Key Highlights: 77% of the brands in the industry engage with their audience on Facebook In the personal care segment, most social media buzz are on brands owned channels. In other words, social media buzz requires push from the brand. Most of them do not have high amount of earned media. Pond’s may be one unique case where the earned media is higher than owned media. Pampers India fared the best on Facebook. They have the highest score of 96 and have second largest fan base next to Nivea Lakme has achieved the highest score on Twitter in the last month. Nivea had the highest fans on Facebook and Gillette India is the most followed brand on Twitter

1. Top Personal care
brands on Social Media
(India)
June, 2014

2. HIGHLIGHTS:
• 77% of the brands in the industry engage with their
audience on Facebook
• In the personal care segment, most social media buzz
are on brands owned channels. In other words, social
media buzz requires push from the brand. Most of them do
not have high amount of earned media. Pond’s may be
one unique case where the earned media is higher than
owned media.
• Pampers India fared the best on Facebook. They have the
highest score of 96 and have second largest fan base next
to Nivea
• Lakme has achieved the highest score on Twitter in the
last month.
• Nivea had the highest fans on Facebook and Gillette
India is the most followed brand on Twitter

3. Rank Company name S360 Facebook Score
1 Pampers 95.8
2 Nivea 93.2
3 Sunsilk 92.1
4 Rexona 89.5
5 Dove India 86.8
6 Vaseline 83.6
7 Gillette 83.2
8 Lakme 77.9
9 Lifebuoy 72.1
10 Pantene 71.6
TOP 10 PERSONAL CARE BRANDS ON FACEBOOK

4. Rank Company name S360 Twitter Score
1 Lakme 93.3
2 Garnier (skin care) 92.8
3 Gillette 90.8
4 Nivea 86.2
5 Dettol 80.5
6 Pond's 79.5
7 Rexona 79.0
8 Pantene 73.8
9 Dove 73.4
10 Cinthol 72.8
TOP 10 PERSONAL CARE BRANDS ON TWITTER

5. EARNED VS OWNED MEDIA BREAKUP
6.2
10.6
2.3
2.5
7.2
10.2
0.2
1.5
1.5
0.2
0.7
0.2
0.010.020.0
Ow…
93.83
84.72
60.74
49.71
39.78
7.57
14.59
7.54
3.83
3.1
1.25
0.43
0 20 40 60 80 100
Earned
Data normalized to 100, For earned and owned media calculation, only Twitter
is considered.
Earned media Owned media

6. WHILE PAMPERS HAS THE HIGHEST NUMBER OF ENGAGED FANS, NIVEA HAS THE
MAXIMUM NUMBER OF FANS
Performance of personal care brands on Facebook, June 2014
Personal care, India, Source: Simplify360
LEADERS
PEOPLETALKINGABOUT
NO. OF FANS
Size of the bubble
represents the percentage
of engaged fans to the
total fans on the page
Pampers
Nivea
Sunsilk
Rexona
Dove
Vaseline
Gillette
LakmeLifebuoy
Pantene
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000

7. NIVEA HAS THE HIGHEST SHARE OF FANS ON FACEBOOK
20%
19%
16%
13%
6%
4%
3%
3%
2%
2%
2%
1%1%
1% 1% 1% 1% 0% Nivea
Pampers
Sunsilk
Rexona
Vaseline
Gillette
Dove
Lakme
Head & Shoulders
Pantene
Lifebuoy
Pond's
Pears
Park Avenue
Garnier (skin care)
Whisper
Dettol
J&J (clean & clear)
Stayfree
Lux IndiaShare of fans of top 20 personal care brands Facebook, June 2014

8. 14,423
13,427
11,761
9,107
4,621
2,776
2,236
2,140
1,958
1,261
1,221
1,218
1,037
1,035
1,000
930
798
769
440
255
Nivea
Pampers
Sunsilk
Rexona
Vaseline
Gillette
Dove
Lakme
Head&Shoulders
Pantene
Lifebuoy
Pond's
Pears
ParkAvenue
Garnier(skincare)
Whisper
Dettol
J&J(clean&clear)
Stayfree
LuxIndia
FAN SIZE COMPARISON OF TOP 20 PERSONAL CARE BRANDS ON FACEBOOKINTHOUSANDS

9. Size of the bubble
represents the number
of tweets sent from the
official twitter handle
GILLETTE IS THE MOST FOLLOWED BRAND ON TWITTER
LEADERS
Lakme
Garnier (skin care)
Gillette
Nivea
Dettol
Pond's
Rexona
Pantene
Dove
Cinthol0
500
1,000
1,500
2,000
2,500
3,000
3,500
0 5,000 10,000 15,000 20,000 25,000
Mentions
Followers

10. 21,723
13,753
10,260
9,099
8,238
8,012
6,501
5,212
4,194
3,980
3,145
2,898
2,570
1,477
825
314
216
57
52
31
Gillette
Lakme
Garnier(skincare)
Cinthol
Dettol
Nivea
Pond's
Rexona
Dove
Pantene
Himalaya
Stayfree
Sunsilk
Lifebuoy
ParkAvenue
Head&Shoulders
L'Oreal
Whisper
Vaseline
LuxIndia
FAN SIZE COMPARISON OF TOP 20 PERSONAL CARE BRANDS ON TWITTER

11. APPENDIX

12. 6.17
10.6
2.25
2.46
7.2
10.21
0.18
1.49
1.49
0.21
0.73
0.21
93.83
84.72
60.74
49.71
39.78
7.57
14.59
7.54
3.83
3.1
1.25
0.43
Garnier
Lakme
Nivea
Lifebuoy
Gillette
Ponds
Rexona
Pantene
Dettol
Dove
Sunsilk
Cinthol
Owned Earned
Owned vs Earned
Data normalized to 100, For earned and owned media calculation, only Twitter
is considered.

13. Methodology
Simplify360’s proprietary listening tool is used for collecting the data and counting the
number of mentions for each company. The parameters considered for Twitter and
Facebook were also gathered through Simplify360.
A Total of 39 brands were considered in the analysis.
Geography considered: India
Period of analysis: June 1 to June 30, 2014

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