Final weekend, Sephora, the world’s largest magnificence retailer, celebrated 20 years of being within the US market at their first ever excessive profile magnificence occasion, SEPHORiA – Home of Magnificence. SEPHORiA gave Sephora’s magnificence companions the chance to convey their manufacturers to life, reworking the shop cabinets into residing, respiration experiences.
In a setting very like Willy Wonka’s Chocolate manufacturing unit, manufacturers had been capable of create fan experiences that not solely tickled their senses, however embodied their very essence. From Tatcha’s serene Japanese Backyard to taking part in within the gold glitter pool at Fenty Magnificence… every model had their very own story to inform.
The purpose for many of those manufacturers was to create consciousness and get individuals to share their experiences on social media. Just a few massive identify influencers had been invited to the occasion to share their magnificence expertise by way of grasp lessons and a few manufacturers even invited celebrities or had their founders and CEO’s attend the occasion to interact with their audiences.
It was attention-grabbing to witness how every model leveraged influencers for model visibility and naturally, we wished to dig into the info in Traackr’s influencer advertising analytics, to see how the influencer content material resonated with shoppers.
We regarded particularly at a bunch of 100+ magnificence and vogue influencers who had been partaking with the occasion. Collectively, they talked about the occasion throughout social media channels 392 instances over the course of 15 days in October which translated into 2.10M engagements with potential attain of 172.15M!
Whereas the spike in mentions of SEPHORiA is phenomenal, it drops off after every week. One alternative for future occasions can be to develop influencer advertising applications designed to maintain the dialog going afterwards through follow-ups, recaps, and so on.
We additionally analyzed 20 cosmetics manufacturers that had been current on the occasion amongst a panel of magnificence influencers who attended SEPHORiA. We regarded on the mentions of every of the manufacturers together with #sephoria to seek out the extremely mentioned and tremendous partaking manufacturers in the course of the occasion.
Fenty Magnificence by Rihanna earned vital mentions and engagements, which is not any shock given their profitable positioning and influencer advertising thus far. This is because of not solely the top quality of their merchandise but additionally their concentrate on range, providing such a variety of shades for often hard-to-match pores and skin tones, and to not point out Rihanna being the face of the model itself!
Layer on prime a completely gorgeous and interactive show on the occasion, Fenty had a close to image good efficiency at SEPHORiA! Regardless of who you had been, you couldn’t assist however really feel like a magnificence influencer at Fenty’s pool. It was nearly inconceivable to chorus from pulling out your cellphone for a selfie and put up about your expertise.
One of the vital energetic influencers mentioning Fenty Magnificence (18 mentions) is Yaima N Jason Yukins. Right here’s certainly one of her most partaking posts that highlights the Fenty Magnificence Shimmer powders.
Becca Cosmetics, nevertheless, had a unique story. Whereas incomes much less mentions amongst this group of influencers, the model generated vital engagement, standing out from the opposite manufacturers in terms of this key influencer advertising metric.
Their partnership with superstar influencer, Chrissy Teigen, who attended the occasion and has a whopping 20.9 million followers on Instagram alone, drove large quantities of engagement per every of her posts. Actually, she had probably the most partaking put up of your complete occasion. Her put up mentioning her eyeshadow and face highlighter on Instagram gathered 260,299 likes with a possible attain of 20.80M!
Nevertheless, while you take the celebrities out of the equation, Fenty and City Decay rise to the highest; producing extra engagement in partnership with micro, rising and mid-tier influencers. This actually places into perspective the significance of working with the appropriate influencers to your model.
Actually, many manufacturers have discovered it more practical working with micro influencers who’re recognized to generate greater engagement charges, usually tend to work with manufacturers to allow them to assist develop their voice collectively. Micro-influencers additionally are inclined to have nearer relationships with their communities and have interaction in additional two-way communication with their audiences.
SEPHORiA was not restricted to cosmetics manufacturers, skincare was additionally on show!
Among the many skincare manufacturers current on the occasion, Tatcha carried out exceptionally properly in each mentions and engagements, which comes for quite a lot of causes. The model persistently had an extended line all through the occasion with individuals patiently ready to expertise their lovely and serene Japanese Backyard room. Their merchandise are extremely coveted by many as a result of superb high quality of the components. Furthermore, Tatcha has a mature influencer program which has helped the model to create robust relationships with influencers within the magnificence neighborhood and their founder, Vicky Tsai, was personally current on the occasion interacting with the viewers and including a private contact to their model. Essentially the most attention-grabbing factor about Tatcha is that not like many manufacturers that focus solely on superstar or macro stage influencers, Tatcha principally focuses on constructing robust, long-term and natural relationships with micro-influencers and the end result is seen on this report.
Skilled Make-up Artist and mid-tier influencer, Daniela Arancibia, posted about her expertise on the Tatcha Japanese Backyard with Founder Vicky Tsai on Instagram gathering 2,114 likes with a possible attain of 186k, which was probably the most partaking posts for the model at SEPHORiA.
Discovering the appropriate influencers to work with, having a software to handle them and utilizing robust information to measure success are necessary issues to have when constructing out your influencer applications. It’s not in regards to the amount of influencers, it’s about high quality, and it’s not at all times about in search of the most important identify celebrities, it’s about constructing real, natural relationships with influencers from the bottom up. In case you do it proper and make the most of the appropriate instruments, you need to be working much less, spending much less however gaining much more out of your program.
Influencer analytics convey visibility to your applications and allow you to optimize and justify the funding in occasions and experiential advertising. With the appropriate information in hand, you possibly can companion with the influencers most probably to achieve your target market, increase consciousness or drive purchases.
In case you’d like a personalized report to your model, attain out to schedule a briefing.
