Beneath is the November 2022 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.
Traackr Magnificence Model Leaderboard Rating Insights
US Brand Spotlight: L’Oréal Paris + TikTok Dupes
L’Oréal Paris ranked fourth on the October Leaderboard, leaping 13 spots from the earlier month and rising VIT by 30%.
Mid-tier influencers (50k – 250k followers) earned the model probably the most VIT.
Lots of the prime performing posts have been TikTok movies the place magnificence and life-style influencers like Bella Lovkvist (@bellalovkist) and Zoe Honsinger (@zoehonsinger) highlighted L’Oréal’s Telescopic Mascara as a tremendous dupe for a preferred and costlier product.
Whereas dupes aren’t new to the wonder business, the unsure financial setting has pushed them again into the highlight. As we highlighted in our most up-to-date Beauty State of Influence report, content material mentioning magnificence dupes noticed important will increase in posts, engagements, and video views throughout the third quarter of 2022.
The influencer advertising staff at L’Oréal Paris was clearly preserving an in depth eye on the highest magnificence developments rising on TikTok and Instagram and did a powerful job implementing the dupe development into their very own sponsored content material.
By creating sponsored content material round in style and rising magnificence developments, manufacturers can improve the probability that the submit will carry out properly and resonate with viewers.
Tip: Need perception into one other rising development we lately uncovered whereas digging by means of our information? Check out this article highlighting the surge in content material associated to perfume procuring hauls that we’ve been seeing lately.
UK Brand Spotlight: NYX Cosmetics + Halloween Seems to be
In October, NYX jumped from quantity 14 to quantity 4 on the UK leaderboard, and elevated VIT by 129% MoM. So why did the model see such robust efficiency in October?
The model prioritized Halloween associated content material. By sponsoring posts from make-up artists and wonder influencers who shared a wide range of eye-catching Halloween seems, NYX was in a position to showcase its merchandise in an genuine and attention-grabbing approach.
Holly Murray (@hollymurraymakeup), Dollie Okoriko (@dolli.glam), Rebehak Campbell (@bexcxmpbell), and Sophie Hannah Richardson (@sophiehannah) have been a number of the make-up artists who created prime performing sponsored posts that includes inventive Halloween seems.
NYX additionally invited a few of its prime magnificence influencers and make-up artists to numerous occasions that it hosted within the weeks main as much as Halloween, For instance, NYX’s Twisted Circus occasion in London and its collab occasion with Cirque du Soleil in Las Vegas.
It is a nice instance of how a model can efficiently lean into what already works. NYX clearly understands that Halloween is especially well-suited to spotlight its merchandise and interact its massive viewers of make-up artists. The model then got here up with totally different activations – from sponsored content material to in individual occasions – to encourage inventive content material and capitalize on the chance.
FR Brand Spotlight: Drunk Elephant + #HouseofDrunk
In Paris on October fifteenth and sixteenth, Drunk Elephant hosted its first “Home of Drunk” pop-up retailer expertise since 2019.
The occasion was held in a two story area dressed within the model’s colourful and playful design. Guests have been invited to find extra concerning the model by means of a wide range of immersive experiences. Such Installations included the Mixing Station, the place visitors may discover ways to create a skincare smoothie, the Ceramighty Tunnel for guests to find the lately launched Ceramighty AF Eye Balm, and rather more.
The pop-up occasion offered an enormous model raise for Drunk Elephant inside France. Its VIT elevated by 93% MOM, with a 86% improve in video views, and 197% improve in whole engagements.
Additionally, the impression of the occasion wasn’t confined to solely France. To extend the shop’s publicity past the local people, Drunk Elephant invited some prime magnificence influencers from the USA, United Kingdom, Europe, and internationally to affix the model for a couple of days in Paris. This resulted in important will increase in its social efficiency throughout these key areas as properly.
The model raise Drunk Elephant achieved by means of its Home of Drunk occasion is a superb instance of a model making probably the most out of an IRL occasion. The enjoyable, participating experiences inside the retailer enabled individuals to study extra concerning the Drunk Elephant model and its merchandise. And by having influencers from internationally be part of them and submit concerning the occasion, tens of millions of people that couldn’t attend the shop in individual have been nonetheless in a position to partially expertise the occasion as properly.
If you want to see how your beauty brand ranks, check out our monthly leaderboard here.
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A take a look at the ten magnificence manufacturers (and their prime influencers) topping the leaderboard in influencer advertising efficiency all through the primary ten months of 2022. See the full list here.
IMPACT Stay: 6 Influencer Advertising and marketing Ideas from Kat Stickler, Nikki DeRoest, and Alice Hampton
In case you missed our IMPACT Stay Occasion earlier in November, we pulled collectively 6 of our favourite influencer advertising suggestions that our visitors Kat Stickler, Nikki DeRoest, and Alice Hampton suggest to all manufacturers that want to construct nice partnerships. Dive in here.
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