Rihanna‘s Fenty Beauty and Kylie Jenner‘s Kylie Cosmetics are racing to see which beauty line will hit the billion-dollar mark first. But right now, Fenty Beauty is beating out Kylie Cosmetics on Instagram for engagement.
Cherry Pick measures the “purchase intent” of a product through engagement. According to the company, “purchase intent on social media actually drives product sales.”
Fenty Beauty outranked every beauty brand for Percent of Product Intent (POPI) and Percent of Products Tagged (POPT). POPI measures “the percent of intent generated by a brand’s tagged products relative to all of the other products in the same category.” While POPT measures “the percent of images and videos tagged with a brand’s products relative to all of the other images and videos tagged with products in the same category.
Fenty Beauty received 9.11% POPI on their posts and 2.81% POPT on posts. Benefit Cosmetics came in second, ColourPop in third, Huda Beauty in fourth, Jeffree Star Cosmetics fifth, Too Faced in sixth and finally Kylie Cosmetics in seventh.
Kylie Cosmetics was the number one brand in POPI (9.29%) and POPT (3.61%) when it comes to posts about their cheek products. Cheek products include blush, bronzer and highlighter. Kylie launched new Kylights highlighters, bronzers and blushes in January securing her number one spot.
But Fenty Beauty blew the roof off of engagement for face products. The brand launched new concealers, new shades in their foundation and loose setting powder in January. Their POPI was at 29.93% and POPT at 8.13% for the month.
The brands have very different social media strategies. Fenty Beauty has a tendency to engage with consumers more and post trending memes.
LVMH recently reported that Fenty Beauty made 500 million euros in sales in its first year. This is a huge benchmark that typically takes years for a brand to hit. Kylie Cosmetics, on the other hand, has been around since 2015 and Forbes valued the company at $800 million in 2018 and is on track to become the youngest self-made billionaire.