Under is the December 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: Neutrogena + Danger-Taking
Neutrogena had an enormous November, leaping 29 spots from the earlier month and rating 4th on the US Leaderboard.
The model earned 88% of its VIT on TikTok, with most of it coming from paid content material.
Neutrogena has completed a great job of considering exterior the field and taking dangers with its influencer advertising technique. The workforce made attention-grabbing selections in partnering with influencers exterior of the wonder trade on TikTok, and have additionally sponsored movies on YouTube by way of life influencers like Alexa Rivera.
When wanting on the content material, particularly on TikTok, it’s clear that the model usually encourages influencers to lean into their character moderately than observe a script of some variety. That is highlighted by the model’s #1 performing put up of the month. Within the video, influencer Kirsten Titus (@pepperonimuffin) chops a cantaloupe in half and (amazingly) finds a pristine container of Neutrogena’s Hydro Enhance moisturizer inside. 🙃
Neutrogena’s success in November is a good instance of the spectacular outcomes that may be achieved with a technique that doesn’t confine itself. The model’s success got here from avoiding a slender scope of influencers and content material varieties, and as a substitute experimenting with distinctive methods of differentiating their content material from competitor manufacturers.
Tip: Need additional perception into how one can craft an influencer marketing campaign that’s each distinctive and efficient? Check out this case examine which highlights the inventive technique that Artisan Council used to construct consciousness for its consumer, belif, and its True Cream Aqua Bomb moisturizer.
UK Brand Spotlight: REFY + Black Friday Promotion
REFY was based in 2020 by magnificence influencer, Jess Hunt, and has shortly gained a cult following inside the US and UK because of its forehead merchandise. In November, the model reached the highest 10 on the UK Leaderboard for the primary time this 12 months. It additionally broke its personal file, incomes the best complete VIT of any month in 2022.
Loads of the model’s VIT got here from Hunt utilizing her social platforms to generate pleasure for the model’s 20% off Black Friday sale To advertise the sale, she made many posts throughout each TikTok and Instagram within the two weeks main as much as Black Friday. This can be a distinction to what we noticed from different influencer-led manufacturers like Uncommon Magnificence and r.e.m. magnificence, the place the founder solely posted a pair instances about their model’s sale.
The model additionally noticed robust outcomes working with mid-tier magnificence influencers (50k+ followers) like Maisha Khanom (@maishakhanom), Elle Mcnamara (@bambidoesbeauty), and Bethan Lloyd (@bethanrlloyd). The highest content material from this tier adopted long-standing widespread magnificence content material developments like GRWM (prepare with me), magnificence hacks, and software tutorial movies.
Tip: Need additional perception into what content material is most partaking for Gen Zers and Millennials together with insights into the opposite key elements influencing client’s buying conduct? Check out our 2023 UK Influencer Marketing Impact Report the place we surveyed 500 shoppers within the UK to grasp how influencers, content material, and social platforms have shifted client buy conduct.
FR Brand Spotlight: Lancôme + TikTok’s fast rise in France
Coming in at quantity 11 on the November Leaderboard, Lancôme is an image of consistency. The model has remained close to the highest of the month-to-month VIT rankings on our public FR Leaderboard all through 2022.
One key driver to its success has been the spectacular outcomes the model has seen from mentions occurring on TikTok. The model has generated extra VIT on TikTok than some other platform all through 2022. November was no exception, with Lancôme incomes 68% of their VIT for the month on the platform.
And Lancôme isn’t the one model seeing extra of their social efficiency coming from TikTok. In November, magnificence manufacturers earned 53% of VIT on TikTok, which marks the third consecutive month that TikTok has been the highest platform for the complete market by VIT. That is additionally a a lot greater portion than what was seen within the US and UK in November, the place TikTok accounted for less than 43% and 33% of VIT. For manufacturers in France, it’s value contemplating shifting extra consideration to the platform because of this surge in exercise and efficiency.
For Lancôme, a lot of the high performing posts got here from Mega-tier influencers (1M+ followers) like Poopi Blh (@poopiblh), Chahrazad Kracheni (@chahrazad.kracheni), and Sapho (@sapho). A number of the high posts amongst these influencers highlighted Lancôme’s seasonal creation calendar, which aligns with our findings that creation calendars are a rising development throughout the wonder trade proper now. Try our article from earlier this month the place we spotlight among the model’s with the preferred creation calendars within the US.
If you want to see how your beauty brand ranks, check out our monthly leaderboard here.
Traits to Know
Mushy Goth Make-up Seems to be
In latest weeks, Tim Burton’s fantastical Netflix manufacturing, Wednesday, has exploded onto the popular culture scene. The collection has already joined Squid Sport and Stranger Issues Season 4 as the one Netflix packages to succeed in 1 billion views. The collection gives a recent take for the present technology on the traditional character, Wednesday, from the Addams household. Jenna Ortega stars as Wednesday and has been praised for her efficiency (and fascinating dance strikes which have possible flooded your timeline).
It’s not stunning that magnificence fanatics have shortly taken inspiration from the titular character’s iconic look, with “Wednesday Addams Make-up” trending on TikTok and receiving over 99M video views thus far. Even previous to the hit present’s launch, there have been indicators that goth-inspired make-up appears to be like had been on the rise. For instance, darkish and gloomy make-up appears to be like had been seen on the runway in October.
Content material mentioning “goth make-up”, “gentle goth” and “Wednesday Addams make-up” throughout all platforms, evaluating Jan 1 – Dec 17, 2022 vs Jan 1 – Dec 17, 2021
- +56% influencers
- +28% posts
- +305% engagements
- +1,150% video views
Amongst the highest performing content material was a TikTok video from magnificence influencer Cat Quinn (@catquinn) the place she reveals the precise product that was used for Jenna’s lip shade within the present, as advised to her by the present’s make-up artist Tara McDonald. The product, the MAC Cosmetics Lip Pencil in Nightmoth, shortly bought out on MAC and Ulta’s web site within the US and UK simply days after Cat’s put up.
McDonald talked about in an interview with ELLE Journal that the objective with Jenna’s look was to “obtain a gothic flavour, versus a full-fledged gothic make-up look. So conserving it edgy with a touch of shiny was the plan.”
This “gentle goth” look provides a contemporary spin to the model and makes it adaptable, accessible, and simpler to experiment with for a bigger vary of individuals.
Except in any other case specified, all information analyzed to assist the “Traits to Know” part was pulled from a pattern of 55,139 influencers positioned primarily in the US, Canada and Europe
