Beneath is the Might 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 world magnificence manufacturers.
US Brand Spotlight 1: Kosas Cosmetics + DreamBeam SPF Launch
In early April, Kosas launched their first ever sunscreen, the DreamBeam SPF 40 Comfortable Easy Sunscreen. The model tapped a number of the greatest names within the magnificence house to unfold the phrase: Hailey Bieber (@haileybieber), Alix Earle (@alix_earle), Bella Ramirez (@bellarmrz), Kensington Tillo (@kensnation), Isabelle Lux (@isabelle.lux), Darcy Mcqueeny (@darcymcqueenyyy), and Niamh Adkins (@niamhadkins) all posted on TikTok in regards to the product instantly following the launch. The content material featured every influencer making use of the sunscreen for the primary time whereas giving their preliminary impression. Many highlighted the way it didn’t really feel too sticky or greasy “like most mineral sunscreens”, and shared their appreciation for the truth that the product contains elements that promote wholesome pores and skin like ceramides and peptides.
Partnering up with these well-liked magnificence influencers appears to have constructed up loads of hype across the DreamBeam sunscreen. Not solely did it drum up pleasure, the product is at the moment offered out on the model’s web site and on Sephora’s web site.
Additional, the model jumped 41 spots (as much as 31st place) on the month-to-month US Leaderboard. It additionally noticed massive MoM will increase in video views (77%), engagements (59%), and VIT (66%).
Kosas Cosmetics is an efficient instance of a model that ready nicely for an enormous product launch and allotted the required advertising finances so they may companion with giant, prime quality influencers.
US Brand Spotlight 2: Neutrogena + #FestivalSeason
With Coachella kicking off music competition season in April, Neutrogena determined to focus their advertising efforts on this route. The model was introduced because the official pores and skin and suncare sponsor of Coachella this 12 months and invited a handful of magnificence influencers together with Rachel Finley (@hydrationceo), Rudi Berry (@therudiberry), and Meimei Monstaa (@meimonstaa) to journey with them to the competition. The group shared content material of their expertise as Neutrogena’s company, utilizing the hashtag #desertvitals. The model additionally partnered with these influencers (together with others) to make sponsored posts in regards to the model’s Hydro Increase Moisturizer, praising it for guaranteeing their pores and skin was hydrated and guarded with SPF 50 throughout the many hours outdoors within the solar at Coachella.
The model additionally obtained a submit from Jenna Ortega which had over a 22% engagement charge, receiving over 8M likes and incomes Neutrogena over 8K VIT factors. The model had already partnered with Ortega many occasions lengthy earlier than her efficiency within the Netflix present, Wednesday, propelled her to celebrity standing. Provided that Ortega is probably going flooded with partnership alternatives now, the long-lasting relationship Neutrogena had developed doubtless helped in bringing this sponsored submit to fruition and highlights the advantages that may come from constructing robust long-term relationships with VIP influencers.
Total, Neutrogena’s influencer advertising program had an awesome April with video views growing by 215%, engagements by 781%, and VIT by 281% MoM. The model additionally reached 4th place on the US Leaderboard, their highest month-to-month rank of 2023.
Other Top Performing US Brands in April
Tip: High influencers may help you attain new audiences, however how do you discover them? Here are three success stories detailing how you are able to do so efficiently.
UK Brand Spotlight 1: Kylie Cosmetics + Kylash Mascara Product Launch
On April 6, Kylie Cosmetics launched its first mascara, the Kylash Quantity Mascara. The model’s founder, Kylie Jenner, posted a number of occasions main as much as and following the launch so it isn’t all that shocking that the model noticed an enormous soar in VIT inside the US market. Nevertheless, what’s extra attention-grabbing is that the model linked up with a number of magnificence influencers within the UK to unfold the phrase of the launch, indicating {that a} UK growth may be within the model’s future plans.
In April, the model jumped 52 spots to number 17 on the UK Leaderboard. In reality, it noticed extra MoM development within the UK than the US, with engagements growing by 78%, video views growing by 232%, and VIT growing by 254%. The model partnered with a handful of prime macro and mega tier magnificence influencers together with Ling Tang (@ling.kt), Samantha Harvey (@makeupbysamanthaharvey), Laila Paul (@lailapaul), and Jordan Lipscombe (@jordanlipscombe). Within the sponsored posts (which occurred totally on TikTok), the creators tried out the mascara for the primary time whereas sharing their preliminary impressions. Equally to our featured UK model from final month Function of Beauty, Kylie Cosmetics additionally had every creator point out Boots UK as the situation the place viewers might purchase the brand new product.
UK Brand Spotlight 2: Valentino + #BorninRoma
To kick off the launch of its latest perfume, Born in Roma Donna Eau De Parfum Intense, Valentino partnered with well-liked magnificence influencers Danielle Marcan (@daniellemarcan), Victoria Magrath (@victoriamagrath), and Tara Barz (@tarabarzz) for 3 TikTok posts. Relatively than comply with the extra widespread “DIY” TikTok content material model, the model had the creators be a part of them in Paris. In the course of the journey, every influencer created brief 15-20 second movies that had knowledgeable and cinematic model to them.
The perfume’s backstory facilities on dualities, with the model stating that “the duo of vanilla and jasmine playfully problem the rivalry between day and evening, traditional and depth and also you and me.” Persevering with with this theme, the model needed every bit of content material to function a duo, with Danielle and Tara having their sisters be a part of them within the video content material whereas Victoria was joined by her husband.
The content material appeared to efficiently have interaction viewers, with Valentino leaping 82 spots to 22nd place within the month-to-month rankings. The model additionally noticed engagements improve by 103%, video views improve by 1,042%, and VIT improve by 405% MoM.
Other Top Performing UK Brands in April
FR Brand Spotlight 1: Yves Rocher + Hydra Vegetal Product Launch
Yves Rocher had a powerful April, leaping 23 spots to land at 20th on the FR Leaderboard and growing VIT by 114% and video views by 600% MoM.
A big portion of their VIT in April was pushed by a product consciousness marketing campaign the model ran for his or her 100H Continuous Moisturizing Serum, the latest addition to their Hydra Vegetal lineup of merchandise. Relatively than go all-in on one platform, the model elected to activate influencers throughout each TikTok and Instagram for sponsored posts. When selecting influencers, Yves Rocher honed in on the mid (50-250K followers) and mega tiers (1M – 5M followers) with prime performing posts for the marketing campaign created by Lucie Rose (@roselucyy), Elsa Bois (@elsabois), Marie Lacombe (@mariebeaute), and Marie Danede (@mariedanede).
Every influencer made a brief video attempting out the serum for the primary time along with utilizing 2 different complementary merchandise from the Hydra Vegetal lineup, the Anti-fatigue Moisturizing Contemporary Gel and the 48H Non-Cease Moisturizing Gel Cream. Many additionally highlighted the truth that the product incorporates Edulis mobile water and that it has “99% pure elements” indicating that maybe Yves Rocher believed these features could be necessary to their French viewers.
FR Brand Spotlight 2: Caudalie + Vinopure
Caudalie had an enormous April, leaping 50 spots to the number 9 spot on the FR Leaderboard and seeing MoM will increase of 797% in video views, 446% in engagements, and 603% in VIT.
The perpetrator for the model’s vital soar in efficiency? A product consciousness marketing campaign for his or her VinoPure assortment, a line of merchandise for enhancing and treating acne-prone pores and skin and different pores and skin imperfections. The model partnered with Gen Z TikTok influencers like Leanemarts (@leanemarts), Insah Hasni (@insah_hasni), Mael Plat (@maelplat), and Shana Hagege Orts (@maybeshanaa) to unfold the phrase in regards to the lineup of merchandise. Every of the influencers posted a reel exhibiting them utilizing one of many merchandise to assist deal with their zits. The content material had an genuine, unpolished really feel with the influencers typically drawing consideration to a present breakout or pores and skin blemish earlier than utilizing one of many lineup’s merchandise. Caudalie’s success is an efficient reminder that product centered campaigns with influencers can work, so long as there’s good alignment, messaging, and authenticity!
Other Top Performing FR Brands in April
If you want to see how your beauty brand ranks, check out our monthly leaderboard here.
