Why winning over these top 100 skincare influencers and word of mouth amplifiers is your top priority in 2014.

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1 Why winning over these top 100 skincare influencers and word of mouth amplifiers is your top priority in Build brand equity. Amplify your differentiated value. Assure customer loyalty. Drive conversions and sales. Verifeed.com Analyze. Mobilize. Capitalize. Translating insights parsed from social conversations into profitable business outcomes. Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May

2 Social Intelligence Snapshot Facial Skincare Trends & Influencers April 2014 In the first of its monthly beauty social intelligence snapshots, Verifeed reveals opportunities for skincare brands new and established to build positive, cost-efficient buzz on social networks such as Twitter and boost sales by identifying, engaging and rewarding their brand s best influencers and amplifiers. Relative newcomer brands such as Kona Tans and Dr. Dennis Gross proved they could outpace larger and well-established brands such as Estee Lauder, Olay and L Oreal with influencer-driven positive word of mouth on Twitter. There is an opportunity for large and small to move swiftly at far less expense in using insights mined and filtered from social conversations to get to know the influencers and amplifiers that can make all the difference when it comes to building brand awareness and customer loyalty, launching a new product, identifying unmet needs and preferences, and boosting sales. With 82% of us no longer making purchasing decisions without validation by others on social media, it s becoming critical to understand who is influencing the conversation, how, when and why. What s in a Tweet? Verifeed analyzes millions of conversations on Twitter about facial skincare brands and products. Women tweeted, re-tweeted, and influenced opinions (and no doubt purchases) as they shared skincare tips, product recommendations, deals and more. Topics ranged from moisturizers, masks, and eye creams to cleansers, devices, and self-tanners and focused on anti-aging, acne, and anything and everything to get that healthy, radiant glow Actionable Twitter Takeaways: Influencers count, not followers or likes : What counts is how engaged they are with your brand and content. A follow doesn t mean consumers read your Tweets or purchase your product. What counts is how many times they are sharing news about your product or just talking about it with their friends. Are they telling their friends to try your product? Personal conversation, NOT robo Tweeting: People expect a one-on-one conversation with a brand. Consumers want to feel special, not sold. Impersonal robo Tweets seem like spam and get ignored. So do sales pitches. No one will share them. To generate positive word-of-mouth you need to get to know your customers and prove you care with personalized Tweets. It may just be a well-informed question or a beauty tip. Target and win over influencers : Once you know who has most sway with the most people, take time to understand preferences, lifestyle, buying habits, influences and more to inform how you choose to engage and win over your ambassadors. Their stories wenable genuine emotional connections that guarantee successful content marketing and social word-of-mouth campaigns. The right amplifier reaches millions with one Tweet: Once you know your influencers and amplifiers, you can predict with accuracy what the reach of your message will be over-time. For example, Best Pro Advice reached 2,378,163 people with one skincare Tweet shared 22 times. Annualized at same rate of activity and will reach 28,537,956 people. 2 Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May 2014

3 Top 100 Skincare Influencers Verifeed identified the 100 top skincare influencers on Twitter in April 2014 and mapped what we call their amplification impact towards driving favorable word of mouth outcomes for beauty brands. Snapshot Headlines April s top facial skincare influencer is Best Pro Advice reaching 2,378,163 people with one skincare Tweet shared 22 times. Annualized at same rate of activity and will reach 28,537,956 people. Top skincare brand influencer is New Skin Radiance. With 48K followers and 5 Tweets, it reached 1,706,896 consumers. Other brand standouts: Dennis Gross Skincare reaching 587K people with one Tweet re-tweeted 69 times and Kona Tans, with only 3,340 followers, reaching 297K with one Tweet. Of big-name brands Estee Lauder and its Clinique brand scored highest in 5 th and 7 th place reaching 125,426 and 94,657 respectively. But newcomer brands with fewer followers reached many more. April s top five Twitter boosted ReserveAge collagen supplement and Rimmel Matte BB Cream. Amplification and influence scores are used to predict reach and impact of an individual in influencing positive sentiment, buying decisions, and brand building earned media and loyalty. Understanding, engaging and rewarding influencers is a vital competitive advantage in a crowded marketplace when 84% of consumers will not make a purchase without validation from someone like me on social media. Targeting your brand s ambassadors on Twitter and elsewhere enables more targeted, efficient and high-impact social engagement and content marketing to drive conversions and revenue. Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May

4 Snapshot: April s Top 25 Skincare Influencers Influencer Followers Activity VF Impact VF Impact Handle Re-Tweets Original April VF Influence Score Projected 12 Month April 1 BestProAdvice 1,060, ,378,163 28,537, NewSkinRadiance 48, ,706,896 20,482, neverknownfacts 1,420, ,433,133 17,197, tonyfernandes 961, ,161 11,557, Fact 880, ,467 10,805, AcneSkinSite 775, ,499 9,521, IvankaTrump 1,580, ,641 9,499, InspowerMinds ,989 7,055, dgskincare 11, ,593 1,188, christoferdrew 424, ,500 5,178, amkaty_splendor 3, ,837 4,330, BethanyMota 1,440, ,000 4,320, joshmeatsix 350, ,024 4,236, schzimmydeanie 328, ,570 3,990, ladyboarder , , , shensaddiction 3, ,925 3,563, KonaTans 9, , , Beauty411 43, , , Momtrends 43, ,336 2,128, KyleEditor 135, ,350 1,996, LouisaBrownSoap 102, ,350 1,744, primetimeparent 7, ,767 1,701, SavvyMomNYC ,973 1,643, Elm_baby 121, ,426 1,505, EsteeLauder 123, ,972 1,487, Consumers 1. Life Pro Tips VFI Score: 9.13 Reached 2.4m with 1 Tweet shared 22 time 2. Acne Skin Site VFI Score: 8.45 Reached 793K with 1 Tweet shared 42 times Brands 1. New Skin Radiance VFI Score: 8.92 Reached 1.7m with 5 Tweets shared 1 time 2. Dennis Gross Skincare VFI Score: 8.24 Reached 567K with 36 Tweets shared 186 times 3. LadyBoarder9669 VFI Score: 7.88 Reached 321K with 16 Tweets shared 12 times. 3. Kona Tans VFI Score: 7.83 Reached 270K with 132 Tweets shared 22 times 4 Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May 2014

5 Snapshot: Brand Influencers Key Finding Relative newcomer brands have an opportunity to outpace and outperform their larger established rivals on Twitter and other social networks, and this Verifeed Snapshot shows how small upstarts can move swiftly at little expense to build brand recognition, loyal ambassadors to spread positive word-of-mouth, and grow conversions. Some of the bigger brands have more followers, and that is not enough. Our analysis shows that it is how often consumers are moved to amplify your message through re-tweets that counts. Newcomers are winning by taking the time to interact personally and often with their followers whether a simple thank you whenever their Tweet is re-tweeted or starred, sharing helpful advice without a direct sell or recognizing their most loyal followers re-tweet their posts. Newcomer: Karora Big Brand: Olay Fresh Effects Followers: 7,987 Followers: 11,100 VF Influence Score: 7.12 VF Influence Score: 5.82 April Reach: 94,642 April Reach: 11,531 Projected Annual: 1.3m Projected Annual: 138K Newcomer: Kona Tans Big Brand: Estee Lauder Followers: 3,450 Followers: 121,100 VF Influence Score: 7.83 VF Influence Score: 7.4 April Reach: 296,925 April Reach: 125,426 Projected Annual: 3.6m Projected Annual: 1.5m Note: Verifeed applies qualitative as well as quantitative metrics to assess influencers based on a combination of activity (starting, amplifying and changing conversations), number of followers (and their followers), contextual relevance, and source expertise. Some influencers in our Top 100 Snapshot not dedicated beauty experts and tweet about multiple other subjects Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May

6 Detail: April s Top 10 Skincare Brand Influencers Influencer Followers Activity VF Impact VF Projected Impact VF Influence Score Handle Re-Tweets Original April Projected 12 Month April 1 NewSkinRadiance 48, ,706,896 4,096, dgskincare 558, ,989 7,055, KonaTans 3, ,925 3,563, LouisaBrownSoap 135, ,350 1,996, EsteeLauder 121, ,426 1,505, Karoracosmetics 7, ,652 1,135, Clinique_US 7, , , MaryKay 74, , , SimpleSkincare 14, , , ReneeRouleau 27, , , Top 15 Skincare Amplifiers While influencers start and shape conversations, it is the amplifiers who drive viral word-of-mouth. On Twitter, these are the active and engaged people who prove their daily (even hourly) engagement with brand content by re-tweeting it to their own followers, starring, or adding to Twitter lists of recommended people to follow. Verifeed defines influencers in large measure by how many amplifiers they attract: 18-year-old YouTube phenomenon Bethany Mota may have millions of Twitter followers, but not one of them retweeted anything she shared about skincare or skincare products, with 43,000 followers had her Tweets shared 5 times. That s s followers are more valuable to spreading your brand message followers. Amplifier VF Score Re-Tweets Followers Amp Score LearnSomethlng LeAuraLuciano gingerconejero MelissaStetten ladyboarder DherbsOffice fakebakeunited SKINandCO Karoracosmetics KathrynGuillen ClarinsNews dgskincare WeMakeYouViral valmg Beekman1802Boys Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May 2014

7 Top Amplified Tweets Trending Keywords Verifeed analyzed all skincare Tweets in April to tabulate trending keywords across product types, consumer needs and challenges, ingredients, and sentiment. TOP 15 Trending Brands by Mention While Olay was not a top influencer on Twitter, the Proctor & Gamble stable dominated all mentions in our skincare monitoring. Dennis Gross (@dgskincare) was second with 216 mentions and Kona Tans in third with 203. In fourth but lagging far behind is Estee Lauder s Clinique with 39 mentions. Brands OLAY 345 DGSKINCARE 216 KONATANS 203 CLINIQUE 39 BLISS 36 L'OREAL 30 MURAD 30 LANCOME 29 MARULA 21 RESERVEAGE 20 ORIGINS 15 CLINIQUE 14 CLARISONIC 14 SKINREJUVE 14 KARORA COSMETICS 12 Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May

8 Trending Keywords Facial Moisturizers Moisturizers MOISTURIZER, MOISTURIZERS, MOISTURISER 503 FACE 126 NIGHTTIME, NIGHT 69 LIGHT 21 HEAVY 21 EYE, EYES, EYE CARE 20 NECK 17 CONTOUR 4 Anti-Aging Serums and Creams Anti Aging ANTIAGING, ANTI-AGING 169 YOUNGER-LOOKING, YOUNGER 28 AGING / AGE DEFYING 25 WRINKLES, WRINKLE 7 Peels Peels PEEL / PEELS 495 PEELISNOTAFOURLETTERWORD 3 PEELTHELOVE 2 Self-Tanners & Sun Protection Product TANNING 170 SELFTAN, SELF TANNING, SELF TANNER 166 BRONZER 115 SPRAYTAN / SPRAYTANS 117 SUNLESS, SUNLESS TANNER 54 SPF 50 SUNSCREEN 47 TANNER, TANNERS 45 PROTECT 34 SUN TAN 25 BLOCKS, BLOCK 24 FAKETAN 9 TINTED MOISTURIZER 7 8 Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May 2014

9 Acne Acne ACNE 131 SPOTS 108 BREAKOUTS 16 ZIT / PIMPLE / BLEMISH 7 BLACK HEADS 2 Product Attributes Attributes BEAUTY 272 FRESH 125 LIGHTEN / BRIGHTEN / BRIGHT / BRILLIANCE 35 GENTLE 24 HEALTH / HEALTHY 22 NATURAL / NATURALS 21 BEAUTIFUL 17 ILLUMINATING 10 CRUELTYFREE / ANTI-CRUELTY 7 GLOWING 5 CHEMICALFREE 5 REMEDY 5 ORGANIC 5 Product Ingredients Ingredients LEMON JUICE 52 ALPHA BETA 38 ACIDS /ACID 35 COLLAGEN 22 TOMATOES 12 GREEN TEA 11 MACADAMIA 6 COCOA BUTTER / COCOA 6 AHA / AHAs 7 BANANA 5 SUGAR 4 BERRY / BERRIES 4 ARGAN OIL / ARGAN 3 Skincare Challenges Challenges ACNE / SPOTS / BREAKOUTS 237 ANTIAGING, ANTI-AGING 169 PROTECT 32 PAMPER 29 EYES 25 Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May

10 SUFFERING 23 OILY 22 CLEANSER 21 MOLES 20 STRESS 16 FACIAL / FACIALS 15 EXFOLIATING/EXFOLIATE/EXFOLIATOR/EXFOLIATORS /EXFOLIATION 9 Sentiment Sentiment about brands and skincare products is overwhelmingly positive across the board. Words like good, great, recommend, and happy occur frequently in Tweets about facial skincare products. Overall there were 416 positive mentions, compared to 42 negative. Sentiment GOOD 31 BEST 29 RECOMMENDED/RECOMMENDS/RECOMMENDING/RECOMMEND 27 WANT 25 SOLVE 22 THANKS / THANK 21 GENIUS 20 LOVE 20 HAPPY 18 WORRYING 14 BENEFITS 8 ULTIMATE 8 EXTRAORDINARY 7 HEAVENLY 7 FAB / FABULOUS 7 LIKE 7 Snapshot Overview Findings: Skincare April 2013 Verifeed s April snapshot reveals opportunities for skincare brands new and established to build positive, cost-efficient buzz on Twitter and boost sales by identifying, engaging and rewarding their brand s best influencers and amplifiers. Relative newcomer brands such as Kona Tans and Dr. Dennis Gross proved they could outpace larger and well-established brands such as Estee Lauder, Olay and L Oreal with influencer-driven positive word of mouth. There is an opportunity for large and small to move swiftly at far less expense in using insights mined and filtered from social conversations to get to know the influencers and amplifiers that can make all the difference when it comes to building brand awareness and customer loyalty, launching a new product, identifying unmet needs and preferences, and boosting sales. Investing in learning about your customers (and potential customers) reduces marketing and PR expense, as well as cuts cost of sales and customer acquisition. It also provides a far greater return on investment of those social analysis dollars in amplified impact and increased sales and revenue. 10 Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May 2014

11 About Verifeed Verifeed mines, filters and parses millions of social conversations to unearth actionable insights and predictive business intelligence. Our analysts, aided by patent-pending technology, get the right information to the right people at the right time to assure cost-effective and high-impact word-ofmouth and native content marketing. We also provide valuable competitive research and revenuedriving strategies. Monthly Beauty Intelligence Subscribe Verifeed offers beauty brands, retailers, agencies and others monthly social analytics reports. These include: Beauty trends and trends analysis, brand amplification analysis, individual influencer and amplifier analysis. See how campaigns fare over time, understand how influencers are impacting outcomes, see which brands are winning on social media, and get actionable recommendations. Read Verifeed s blog for Cosmoprof: social intelligence for beauty. Custom analytics? We can help. Be first, right and predictive. Verifeed offers exclusive and custom service for brands that want to get a competitive advantage. What are consumers saying right now about your brand, a product, service, campaign (or an issue), or competitor that will influence a buying decision? Who are your influencers and amplifiers, and what are their lifestyles, preferences, expertise, circumstance, interests, and buying habits? Who are their friends, and how do they interact to influence an outcome? What events and issues are shaping how people react to your brand? How effective is your content marketing and social media marketing? Real-time (and over time) authentic insights help you anticipate sentiment, needs, habits and motivations to guide a winning strategy to exceed revenue targets and other KPIs. Analyze: Powerful algorithms and proprietary processes unearth valuable insights about who and what will make or break a product launch, brand, or attract new customers.. Mobilize: We identify influencers by shared interest and assess their amplification quotient for efficient and predictive word-of-mouth network effects and native personalized content marketing. Capitalize: We create data-driven strategies for customer acquisition and loyalty, conversions, and revenue. Contact: Melinda Wittstock Verifeed.com Verifeed Social Intelligence SNAPSHOT Skincare Trends & Influencers May