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WWD Tuesday August 27, 2013
Beauty's Most Active Facebook Fans
By Julie Naughton

Which Beauty brand has the most engaged Facebook consumers? The answer might surprise you.

According to Stylophane, which monitors activity on Facebook and twitter for apparel, footwear, beauty and retail companies, the answer isKat Von Ds color cosmetics brand, with a healthy mix of mass and prestige brands rounding out the top 10 for July 2013. the list ranked 350 beauty brands.

Post likes are registered each time a Facebook user clicks 'like' in response to a comment, which is intended to provide a statistically valid barometer of users engagement with a brand. While Facebook likes increase over time, all brands post likes tracked by Stylophane start each month at the same point zero.

The Kat Von D line, which is exclusive to Sephora, has just under 2.2 million post-likes on Facebook and made 67 posts last month. Coming in at number two, Cover girl posted 68 times in July and has 868,303 post-likes. Carols Daughter posted 76 times, and has 298,923 post-likes. Next was Mary Kay, which posted 53 times and has 235,102 post-likes.

Rounding out the top five was lancome with its 230,394 post-likes and 46 posts last month.