Estee Lauder's Brands Showing Strong Social Media Traction

With Estee Lauder Companies Inc EL shareholders looking ahead to the company’s Q2 earnings due out before the open on Friday, the latest data from TickerTags indicates the company’s flagship brands Clinique and Estee Lauder remain popular topics of discussion on social media.

TickerTags monitors social media sites to identify trends by searching for words and phrases that appear together in social media content, such as tweets.

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Estee Lauder’s most recent 10-K filing revealed that sales of the company’s top two brands have stagnated compared to its other business segments. The company has recently tried to reinvigorate these brands by adding Kendall Jenner as a spokesmodel and offering more youthful products. The company is banking on a younger generation of customers to turn around slumping sales.

Social media data indicates that Twitter mentions of “Clinique” and “MAC Cosmetics” are flat year-over-year (Y/Y) so far in 2016, but mentions of “Estee Lauder” are up 17 percent.

For comparison, social media buzz surrounding makeup store chains Ulta Salon Cosmetics & Fragrance, Inc. ULTA and Sephora are up 75 percent and 71 percent, respectively this year.

Perhaps the most encouraging social media data for Estee Lauder is that mentions of youthful brand Smashbox are up 65 percent in 2016. In addition, social media mentions of 2015 acquisition GLAMGLOW are also up 52 percent this year.