Shiseido stars on Instagram

OPI's Guinness World Record team

Shiseido is the best performing makeup brand on Instagram, according to a new digital study.

After analysing the official Instagram pages of 10 global makeup brands, market intelligence company Netscribes found that the Japanese brand had higher engagement levels than Maybelline, Avon, Clinique, Estée Lauder, CoverGirl, Elizabeth Arden, Lancôme, L’Oréal Paris and MAC Cosmetics.

In its ‘Best-Performing Makeup Brands on Instagram’ report, the company argues that posting more, or having a large number of followers, does not necessarily translate into high engagement.

Shiseido, with less than half the number of followers of MAC, Maybelline and L’Oréal, had the highest engagement rate of three percent; followed by Maybelline (0.80 percent) and Avon (0.73 percent).

“Shiseido’s posts are more inspirational than aspirational,” the report says.

“The brand’s posts are based on its philosophy of creating ‘products as art’.

“Using artwork and illustrations by artists such as Vik Muniz, Dominic Harris, Jessica Fridrich, and Tamara de Lempicka, Shiseido extends its symbolism of timeless, eastern, and delicate beauty to its Instagram page.

“[In addition] the brand tries to maintain a consistent theme by repeated use of the hashtags #BeautyEveryday, #ArtistsWeLove, and #ShareBeauty.”

Netscribes says Instagram has become a pivotal channel for product discovery, user engagement and driving revenue as its growing user-base spends copious amounts of time scrolling through visuals.

Yet although Instagram is a “massive opportunity” for beauty brands this is tempered by the fact that “brand discovery and engagement has moved into consumers’ hands”.

“The proliferation of advanced smartphone cameras, photo editing apps, and the ease of sharing photos and videos has increased user-generated content creation and consumption exponentially – and social media influencers’ have the power to attract, educate, influence and create demand.

“With consumers now in the driver’s seat, brand marketers need to adopt innovative ways to attract and engage users on Instagram.”

The report concludes that human touch is key to success on the social media app.

“Audiences on Instagram engage more with posts that keep it real. For example, posts that ask people to post a comment, showcase influencers or real customers using products attract higher engagement rates.”

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