Beneath is the August 2023 version of our Beauty Leaderboard Newsletter the place we offer month-to-month data-backed insights on rising magnificence tendencies, in-depth analyses of profitable model/influencer collaborations, and benchmarked rankings of worldwide magnificence manufacturers.
US Brand Spotlight 1: Drunk Elephant + Sonya Types
July was a giant month for Drunk Elephant, with the model jumping from #45 to #20 on the US Leaderboard and seeing a 104% MoM enhance in VIT.
Surprisingly, nearly all the model’s efficiency enhance may be attributed to 1 macro influencer, Sonya Styles. In early July, Sonya posted a TikTok video of her going to Sephora seeking the viral Drunk Elephant Bronzi Drops — she in the end left empty handed. Types then made a number of observe up movies documenting her journey seeking the Bronzi drops and different viral magnificence merchandise. This “On the Hunt for Viral Merchandise” video sequence went viral, with every video racking up tens of millions of views and engagements.
Drunk Elephant’s influencer workforce was clearly paying consideration and took fast motion by sending Sonya a giant field stuffed with merchandise. In response, she posted a 3-min lengthy unboxing video on July twenty sixth which ended up being the model’s high performing put up of the month.
US Brand Spotlight 2: Kérastase + Nutritive Marketing campaign
In July, Kérastase ran an influencer marketing campaign to lift consciousness and spark up some pleasure for his or her Nutritive merchandise. The highest performing content material from the marketing campaign got here largely from macro and mega tier influencers, with the 2 tiers accounting for 72% of Kérastase’s VIT in July.
High performers from the marketing campaign included Eloise Dufka, Kelsey Merritt, Abigail Lin, Luisa Piou, and Taylor Hage. The content material options the influencers taking viewers by means of how they use the merchandise alongside each step of their routine, whereas highlighting the advantages of every product . For instance, Eloise begins by utilizing the Nutritive shampoo after which making use of the Nutri-Complement Scalp Serum after towel drying her hair. Subsequent, she applies the Nutri-Complement Cut up Ends Serum and at last earlier than going to mattress applies the 8H Magic Night time hair serum.
General, Kérastase noticed a big bump in its social efficiency in July with massive MoM will increase in engagements (+107%), video views (+135%), and VIT (+134%). The model additionally reached 43rd place on the US Leaderboard, a bounce of 54 spots from its June rank.
Other Top Performing US Brands in July
See the complete VIT leaderboard here
UK Brand Spotlight 1: NYX Cosmetics + Barbie
The Barbie film may need launched within the U.S. however magnificence manufacturers didn’t restrict their influencer activations round it to 1 market. NYX was amongst the manufacturers that invested probably the most in Barbie-themed influencer campaigns throughout the pond within the UK, and it paid off.
The model invited some high UK influencers to affix them for a Barbie occasion in London and obtained excessive performing mentions from Emily Temby, Sophie Dove, and Danielle Gilbert. Then, lower than per week later they flew some UK creators to LA to affix them at Common Studios, leading to quite a lot of excessive performing content material from creators like Thuy Le and Sarah New.
Past these IRL occasions, NYX additionally activated influencers throughout TikTok and Instagram to advertise the model’s restricted Barbie Assortment, with high posts together with 2 viral swatch check movies from Paige Davenport together with posts from Nicola Londors and Nashaat Salih Bello.
Whereas Instagram was the platform the place NYX earned most of their VIT (68%), the model additionally noticed a big quantity of their efficiency come on TikTok (31% of VIT). When taking a look at influencer tiers, NYX did a great job of getting a balanced method and never relying an excessive amount of on anybody tier with the mid tier being the highest performer incomes 39% of VIT.
The tip end result was in July NYX noticed enormous will increase in VIT (+173%), video views (+147%), and engagements (+109%) and reached the #1 spot on the leaderboard.
UK Brand Spotlight 2: Colour Wow Hair + Journey to Ibiza
Colour Wow Hair has burst onto the scene as one of many hottest rising indie magnificence manufacturers in 2023. And the model’s efficiency throughout social in July will certainly assist guarantee the excitement across the model continues to extend. The model jumped 89 spots on the UK Leaderboard, going from a rank of 139 in June to 50 in July.
This was largely resulting from its summer time getaway journey the place it hosted among the UK’s high influencers on the Six Senses Resort in Ibiza. Nearly all the high performing content material from the journey got here from mega tier influencers together with a number of mentions from Emily Miller, Mary Bedford, Jourdan Riane, Ellie Brown, Chiara King and Georgia Steel. Apparently, nearly all the posts from these creators had been Instagram photograph carousel posts with little video content material or TikTok mentions from the journey. However, the content material carried out extraordinarily effectively and performed a giant function in Colour Wow seeing massive month-over-month will increase in VIT (+118%) and engagements (+408%).
Other Top Performing UK Brands in July
See the complete VIT leaderboard here
FR Brand Spotlight 1: Huda Magnificence + Sephora Occasion
Huda Magnificence had a giant month in July, leaping 26 spots to fourth place on the Leaderboard and seeing MoM will increase of 138% in VIT, 120% in video views, and 116% in engagements.
An enormous cause for this was a July occasion the model hosted in Paris, in partnership with Sephora. The model’s proprietor, Huda Kattan, attended the occasion and created enjoyable, playful content material with lots of the invited creators. High performing content material from the occasion got here from creators like Lilyslilah, Nathanya Sion, Nourhene Hocini, and Chaimim.
Each the influencers on the occasion and their followers throughout social beloved how Huda was casually hanging out, chatting, and joking with the influencers there. And naturally, this isn’t the primary time we’ve seen these kinds of interactions from superstar founders resonate with viewers. The plain instance is Uncommon Magnificence, the place Selena Gomez has clearly made a giant effort to genuinely join with Uncommon’s group of influencers. Additionally, Scarlett Johannson’s The Outset is leaning closely into offering BTS content that provides followers visibility into how concerned Scarlett is with the model’s operations and rising their influencer relationships.
General, extra superstar manufacturers are shifting the best way they place collaborations between their founder and influencers. The principle distinction is that founders are considerably extra concerned with constructing direct creator relationships than previously. Given this shift, it would grow to be more and more tough to create a profitable model if the superstar founder isn’t visibly concerned within the model and its group of magnificence influencers and shoppers.
FR Brand Spotlight 2: Armani Magnificence + Saint Tropez Getaway
Colour Wow wasn’t the one model who hosted an influencer journey in July, with Armani additionally inviting some magnificence influencers to a summer time getaway in Saint Tropez. It appeared Armani wished the journey to have a relaxed and intimate environment, inviting solely a choose few creators like Romane, Caroline Hu, Chloe Bleinc, Andie Ella, and Kayliah to affix. Every creator posted a number of instances in the course of the journey with Romane and Kayliah each posting GRWM TikTok movies utilizing Armani Magnificence merchandise to create a “Latte Make-up” look, an rising development on TikTok that has racked up over 250M video views so far.
Apart from the St. Tropez journey, the model was additionally talked about 7 instances in each sponsored and natural posts on TikTok by Lilyslilah, the #1 general magnificence influencer in France to date in 2023 (by VIT). Armani’s liquid bronzer drops had been probably the most talked about product, displaying up in nearly all the content material mentioning the model.
General, Armani noticed a big bump in its social efficiency in July with massive MoM will increase in engagements (+58%), video views (+82%), and VIT (+87%). The model additionally reached 2nd place on the FR Leaderboard, its highest month-to-month rank of 2023.
Other Top Performing FR Brands in July
See the complete VIT leaderboard here
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