I believe every girl also has her own collection of favorite beauty products, and since the outbreak of the epidemic, online shopping for beauty products has become a habit for many people, making people pay more attention to popular products online. Recently, Wisers focused on the online interactions of multiple beauty brands, combined with big data analysis models, and announced the top 10 most popular beauty brands among Hong Kong netizens. Now let’s see if your favorite brand made the list!
1st place: TOM FORD
The number one brand that drives purchasing intention in the beauty category is TOM FORD, and surprisingly, its popularity comes from its perfumes! Since the launch of the new fragrances Rose Prick and Bitter Peach, they have become hot topics online due to their unique designs and wine-like scents, attracting a large number of beauty pages and internet celebrities to try and recommend them. The classic “Soleil” perfume series and “Lost Cherry” cherry perfume have also been recommended by multiple beauty media as suitable fragrances for the winter theme.
2nd place: Christian Dior
Ranked 2nd is Christian Dior, and the brand’s most popular product online is the “Capture Totale Perfect Energy Series.” It made the list due to media focus on the product’s “stem cell research” and its outstanding anti-aging effects are also highly praised.
3rd Place: 3CE
The third is the Korean beauty brand 3CE, whose popularity mainly comes from the endorsement of Korean celebrities, and the brand’s lipsticks and eyeshadows are particularly praised, reflecting the popular Korean makeup style today.
4th place: CLARINS
Last year marked the 35th anniversary of the launch of Double Serum and the Brightening Firming Cream, sparking discussions and interactions around the products, with netizens praising the significant moisturizing effects. Products containing herbal ingredients and soothing repair effects generally receive higher levels of engagement or likes online, such as Clarins’ Plant Gold Nutri-Revitalizing Oil Emulsion, known for its quick and significant absorption and moisturizing effects, as well as its lightweight texture and lack of artificial fragrances, making it popular among netizens.
5th place: L’ORÉAL
6th place: DHC
The best-selling products of DHC are mainly personal care products such as lip balm, makeup remover, and eyelash serum, among which makeup remover products are the most popular. For example, the “Deep Cleansing Oil” has been recommended by many beauty pages, indicating that the product is gentle and has a moisturizing effect.
7th Place: SHU UEMURA
Shu Uemura launched many limited edition products last year, successfully gaining popularity online, with the “Pirate King Collaboration Series” being the most popular, while themed makeup collections such as the “Christmas Special Edition” and “New Year Sparkling Limited Edition” also received attention.
8th place: DECORTE
9th place: NARS
10th place: CLÉ DE PEAU BEAUTÉ
*研究團隊共統計全香港共 282 個護膚、彩妝以及香水品牌在 2020 全年的社交媒體數據，爬取了 28 萬條有關美妝品牌的網絡帖文，統計超過 1300 萬次互動量（包括留言、分享和點讚次數等數據），並以具「購買意願」的回覆條數進行運算，最終得出「全港最具購買意願美妝品牌」的排名結果。
Photo: pinterest, instagram@tomfordbeauty, diorskincare, 3ce_official_hk, clarinshk, dhc_official_jp, shuuemura
