Under is the Might 2023 version of our Magnificence Leaderboard Publication the place we offer month-to-month data-backed insights on rising magnificence tendencies, in-depth analyses of profitable model/influencer collaborations, and benchmarked rankings of worldwide magnificence manufacturers.
US Model Highlight 1: Kosas Cosmetics + DreamBeam SPF Launch
In early April, Kosas launched their first ever sunscreen, the DreamBeam SPF 40 Cozy Easy Sunscreen. The model tapped among the largest names within the magnificence area to unfold the phrase: Hailey Bieber (@haileybieber), Alix Earle (@alix_earle), Bella Ramirez (@bellarmrz), Kensington Tillo (@kensnation), Isabelle Lux (@isabelle.lux), Darcy Mcqueeny (@darcymcqueenyyy), and Niamh Adkins (@niamhadkins) all posted on TikTok in regards to the product instantly following the launch. The content material featured every influencer making use of the sunscreen for the primary time whereas giving their preliminary impression. Many highlighted the way it didn’t really feel too sticky or greasy “like most mineral sunscreens”, and shared their appreciation for the truth that the product contains components that promote wholesome pores and skin like ceramides and peptides.
Partnering up with these common magnificence influencers appears to have constructed up a number of hype across the DreamBeam sunscreen. Not solely did it drum up pleasure, the product is presently bought out on the model’s web site and on Sephora’s web site.
Additional, the model jumped 41 spots (as much as thirty first place) on the month-to-month US Leaderboard. It additionally noticed massive MoM will increase in video views (77%), engagements (59%), and VIT (66%).
Kosas Cosmetics is an efficient instance of a model that ready nicely for an enormous product launch and allotted the required advertising price range so they may companion with massive, prime quality influencers.
US Model Highlight 2: Neutrogena + #FestivalSeason
With Coachella kicking off music pageant season in April, Neutrogena determined to focus their advertising efforts on this path. The model was introduced because the official pores and skin and suncare sponsor of Coachella this yr and invited a handful of magnificence influencers together with Rachel Finley (@hydrationceo), Rudi Berry (@therudiberry), and Meimei Monstaa (@meimonstaa) to journey with them to the pageant. The group shared content material of their expertise as Neutrogena’s friends, utilizing the hashtag #desertvitals. The model additionally partnered with these influencers (together with others) to make sponsored posts in regards to the model’s Hydro Increase Moisturizer, praising it for making certain their pores and skin was hydrated and guarded with SPF 50 throughout the many hours outdoors within the solar at Coachella.
The model additionally acquired a put up from Jenna Ortega which had over a 22% engagement price, receiving over 8M likes and incomes Neutrogena over 8K VIT factors. The model had already partnered with Ortega many instances lengthy earlier than her efficiency within the Netflix present, Wednesday, propelled her to famous person standing. On condition that Ortega is probably going flooded with partnership alternatives now, the long-lasting relationship Neutrogena had developed probably helped in bringing this sponsored put up to fruition and highlights the advantages that may come from constructing sturdy long-term relationships with VIP influencers.
Total, Neutrogena’s influencer advertising program had an awesome April with video views rising by 215%, engagements by 781%, and VIT by 281% MoM. The model additionally reached 4th place on the US Leaderboard, their highest month-to-month rank of 2023.
Different High Performing US Manufacturers in April
Tip: High influencers may help you attain new audiences, however how do you discover them? Listed below are three success tales detailing how you are able to do so efficiently.
UK Model Highlight 1: Kylie Cosmetics + Kylash Mascara Product Launch
On April 6, Kylie Cosmetics launched its first mascara, the Kylash Quantity Mascara. The model’s founder, Kylie Jenner, posted a number of instances main as much as and following the launch so it isn’t all that shocking that the model noticed an enormous bounce in VIT throughout the US market. Nonetheless, what’s extra fascinating is that the model linked up with a number of magnificence influencers within the UK to unfold the phrase of the launch, indicating {that a} UK enlargement could be within the model’s future plans.
In April, the model jumped 52 spots to quantity 17 on the UK Leaderboard. In reality, it noticed extra MoM progress within the UK than the US, with engagements rising by 78%, video views rising by 232%, and VIT rising by 254%. The model partnered with a handful of prime macro and mega tier magnificence influencers together with Ling Tang (@ling.kt), Samantha Harvey (@makeupbysamanthaharvey), Laila Paul (@lailapaul), and Jordan Lipscombe (@jordanlipscombe). Within the sponsored posts (which occurred totally on TikTok), the creators tried out the mascara for the primary time whereas sharing their preliminary impressions. Equally to our featured UK model from final month Perform of Magnificence, Kylie Cosmetics additionally had every creator point out Boots UK as the situation the place viewers may purchase the brand new product.
UK Model Highlight 2: Valentino + #BorninRoma
To kick off the launch of its latest perfume, Born in Roma Donna Eau De Parfum Intense, Valentino partnered with common magnificence influencers Danielle Marcan (@daniellemarcan), Victoria Magrath (@victoriamagrath), and Tara Barz (@tarabarzz) for 3 TikTok posts. Fairly than observe the extra frequent “DIY” TikTok content material fashion, the model had the creators be part of them in Paris. Through the journey, every influencer created brief 15-20 second movies that had knowledgeable and cinematic fashion to them.
The perfume’s backstory facilities on dualities, with the model stating that “the duo of vanilla and jasmine playfully problem the rivalry between day and night time, basic and depth and also you and me.” Persevering with with this theme, the model wished each bit of content material to function a duo, with Danielle and Tara having their sisters be part of them within the video content material whereas Victoria was joined by her husband.
The content material appeared to efficiently have interaction viewers, with Valentino leaping 82 spots to twenty second place within the month-to-month rankings. The model additionally noticed engagements enhance by 103%, video views enhance by 1,042%, and VIT enhance by 405% MoM.
Different High Performing UK Manufacturers in April
FR Model Highlight 1: Yves Rocher + Hydra Vegetal Product Launch
Yves Rocher had a powerful April, leaping 23 spots to land at twentieth on the FR Leaderboard and rising VIT by 114% and video views by 600% MoM.
A big portion of their VIT in April was pushed by a product consciousness marketing campaign the model ran for his or her 100H Continuous Moisturizing Serum, the latest addition to their Hydra Vegetal lineup of merchandise. Fairly than go all-in on one platform, the model elected to activate influencers throughout each TikTok and Instagram for sponsored posts. When selecting influencers, Yves Rocher honed in on the mid (50-250K followers) and mega tiers (1M – 5M followers) with prime performing posts for the marketing campaign created by Lucie Rose (@roselucyy), Elsa Bois (@elsabois), Marie Lacombe (@mariebeaute), and Marie Danede (@mariedanede).
Every influencer made a brief video making an attempt out the serum for the primary time along with utilizing 2 different complementary merchandise from the Hydra Vegetal lineup, the Anti-fatigue Moisturizing Contemporary Gel and the 48H Non-Cease Moisturizing Gel Cream. Many additionally highlighted the truth that the product accommodates Edulis mobile water and that it has “99% pure components” indicating that maybe Yves Rocher believed these points can be necessary to their French viewers.
FR Model Highlight 2: Caudalie + Vinopure
Caudalie had an enormous April, leaping 50 spots to the quantity 9 spot on the FR Leaderboard and seeing MoM will increase of 797% in video views, 446% in engagements, and 603% in VIT.
The offender for the model’s vital bounce in efficiency? A product consciousness marketing campaign for his or her VinoPure assortment, a line of merchandise for enhancing and treating acne-prone pores and skin and different pores and skin imperfections. The model partnered with Gen Z TikTok influencers like Leanemarts (@leanemarts), Insah Hasni (@insah_hasni), Mael Plat (@maelplat), and Shana Hagege Orts (@maybeshanaa) to unfold the phrase in regards to the lineup of merchandise. Every of the influencers posted a reel exhibiting them utilizing one of many merchandise to assist deal with their zits. The content material had an genuine, unpolished really feel with the influencers typically drawing consideration to a present breakout or pores and skin blemish earlier than utilizing one of many lineup’s merchandise. Caudalie’s success is an efficient reminder that product targeted campaigns with influencers can work, so long as there may be good alignment, messaging, and authenticity!
Different High Performing FR Manufacturers in April
