Profitable Infuencer Journeys I Traackr

‍Beneath is the February 2023 version of our Magnificence Leaderboard E-newsletter 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: Tarte Cosmetics / Glow Recipe + Influencer Journeys

Firstly of 2023, magnificence influencers have been the subject of a lot dialogue throughout social media. 

An enormous contributor to all this buzz? Tarte Cosmetics journey to Dubai. In January the model invited 50 widespread magnificence and life-style influencers (together with a visitor) to hitch them in Dubai to have fun the launch of their new basis. Because the creators posted journey vlogs displaying them touring enterprise class and residing it up in personal Ritz Carlton villas stocked with items, critics throughout social media emerged. A lot of this criticism revolved across the massive price ticket this journey will need to have had for Tarte, and whether or not this sort of activation is an environment friendly use of price range for manufacturers.  

Whereas it’s too early to inform whether or not the journey can have an enduring affect on Tarte’s gross sales or model popularity, it actually had a direct and vital increase to their share of voice throughout social media. 

Content material mentioning Tarte Cosmetics, Jan 15 via Feb 15, 2023 vs. Jan 15 via Feb 15, 2022

•  +17% mentions
• +453% engagements
• +374% video views
• +270% VIT

Tarte additionally reached the highest ten on our January leaderboard (rating sixth), which is one thing they weren’t capable of do in any month in 2022. The highest performing posts from the journey got here from Monet McMichael and Alix Earle. Each had been TikToks that includes 4 of the ladies from the journey hanging out — Monet McMichael (@monetmcmichael), Alix Earle (@alixearle), Aisha Mian (@itsaishamian), and Azra Mian (@azramian).  

And mere days after returning residence, Alix Earle and Monet McMichael together with Mikalya Nogueira (@mikaylanogueira), Stephanie Valentine (@glamzilla), Clark Peoples (@claaaarke), and Xandra Pohl (@xandrapohl) packed their baggage as soon as once more to hitch Glow Recipe for a weekend getaway in Jackson Gap, Wyoming on the Amangani Resort to advertise the model’s Plum Plump Hyaluronic Moisturizer. The aim was to place this moisturizer to the check towards Wyoming’s harsh winter situations. 

Considerably surprisingly, from Feb 1 (just a few days previous to the journey) via Feb 15, 2023, Glow has really seen a slight lower in complete mentions in comparison with the identical interval in 2022. 

Nevertheless, engagements and video views elevated considerably proving that influencer journeys might be impactful in numerous methods, relying on the way it’s executed and what viewers the model is concentrating on. GRWM TikToks from Mikayla Nogueira and Alix Earle had been the highest posts from the journey, incomes 8.4M and 4.1M video views.   

Content material mentioning Glow Recipe, Feb 1 via Feb 15, 2023 vs. Feb 1 via Feb 15, 2022

• -17% mentions
• +608% engagements
• +503% video views
• +316% VIT

Given the excessive quantity of shopper consideration these current journeys from Tarte and Glow Recipe have garnered, will probably be attention-grabbing to see if extra magnificence manufacturers will host comparable luxurious, extravagant influencer journeys all through 2023. 

UK Model Highlight: MAC Cosmetics + HYPER REAL Skincare Launch

MAC Cosmetics received off to a robust begin in 2023, growing VIT by 100% and leaping 7 spots from the earlier month to take the quantity 2 spot on the UK leaderboard. A lot of the success was as a result of launch of the Hyper Actual Excessive Efficiency skincare line, the model’s first foray into skincare. To advertise the UK launch, the model partnered with a handful of widespread mega (1M+ followers) and macro tier (250k+ followers) TikTok influencers like Laila Paul (@lailapaul7), Zak Well being (@zakheath), Alice T (@alxcext), and Bex Campbell (@bexcxmpbell).

The advert content material from every influencer adopted an identical construction, with every video lasting about 15 seconds and that includes the influencer making use of the Serumizer Pores and skin balancing Hydration Serum after which utilizing the 001 Serum + Moisturizer Brush to therapeutic massage the product into the pores and skin. 

MAC’s try and develop into skincare isn’t shocking given the skinification pattern we’ve seen throughout the sweetness business in recent times. As extra customers are in search of efficiency and ingredient-driven merchandise that promote long-lasting well being, we’ve seen the boundaries between skincare and make-up change into much less inflexible. That is made particularly distinguished by widespread elements like hyaluronic acid and ceramides being included in make-up product formulations.        

Tip: Planning an upcoming product marketing campaign however uncertain how a lot it is best to provide to pay influencers you’d prefer to work with? Take a look at our current article which is able to information you thru the way to negotiate with influencers in a means that leaves each events joyful.       

FR Model Highlight: K18 + Salon Hair Care 

K18 jumped an unbelievable 147 spots within the rankings to land at quantity 31 on the FR month-to-month leaderboard. It noticed month-over-month will increase of 787% in VIT, 872% in engagements, and 638% in video views. 

K18’s January efficiency is a showcase instance for a way an expert hair care model can use each platforms to concurrently prioritize their helpful neighborhood of ambassador hair stylists whereas additionally increasing their share of voice amongst a broader viewers (significantly outdoors of the skilled hair care providers area and amongst youthful customers). 

In January, K18 noticed 63% of their VIT come from Instagram and 37% from TikTok. On Instagram, many of the prime posts got here from hair care professionals like Eric Maurice (@ericmaurice57), Romain Berg (@romain.berg_), Joris Ganier (@joris_ganier), and Mathieu Chris (@mathieuchris). Whereas on TikTok, the highest posts usually got here from magnificence/life-style influencers like Nastassia (@nastblog) and Kamelia (@curlykams) together with hair stylists who ceaselessly submit on TikTok like Romain Berg and Stef Le (@steflecoiffeur).

Whereas growing a robust model popularity amongst each hair professionals and common magnificence customers is troublesome, manufacturers like K18 and Olaplex have reaped the rewards for efficiently doing simply this and their willingness to take dangers and bounce shortly on rising platforms and developments has performed a major position of their success.    

Tip: Searching for particular examples to take inspiration from in your upcoming sponsored campaigns? Take a look at 6 current prime performing sponsored posts that we spotlight right here. 

If you wish to see how your magnificence model ranks, try our month-to-month leaderboard right here.