Beneath is the April 2023 version of our Magnificence Leaderboard E-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 worldwide magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
US Model Highlight 1: Bondi Sands + Technocolor Launch
In mid April, Bondi Sands celebrated the launch of their new Technocolor product line by internet hosting 3 VIP events spanning the US, UK, and Australia. On the US occasion, which passed off in Los Angeles, the model was joined by Alix Earle (@alixearle) together with Aussie magnificence influencer Chloe Morello (@chloemorello) to advertise the launch. About 2 weeks previous to the occasion, every of the aforementioned influencers made sponsored posts for Bondi. Apparently, neither of the posts talked about the Technocolor launch however as an alternative have been selling different Bondi Sands merchandise. Maybe the model needed to see how properly the content material carried out earlier than making a much bigger funding with the creators for the Technocolor occasion? Or perhaps they needed to familiarize the creators’ viewers with their model earlier than the launch?
Whatever the rationale behind the choice, these preliminary posts generated quite a lot of engagement for the model and have been largely chargeable for the large 1,136% MoM improve in VIT that Bondi Sands noticed in March. It’s additionally price noting that Bondi Sands’ competitor, St. Tropez additionally noticed a giant VIT improve in March. This may be an indicator that manufacturers are shortly ramping up their influencer spend for the promotion of seasonal summer time merchandise like tanning merchandise and sunscreen!
US Model Highlight 2: Amika + #keepupwithperkup
March was a giant month for Amika, with the haircare model leaping 62 spots from ninety fifth in Feb to thirty third in March on the sweetness leaderboard. Amika’s variety of influencers and mentions in March have been really much like the prior month, so what was the important thing driver to the model’s success?
An enormous 213% improve in video views! Mid, macro, and mega tier influencers posted in regards to the model on TikTok and their content material seems to have been boosted.
TikTok views mentioning the model totaled 61M, up 280% MoM. Many of the high posts have been a part of a marketing campaign for Amika’s Perk Up Plus Dry Shampoo. The 30 – 60 second movies featured the influencer making an attempt out the dry shampoo whereas speaking about how the product helps preserve hair trying freshly-washed whereas restoring quantity and absorbing oil.
The highest creators from the marketing campaign have been Indy Belle Mitchell (@indybelle_), Shay Sullivan (@shaysullivann), Montana Coles (@montana.coles), Made & Taylored (@madeandtaylored), and Gabriella Cuesta (@gkccouture).
Different High Performing US Manufacturers in March
Tip: Do you know that low creator retention may very well be damaging your influencer program’s ROI? Discover ways to enhance your creator retention right here.
UK Model Highlight 1: Operate of Magnificence + #FunctionxBoots
In March, Operate of Magnificence launched in the UK at greater than 380 Boots shops and on-line at Boots.com. To carry consciousness to the model’s UK launch and partnership with Boots, Operate of Magnificence tapped a handful of rising magnificence influencers for sponsored posts throughout TikTok and Instagram. The macro tier of influencers (250k – 1M followers) generated 78% of VIT for the model with the highest posts coming from Millie McCarthy (@milliemacmakeup), Elle Mcnamara (@bambidoesbeauty), and Rebekah Campbell (@bexcxmpbell).
Operate of Magnificence had the influencers submit brief movies on each Instagram and TikTok that present the influencers speaking about Operate of Magnificence’s customized shampoo and conditioners after which utilizing the merchandise throughout their bathe routine. The submit captions highlighted that the lineup can be at Boots, whereas additionally tagging Boots social deal with and the #FunctionxBoots hashtag.
The marketing campaign was profitable in producing quite a lot of consideration for the UK launch, with Operate of Magnificence leaping from #719 in February to #28 in March within the UK magnificence rankings (and #3 in haircare)!
UK Model Highlight 2: Dove + #TurnYourBack
TikTok’s new Daring Glamour filter is designed to current an “perfect” of magnificence for the person. Dove has, for a few years, made preventing in opposition to damaging and unrealistic expectations of magnificence a key tenet of its model id. Thus, the model is encouraging individuals to #TurnYourBack on the Daring Glamour filter as a part of its #NoDigitalDistortion mission.
The influencer-led marketing campaign kicked off with creators sharing their emotions on the filter and the injury it will probably do to individuals and their notion of what constitutes magnificence. Inside the UK, the highest performing posts got here from mega influencers (1M – 5M followers) Louise Could (@loumayyy) and Rikki Sandhu (@rikkisandhuu), macro influencer Brooke Paintain (@brookepaintain), and mid tier influencer Saam Gatsheni (@issathicknation).
Up to now the marketing campaign appears to be resonating with social media customers, with Dove seeing an enormous 4,994% MoM improve in VIT. And the success of the marketing campaign hasn’t been restricted to the UK, with Dove additionally seeing a 5,889% MoM improve of VIT in France.
Different High Performing UK Manufacturers in March
FR Model Highlight 1: La Roche-Posay + Macro-Tier TikTok Influencers
La Roche-Posay had a formidable March, leaping 41 spots to land at #4 on the FR Leaderboard and rising VIT by 549%, engagements by 89%, and video views by 679% MoM.
Macro-tier influencers (250K+ viewers) generated over half of the model’s VIT in March (56%), with Sarah Laugier Bertola (@sarahbertolax), Charlotte Vidal (@charlotte.vidl), and Sabrina Cesari (@sabrinacsari) all posting excessive performing content material throughout the month. All 3 of the creators posted sponsored content material on TikTok.
Each Sarah and Charlotte have been chosen by La Roche-Posay to advertise the model’s Lipikar lineup of skincare merchandise designed for further dry pores and skin. The model did a superb job of personalizing the messaging to authentically align with every influencer. Sarah, who typically posts content material about her life as a mother, talked about how the Lipikar lineup was an important skincare alternative that your complete household can safely use. Then again, Charlotte — who has quite a lot of tattoos — talks about how utilizing skincare merchandise like La Roche-Posay’s Lipikar might help improve the tattoos longevity and forestall them from fading.
Sabrina, together with mega influencer Shana Hagege Orts (@maybeshanaa), made TikTok movies selling the model’s Sérum Hyalu B5. Within the brief 10 – 20 second movies the influencers utilized the serum as a step of their night skincare routine.
FR Model Highlight 2: René Furterer + Efficienct Influencer Choice
A favourite model amongst many movie star stylists, René Furterer has been gaining traction throughout social media for fairly a while (as we highlighted in our most up-to-date Magnificence State of Affect). And early in 2023, the model is displaying it has no plans of slowing down. March was a giant month for the model with René Furterer leaping 157 spots on the Leaderboard and seeing MoM will increase of three,119% in video views, 224% in engagements, and a couple of,031% in VIT.
2 of the three highest performing posts for the model have been TikTok movies from life-style influencer (and new mom) Yeuxvertflo (@yeuxvert). Apparently, each posts have been selling the model’s Triphasic Reactional lineup and have been spaced solely a couple of week aside. Maybe René Furterer noticed such robust outcomes on the primary submit that they determined to double down and sponsor a second submit reasonably than go in search of one other influencer?
Since the Triphasic Reactional lineup is designed for all of the sudden thinning hair which may happen in ladies post-pregnancy, the model did a superb job in discovering and partnering with Yeuxvertflo on the proper time. As a brand new mom, the merchandise proved to be really useful to her which in flip made the sponsored posts come throughout as genuine.
Different High Performing FR Manufacturers in March
Tip: Planning an upcoming product consciousness marketing campaign and contemplating activating influencers totally on TikTok like within the examples highlighted above? Try just a few suggestions that we now have taken from real-world success tales that will help you get probably the most out of your TikTok campaigns.
Coachella 2023
The second and remaining weekend of Coachella 2023 simply wrapped up yesterday. Total, exercise on social revolving across the occasion noticed slight will increase from final 12 months throughout activated influencers, mentions, engagements, and video views
Content material mentioning Coachella, evaluating April 11, 2022 – Apr 24, 2022 vs April 10, 2023 – Apr 23, 2023:
- 13% improve in lively influencers
- 10% improve in mentions
- 6% improve in engagements
- 7% improve in video views
Most mentions of Coachella got here on Instagram (54%) adopted by TikTok (27%). Engagements have been carefully break up throughout Instagram (52%) and TikTok (44%) whereas for video content material TikTok was the place most views occurred (70%).
As one of many greatest dwell occasions of the 12 months, many magnificence manufacturers took the chance to make a visit out into the desert and (hopefully) improve their model consciousness and status amongst pageant goers by taking part within the occasion. Neutrogena made its debut because the official pores and skin and suncare sponsor at Coachella this 12 months and put in sunscreen dispensers all through the pageant grounds. In addition they invited a handful of magnificence influencers together with Rachel Finley, Rudi Berry, and Meimei Monstaa to journey with them to the pageant with the group sharing content material alongside the way in which, utilizing the hashtag #desertvitals.
Then, after all, there was Revolve Pageant.
Final 12 months, Revolve promised Revolve Pageant could be a blow-out occasion even greater than the years prior. And whereas they definitely succeeded in making quite a lot of noise, a lot of the speak wasn’t what the model was aiming for with many influencers posting in regards to the adverse expertise that they had on the occasion.
This 12 months, the extremely anticipated occasion brought on far much less commotion throughout social media with influencers, posts, engagements, and video views all seeing important decreases.
Content material mentioning Revolve Pageant, evaluating April 11, 2022 – Apr 24, 2022 vs April 10, 2023 – Apr 23, 2023:
- 31% lower in lively influencers
- 65% lower in posts
- 66% lower in engagements
- 76% lower in video views
Nonetheless, despite the fact that Revolve Pageant made a lot much less noise this 12 months, Revolve nonetheless acquired probably the most mentions and engagements (by a big margin) amongst all magnificence & style manufacturers and retailers who have been at Coachella this previous weekend. Essentially the most partaking posts mentioning Revolve Pageant occurred totally on Instagram and TikTok with the highest posts coming from the next influencers:
- Maddie Bailey: 772k likes, 3.79M video views (IG video)
- Noah Beck: 373k likes (IG picture carousel)
- Brigette Pheloung: 347k likes, 2.1M video views (TikTok)
Different magnificence manufacturers at Coachella that acquired quite a lot of mentions on social media included Clinique, Sephora, Shark Magnificence, Mugler, and Love Magnificence and Planet.
