The conversation
Conversation share, all tracked brands
Percentage of total category conversation, Jul 1 – 31, 2026. Dark bars are brands we own.
24
La Roche-PosayL'Oréal
0.6%
25
L'Oréal ParisL'Oréal
0.5%
Bars are scaled to the leading brand rather than to 100%. The 26 named brands account for 97.7% of measured conversation; the balance sits in unlabelled long-tail mentions. The source report labels this metric Share of Voice — it is renamed here so it is not read against the paid share-of-voice figures on the other tabs, which measure a different thing on a different brand set.
The finding that matters
L'Oréal USA bought 25.5% of the category's paid presence through Jul, and earned 6.0% of its conversation in the month itself.
The overview puts share of measured spend at 25.5% for the year to Jul. Across Jul 1 – 31, 2026 alone, the 4 owned brands in this listening set totalled 6.0%. The two are not directly comparable — different windows, and this report tracks a skincare-leaning competitive set that includes prestige and indie brands outside the spend universe — but the direction of the gap is hard to explain away.
Portfolio
Where our conversation share actually sits
The 4 owned brands in the tracked set, as a share of the portfolio's 6.0% combined conversation share.
CeraVe
70% of portfolio conversation
4.2%
Lancôme
12% of portfolio conversation
0.7%
La Roche-Posay
10% of portfolio conversation
0.6%
L'Oréal Paris
8% of portfolio conversation
0.5%
CeraVe is doing nearly all of the work. Strip it out and the remaining three — Lancôme, La Roche-Posay and L'Oréal Paris — total 1.8% of category conversation between them.
Verbatims
Top content by engagements
The 12 highest-engagement posts captured in the reporting window. Bars are relative to the top post.
268
engagements
Allie B
TikTok
Medicube
He uses body wash as face wash he doesn't need my $5 Medicube masks!!! #facemasks #medicube
Brand named as the punchline, not a recommendation
102
engagements
Christin…
TikTok
Paula's Choice
Welcome to my Dark skin makeup guide!!! Please leave me some feedback!
Tutorial format, brand tagged in description
93
engagements
brooke o…
TikTok
None tracked
happy augtober eve — @HomeGoods @CB2 @target @onequince @American Eagle @Owala @llbean @BIRKENS…
Home and apparel haul
84
engagements
Mimi AS…
TikTok
None tracked
Replying to @G-Dragon Ate an Dragon fruit — Part 2 is here! The blue dumpling squishy filled with V…
Food content
77
engagements
Myra Ann
TikTok
e.l.f.
e.l.f. Glow Reviver Melting Lip Balm • Buttery and Nourishing Balm • A beautiful Glossy Finish
Competitor outside the tracked set
75
engagements
kayla ryan
TikTok
rhode
happy full face friday!!! next up on the chopping block is @rhode skin
Review series, rhode as the subject
72
engagements
Doona✿
TikTok
rhode
I think I need to move back to SoCal — @DanessaMyricksBeauty @Haus Labs @rhode skin @MERIT Beauty
Multi-brand tag, rhode among four
70
engagements
Tara Kha…
TikTok
Cetaphil
Cetaphil Sensitive Skin Serums with Hyaluronic Acid — Daily Defense Serum and Repair & Renew Serum
Product-led explainer
69
engagements
Between…
Facebook
None tracked
My Seven-Year-Old Daughter Spent Her Birthday Money on a Stranger Crying Outside My Bakery…
Long-form story post
51
engagements
Christ C…
Facebook
None tracked
When God speaks, He doesn't just look for people with the right résumé…
Devotional post
51
engagements
Armani…
TikTok
La Roche-Posay, CeraVe
Night routine — @La Roche-Posay @Tower 28 Beauty @CeraVe
The only L’Oréal-owned appearance in the top twelve
51
engagements
Walmart
Facebook
Neutrogena
Comment "SHOP" during the show to receive a link to order these Neutrogena products! Join Neutroge…
Retailer live-shopping post, not organic
Read this before quoting it
4 of the top 12 posts mention no tracked brand
33% of the highest-engagement content in this window mentions no tracked brand — home and apparel haul, food content, long-form story post and devotional post. High engagement is ranking the query, not the category. Engagement volume here should be read as reach, never as favourability; the report carries no sentiment scoring, so none is shown on this page.
TikTok · OM × TTMS Competitive Intelligence pilot · January – July 2026
L'Oréal Paris took 61.41% of engagement in its strongest driver from 0.67% of the posts.
TikTok is the one channel where we lead paid spend outright, at 25.0% of the platform. Organically it is winning a different way: not on volume, but on conversion of attention. The same posture also leaves most of the category's audience untouched.
Content efficiency
Engagement earned against attention received
L'Oréal Paris's share of impressions and of engagement within each demand driver it competes in, alongside its share of the posts published there. A multiple above 1.0 means engagement outruns attention.
Impression share
Engagement share
Prestige efficacy skincare
In Prestige efficacy skincare the brand holds 35.03% of impressions and 61.41% of engagement — 1.75 times its attention — on 0.67% of the posts. Clean & transparent behaves the same way at 1.77 times on a far smaller base, which makes it the most credible place to scale next. Lip hydration & plumping is the exception: engagement trails impressions at 0.88 times, so attention there is not converting.
White space
The largest drivers, and how little of them we hold
Market impression share against L'Oréal Paris's own share, for the biggest demand drivers on the platform.
Hydration & barrier repair7.82B impressions · gap 17.53 pts
Ingredient-conscious efficacy7.51B impressions · gap 19.17 pts
Brightening & dark spot care6.61B impressions · gap 14.81 pts
Ingredient-conscious efficacy is the widest gap at 19.17 points — 22.66% of platform attention against 3.49% held. Hydration & barrier repair is the largest in absolute terms at 7.82B impressions, and the most open: its top five brands hold only 35.13% between them.
Two ways to win
Ingredient-conscious efficacy, ranked
Impression share against post share in the driver where competition is most intense. Two entirely different strategies sit at the top of this table.
Impression share
Post share
L'Oréal Paris ranks 1st on 0.17% of posts. medicube ranks 3rd on 15.79% — 93 times the content for slightly less attention. Both strategies work, but they fail differently: ours depends on every post landing, theirs on never stopping. Neutrogena sits 0.01 points behind us, and three of the seven brands here are ours.
Audience
Who is actually watching
Age bands in dark, spending personas in taupe.
Midlife, high spenders23.16%
Midlife, low spenders22.26%
Moms, high spenders19.55%
25–34 and 35–44 are 64.4% of the audience. The opening is not a younger-reach play; it is sharper messaging to mature, efficacy-driven buyers already in the category.
Creative
What works, by funnel stage
Winning patterns and the benchmark each one set.
Premium visual-centric — high-production "science meets luxury", built around an immediate visual hook.
15% below category average CPM
Demonstration and routine — step-by-step tutorials that hold attention past six seconds.
31.4% VTR-6s on routine-friendly labels
Explicit benefit and CTA — results-led claims such as "7-day results" with a clear shop or learn-more action.
1.84% CTR, highest of all tested labels
Where these numbers come from
Conversation share is the L'Oréal & Competitors — Simplified report, covering Jul 1 – 31, 2026. The TikTok section is the OM × TTMS Competitive Intelligence pilot, TikTok Marketing Science, covering January – July 2026. It measures organic content: share of impressions, engagement and posts within demand drivers. Those impressions are a different universe from the paid impressions elsewhere in this app and must never be added together. Brand scope is L'Oréal Paris except in the ranked table, and the driver taxonomy is TikTok's own, not the category structure used on the other tabs. Neither source joins to the spend cube, so nothing on this page is filtered by the snapshot selected on the Data tab. To load a newer report without a deploy, drop a JSON file of the same shape at data/social/report.json.
