Beneath is the March 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 world magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
US Brand Spotlight: Cerave + #MoisturizeLikeADerm
In February, Cerave launched their #MoisturizeLikeADerm marketing campaign which goals to coach customers in regards to the significance of year-round physique moisturization. To advertise the marketing campaign, that they had 30 creators be part of dermatologist Dr. Daniel Sugai (@drspf) in Los Angeles for an immersive pop-up expertise. Through the occasion the creators and Dr. Sugai mentioned the significance of physique moisturizing and created enjoyable content material with bigger than life tubs of Cerave merchandise and different enjoyable props.
To date, the marketing campaign appears to be efficiently producing buzz for the model, with #MoisturizeLikeADerm racking up over 446M video views on TikTok via March 20. Cerave additionally ranked sixth on the month-to-month leaderboard, climbing 37 spots from their January rating and rising VIT by 159% MoM.
Many of the prime performing content material from the occasion was posted on TikTok with prime creators together with Dr. Sugai together with Mariale Marrero (@mar.hacks), Molly Burke (@mollyburkeofficial), Eddie Motta (@mottaskin), Ariana Covarrubias (@fragileskinariana) and Justine Cuenco (@cococuenco).
To additional broaden the marketing campaign’s attain, Cerave additionally partnered with in style dermatologist Dr. Muneeb Shah (@dermdoctor) and main TikTok creator, Zach King (@zachking). The pair produced a artistic brief video selling the physique moisturizer which has racked up over 67M video views.
CeraVe’s sturdy leads to February is only one instance of how its fascinating and strategic strategy to influencer campaigns have confirmed profitable. For a lot of months the model has centered on pairing academic content material from specialists (usually dermatologists) with distinctive out-of-the-box content material from in style TikTok creators. It seems that this has helped CeraVe improve model consciousness to a large viewers, whereas additionally upping its “cool issue” amongst youthful customers.
UK Brand Spotlight: Rimmel London + #LivetheLondonLook
February was a giant month for Rimmel London, rising VIT by 84% MoM and leaping 27 spots from the earlier month to take the quantity 7 spot on the UK leaderboard. A lot of the success was because of the model’s latest #LivetheLondonLook model consciousness marketing campaign. For this marketing campaign, Rimmel partnered with a various group of magnificence, way of life, and trend influencers. The content material was primarily posted on TikTok and featured a bunch of snapshots and brief time-lapses compiled collectively to take viewers by way of the creator’s day trip and about in London. Within the snapshots, the creator was featured utilizing one among Rimmel’s merchandise on the totally different places they visited all through the day.
Rimmel noticed 54% of their VIT in February come from Macro tier influencers (250k – 1M followers), with Millie Hannah Stewart (@milliehannah), Alice T (@alxcext), Charlotte Barker (@charbarker), and Linasha (@linnygd) creating a few of the most seen posts from the marketing campaign.
Along with the marketing campaign, the model additionally invited just a few influencers to hitch them at The BRIT Awards on February eleventh. Chiara King (@chiaraking), Sophia Tuxford (@sophiatuxford), and Tom Daley (@tomdaley), who turned Rimmel’s first ever male international ambassador in 2022, all made Instagram posts from the occasion the place they tagged Rimmel.
Tip: Planning an upcoming marketing campaign however caught on attempting to resolve which influencers you need to select to companion with? Check out our recent article which highlights 4 key statistics to take a look at that may assist in narrowing your search.
FR Brand Spotlight: Estée Lauder + #AdvancedNightRepair
Estée Lauder had an enormous February, rising VIT by 344% MoM and leaping 48 spots from the earlier month to take the quantity 10 spot on the FR Leaderboard.
Macro-tier influencers (250K+ viewers) generated essentially the most VIT (74%) for the model out of all of the tiers in February. Amongst macro influencers, the highest performing content material got here from a various vary of magnificence and way of life influencers like Charlotte Vidal (@charlotte.vidl), Justine Kamara (@kamjus), and Camille (@cammenthe).
These 3 creators, together with mid-tier influencer Doris (@theparisianesthetician), had the 4 most seen posts, which all have been sponsored TikTok posts selling Estée Lauder’s Superior Night time Restore Serum. The content material reveals every creator making use of the product as they undergo their nighttime routine earlier than mattress.
And Estée Lauder weren’t the one ones who noticed success on skincare content material through the month! Throughout the FR market, skincare content material noticed a 28% MoM improve in video views and 21% MoM improve in VIT, the most important will increase throughout the 4 classes (make-up, hair care, skincare, perfume). May this be an early indicator that skincare content material is perhaps surging in France?
Tip: Need extra insights into the newest rising magnificence and social media tendencies? Try 6 insights spotlighted here which have seen vital will increase in exercise throughout social media.
If you want to see how your beauty brand ranks, check out our monthly leaderboard here.
Most Talked about Manufacturers Seen on the Academy Awards
Probably the most partaking posts mentioning each the Academy Awards and sweetness manufacturers occurred totally on Instagram and largely got here from the wonder professionals who glammed up the celebrities in attendance, or the celebrities themselves. Much like the Golden Globes (which we coated in our January edition), Charlotte Tilbury and Chanel have been the 2 manufacturers that obtained essentially the most mentions. Lots of Charlotte Tilbury’s prime content material got here from the celebrities themselves, with Halle Berry (@halleberry), Kate Bosworth (@katebosworth), and Michaela Jaé Rodriguez (@mjrodriguez7) posting Instagram carousels taking viewers behind-the-scenes as they acquired prepared for the occasion. However, celebs like Jessica Chastain (@jessicachastain) and Kathryn Newton (@kathrynnewton) each took to TikTok to share brief movies of their group of magnificence professionals serving to them prepare for the occasion.
For CHANEL, the highest performing posts got here from the wonder professionals working with the celebs. MUAs Nina Park (@ninapark) and Jenn Streicher (@jennstreicher) captured the ultimate moments within the chair as they prepped Emily Blunt and Allison Williams for the massive evening. Whereas Pati Dubroff (@patidubroff) and Tasha Brown (@tashareikobrown) made a number of posts that featured pictures of Margot Robbie and Michael B. Jordan from the occasion the place the MUAs additionally talked about the merchandise they used to realize the look.
1. Charlotte Tilbury
- 157 posts, 1.01M engagements, 1.47M video views
- Seen on Halle Berry, Michaela Jae Rodriguez, Kate Bosworth, Kathryn Newton, Jessica Chastain, Jennifer Connelly
- MUAs: Kristofer Buckle, Genevieve Herr, Gita Bass, Alexandra French, Nikki La Rose
2. Chanel Magnificence
- 117 posts, 81k engagements, 673k video views
- Seen on Michael B. Jordan, Emily Blunt, Michelle Williams, Margot Robbie, Allison Williams, Nicole Kidman, Zoe Saldana
- MUAs: Tasha Brown, Jenn Streicher, Tom Bachik, Pati Dubroff, Nina Park, Kelsey Deenihan Fisher
3. Armani Magnificence
- 56 posts, 291k engagements, 273k video views
- Seen on Winnie Harlow, Cate Blanchett, Behati Prinsloo Levine, Alessandra Ambrosio, Jennifer Connelly
- MUAs: Carolina Gonzalez, Genevieve Herr, Mary Greenwell
4. Pat McGrath
- 49 posts, 84k engagements, 353k video views
- Seen on Lenny Kravitz, Jennifer Coolidge, Kaia Gerber, Emily Ratajkowski
- MUAs: Pat McGrath, Lilly Keys, Nina Park, Linda Hay
5. Lancome
- 48 posts, 43k engagements, 787k video views
- Seen on Emma Chamberlain, Jennifer Connelly, Javiera Balmaceda, Olivia De Jonge
- MUAs: Lilly Keys, Genevieve Herr, Taylour Chanel, Gita Bass
