L’Oréal Thailand

X SOV

PPTX

Live board · Thailand · X conversation

L’Oréal house versus 33 beauty handles

Share of voice only — no campaign scoreboard. Window is Q3 2026 quarter-to-date (1 Jul – 19 Aug 2026) against a full Q2 (1 Apr – 30 Jun 2026). Mentions are brand conversation on X in Thai (handle + name + transliteration), not ads. Refreshed 19 Aug 2026 · 17:55 ICT.

The house holds 34.1% of the 39-handle set — flat versus Q2 (34.3%). Makeup is where the house gained. Skincare is where Eucerin took the week. Daily house talk is +59% versus Q2 daily — the category got louder; share did not expand.

Download 13-slide deck · PPTX

House mentions

58K

Q3 2026 QTD · tracked set

House SOV

34.1%

-0.2 pts vs Q2

Daily run-rate

1.2K

+59% vs Q2 / day

Est. impressions

22M

1.3M engagements

Q2 2026

34.3%

66K mentions · 91 days · 728 / day

1 Apr – 30 Jun 2026

Q3 2026 QTD

34.1%

58K mentions · 50 days · 1.2K / day

1 Jul – 19 Aug 2026

Read this as

Share is flat. Mix is not. Run-rate is the honest number.

Q3 is 50 days against 91. House SOV barely moved. Daily house talk is 1.2K versus 728 in Q2 — the category shouted louder, and 3CE plus Maybelline took more of the shout.

Makeup house SOV

40.1%

+5.0 pts vs Q2 · 3CE and Maybelline

Skincare house SOV

30.5%

-5.9 pts vs Q2 · LRP cooled, Eucerin took the week

Weekly

House talk versus Eucerin and T-beauty

Stacked thousands. Local = Cathy Doll, Srichand, Mistine, sasi, Cute Press, 4U2 destash, Dr.Pong, Smooth E, Baby Bright. Late June is Lancôme × BUS. This week is 3CE + CeraVe + Becky + AA + Lingling.

  • L’Oréal house
  • Eucerin
  • T-beauty
  • Other tracked

House brands

Six handles. Three of them are the conversation.

SOV of each L’Oréal brand against the full 39-handle set. 3CE is the only house brand whose absolute mentions rose on a shorter quarter.

Share of voice

Thailand beauty brand conversation on X · 1 Jul – 19 Aug 2026

SOV is mention share inside the filtered set. vs Q2 is percentage-point change on the same filter.

#BrandHandleSOVMentionsImpr.Eng.vs Q2
1Eucerin@EucerinThailand9.9%17K6.7M337K+2.6
23CEHouse@3ceth_official8.4%14K6.8M498K+3.3
3CeraVeHouse@ceravethailand8.1%14K4.8M249K-0.6
4L’Oréal ParisHouse@Lorealparis6.6%11K4.5M226K+0.4
5MaybellineHouse@MaybellineTh5.7%9.7K3.9M232K+1.9
6Cathy Doll@CathyDollclub5.4%9.1K2.7M137K+0.3
7Srichand@srichand19485.2%8.8K2.7M133K-0.6
8Mistine@MistineOfficial5.0%8.5K2.1M85K-0.3
9Dr.Pong@drpongofficial4.6%7.8K2.3M156K+1.0
10Sasi@sasisiary4.3%7.2K2.2M145K+1.4
11Bobbi Brown@bobbibrown_Th4.0%6.9K2.7M172K+0.9
12La Roche-PosayHouse@Larocheposayth3.7%6.2K1.4M56K-2.5
13Smooth E@SmoothEThailand3.2%5.4K1.6M81K+0.6
14NIVEA@NIVEA_Thailand3.0%5.2K1.6M78K-0.7
15Mediheal@Mediheal_th2.9%4.9K1.5M73K+0.7
16Laneige@Laneigeth2.5%4.3K1.1M39K-0.4
17Baby Bright@Babybrightclub2.1%3.6K728K33K+0.1
18Cute Press@cute_press2.0%3.4K676K24K-1.2
194U2@4u2cosmetics1.7%2.9K572K23K-0.5
20LancômeHouse@LancomeTH1.6%2.7K536K19K-2.6
21COSRX@cosrx1.4%2.4K484K19K-0.5
22OP@OP_socials1.3%2.2K327K6.5K-0.2
23MizuMi@MizuMi_1.0%1.7K252K5.0K-0.3
24Bioré@BioreThailand1.0%1.7K336K12K+0.3
25Bioderma@BiodermaTH0.9%1.5K296K8.9K+0.0
26Cetaphil@CetaphilTH0.7%1.2K186K3.7K-0.2
27Merrezca@merrezca_office0.7%1.1K168K5.6K-1.0
28MAC@MACcosmeticsTH0.6%980196K4.9K-0.2
29Mille Beauté@millebeaute_th0.4%720108K2.2K-0.1
30innisfree@innisfree_TH0.4%64096K2.6K-1.0
31Lolane@LolaneOfficial0.4%62093K1.9K-0.1
32KA@KA_Officialth0.3%48072K1.4K-0.0
33SkinPro@skinpro_rx0.2%38057K1.1K-0.1
34Pond’s@PondsTH0.2%36054K1.1K-0.1
35Shiseido@Shiseido_th0.2%34051K1.0K-0.1
36Alese@Alesethailand0.2%31047K930-0.0
37Olay@OlayThailand0.2%28042K840-0.1
38Clinique@CliniqueTH0.1%22033K660-0.1
39Neutrogena@NeutrogenaTH0.1%12018K360-0.0

Most talked about

What Thai X is actually saying this quarter

Not a campaign recap. These are the threads that move mention volume. Fandom hashtags inflate SOV versus formula talk — that is the medium, not a footnote.

  1. 01

    3CE × Est eye palette + NuNew lip

    Hottest house handle Q3

    19 Aug collab post 3.5K / 2.9K. Shopee Live 20 Aug. 3CE is the only L’Oréal makeup account winning the week on its own steam.

  2. 02

    Eucerin × Lingling Glow

    Hottest competitor thread today

    Once Upon A Glow is live. Same Lingling week as Mistine powder and Smooth E OOH.

  3. 03

    CeraVe Glow Lab × Phuwin

    Hottest house skincare

    Fanzone post 135K views. Brightening cleanser is the brief. Zhang LingHe holds the body line.

  4. 04

    L’Oréal Paris × Becky cushion

    Hottest master-brand spike

    Infallible Pro-Cover 2.7K likes today. Master brand is event-shaped, not always-on.

  5. 05

    Maybelline × AA lip live

    Hottest unpaid thread

    Fandom is doing the job on #MaybellinexAA. After the live, volume cools back to destash.

  6. 06

    Bobbi Brown × Santa / Est

    Hottest prestige rival

    4.0–4.5K likes. Fans are choosing between Bobbi and the L’Oréal house this week.

Topic mix · L’Oréal house

How the house conversation is built

Q3 QTD. Talent lives are the majority. That is also true of Eucerin, Mistine, Bobbi Brown and Dr.Pong. Science talk is the floor, not the spike.

Talent live / fandom

38%

Polaroid, ฿1,999 threshold, hashtag at :45. 3CE Est, CeraVe Phuwin, Paris Becky, Maybelline AA.

Named SKU recs

18%

Cicaplast B5+, Effaclar Duo+M, ceramide sunscreen, Infallible cushion, Velvet Lip Tint.

Cleanser / brightening

14%

CeraVe Brightening Cleanser is the Q3 house skincare brief. Glycolic-Bright Moon Serum sits next to it.

ส่งต่อ / overbuy

12%

Unopened CeraVe SA and BUS-gifted Lancôme lips. Event over-purchase, not rejection.

Shopee / ป้ายยา

11%

Affiliate names LRP and CeraVe SKUs. Category keywords themselves are spam.

CS / ops

7%

CeraVe 13 Aug apology. LRP Watsons/Shopee order threads at the Q2 close.

Trending · skincare

Barrier, acne, sunscreen — and a face

  • Dermocosmetics is a fandom sport

    CeraVe Glow Lab, Eucerin × Lingling, NIVEA × Pond–Phuwin, Mediheal × Fourth, Smooth E × Lingling, Dr.Pong × TeeteePor. The science brief only lands when a face is attached.

  • Acne + sunscreen is the organic floor

    When the live ends, Thai X still names Effaclar, Cicaplast, Thiamidol, ceramide fluid, Biore UV. L’Oréal owns cleanser/barrier. It does not own sunscreen.

  • Brightening replaced ‘whitening’ as the word

    CeraVe Brightening Cleanser, Glycolic-Bright Moon Serum, OP Miracle C, Srichand Camellia PDRN. The language moved. The house is in it — through CeraVe and Paris, not LRP.

  • Category keywords are unusable

    สกินแคร์ / กันแดด / สิว searches are destash + affiliate + spam. Brand SOV on X lives in idol hashtags. Do not brief a keyword SOV.

Trending · makeup

Lip, eye, T-beauty floor, Bobbi heat

  • Lip and eye, not base, are the Q3 formats

    3CE eye palette + lip tints, Cathy Doll Thai-tea lip, Maybelline AA lip live, Lancôme leftover BUS lips. Foundation is a Becky cushion day, not a season.

  • Local mass still owns the week with no idol

    Mistine powder, sasi loose powder, Srichand, Cathy Doll. 4U2 destash remains. T-beauty is the floor.

  • Prestige makeup is Bobbi, not Lancôme, this quarter

    Bobbi Brown Santa/Est lives at 4K likes. Lancôme went clinic-silent after 25 Jul. MAC is a CS bot.

  • Fans are budget-switching inside the house

    ‘เหลือแต่ลอรีออลแล้วครับที่ผมจะลุ้น… 3ce พรุ่งนี้.’ Same wallet, six brands. House SOV can rise while brands cannibalise each other.

What the brand should want to know

Five reads for the room

Written for a L’Oréal Thailand conversation, not a weekly social report.

01 · House

House SOV is flat at 34%. The mix inside the house is the story.

Q3 QTD house SOV is 34.1% of the 39-handle set, against 34.3% in Q2. That is not a win. 3CE is the only house brand whose absolute mentions rose on a shorter quarter (+3.3 pts SOV). Maybelline added 1.9 pts on AA lip-live heat. LRP and Lancôme donated 5.1 pts between them. CeraVe held the skincare floor. Read mix, not the house total.

02 · Versus Eucerin

Eucerin is the #1 individual brand this quarter. CeraVe did not lose a formula fight — LRP went quiet.

Eucerin Q3 SOV is 9.9% — Lingling-led, sitting above 3CE. House skincare SOV fell 36.4% → 30.5%. Makeup house SOV rose 35.1% → 40.1%. NIVEA adds Pond–Phuwin on the same Beiersdorf side. CeraVe + LRP still beat Eucerin combined. They do not beat Eucerin on today’s heat.

03 · Versus T-beauty

Cathy Doll, Srichand, Mistine, sasi and Dr.Pong are the real field.

Local mass still owns the week when no idol is live. Cathy Doll (Orm Thai-tea lip), Srichand (BamBam), Mistine (Lingling powder), sasi (Keng Namping) and Dr.Pong (TeeteePor) are the brands that actually move mention share. Neutrogena, Clinique, Olay and Shiseido sit near zero — they are on the board, not in the conversation.

04 · What the brand should want to know

Four questions this board answers. One it will not.

Who is talking (fandom, destash, affiliate, derm-rec). Which house brand is actually in the conversation (3CE / CeraVe / Paris). Whether Q3 is a share gain or a louder category (share is flat; daily run-rate is +59%). Where you are absent (sunscreen, Maybelline after the live, LRP after mid-July). It cannot tell you sell-out. Do not read SOV as shipments.

05 · Maybelline

Maybelline’s Q3 heat is unpaid fandom. 3CE is the house account that harvests the same mechanic.

AA’s lip live is happening on #MaybellinexAA — ‘กดซื้อเพราะเอเออ้อน’. After the live, 3CE still has an always-on Thai account posting Est and NuNew. Maybelline volume returns to destash. Same talent mechanic, different stay-time.

On the feed

Lines the board is built from

“ละนี่กดซื้อเพราะเอเออ้อนแม่ๆจิงๆอ่ะ”

I tapped buy because AA actually begged the moms.

Maybelline · AA live

“รอบนี้ L'OREAL แต่ละแบรนด์แข่งกันเล่นใหญ่มาก อะไรยอมได้ก็อย่าไปยอมจริง”

This round every L’Oréal brand is going huge. Don’t yield if you don’t have to.

House · collision

“ตอนนี้เหลือแต่ลอรีออลแล้วครับที่ผมจะลุ้น ผมซึม ผมท้อ Bobbi ยังไม่รักผมเลย … 3ce พรุ่งนี้”

Only L’Oréal left to gamble on. I’m drained. Bobbi still doesn’t love me. 3CE tomorrow.

Wallet · 3CE vs Bobbi

“กันแดดเซราวีตอนแรกซื้อเพราะน้องถือ แต่ตอนนี้ขอซ้ำตลอดไปค่ะ … เหงื่อไหลเข้าตาก็ไม่แสบเลย”

Bought CeraVe sunscreen because Fourth held it. Now repurchase forever. Sweat in the eyes — no sting.

CeraVe · sunscreen

“ใช้ la roche posay สูตร effaclar duo+ M … เป็นสิวซ้ำๆตรงที่เดิม ตัวนี้ช่วยได้เยอะ”

Effaclar Duo+M — repeat acne in the same spot. This helps a lot.

LRP · rec

Method

Tracked set = 6 L’Oréal house brands + 33 competitor handles from the brief. Mentions include the official handle, English name and Thai transliteration. Official posts and organic replies / destash / fandom / affiliate are in. Paid impressions are not.

Q3 is quarter-to-date to 19 Aug 2026 (50 days). Q2 is a full quarter (91 days). Compare SOV points and daily run-rate, not raw mention totals.

Volumes are modeled from public X sampling on 19 Aug 2026 — handle lookup, dated keyword search, and thread heat — not a Brandwatch census. Rankings are directional. Fandom hashtags (Maybelline × AA, Eucerin × Lingling, 3CE × Est) inflate share versus product discussion; that is how Thai beauty X works.

Category keywords (สกินแคร์, กันแดด, ลิป) are polluted by destash and spam and were not used as the SOV universe.

Prepared for L’Oréal Thailand · X conversation · 19 Aug 2026