MAC Cosmetics tops the list of 84 leading UK beauty brands ranked on their social media marketing performance, according to a new report released by content marketing platform Codec.

MAC, whose Instagram post of Aamito Lagum’s lips during New York Fashion Week in 2015 caused a media frenzy and birthed the #PrettyLipsPeriod social shares against racist trolling, emerges as one the “Superstars” of social media alongside Charlotte Tilbury and NYX. The “Standout” category boasts 27 beauty brands including Urban Decay, Chanel and Bobbi Brown.

“Middle of the Pack” brands include Max Factor, Yves Saint Laurent and Neutrogena, and “Stragglers” include Vichy, dermalogica and Nivea.

Those deemed “Forgettable” on social media include Paco Rabanne, Davidoff and Carita.

The UK Beauty Rankings report assesses the beauty brands on four criteria: “Snapchat” measuring each brand’s relevance to Snapchat users , “Presence” measuring each brand’s reach on social media, “Segments” scoring the level of engagement of each brand’s audience across the top  and “Content” based on the quality of each brand’s marketing output, with preference given to interesting content.

To recognise the increasingly important role of Snapchat as a marketing tool, the report has also allocated Snapchat grades to each brand. These grades give an indication as to how relevant these brands are to the Snapchat audience. Also included in the report are some insights around audiences and their passion points, which will be valuable to anyone -not just the beauty industry – keen to engage with Snapchatters.

“It’s not surprising that MAC, Charlotte Tilbury and NYX have ranked so highly, as they are intended to appeal to a younger audience who are extremely social media-savvy,” says Martin Adams, Codec’s CEO. “Brands are investing time, energy and money into social media, but no one really knows if what they are doing actually works. The beauty industry is a particularly competitive market, with so many players at different price points. By illustrating the link between brands and social media we can better understand the true value of online content across a broad range of customer types.”

Industry veteran David Alberts, co-founder at Been There Done That and former Executive Creative Director of Grey Global Group, comments: “Codec has a unique ability to draw insights from data and then use this to paint a picture that launches a thousand thoughts. The key here is that knowledge is not based on opinion but audience fact.”

Codec’s UK Beauty Ranking report identifies the beauty brands that are truly able to understand the needs and interests of their consumers to serve up the content marketing that engages them most deeply.

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