Skincare
No.1 L'Oréal
- 01L'Oréal欧莱雅100
- 02Kiehl's科颜氏30
- 03Guerlain娇兰18
- 04La Mer海蓝之谜12
- 05Estée Lauder雅诗兰黛12
The ranking
BY TOTAL SOCIAL BUZZ| 01 | L'Oréal欧莱雅 | 100 | org 3 / paid 97 | 1% |
| 02 | Kiehl's科颜氏 | 29 | org 21 / paid 79 | 8% |
| 03 | Guerlain娇兰 | 22 | org 25 / paid 75 | 2% |
| 04 | Lancôme兰蔻 | 18 | org 9 / paid 91 | 0% |
| 05 | YSL圣罗兰 | 17 | org 68 / paid 32 | 0% |
| 06 | Chanel香奈儿 | 14 | org 36 / paid 64 | 0% |
| 07 | Clinique倩碧 | 12 | org 17 / paid 83 | 8% |
| 08 | Estée Lauder雅诗兰黛 | 8 | org 8 / paid 92 | 1% |
| 09 | Dior迪奥 | 6 | org 58 / paid 42 | 0% |
| 10 | La Mer海蓝之谜 | 5 | org 3 / paid 97 | 2% |
| 11 | Helena Rubinstein赫莲娜 | 3 | org 75 / paid 25 | 6% |
| 12 | Givenchy纪梵希 | 2 | org 20 / paid 80 | 0% |
Buzz index scaled to the leader (100). ■ organic (non mega-KOL) / ■ paid (mega-KOL over 1M followers). Risk is the share of notes carrying negative or value-scrutiny keywords.
Bought vs Loved
Most buzz rankings stop at raw volume. Strip out paid mega-KOL reach and the leaderboard flips: the biggest spenders fall, the genuinely-loved rise.
Raw buzz / bought plus earned
- 01L'Oréal欧莱雅100
- 02Kiehl's科颜氏29
- 03Guerlain娇兰22
- 04Lancôme兰蔻18
- 05YSL圣罗兰17
- 06Chanel香奈儿14
Organic buzz / truly loved
- 01YSL圣罗兰100▲4
- 02Kiehl's科颜氏54·
- 03Guerlain娇兰49·
- 04Chanel香奈儿45▲2
- 05Dior迪奥31▲4
- 06L'Oréal欧莱雅27▼5
Category leaders
DIFFERENT ROOMS, DIFFERENT WINNERSMakeup
No.1 Lancôme
- 01Lancôme兰蔻100
- 02Chanel香奈儿79
- 03L'Oréal欧莱雅75
- 04Guerlain娇兰26
- 05Givenchy纪梵希21
Fragrance
No.1 Chanel
- 01Chanel香奈儿100
- 02Givenchy纪梵希80
- 03Dior迪奥31
- 04Guerlain娇兰15
- 05YSL圣罗兰8
Different houses win different rooms: L'Oreal owns skincare volume, Lancome leads makeup, Chanel dominates fragrance.
The posts driving the buzz
AUGUST / TOP PUBLIC POSTS
Top-performing public posts this month, shown for analysis. Faces are blurred for privacy; image copyright remains with the original creators.
The rank shift
HOW BUYING FALLS AWAY FROM LOVING
rises = loved > bought
falls = bought > loved
How to read
Each line is one brand
Left = its position on raw buzz (all engagement). Right = its position on organic buzz (with paid mega-KOL reach stripped out). A line that climbs is loved more than it pays for; a line that drops is buying attention it hasn't earned. YSL climbs four places to No.1; L'Oreal and Lancome each fall five. The steeper the line, the wider the gap between spend and genuine affection.
L'Oreal buys the room.
YSL owns it.
L'Oreal tops the raw index by a wide margin, flooding Douyin with mega-influencer placements. But 97% of that engagement is paid. On organic buzz it falls to sixth.
YSL ranks fifth on raw buzz but first on organic, only a third of its reach paid. Chinese users bring it up themselves. Dior, Chanel and Helena Rubinstein all climb once paid reach is stripped away.
Category buzz over time
Total social engagement across all 12 brands, recent months. The May peak is 618 shopping season. From next issue, this becomes a live index tracked month over month.
Methodology
Buzz index is total public social engagement (likes, saves, shares, comments) on Xiaohongshu and Douyin, scaled to the leader (=100). Organic vs paid is the share of Douyin engagement from mega-KOLs (over 1M followers), a paid-reach proxy. Risk is the share of posts with negative or value-scrutiny keywords. Prototype on ~100-post samples per brand per platform, not a full census; buzz is engagement-weighted and can move on viral outliers; multi-category houses (Dior, Chanel, YSL) include some non-beauty buzz. Data via commercial API (RedFox), collected August 2026.
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