Influencer advertising and marketing has turn out to be a mainstay within the magnificence trade.
In keeping with latest knowledge from Traackr’s Magnificence State of Affect report, it seems doubtless that funding in influencer packages will solely improve. Not solely are magnificence manufacturers seeing good return on funding (ROI) from their influencer packages, magnificence creator’s viewers engagement is rising year-over-year:
- Content material mentioning make-up phrases: noticed a 13% improve in engagements and 42% improve in video views
- Content material mentioning skincare phrases noticed a 44% improve in engagements and 49% improve in video views
- Content material mentioning hair care phrases noticed a 17% improve in engagements and 37% improve in video views
- Content material mentioning perfume phrases noticed a 13% improve in engagements and 48% improve in video views.
Right here, we delve into insights from the profitable influencer packages of YSL, Charlotte Tilbury, and Garnier.
Influencer Program Evaluation: Main Magnificence Manufacturers
In keeping with our latest Magnificence State of Affect report, YSL, Charlotte Tilbury, and Garnier rank among the many high 10 by way of Model Vitality Rating (VIT)—a metric that evaluates model visibility, engagement, and belief via influencer content material.
YSL’s Influencer Program
YSL had one of the vital spectacular influencer packages within the US, rising its VIT by 82% year-over-year, and incomes the #8 spot on the Magnificence Model Leaderboard.
Throughout the first half of 2024, there have been a couple of elements that helped YSL’s influencer program succeed:
- Social media platform focus turns to Instagram. In H1 2024, Instagram turned central to YSL’s influencer technique, contributing 64% of its VIT, up from 40% in H1 2023.
- VIP partnerships. Collaborations with high-profile influencers like Dua Lipa, and Alix Earleconsiderably boosted model consciousness and engagement, particularly for product launches just like the Loveshine Lip Oil. Mega tier influencers nonetheless remained a powerhouse for the model this 12 months, incomes probably the most VIT via a mixture of paid and natural content material.
- Various content material creators. YSL successfully engaged vogue creators alongside magnificence influencers, leveraging OOTD and GRWM movies to reinforce model visibility. The model then deepened these relationships via strategically planning experiential activations. For instance, they hosted a “Sweet Shoppe” occasion celebrating their Sweet Glaze Lip Gloss Stick throughout NYFW with many magnificence and vogue creators attending and posting content material from the occasion to their socials.
YSL’s Influencer Program Stats (H1 2024):
- VIT Rating: +82% YoY
- General US Rank (VIT): #8
- Perfume US Rank (VIT): #2
Charlotte Tilbury’s Influencer Program
Charlotte Tilbury’s influencer program soared to the highest of the record within the UK. rising its VIT by 82% year-over-year, and incomes the #8 spot on the Magnificence Model Leaderboard.
Throughout the first half of 2024, there have been a couple of elements that helped Charlotte Tilbury’s influencer program succeed:
- Funding on Instagram and TikTok. Whereas Instagram remained the first platform (67% of VIT), TikTok’s contribution rose to twenty-eight%, reflecting a strategic shift.
- Loyal neighborhood of magnificence creators. Charlotte Tilbury benefitted from having a big neighborhood of magnificence creators with excessive model loyalty. These creators regularly point out a number of of the model’s merchandise in make-up and skincare routine movies.
- Strategic paid partnerships. Throughout H1 2024, the model developed plenty of strategic, distinctive, and long-term paid creator partnerships. These partnerships earned model consciousness and engagement at a bigger scale via key popular culture occasions. Examples embrace the model’s groundbreaking partnership with F1 Academy, its particular wedding ceremony assortment with Banita Sandhu, and its long-term partnership with Phoebe Harriet Dynevor, the place she tagged the model in content material from massive occasions just like the Met Gala, BAFTA’s, and Critic’s Selection Awards.
Charlotte Tilbury’s Influencer Program Stats (H1 2024):
- VIT Rating: +34% YoY
- General UK Rank (VIT): #2
- Video Views: +194% YoY
Garnier’s Influencer Program
Garnier’s influencer program achieved nice ends in France in H1 2024, rating fourth on the general magnificence model leaderboard and first throughout all manufacturers for skincare and hair care. It elevated VIT by a formidable 102% YoY with massive will increase in engagements (+870%) and video views (+3,232%).
Some pillars to Garnier’s influencer program success:
- TikTok as a precedence. TikTok was crucial for Garnier in France, incomes 85% of its VIT. The model had a bigger variety of activated influencers and complete mentions on TikTok than Instagram — one thing that’s uncommon amongst magnificence manufacturers.
- Multi-tier creator technique. Mega tier creators drove probably the most efficiency for Garnier, incomes 33% of its VIT. Nonetheless, the model additionally noticed a big portion of its influencer program efficiency pushed by creators with modest audiences. Mid-tier creators, for instance, earned the 2nd highest VIT of all tiers.
- Impactful paid TikTok campaigns. Garnier’s success was largely because of the spectacular efficiency the model noticed on its paid TikTok campaigns. The highest performing posts for the model have been skit movies with comedy creators like @valeriandh and @nicocaponecomedy. Each posts went viral, producing a mixed 1M+ likes and 25M+ video views. Different high paid content material promoted Garnier’s Extremely Doux hair care line in a collaboration with standard native actuality recreation present Koh-Lanta the place creators posted “survivor-themed” content material with viewers inspired to recreate and submit their very own movies for an opportunity to win a visit to a Garnier Extremely-Doux x Koh-Lanta occasion in Paris to fulfill previous present contestants in addition to a bunch of Garnier product packages.
Garnier’s Influencer Program Stats (H1 2024):
- VIT Rating: +102% YoY
- General FR Rank (VIT): #4
- FR Skincare and Hair Care Rank (VIT): #1
Because the influencer panorama continues to evolve, these insights into YSL, Charlotte Tilbury, and Garnier’s influencer packages spotlight efficient methods that manufacturers can undertake to reinforce their very own influencer advertising and marketing efforts. For a deeper dive into model insights, high influencers, and rising developments, get the total State of Affect report.
