Anastasia Beverly Hills Ka Vang, Sara Kanizsai, Abby Schoepp, Christina Vechsathol

About

  • Founded in 1997 by Anastasia Soare
  • Dubbed "the people's make-up brand"
  • Anastasia Soare was the first to introduce "brow-shaping" to salons in the US
  • Became popular once seen on celebrities such as Oprah, Kim Kardashian, Jennifer Lopez, Heidi Klum, Victoria Beckham & more
  • Started the "brow revolution"
  • Not just about brows, debuted professional cosmetics line direct-to-consumer in 2014
  • Created category's first Contour Palette and Liquid Lipstick
  • ABH products are available at Sephora, Macy's, ULTA, Nordstrom, Dillard's, and other select retailers in over 25 countries including Saudi Arabia, Australia, Sweden, Romania, France, Brazil, the UK, and many more

Who is the typical Anastasia Beverly Hills customer?

USA

  • Female Customer (69% Voice vs 31% male voice)
  • Speaks English (93%)
  • Age Range from 25-34
  • 51% have a college education
  • Average disposable income of $21,763
  • Higher than average engagement (28%) in people who make $0-$25,000 a year
  • On average own a home valued between $200,000 - $500,000

United Kingdom

  • Female Customer (86% voice vs 14% male voice)
  • Speaks English (67%)
  • Age Range from 25-34

Brazil

  • Female Customer (59% vs 41% male voice)
  • Speaks Portuguese (48%)
  • Age Range from 45-54 (45%)

Which Products Are People Talking About The Most In Each Country?

USA

Modern Renaissance Palette, Mario Palette, Anastasia Glow Kits
  • Glow kits made 5,592 appearances across 5,157 documents averaging 89% positivity
  • Palettes made 7,975 appearances across 4,013 documents averaging 86% positivity

United Kingdom

Modern Renaissance Palette and Mario Palette
  • Palettes 1,296 appearances across 783 documents averaging 90% positivity

Brazil

Brow Wiz and Pencil
  • Eyebrows 192 appearances across 61 documents averaging 79% positivity

How Passionate are people about Anastasia Beverly Hills?

Passion Scores

Globally, consumers use much more passionate language on social media when talking about MAC Cosmetics than they do when talking about Anastasia Beverly Hills.

Geert Hofstede Cultural Dimensions

Brazil has notably larger Power Distance and Uncertainty Avoidance scores than both the United States and United Kingdom as well as a much lower Individualism score.

Emotions

Overall, the consumers were very satisfied with the brand and did not experience negative feelings.

What are people saying about Anastasia Beverly Hills?

Linguistics in the US

Some of the USA’s biggest terms were “love”, “beauty”, “products”, and “winner”. All of the USA’s words were very positive.

Linguistics in the UK

The UK’s biggest term was “win” followed by “love”. These were both very positive as well as “contour”. “Hills lip glosses” was not very positive, so perhaps they have some work to do there.

Linguistics in Brazil

Brazil’s biggest and most positive word was “Eyebrows”, with other big terms being “Make Up”, “Video” which was less positive, and “MAC” which was even less positive.

Translated

Action Steps

1. ABH could do a better job of promoting their wide portfolio of products.

2. Localizing to the consumer preferences of the local markets to eventually widen their portfolio.

Questions?

Credits:

Created with images by kinkate - "makeup brush make up brush" • summa - "cosmetics powder cosmetic brush"

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