Who hides behind a #Melvita ?

With the spread of social networks, it is more and more difficult for a brand to evaluate what consumers say or think, difficult also to keep an excellent customer happiness rate and customer experience. Because nowadays, everything can be said anonymously, everything can be read easily, people have access to all the information they seek. Thanks to a great Social listening tool called Digimind, I was able to find out who hides behind the mentions of Melvita. Let’s analyse a little bit...

It may come as a surprise but we can see that a majority of key concepts are in Asian writing ….and for good reason! They are in total 18% of Asian mentions VS 20% of French mentions. Since its takeover by the L'Occitane group in 2010, the pioneer of organic cosmetics has developed strongly, especially in Asia through own shops. And it is through its own boutiques that Melvita flourishes in Asia. It has 36 stores in Japan, 11 in Hong Kong, 10 in Taiwan and 5 in Malaysia, representing 62 stores.

And who are those people ?

They are mainly women which is normal given that Melvita is offering only 1 masculine range of products: they rely on the benefits of nature, preserving the iconic packaging of Melvita. The brand loves tree essences to get closer to the scents that are most often associated with humans: olive, cedar, birch, beech, pine...

And even though the social networks are seized by millennials, they are not the ones to mention Melvita the most, indeed Melvita is a brand that is mainly appreciated by mature women who take care of themselves and no longer want to do any damage on their skin. A lot of them are artists or work in a creative environment.

The first one to mention Melvita on Instagram is Marie Lopez or so-called EnjoyPhoenix, the biggest beauty influencer in France. Why ? Because she is one of the first heard and followed influencer in France and all brands dream of working with her. She has 5 million followers on Instagram and 3.67 million on Youtube. She recently decided to change her routine and to go organic. That is why she promotes a lot Melvita’s products with or without partnerships, because she is honestly fond of these products and uses them daily.

And what do they say about Melvita ?

As we can see on this chart above, more than half are satisfied with the brand and shared a positive comment, enthusiasm, gratitude or love.

However concerning the negative mentions, I would recommend them to see what they are being criticized for in order to prevent their reputation from deteriorating due to tweets not answered by the Community Manager.

The emojis used speak for themselves… lots of love, validation, happiness, nature… the values of the brand actually!

A good point for Melvita which testifies a promise kept to its customers, and a concern to do well.

As we know, the customer is king, and the first concern of the brand is that the needs and expectations of the customers are met.

Sources: Digimind, https://fr.melvita.com/

https://eu.melvita.com/our-history,27,1,12734,179187.htm