestudio Lasting Drama Gel Eyeliner
- Kat Von D Dagger Tattoo Liner
- Urban Decay Game of Thrones 24/7 Glide-On Eye Pencil
- Revlon ColorStay Liquid Liner
- Maybelline Great Wear Budge Proof (Waterproof) Eyeliner
- Revlon ColorStay Skinny Liquid Liner
Finishing & translucent powder gained popularity in 2018 with a 34% increase in review volume, however, this category declined by 42% in this past year.
We see the same story this quarter with an 18% decline in reviews compared to the previous quarter.
Top products based on review volume (past 90 days)
- Laura Mercier Translucent Loose Setting Powder
- Coty Airspun Loose Face Powder
- Maybelline Fit Me Loose Finishing Powder
- Laura Mercier Invisible Loose Setting Powder
- BECCA Hydra-Mist Set & Refresh Powder
- MAC Studio Fix Powder Plus Foundation
- Maybelline Super Stay Full Coverage Powder Foundation
- Maybelline Fit Me Matte + Poreless Powder
- Maybelline New York Fit Me! Matte + Poreless Foundation Powder
- bareMinerals Original Loose Powder Foundation SPF 15
Concealers started declining in 2018, however gained some popularity by the end of 2019. Concealers grew by 2% by October 2019
And this quarter, we see that concealer is back to decreasing as compared to the previous quarter.
Top products based on review volume (past 90 days)
- tarte Shape Tape Contour Concealer
- Maybelline Instant Age Rewind Eraser Dark Circles Treatment Concealer
- BENEFIT COSMETICS Boi-ing Cakeless Concealer
- Maybelline Fit Me Concealer
- NARS Radiant Creamy Concealer
- MORPHE Fluidity Full-coverage Concealer
- TruBlend Undercover Concealer
- Yves Saint Laurent Touche Éclat High Cover Radiant Concealer
- Yves Saint Laurent Touche Éclat All-Over Brightening Pen
- Too Faced Born This Way Concealer
Bronzer increased by 15% in 2018 whereas decreased by 53% this past year.
We see the same story this quarter as well with an 18% decrease compared to the previous quarter.
Top products based on review volume (past 90 days)
- Benefit Cosmetics Hoola Matte Bronzer
- Physicians Formula Murumuru Butter Butter Bronzer
- Benefit Cosmetics Hoola Bronzing Powder
- Too Faced Chocolate Soleil Matte Bronzer
- Anastasia Beverly Hills Powder Bronzer
- MORPHE Mini Bronzer Debutante
- Wet N Wild Coloricon Bronzer You’re Dragon Me Down
- Benefit Cosmetics Hoola Bronzing Powder
