Skincare in Data

Academic project developed at FAPCOM as a direct continuation of the previous sector overview — now shifting the focus from market size to the voice of the consumer. While the first project mapped the economic weight of the Brazilian skincare market, this one digs into what people actually say behind the scenes on social media: a social listening analysis that processed roughly 1.4 trillion conversations via Brandwatch + Polis Consulting, over 12 months (June 2025 to May 2026), monitoring 8 brands and 559K real mentions on the topic.

Challenges

Turning a massive volume of social listening data — sentiment by brand and category, geographic and gender distribution, real authors per platform, and buzz peaks — into a strategic reading capable of separating noise from signal. The most emblematic case was isolating the BBB26 effect: an 8,894% spike and a 97% Share of Voice concentration on Nivea that reflected not organic preference but “rented visibility.” At the same time, the project had to identify X (Twitter) as the true center of the category (70% of mentions) and model the anatomy of a digital crisis, mapping the critical first-4-hour window.

Results

A consumer observatory structured around the axes of competitive landscape, audience, conversation quality, and risk management, culminating in 7 strategic recommendations applicable to brands in the sector. Among the most valuable insights: the open Share of Voice window for competitors in the post-event period, men’s skincare as a territory with no defined leader (29–41% of the audience), Reclame Aqui as the real mirror of brand reputation, and the pioneering window in emerging ingredients such as probiotics (+210%) and CBD (+330%).