blog_beauty-france

Twitter usage in France is low compared to the U.S. 22% of French internet users have a Twitter account, but only 9% have used the platform within the past month. Brands in our Digital IQ Index: Beauty | France expressed similar disinterest in the platform. Only 38% have accounts targeting a French audience, and a third of those have not tweeted in the past three months. Kiehl’s, which has an active Twitter presence and 49,500 followers in the U.S., has abandoned its French account.

A few brands rise above the norm. L’Oréal Paris’s @lorealparisfr account has 26, 216 followers in France, compared to the average brand’s 6,000. (The average brand page has 330,000 followers in the U.S.) Clarins’ @clarinsFR engages users far more often than the average French brand. 89% of its tweets are retweeted, compared to just 35% of French brands’.

L2's Daily Insights in Your Inbox.