“Makeup is one of the most dynamic categories in social media, with brands being talked about regularly in user-generated content,” a spokesperson for LLS Beauty told Cosmetics Design-USA.
“We believe that by strategically connecting consumers' insights with trends and our science, we can innovate and help our clients innovate.”
Mining consumer insights
This innovation comes in the form of artificial intelligence deployed across social media platforms, YouTube videos and product reviews in the United States between May 2019 and May 2020.
To discover new consumer needs and product insights, Foresee Lab – the consumer and marketing insights unit within the Lubrizol Corporation – partnered with external market research firm 113 Industries.
The team used Natural Language Processing technology to pull over 20 million sources of data from online beauty conversations. An algorithm encoded text to look at words and sentences in context to “explore big topics rather than spot pre-defined key words” related to make-up for face, eyes, lips and nails, the company explained.
“It allows us to focus only on purely consumer language and avoid paid advertisement. For instance, this A.I. technology let us classify a consumer, create clusters, find connections.”
Extracting the trends: #skincaringmakeup
The human analysis of the data then extracted patterns to reveal smoothness, long-lastingness, color, protection and moisturization as top-targeted and on-trend.
“Although the top general beauty hashtag is #makeupartist, when consumers used a personal pronoun like ‘I love’ or ‘I use’, the top hashtag is #skincare,” LLS Beauty said. “It reveals the increasing trend of connecting makeup and skincare.”
The company says that it has used AI in the past to evaluate product performance and identify market opportunities but that this is the first time that social listening was used to develop a complete line of formulations.
The #skincaringmakeup collection’s 12 products for face, eyes and lips include matte and silky foundation finishes, a blur perfecting primer serum, a gelly eyeshadow, a vinyl lip gloss and new fixer spray and serum applications – all “designed to allow consumers to improve their skin’s long-term health while enhancing smooth and even make-up application.”
Formulations incorporate ingredients like the Avalure Flex-6 CC polymer film former, Matrifuse™ S-1 dispersant, Glucate DO emulsifier and the Kelco-Care diutan gum rheology modifier to aid in smooth application and durable, uniform coverage. Meanwhile, actives including the Lapagyl Advanced botanical ingredient, along with Argireline Amplified and Uplevity peptides, promote slower skin aging, lessen expression wrinkles and fight sagginess.