Under is the April 2023 version of our Beauty Leaderboard Newsletter the place we offer month-to-month data-backed insights on rising magnificence developments, in-depth analyses of profitable model/influencer collaborations, and benchmarked rankings of worldwide magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
US Brand Spotlight 1: Bondi Sands + Technocolor Launch
In mid April, Bondi Sands celebrated the launch of their new Technocolor product line by internet hosting 3 VIP events spanning the US, UK, and Australia. On the US occasion, which befell in Los Angeles, the model was joined by Alix Earle (@alixearle) together with Aussie magnificence influencer Chloe Morello (@chloemorello) to advertise the launch. About 2 weeks previous to the occasion, every of the aforementioned influencers made sponsored posts for Bondi. Curiously, neither of the posts talked about the Technocolor launch however as a substitute have been selling different Bondi Sands merchandise. Maybe the model wished to see how properly the content material carried out earlier than making an even bigger funding with the creators for the Technocolor occasion? Or possibly they wished to familiarize the creators’ viewers with their model earlier than the launch?
Whatever the rationale behind the choice, these preliminary posts generated lots of engagement for the model and have been largely accountable for the large 1,401% MoM enhance in VIT that Bondi Sands noticed in March. It’s additionally value noting that Bondi Sands’ competitor, St. Tropez additionally noticed a giant VIT enhance in March. This is perhaps an indicator that manufacturers are shortly ramping up their influencer spend for the promotion of seasonal summer season merchandise like tanning merchandise and sunscreen!
US Brand Spotlight 2: Amika + #keepupwithperkup
March was a giant month for Amika, with the haircare model leaping 62 spots from ninety fifth in Feb to thirty third in March on the wonder leaderboard. Amika’s variety of influencers and mentions in March have been really much like the prior month, so what was the important thing driver to the model’s success?
An enormous 213% enhance in video views! Mid, macro, and mega tier influencers posted concerning the model on TikTok and their content material seems to have been boosted.
TikTok views mentioning the model totaled 61M, up 280% MoM. A lot of the prime posts have been a part of a marketing campaign for Amika’s Perk Up Plus Dry Shampoo. The 30 – 60 second movies featured the influencer attempting out the dry shampoo whereas speaking about how the product helps maintain hair trying freshly-washed whereas restoring quantity and absorbing oil.
The highest creators from the marketing campaign have been Indy Belle Mitchell (@indybelle_), Shay Sullivan (@shaysullivann), Montana Coles (@montana.coles), Made & Taylored (@madeandtaylored), and Gabriella Cuesta (@gkccouture).
Other Top Performing US Brands in March
Tip: Do you know that low creator retention may very well be damaging your influencer program’s ROI? Discover ways to enhance your creator retention here.
UK Brand Spotlight 1: Perform of Magnificence + #FunctionxBoots
In March, Perform of Magnificence launched in the UK at greater than 380 Boots shops and on-line at Boots.com. To deliver consciousness to the model’s UK launch and partnership with Boots, Perform of Magnificence tapped a handful of rising magnificence influencers for sponsored posts throughout TikTok and Instagram. The macro tier of influencers (250k – 1M followers) generated 78% of VIT for the model with the highest posts coming from Millie McCarthy (@milliemacmakeup), Elle Mcnamara (@bambidoesbeauty), and Rebekah Campbell (@bexcxmpbell).
Perform of Magnificence had the influencers put up brief movies on each Instagram and TikTok that present the influencers speaking about Perform of Magnificence’s customized shampoo and conditioners after which utilizing the merchandise throughout their bathe routine. The put up captions highlighted that the lineup shall be at Boots, whereas additionally tagging Boots social deal with and the #FunctionxBoots hashtag.
The marketing campaign was profitable in producing lots of consideration for the UK launch, with Perform of Magnificence leaping from #719 in February to #28 in March within the UK magnificence rankings (and #3 in haircare)!
UK Brand Spotlight 2: Dove + #TurnYourBack
TikTok’s new Daring Glamour filter is designed to current an “ultimate” of magnificence for the person. Dove has, for a few years, made combating towards damaging and unrealistic expectations of magnificence a key tenet of its model identification. Thus, the model is encouraging individuals to #TurnYourBack on the Daring Glamour filter as a part of its #NoDigitalDistortion mission.
The influencer-led marketing campaign kicked off with creators sharing their emotions on the filter and the injury it could actually do to individuals and their notion of what constitutes magnificence. Inside the UK, the highest performing posts got here from mega influencers (1M – 5M followers) Louise Could (@loumayyy) and Rikki Sandhu (@rikkisandhuu), macro influencer Brooke Paintain (@brookepaintain), and mid tier influencer Saam Gatsheni (@issathicknation).
To this point the marketing campaign appears to be resonating with social media customers, with Dove seeing a large 4,994% MoM enhance in VIT. And the success of the marketing campaign hasn’t been restricted to the UK, with Dove additionally seeing a 5,889% MoM enhance of VIT in France.
Other Top Performing UK Brands in March
FR Brand Spotlight 1: La Roche-Posay + Macro-Tier TikTok Influencers
La Roche-Posay had a powerful March, leaping 41 spots to land at #4 on the FR Leaderboard and rising VIT by 549%, engagements by 89%, and video views by 679% MoM.
Macro-tier influencers (250K+ viewers) generated over half of the model’s VIT in March (56%), with Sarah Laugier Bertola (@sarahbertolax), Charlotte Vidal (@charlotte.vidl), and Sabrina Cesari (@sabrinacsari) all posting excessive performing content material in the course of the month. All 3 of the creators posted sponsored content material on TikTok.
Each Sarah and Charlotte have been chosen by La Roche-Posay to advertise the model’s Lipikar lineup of skincare merchandise designed for additional dry pores and skin. The model did a superb job of personalizing the messaging to authentically align with every influencer. Sarah, who typically posts content material about her life as a mother, talked about how the Lipikar lineup was a terrific skincare selection that your entire household can safely use. Alternatively, Charlotte — who has lots of tattoos — talks about how utilizing skincare merchandise like La Roche-Posay’s Lipikar may also help enhance the tattoos longevity and forestall them from fading.
Sabrina, together with mega influencer Shana Hagege Orts (@maybeshanaa), made TikTok movies selling the model’s Sérum Hyalu B5. Within the brief 10 – 20 second movies the influencers utilized the serum as a step of their night skincare routine.
FR Brand Spotlight 2: René Furterer + Efficienct Influencer Choice
A favourite model amongst many superstar stylists, René Furterer has been gaining traction throughout social media for fairly a while (as we highlighted in our most recent Beauty State of Influence). And early in 2023, the model is displaying it has no plans of slowing down. March was a giant month for the model with René Furterer leaping 157 spots on the Leaderboard and seeing MoM will increase of three,119% in video views, 224% in engagements, and a pair of,031% in VIT.
2 of the three highest performing posts for the model have been TikTok movies from way of life influencer (and new mom) Yeuxvertflo (@yeuxvert). Curiously, each posts have been selling the model’s Triphasic Reactional lineup and have been spaced solely a few week aside. Maybe René Furterer noticed such robust outcomes on the primary put up that they determined to double down and sponsor a second put up quite than go in search of one other influencer?
Since the Triphasic Reactional lineup is designed for abruptly thinning hair which might happen in girls post-pregnancy, the model did a superb job in discovering and partnering with Yeuxvertflo on the proper time. As a brand new mom, the merchandise proved to be really useful to her which in flip made the sponsored posts come throughout as genuine.
Other Top Performing FR Brands in March
Tip: Planning an upcoming product consciousness marketing campaign and contemplating activating influencers totally on TikTok like within the examples highlighted above? Check out a few tips that we now have taken from real-world success tales that can assist you get essentially the most out of your TikTok campaigns.
If you want to see how your beauty brand ranks, check out our monthly leaderboard here.
Coachella 2023
The second and ultimate weekend of Coachella 2023 simply wrapped up yesterday. General, exercise on social revolving across the occasion noticed slight will increase from final yr throughout activated influencers, mentions, engagements, and video views
Content material mentioning Coachella, evaluating April 11, 2022 – Apr 24, 2022 vs April 10, 2023 – Apr 23, 2023:
- 13% enhance in energetic influencers
- 10% enhance in mentions
- 6% enhance in engagements
- 7% enhance in video views
Most mentions of Coachella got here on Instagram (54%) adopted by TikTok (27%). Engagements have been carefully cut up throughout Instagram (52%) and TikTok (44%) whereas for video content material TikTok was the place most views occurred (70%).
As one of many largest dwell occasions of the yr, many magnificence manufacturers took the chance to make a visit out into the desert and (hopefully) enhance their model consciousness and status amongst pageant goers by taking part within the occasion. Neutrogena made its debut because the official pores and skin and suncare sponsor at Coachella this yr and put in sunscreen dispensers all through the pageant grounds. Additionally they invited a handful of magnificence influencers together with Rachel Finley, Rudi Berry, and Meimei Monstaa to journey with them to the pageant with the group sharing content material alongside the way in which, utilizing the hashtag #desertvitals.
Then, after all, there was Revolve Competition.
Final yr, Revolve promised Revolve Competition could be a blow-out occasion even greater than the years prior. And whereas they actually succeeded in making lots of noise, a lot of the speak wasn’t what the model was aiming for with many influencers posting concerning the detrimental expertise that they had on the occasion.
This yr, the extremely anticipated occasion precipitated far much less commotion throughout social media with influencers, posts, engagements, and video views all seeing vital decreases.
Content material mentioning Revolve Competition, evaluating April 11, 2022 – Apr 24, 2022 vs April 10, 2023 – Apr 23, 2023:
- 31% lower in energetic influencers
- 65% lower in posts
- 66% lower in engagements
- 76% lower in video views
Nevertheless, although Revolve Competition made a lot much less noise this yr, Revolve nonetheless obtained essentially the most mentions and engagements (by a big margin) amongst all magnificence & style manufacturers and retailers who have been at Coachella this previous weekend. Essentially the most partaking posts mentioning Revolve Competition occurred totally on Instagram and TikTok with the highest posts coming from the next influencers:
- Maddie Bailey: 772k likes, 3.79M video views (IG video)
- Noah Beck: 373k likes (IG picture carousel)
- Brigette Pheloung: 347k likes, 2.1M video views (TikTok)
Different magnificence manufacturers at Coachella that obtained lots of mentions on social media included Clinique, Sephora, Shark Magnificence, Mugler, and Love Magnificence and Planet.
