We’re again with contemporary evaluation of final month’s magnificence leaderboard rankings, that includes insights on prime performing manufacturers like Armani Magnificence, Glossier, and Maybelline. We’ll additionally spotlight among the hottest rising magnificence traits seen on the runway from prime Designers like Prada, Dior, Proenza Schouler, and Tory Burch.
P.S. Need to share these insights with a pal? Ship them this presentation!
Model Evaluation
US Model Highlight: Armani Magnificence + Venice Movie Pageant
In September, Armani Magnificence jumped from quantity 40 to quantity 7 on the leaderboard, and elevated engagements by 650% MoM. So how’d they see such an enormous spike in efficiency?
The model was the primary sponsor for the 79th annual Venice Worldwide Movie Pageant. In the course of the occasion, which spanned from August 31 to September 10, Armani hosted a star-studded record of invitees —Sydney Sweeney, Sadie Sink, Maude Apatow, Barbara Palvin, and plenty of extra — to affix them in Venice. The content material posted from this A-Listing group carried out extraordinarily effectively and gained the model a big enhance in consciousness throughout social media.
Whereas most manufacturers in fact can’t recreate an occasion with this kind of excessive profile, it nonetheless highlights how IRL occasions can generate an pleasure that interprets over social media to influencers’ followers. Exploring inventive alternatives (distinctive IRL occasions, cross-industry model collabs, and so on) offers a possibility for manufacturers to strengthen their model energy and attain a brand new potential viewers.
UK Model Highlight: Glossier + The Worth of Lengthy-Time period Influencer Relationships
Coming in at quantity 20 on the September Leaderboard, Glossier jumped 54 spots within the rankings from the earlier month and noticed one of many greatest MoM enhancements in VIT (226%).
Glossier relied on the Mega-tier of influencers (1M – 5M) for 55% of VIT. Particularly, magnificence influencer Danielle Marcan (@daniellemarcan) produced wonderful outcomes for the model. Glossier had partnered together with her on 5 sponsored posts all through 2022 previous to September and noticed good outcomes. In September, they’d her publish 5 occasions (4 on TikTok, 1 on IG) and her posts carried out extremely effectively, producing 49% of the model’s whole VIT for the month. It is a good instance of a model doing an excellent job of constructing a long-term relationship with a creator and persevering with to strengthen it over time.
Glossier additionally had a handful of YouTube movies amongst their prime performing posts. Lots of them have been from “day-in-my-life” or “product haul” kind movies from way of life influencers the place they raved about how a lot they love Glossier’s fragrance, You.
Tip: Need extra perception into how you’ll find good influencers to construct long-term relationships with? Try our latest case research on how Chew Toothpaste Bits was capable of increase model consciousness and establish new long-term companions by way of their product seeding campaigns.
FR Model Highlight: Maybelline + Way of life TikTok Influencers
TikTok accounted for 80% of Maybelline’s VIT for the month, which elevated 442% MoM from 1.27k to six.89k.
In September, Maybelline relied upon the Mega and VIP tier influencers for almost all of their VIT. It is a shift from the earlier month the place the vast majority of VIT was generated from mid-tier influencers. The highest performing posts got here from VIP music artist Wejdene (@wejdene.bk) and Mega way of life influencers Raissa Gloria (@raissagloriaa) and Romane Bertrand (@rromaaane).
And Maybelline isn’t alone in shifting extra consideration in the direction of TikTok. Throughout the French market, there was a 56% improve in TikTok posts for tracked magnificence manufacturers, with a 70% improve in engagements, and a 139% improve in VIT. Total, TikTok generated 41% of whole VIT in September throughout the 1,737 magnificence manufacturers in our benchmark, up from 25% the earlier month.
Whereas TikTok is probably not right here to switch Instagram like some initially thought, it clearly nonetheless packs fairly a punch. When you’re questioning the right way to get your model on TikTok, take a look at this text we wrote concerning the totally different content material kinds that it requires.
Magnificence Tendencies to Know
The highest magnificence traits from the runway
September is among the most fun occasions in vogue with main designers unveiling their Spring/Summer time (S/S) collections on the runways throughout the foremost vogue hubs of New York, London, Paris and Milan. Whereas the garments naturally obtain a lot of the eye, magnificence fans are additionally handled to a wide range of inventive hair and make-up seems delivered to life by among the prime professionals on the earth. Beneath we spotlight a few of our favorites that have been noticed in a number of reveals all through September.
1. Glitter
Glitter was seen throughout many collections, with designers including a bit little bit of sparkle to their seems in a wide range of methods, whether or not or not it’s Peter Do’s sparkle eyebrows, Tory Burch’s mesmerizing silvery eye shadow, or Anna Isabella’s shiny silver under-eye look.
Content material mentioning glitter make-up on TikTok (Q3 2022 vs Q2 2022):
- +20% activated influencers
- +29% whole posts
- +32% engagements
2. Daring eye make-up
Heavy and dramatic eye make-up was a transparent development throughout the S/S collections, with daring winged cat eyes (Dior), exaggerated lashes (Prada), and smudged black liner offering a strikingly somber vitality. These darkish seems particularly stood out in opposition to the brilliant and colourful seems typically related to springtime.
Content material mentioning phrases associated to daring eye make-up on TikTok (Q3 2022 vs Q2 2022):
- +13% whole posts
- +24% engagements
- +174% video views
3. Glass Pores and skin
Shiny, shiny pores and skin has been amongst the most well-liked traits in magnificence over the previous couple years. And, if the Spring/Summer time runway reveals are any indicator, it’s not going away anytime quickly. Whereas the naming diverse — “Moist Pores and skin” for Proenza Schouler, “Crystal Pores and skin” for Burberry, or “Glass pores and skin” for Eckhaus Latta — the manufacturers all are aiming for a dewy, radiant and naturally glowing look.
Content material mentioning glass pores and skin on TikTok (Q3 2022 vs Q2 2022):
- +50% whole posts
- +96% engagements
- +412% video views
When you haven’t already, be sure to join our Magnificence Leaderboard Publication. See you subsequent month!
Except in any other case specified, all information analyzed was pulled from a pattern of 53,791 influencers positioned in america, Canada and Europe, and development percentages examine January 2021 – September 2021 vs January 2022 – September 2022 with the intention to get a year-to-date comparability.
