Beneath is the June 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 world magnificence manufacturers.
US Brand Spotlight 1: L’Oréal Paris + Sponsored Content material
L’Oréal Paris had a giant month in Might, leaping 13 spots to third on the Leaderboard and seeing MoM will increase in VIT, video views, and engagements of 148%, 138%, and 160%.
An enormous motive for this was the robust outcomes from its sponsored content material, which accounted for 61% of the model’s VIT in Might. That is much more spectacular on condition that L’Oréal didn’t have simply one, however a number of product campaigns working all through the month. The model did a wonderful job of implementing in style magnificence traits into the content material. For instance, comedy movies from Adam Waheed (@adamw) and Angela Chalet (@angelac0123) selling the model’s Males’s Hair Coloration carried out extremely together with {couples} content material from Kristy Sarah (@kristy.sarah) and Jessie James Decker (@jessiejamesdecker). For its EverPure Bond Strengthening Shampoo & Conditioner, L’Oréal partnered with Alix Earle (@alixearle) on a video the place she highlights the merchandise as a dupe and cheaper various to the favored Bond Restore lineup from Olaplex.
The model was additionally working its #LipMoods product marketing campaign on TikTok with creators itemizing out and making use of a few of their favorites summer season shades from L’Oréal’s lipstick assortment. TikToks from Olivia Chatfield (@oliviachatfield) and Areneemua (@arenee.mua) had been the highest posts from the marketing campaign, combining for over 36M video views and 360k engagements!
L’Oréal Paris’ success showcases that with gameplan, a big model can create distinctive, on-trend content material even when coordinating sponsored product campaigns spanning a number of completely different classes.
US Brand Spotlight 2: Dyson + Airstrait Launch
On Might 11, Dyson launched its new, extremely anticipated instrument, the Airstrait hair straightener. To drum up the thrill even additional within the days following the US launch, the model partnered up with a handful of magnificence influencers to offer their preliminary impressions upon utilizing the instrument. Prime performers included mega tier (1M-5M followers) influencers Matt E (@mattloveshair), Kamie Crawford (@kamiecrawford), Yuyan (@itsyuyaan), and Taylor Rose (@thehealthyhur) together with macro tier (250k – 1M) influencers Megan Roup (@meganroup) and Hermela Lamps (@hermela).
Provided that the Airstrait is Dyson’s first new magnificence instrument since 2020 and took years of analysis and improvement to create, the sponsored marketing campaign they ran within the days following the launch truly appeared fairly modest.
Though the Airstrait’s launch marketing campaign may need been modest, the model did not really want it because of its work increase a loyal neighborhood. Magnificence customers and influencers have lengthy liked and trusted Dyson’s hair instrument expertise (i.e. the recognition of the AirWrap and Supersonic), in order that they had been greater than prepared to share their ideas on the Airstrait by means of natural posts.
The truth is, lots of the high performing posts in regards to the Airstrait had been natural, with TikToks from Curlie Crys (@beingcrystalnicolee), Jessica Ogilvie (@shesintimidating), Geena Hunt (@geenahunt), Isabelle Lux (@isabelle.lux), and Julissa Guillen (@julissa_guillen) liable for a few of the high performing mentions of Might for the model. In lots of the high natural posts, the creators spotlight that their overview is unsponsored, doubtless as a result of many viewers search out natural evaluations and consider them to be extra credible.
Total, Dyson noticed a major bump in its social efficiency because of the Airstrait launch with large MoM will increase in engagements (+62%), video views (+54%), and VIT (+81%). The model additionally reached 11th place on the US Leaderboard, its highest month-to-month rank of 2023.
Other Top Performing US Brands in May
UK Brand Spotlight 1: Smashbox Cosmetics + Model Collabs
In Might, Smashbox jumped from #306 to #9 on the month-to-month UK Leaderboard. The model’s efficiency is a textbook instance of how a model with much less assets and a smaller following than main manufacturers can nonetheless see enormous attain and efficiency on social.
Throughout the month Smashbox garnered most of its VIT from VIP influencer Lena Bagrowska (@lenkalul), one of many UK’s hottest magnificence influencers. Lena made 4 posts throughout IG and TikTok selling magnificence model IPSY and its month-to-month “Glam Bag” magnificence field with two Smashbox merchandise featured: its studio pores and skin basis and all the time on liquid lipstick.
These 4 posts generated nearly all the model’s VIT in Might and gave an enormous enhance to Smashbox when it comes to model attain and consciousness, with engagements and video views rising by 4,528% and eight,619% MoM!
Whereas it could be troublesome for different small manufacturers to ensure or orchestrate this sequence of occasions, it does function an amazing reminder that partnerships amongst manufacturers can create highly effective consciousness and engagement alternatives.
UK Brand Spotlight 2: Youth to the Folks + UK Launch
In Might, Youth to the Folks formally launched its on-line retailer in the UK and likewise opened up its first in-person retailer in London with a launch occasion on June 1st. To convey consciousness to the UK launch, Youth to the Folks tapped just a few rising magnificence influencers for sponsored posts throughout TikTok and Instagram. The mid-tier of influencers (250k – 1M followers) generated 78% of VIT for the model with high posts coming from Nikkita Chadha (@nikkitachadha), Ayesha Hussain (@ayeshahofficial), and Tess Daly (@tess_daly).
Youth to the Folks had every influencer publish a brief video following the just lately surging “Get Unready with Me” the place they use the model’s superfood cleanser to take away the day’s make-up and clear their face. Within the content material (and caption), the creators additionally highlighted the UK launch of the model and included a hyperlink on to the model’s on-line retailer.
The marketing campaign was profitable in producing loads of consideration for the UK launch, with Youth to the Folks leaping from #278 in April to #67 in May within the UK magnificence rankings!
And with many attendees posting on social media from the shop’s launch occasion on June 1, it seems just like the model is on its strategy to having one other robust month in June.
Other Top Performing UK Brands in May
FR Brand Spotlight 1: Garnier + Better of #BeautyTok
Might was a giant month for Garnier, with the model rating second on the FR Leaderboard and seeing a 61% MoM improve in VIT. So what modified from the earlier month that was the important thing driver to the model’s success?
Large will increase in engagements (274%) and video views (79%)! Virtually all the engagements got here from TikTok, the place Garnier earned over 97% of its whole VIT in Might. Many of the high posts had been a part of a multi-brand marketing campaign the place influencers obtained a “Better of #BeautyTok” field full of a few of the most talked about merchandise on TikTok. These bins included objects from manufacturers like Garnier, Maybelline, L’Oréal Paris, Dessange, and Cacharel Perfumes. The content material featured the creators unboxing the package deal and stating a few of the merchandise they had been most excited to find inside, with some then attempting out just a few of the merchandise.
Surprisingly, the highest three creators from the marketing campaign had been all from the micro tier (10k-50k followers) — Amandine (@amandineyk), Emma Laurent (@emmaalaurentt), and Ninon (@ninondationn). This implies that Garnier and/or the opposite manufacturers concerned within the marketing campaign doubtless chosen a few of their favourite posts after which boosted them to be able to attain a a lot bigger viewers.
FR Brand Spotlight 2: Dessange + GRWM to go…nowhere!
As a long-standing official companion of the The Cannes Movie Competition (which ran from Might 16-27), Dessange was talked about in lots of high-performing posts from attendees and wonder professionals (who used the model’s merchandise whereas prepping the visitors for the pageant occasions). The model earned mentions from the likes of Nabilla Vergara (@nabilla), Zoé Tondut (@justezoe), Frida Aasen (@frida_aasen), and Indira Ampiot (@indira.ampiot).
Whereas these mentions generated a major quantity of engagements for Dessange, they had been surprisingly not the place many of the model’s high performing mentions got here from in Might.
As a substitute, the supply was a singular model consciousness marketing campaign the place Dessange despatched an event-themed reward field to creators full of Dessange merchandise. The creators used the reward field to take viewers by means of their GRWM (prepare with me) make-up routine, after which obtained dressed up in a flowery red-carpet-worthy outfit. However, as an alternative of heading out to a flowery occasion, the video ends with the creator kicking again on the sofa or in mattress and flipping on a film to take pleasure in an evening in. The playful distinction to the model’s many mentions coming from the Cannes Movie Competition was topped off by every creator’s caption of GRWM to go…nowhere!
Prime creators included mid tier (50k – 250k followers) influencers Lou (@bloudyyyy_), Audrey Afonso (@audreyafs), and Elisa Levallois (@elisalevallois) together with mega tier (1M – 5M followers) influencer Emma Keitmann (@emmakeitmann).
The outcomes had been spectacular, with Dessange leaping 60 spots to land at 4th on the FR Leaderboard and rising VIT by 1,365% and video views by 1,108% MoM.
Other Top Performing FR Brands in May
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