Beneath is the February 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.
Traackr Magnificence Model Leaderboard Rating Insights
US Brand Spotlight: Tarte Cosmetics / Glow Recipe + Influencer Journeys
Firstly of 2023, magnificence influencers have been the subject of a lot dialogue throughout social media.
A giant contributor to all this buzz? Tarte Cosmetics journey to Dubai. In January the model invited 50 well-liked magnificence and life-style influencers (together with a visitor) to affix them in Dubai to have a good time the launch of their new basis. Because the creators posted journey vlogs displaying them touring enterprise class and dwelling it up in personal Ritz Carlton villas stocked with presents, critics throughout social media emerged. A lot of this criticism revolved across the giant price ticket this journey will need to have had for Tarte, and whether or not this sort of activation is an environment friendly use of funds for manufacturers.
Whereas it’s too early to inform whether or not the journey can have a long-lasting affect on Tarte’s gross sales or model popularity, it actually had an instantaneous and important enhance to their share of voice throughout social media.
Content material mentioning Tarte Cosmetics, Jan 15 via Feb 15, 2023 vs. Jan 15 via Feb 15, 2022
- +17% mentions
- +453% engagements
- +374% video views
- +270% VIT
Tarte additionally reached the highest ten on our January leaderboard (rating sixth), which is one thing they weren’t in a position to do in any month in 2022. The highest performing posts from the journey got here from Monet McMichael and Alix Earle. Each have been TikToks that includes 4 of the ladies from the journey hanging out — Monet McMichael (@monetmcmichael), Alix Earle (@alixearle), Aisha Mian (@itsaishamian), and Azra Mian (@azramian).
And mere days after returning dwelling, Alix Earle and Monet McMichael together with Mikalya Nogueira (@mikaylanogueira), Stephanie Valentine (@glamzilla), Clark Peoples (@claaaarke), and Xandra Pohl (@xandrapohl) packed their luggage as soon as once more to affix Glow Recipe for a weekend getaway in Jackson Gap, Wyoming on the Amangani Resort to advertise the model’s Plum Plump Hyaluronic Moisturizer. The aim was to place this moisturizer to the take a look at towards Wyoming’s harsh winter circumstances.
Considerably surprisingly, from Feb 1 (just a few days previous to the journey) via Feb 15, 2023, Glow has really seen a slight lower in complete mentions in comparison with the identical interval in 2022.
Nonetheless, engagements and video views elevated considerably proving that influencer journeys will be impactful in several methods, relying on the way it’s executed and what viewers the model is concentrating on. GRWM TikToks from Mikayla Nogueira and Alix Earle have been the highest posts from the journey, incomes 8.4M and 4.1M video views.
Content material mentioning Glow Recipe, Feb 1 via Feb 15, 2023 vs. Feb 1 via Feb 15, 2022
- -17% mentions
- +608% engagements
- +503% video views
- +316% VIT
Given the excessive quantity of shopper consideration these latest journeys from Tarte and Glow Recipe have garnered, it will likely be attention-grabbing to see if extra magnificence manufacturers will host related luxurious, extravagant influencer journeys all through 2023.
UK Brand Spotlight: MAC Cosmetics + HYPER REAL Skincare Launch
MAC Cosmetics obtained off to a robust begin in 2023, growing VIT by 100% and leaping 7 spots from the earlier month to take the quantity 2 spot on the UK leaderboard. A lot of the success was as a result of launch of the Hyper Actual Excessive Efficiency skincare line, the model’s first foray into skincare. To advertise the UK launch, the model partnered with a handful of well-liked mega (1M+ followers) and macro tier (250k+ followers) TikTok influencers like Laila Paul (@lailapaul7), Zak Well being (@zakheath), Alice T (@alxcext), and Bex Campbell (@bexcxmpbell).
The advert content material from every influencer adopted an analogous construction, with every video lasting about 15 seconds and that includes the influencer making use of the Serumizer Pores and skin balancing Hydration Serum after which utilizing the 001 Serum + Moisturizer Brush to therapeutic massage the product into the pores and skin.
MAC’s try and increase into skincare isn’t shocking given the skinification development we’ve seen throughout the wonder trade in recent times. As extra customers are searching for efficiency and ingredient-driven merchandise that promote long-lasting well being, we’ve seen the boundaries between skincare and make-up grow to be much less inflexible. That is made particularly distinguished by well-liked substances like hyaluronic acid and ceramides being included in make-up product formulations.
Tip: Planning an upcoming product marketing campaign however not sure how a lot it is best to provide to pay influencers you’d prefer to work with? Check out our recent article which can information you thru how you can negotiate with influencers in a approach that leaves each events completely happy.
FR Brand Spotlight: K18 + Salon Hair Care
K18 jumped an unbelievable 147 spots within the rankings to land at quantity 31 on the FR month-to-month leaderboard. It noticed month-over-month will increase of 787% in VIT, 872% in engagements, and 638% in video views.
K18’s January efficiency is a showcase instance for the way knowledgeable hair care model can use each platforms to concurrently prioritize their beneficial neighborhood of ambassador hair stylists whereas additionally increasing their share of voice amongst a broader viewers (significantly exterior of the skilled hair care companies house and amongst youthful customers).
In January, K18 noticed 63% of their VIT come from Instagram and 37% from TikTok. On Instagram, many of the prime posts got here from hair care professionals like Eric Maurice (@ericmaurice57), Romain Berg (@romain.berg_), Joris Ganier (@joris_ganier), and Mathieu Chris (@mathieuchris). Whereas on TikTok, the highest posts typically got here from magnificence/life-style influencers like Nastassia (@nastblog) and Kamelia (@curlykams) together with hair stylists who often submit on TikTok like Romain Berg and Stef Le (@steflecoiffeur).
Whereas creating a robust model popularity amongst each hair professionals and common magnificence customers is tough, manufacturers like K18 and Olaplex have reaped the rewards for efficiently doing simply this and their willingness to take dangers and bounce shortly on rising platforms and traits has performed a major function of their success.
Tip: Searching for particular examples to take inspiration from in your upcoming sponsored campaigns? Try 6 latest prime performing sponsored posts that we spotlight here.
If you want to see how your beauty brand ranks, check out our monthly leaderboard here.
