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Under is the January 2023 version of our Magnificence Leaderboard Publication 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 Model Highlight: Uncommon Magnificence + Constructive Mild Launch
Uncommon Magnificence had an enormous December, growing VIT by 233% and leaping 6 spots from the earlier month to take the highest spot on the US Leaderboard.
A lot of the success was as a result of launch of the model’s new Constructive Mild Highlighter and Brightener product line.
Uncommon hosted an occasion in New York to rejoice the launch and invited some high influencers to affix together with Meredith Duxbury (@meredithduxbury), Mikayla Nogueira (@mikaylanogueira), Sarah Wolak (@sarah_wolak), and Alix Earle (@alixearle), the most popular new influencer that nobody can cease speaking about (be sure you try our 2023 Magnificence SOI launching subsequent week for extra insights on the fast rise of Alix Earle and the GRWM storytelling pattern 🙃).
All the above influencers produced high performing posts from the occasion that featured the model’s proprietor, Selena Gomez. Alix Earle’s get-ready-with-me (GRWM) TikTok with Selena sat on the very high of greatest performing content material, producing over 5.8M video views and 889k engagements.
Past these on the occasion, many different magnificence influencers took to TikTok and Instagram to check out the newly launched merchandise and share their ideas. Surprisingly nearly none of those posts had been marked as sponsored.
The truth that so many magnificence influencers (who’re commonly paid some huge cash per submit) selected to submit organically in regards to the new merchandise highlights the spectacular job that Uncommon has finished in constructing a powerful neighborhood that actually believes within the model’s merchandise and values. It additionally serves as an ideal instance of how essential it’s for model’s to prioritize strengthening creator relationships and constructing a loyal neighborhood in order that they aren’t reliant on growing spend as a way to preserve share of voice.
Tip: Need to learn the way product seeding may help you construct your neighborhood of influencers whereas growing your model’s share of voice? Take a look at this case research which highlights how Ole Henriksen was in a position to supply new companions on YouTube as a way to create a profitable influencer gifting marketing campaign.
UK Model Highlight: Maybelline + TikTok Magnificence Developments
In December, Maybelline’s Prompt Perfector 4-in-1 Glow lastly launched throughout the UK market. The launch was extremely anticipated because the product had been praised by many magnificence influencers within the US as an amazing dupe to the beloved Charlotte Tilbury Flawless Filter. To construct consciousness for the UK launch, Maybelline activated a handful of rising magnificence influencers to submit on TikTok with excessive performing posts coming from Graces (@graces.faces_), Millie McCarthy (@milliemacmakeup), Naomi Mizrahi (@naomimiz), Chloe Mitchell (@glowybychloe), and Helen Doski (@helenndoski).
Maybelline did a great job in influencer choice for the marketing campaign, deciding on rising influencers throughout a number of tiers. When digging slightly deeper into viewers insights for these creators, all the high performers have seen their viewers on TikTok quickly develop through the latter half of 2022. This isn’t surprising, as Maybelline has persistently been forward of the curve on TikTok and does a great job of placing out sponsored content material that resonates with viewers and is on-trend. The model has additionally been unafraid to experiment and check out new concepts. One distinctive instance is the in-store product shows which have been popping up in Targets throughout the US and Europe. The shows are co-branded by Maybelline and TikTok, and have the slogan “TikTok made me purchase it”. The partnership is a compelling method for the model to take the web client expertise and mix it into the bodily retail expertise.
Tip: Feeling impressed heading into the brand new 12 months? Hoping to see sturdy outcomes like these in your influencer campaigns in 2023? Take a look at the checklist of 5 resolutions to enhance your influencer advertising and marketing technique that we put collectively that will help you get off to an amazing begin in blowing previous your 2023 objectives! 🙂
FR Model Highlight: NYX Cosmetics + Avatar Collab
For the third consecutive month, NYX has taken the highest spot on the FR month-to-month leaderboard. And equally spectacular, they elevated their VIT by 33% and video views by 34% from the earlier month.
As a fast reminder, final month we talked about that TikTok has been surging in France and this month the pattern continued with TikTok incomes essentially the most VIT of all platforms for the general French magnificence marketplace for the fourth consecutive month. Thus, it comes as no shock that high performer NYX noticed spectacular outcomes on TikTok in December, with the model incomes 62% of their VIT for the month on the platform.
There have been a handful of excessive performing posts all centered round NYX’s restricted Avatar themed assortment of merchandise that they launched a couple of weeks previous to the movie’s Dec 16 launch. Yasmin Dastmalchi, US Normal Supervisor for NYX, talked about in an interview with Popsugar that the film’s artistry, vivid colours, and powerful concentrate on variety impressed NYX to pursue the partnership. And the highest performing posts from influencers displays this. The model partnered with a various group of magnificence and life-style influencers with high performers together with Lisa Baptisa (@lisa.bpro), Orange (@orane.ae), Franck Colacicco (@ungarconstupide), Yanissa (@yanissaxoxo), and Jardin d’Eden (@jardin_d_eden).
Outdoors of Avatar themed content material, rising magnificence influencer Sapho (@saphoo) hosted a meetup alongside Franck Colacicco at an NYX retailer in Marseille on Dec 22. Within the days main as much as the occasion, Sapho made a handful of playful and interesting posts on IG and TT the place she would go away a cliffhanger on the finish of the video for her followers and inspiring them to affix her on the IRL meetup the place she would reveal the solutions.
Tip: So to illustrate you simply completed up an thrilling influencer advertising and marketing marketing campaign like NYX did for his or her Avatar assortment in December. Whereas a lot of the onerous work is finished, there’s nonetheless one essential step left to take — marketing campaign reporting. We all know generally marketing campaign reporting generally is a bit intimidating, so we put collectively an easy-to-use template that you need to use in your subsequent marketing campaign.
If you wish to see how your magnificence model ranks, try our month-to-month leaderboard right here.
Most Talked about Manufacturers seen on the Golden Globes
Probably the most partaking posts mentioning each the Golden Globes and sweetness manufacturers had been on Instagram Reels and got here from the make-up artists and sweetness professionals who labored with the celebrities. High posts typically took viewers behind-the-scenes (BTS) within the moments main as much as the occasion because the celebrities had been preparing. For instance, MUAs Nina Park and Etienne Ortega (each tagging Charlotte Tilbury) captured the ultimate moments within the chair for Lily James and Michaela Jae.
For CHANEL, nail artist Betina Goldstein captured her doing the nails of each Lily James and Julia Garner within the hours main as much as the present and MUA Emily Cheng captured ultimate prep moments for Garner as properly. Within the reels, each magnificence professionals additionally listed the total checklist of merchandise they used which we noticed throughout many high posts as properly.
1. Charlotte Tilbury
- 32 posts, 16.5k engagements, 142k video views
- Seen on Lily James, Michaela Jae, Milly Alcock
- MUAs: Nina Park, Etienne Ortega, Misha Shahzada
2. Chanel Magnificence
- 32 posts, 13.3k engagements, 87.8k video views
- Seen on Lily James, Margot Robbie, Julia Garner, Daisy Edgar Jones
- MUAs: Pati Dubroff, Betina Goldstein, Emily Cheng, Nina Park
3. Dior Magnificence
- 22 posts, 6.7k engagements, 59.5k video views
- Seen on Anya Taylor-Pleasure, Barry Keoghan, Elizabeth Debicki, Britt Decrease
- MUAs: Georgie Eisdell, Christine Nelli, Mary Wiles, Molly Stern
4. Uncommon Magnificence
- 22 posts, 77.7k engagements, 214k video views
- Seen on Selena Gomez, Li Jun Li, Jen Statsky
- MUAs: Hung Vanngo, Ernesto Casillas, Grace Pae, Courtney Hart
5. Revive Skincare
- 10 posts, 6.23k engagements, 4.66k video views
- Seen on Kaley Cuoco
- MUAs: Jamie Melser Greenberg
Until in any other case specified, all knowledge analyzed to help the “Developments to Know” part was pulled from a pattern of 55,139 influencers positioned primarily in the US, Canada and Europe
