A new report released this week has ranked 84 leading UK beauty brands on their social media marketing performance. The report was prepared by Codec, a content marketing platform that uses machine learning and AI to offer creatives and strategists an accurate prediction of what audiences care about before they plan content. 

It finds “Superstars” in MAC, Charlotte Tilbury and NYX. The “Standout” category boasts 27 beauty brands including Urban Decay, Chanel and Bobbi Brown. “Middle of the Pack” brands include Max Factor, Yves Saint Laurent and Neutrogena, and “Stragglers” include Vichy, dermalogica and Nivea. Those deemed “Forgettable” on social media include Paco Rabanne, Davidoff and Carita. The UK Beauty Rankings report assesses the beauty brands on four criteria: Snapchat, Presence, Segments and Content. Presence and Content scores measure the direct success of each brand’s social media strategy; Snapchat and Segment scores look to contextual indicators of each brand’s impact. To recognise the increasingly important role of Snapchat as a marketing tool, the report has also allocated Snapchat grades to each brand. These grades give an indication as to how relevant these brands are to the Snapchat audience. 

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