Beneath is the January 2023 version of our Beauty Leaderboard Newsletter the place we offer month-to-month data-backed insights on rising magnificence traits, in-depth analyses of profitable model/influencer collaborations, and benchmarked rankings of worldwide magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
US Brand Spotlight: Uncommon Magnificence + Optimistic Mild Launch
Uncommon Magnificence had an enormous December, rising VIT by 233% and leaping 6 spots from the earlier month to take the highest spot on the US Leaderboard.
A lot of the success was as a result of launch of the model’s new Optimistic Mild Highlighter and Brightener product line.
Uncommon hosted an occasion in New York to rejoice the launch and invited some prime influencers to affix together with Meredith Duxbury (@meredithduxbury), Mikayla Nogueira (@mikaylanogueira), Sarah Wolak (@sarah_wolak), and Alix Earle (@alixearle), the most well liked new influencer that nobody can cease speaking about (make sure you try our 2023 Magnificence SOI launching subsequent week for extra insights on the speedy rise of Alix Earle and the GRWM storytelling pattern 🙃).
The entire above influencers produced prime performing posts from the occasion that featured the model’s proprietor, Selena Gomez. Alix Earle’s get-ready-with-me (GRWM) TikTok with Selena sat on the very prime of greatest performing content material, producing over 5.8M video views and 889k engagements.
Past these on the occasion, many different magnificence influencers took to TikTok and Instagram to check out the newly launched merchandise and share their ideas. Surprisingly virtually none of those posts have been marked as sponsored.
The truth that so many magnificence influencers (who’re often paid some huge cash per put up) selected to put up organically in regards to the new merchandise highlights the spectacular job that Uncommon has achieved in constructing a robust group that actually believes within the model’s merchandise and values. It additionally serves as an ideal instance of how essential it’s for model’s to prioritize strengthening creator relationships and constructing a loyal group in order that they aren’t reliant on rising spend so as to keep share of voice.
Tip: Wish to find out how product seeding may help you construct your group of influencers whereas rising your model’s share of voice? Check out this case examine which highlights how Ole Henriksen was in a position to supply new companions on YouTube so as to create a profitable influencer gifting marketing campaign.
UK Brand Spotlight: Maybelline + TikTok Magnificence Tendencies
In December, Maybelline’s Instantaneous Perfector 4-in-1 Glow lastly launched throughout the UK market. The launch was extremely anticipated because the product had been praised by many magnificence influencers within the US as a terrific dupe to the beloved Charlotte Tilbury Flawless Filter. To construct consciousness for the UK launch, Maybelline activated a handful of rising magnificence influencers to put up on TikTok with excessive performing posts coming from Graces (@graces.faces_), Millie McCarthy (@milliemacmakeup), Naomi Mizrahi (@naomimiz), Chloe Mitchell (@glowybychloe), and Helen Doski (@helenndoski).
Maybelline did a superb job in influencer choice for the marketing campaign, deciding on rising influencers throughout a number of tiers. When digging a bit deeper into viewers insights for these creators, the entire prime performers have seen their viewers on TikTok quickly develop through the latter half of 2022. This isn’t surprising, as Maybelline has constantly been forward of the curve on TikTok and does a superb job of placing out sponsored content material that resonates with viewers and is on-trend. The model has additionally been unafraid to experiment and check out new concepts. One distinctive instance is the in-store product shows which were popping up in Targets throughout the US and Europe. The shows are co-branded by Maybelline and TikTok, and have the slogan “TikTok made me purchase it”. The partnership is a compelling manner for the model to take the net client expertise and mix it into the bodily retail expertise.
Tip: Feeling impressed heading into the brand new 12 months? Hoping to see robust outcomes like these in your influencer campaigns in 2023? Try the checklist of 5 resolutions to improve your influencer marketing strategy that we put collectively that will help you get off to a terrific begin in blowing previous your 2023 targets! 🙂
FR Brand Spotlight: NYX Cosmetics + Avatar Collab
For the third consecutive month, NYX has taken the highest spot on the FR month-to-month leaderboard. And equally spectacular, they elevated their VIT by 33% and video views by 34% from the earlier month.
As a fast reminder, final month we talked about that TikTok has been surging in France and this month the pattern continued with TikTok incomes probably the most VIT of all platforms for the general French magnificence marketplace for the fourth consecutive month. Thus, it comes as no shock that prime performer NYX noticed spectacular outcomes on TikTok in December, with the model incomes 62% of their VIT for the month on the platform.
There have been a handful of excessive performing posts all centered round NYX’s restricted Avatar themed assortment of merchandise that they launched just a few weeks previous to the movie’s Dec 16 launch. Yasmin Dastmalchi, US Common Supervisor for NYX, talked about in an interview with Popsugar that the film’s artistry, vivid colours, and robust concentrate on variety impressed NYX to pursue the partnership. And the highest performing posts from influencers displays this. The model partnered with a various group of magnificence and way of life influencers with prime performers together with Lisa Baptisa (@lisa.bpro), Orange (@orane.ae), Franck Colacicco (@ungarconstupide), Yanissa (@yanissaxoxo), and Jardin d’Eden (@jardin_d_eden).
Exterior of Avatar themed content material, rising magnificence influencer Sapho (@saphoo) hosted a meetup alongside Franck Colacicco at an NYX retailer in Marseille on Dec 22. Within the days main as much as the occasion, Sapho made a handful of playful and fascinating posts on IG and TT the place she would go away a cliffhanger on the finish of the video for her followers and inspiring them to affix her on the IRL meetup the place she would reveal the solutions.
Tip: So to illustrate you simply completed up an thrilling influencer advertising and marketing marketing campaign like NYX did for his or her Avatar assortment in December. Whereas a lot of the exhausting work is completed, there’s nonetheless one vital step left to take — marketing campaign reporting. We all know typically marketing campaign reporting generally is a bit intimidating, so we put collectively an easy-to-use template that you can use for your next campaign.
If you want to see how your beauty brand ranks, check out our monthly leaderboard here.
Most Talked about Manufacturers seen on the Golden Globes
Essentially the most partaking posts mentioning each the Golden Globes and wonder manufacturers have been on Instagram Reels and got here from the make-up artists and wonder professionals who labored with the celebrities. Prime posts typically took viewers behind-the-scenes (BTS) within the moments main as much as the occasion because the celebrities have been preparing. For instance, MUAs Nina Park and Etienne Ortega (each tagging Charlotte Tilbury) captured the ultimate moments within the chair for Lily James and Michaela Jae.
For CHANEL, nail artist Betina Goldstein captured her doing the nails of each Lily James and Julia Garner within the hours main as much as the present and MUA Emily Cheng captured remaining prep moments for Garner as effectively. Within the reels, each magnificence professionals additionally listed the complete checklist of merchandise they used which we noticed throughout many prime posts as effectively.
1. Charlotte Tilbury
- 32 posts, 16.5k engagements, 142k video views
- Seen on Lily James, Michaela Jae, Milly Alcock
- MUAs: Nina Park, Etienne Ortega, Misha Shahzada
2. Chanel Magnificence
- 32 posts, 13.3k engagements, 87.8k video views
- Seen on Lily James, Margot Robbie, Julia Garner, Daisy Edgar Jones
- MUAs: Pati Dubroff, Betina Goldstein, Emily Cheng, Nina Park
3. Dior Magnificence
- 22 posts, 6.7k engagements, 59.5k video views
- Seen on Anya Taylor-Pleasure, Barry Keoghan, Elizabeth Debicki, Britt Decrease
- MUAs: Georgie Eisdell, Christine Nelli, Mary Wiles, Molly Stern
4. Uncommon Magnificence
- 22 posts, 77.7k engagements, 214k video views
- Seen on Selena Gomez, Li Jun Li, Jen Statsky
- MUAs: Hung Vanngo, Ernesto Casillas, Grace Pae, Courtney Hart
5. Revive Skincare
- 10 posts, 6.23k engagements, 4.66k video views
- Seen on Kaley Cuoco
- MUAs: Jamie Melser Greenberg
Until in any other case specified, all knowledge analyzed to assist the “Tendencies to Know” part was pulled from a pattern of 55,139 influencers positioned primarily in america, Canada and Europe
