Beauty Blogger Buzz 11th to the 17th of January

beauty-blogger-buzz-essie-nails

Surprisingly popular – Essie nail polish.

Beauty Blogger Buzz is the name I have given to this little project I have been working on.  I’ve selected 50 beauty blogs and 50 Youtube channels specialising in beauty products, or beauty tubies as I call them.  I have been noting every product they mention and compiling a list.  I can now reveal the most popular brands for the first week I have been doing it.

It has been quite a lot of work and I still have lots of data to work through.  But I have got the first week’s worth tabulated now.  I found it quite eye opening.   It was quite surprising just how many brands there are out there.  My panel mentioned no fewer than 154 brands in seven days.  That might be a slight exaggeration because I have allowed a few sub-brands separate listing.   For example I think MUA is a distinctive enough brand to count even though technically it is a Superdrug own brand.   I may have invented a couple of brands too by mishearing or mistaking a product name for a brand name.  But I don’t think I am too far out.

So what have I learned?   There is no doubt of the favourite brand.   MAC got mentioned 28 times, putting it clearly in the lead and getting more mentions than the next two combined.  Second place honours were shared by Clarins and Maybelline.

Simple’s fourth place relied rather heavily on one blog post from a fan who chose to review about 6 six products at once.

I was surprised to see NARS do so well.  I will confess that I had never heard of Essie before.  I hope Essie fans, of whom there seem to be a great many, won’t hate me for that.

I am still trying to see if I can make any sense of the data to highlight individual products.  It is a bit tricky – so many products get mentioned that very few of them get more than once.  I might have to run it for a longer time.

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I have been carrying on collecting the information so I will be doing at least a couple more posts like this.  Let me know if you find them interesting.  Also, I am bound to have made some obvious errors in the table below.  Please let me know if you spot one.

MAC 28
Clarins 12
Maybelline 12
Simple 11
L’Oreal 8
NARS 8
Revlon 8
Rimmel 8
Essie 7
Laura Mercier 7
Bumble and Bumble 6
Chanel 6
Benefit 5
Bourjois 5
Liz Earle 5
Murad 5
Organic Surge 5
Redken Body 5
MUA 5
Body Shop 4
Bobby Brown 4
Buxom 4
Collection (2000) 4
Lee Stafford 4
NYC 4
OPI Nail Envy 4
Origins Vitazing 4
Tarte 4
Burberry 3
Clinique 3
Cover Girl 3
Dior 3
Estee Lauder 3
Leighton Denny 3
Ojon 3
Real Techniques 3
Sally Hansen 3
Sleek 3
Soap and Glory 3
TRESemme 3
Wet n wild 3
Annabelle 2
Aveda 2
B 2
Bioderma 2
BM 2
Ciate 2
Daniel Sandler 2
Dove 2
e.l.f. 2
Eco-Boutique 2
Illamasqua 2
Kevin Murphy 2
Kevyn Aucoin 2
Kiehl’s 2
La Roche 2
Lush 2
Mavala 2
Max Factor 2
Monu – Micro Exfoliant 2
Nivea 2
Percy & Reed 2
Phyto 2
Pixi 2
Ren 2
Sanctuary Spa 2
Sigma 2
YSL 2
Boots 2
African Botanics 1
Bioderma 1
Bourjois 1
Diorskin 1
Jo Malone 1
Origins 1
Algenist 1
Alpha H 1
Alterna 1
Aromatherapy Associates 1
Avon 1
Balance me 1
Bare Minerals 1
Body Armour 1
By Terry 1
Candydoll 1
CARGO 1
Caudalie 1
Cetaphil 1
Chantecaille 1
Charles Worthington 1
Clayspray 1
Custom 3 1
Diptyque 1
Dollywink 1
Dr Darren Mckeown 1
Dr Lipp 1
Dr.Jart+ Water Fuse 1
Earth Lover’s 1
Effaclar 1
Elemis 1
Emma Hardie 1
Enrapture 1
Etat Pur 1
Evo Mister 1
Fairy Drops 1
Fake Fur 1
Fresh Sugar 1
Frontcover Cosmetics 1
Givenchy 1
Glam Glow 1
Isadora Opalescent Nails 1
Jemma Kidd 1
Joico 1
Kanebo 1
Korres 1
Lancome 1
Lavanilla 1
Lolita Lempicka 1
Look Beauty 1
Lucas Paw 1
Luna 1
Merumaya Integrative Effective Skincare 1
Milani 1
Miss Sporty 1
Moroccan Oil 1
Nails Inc 1
Narciso Rodriguez 1
ncLA 1
No7 1
Oilatum 1
Oribe Dry Texture Spray 1
Orly Polishield 1
Pacifica 1
Pall and Joe Cheek Colour 1
Philosophy 1
Physicians Formula 1
Red by Kiss 1
Sephora 1
Shiseido 1
Shu Uemura 1
Smashbox 1
St Morritz 1
Stila 1
Superdrug MUA 1
Superdrug 1
Tangle Teezer 1
TIGI Bed Head 1
Topshop 1
Une 1
Urban Decay 2
Vichy 1
Victoria’s Secret 1
Vivo Skin 1
Xen-Tan 1

You might be interested in my blog post on how to make money from beauty blogging.


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13 Responses to Beauty Blogger Buzz 11th to the 17th of January

  1. Junie says:

    Hi
    Why were you surprised to see NARS.
    You have been so so busy, Can you get someone to help you ??
    Junie

  2. Colin says:

    Thanks Junie.

    NARS just doesn’t seem like a very big brand to me. I live in a small town so maybe I am out of touch.

    Yes it has been quite a lot of work. But it is fun for now. I don’t get paid to do it, so I can stop when it gets boring.

  3. Diana says:

    I think NARS will soon take over MAC, people are growing tired of MAC and are overly enthusiastic about NARS. I’ve seen lots of positive reviews and buzz for them so I’m only surprised they are not number 2. Essie is very popular especially in the USA no surprise there. Thanks for doing this, it’s very interesting to see what people are talking about. I hope you’ll continue with this for as long as possible :P)

  4. Colin says:

    That is a bold prediction Diana. MAC is very well established indeed.

  5. Colin, thank you so much for doing this.. it’s such useful data. x

  6. Romany says:

    I loved this! So interesting, ill definitely keep reading.

  7. Madam M says:

    Wow, thank you. This is very very interesting. Gosh i must have taken you ages to compile everything.
    The 50 blogs you choose, were they international or local to you.
    I would love to see more of these types of posts.

  8. Colin says:

    Sorry I should have made clear that all the blogs and Youtube channels are UK based. But I am glad you find it interesting.

  9. Andreea says:

    Thank you for this!

    Do you think there is a connection between the work of the PR / Social Media Departments of the brand and the mentions or is it rather product based?
    Clarins is having a quite cool strategy with bloggers over here in Germany, NARS nothing afaik. (NARS ist not available in Germany anymore… only online with pretty high shipping fees!)

    Would love to see more of this!

  10. Colin says:

    @Andreea One of the things I was interested in was whether I could pick up PR activity. I think I have, but I need to keep going for a while to get a baseline. I probably need to review my panel membership as well. I aimed to avoid anything directly placed on the web by companies simply paying for it, but I may have been caught out by at least one of the bloggers I selected. It will take a while before I have everything perfect.

  11. Charlie says:

    Fantastic and very very interesting!

  12. This is interesting – must be so much hard work. I’m surprised to see Clarins at no 2 but I know that two big beauty experts were chatting about Clarins products this week on social media so that would have been a major boost for the brand. Essie is one the biggest nail brands – Kate wore for royal wedding – it’s a good reminder that a brand that is well-known to someone isn’t to everyone!
    Thanks

  13. Kimberley says:

    This is a great idea! It would be awesome to also know what bloggers and Youtubers you are tracking. And you can always track this in an excel spradsheet to make graphs :)

    Good luck,
    Kimberley xx

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