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US Model Highlight: L’Oréal Paris + TikTok Dupes
L’Oréal Paris ranked fourth on the October Leaderboard, leaping 13 spots from the earlier month and rising VIT by 30%.
Mid-tier influencers (50k – 250k followers) earned the model probably the most VIT.
Most of the prime performing posts have been TikTok movies the place magnificence and life-style influencers like Bella Lovkvist (@bellalovkist) and Zoe Honsinger (@zoehonsinger) highlighted L’Oréal’s Telescopic Mascara as a tremendous dupe for a preferred and dearer product.
Whereas dupes will not be new to the sweetness trade, the unsure financial surroundings has pushed them again into the highlight. As we highlighted in our most up-to-date Magnificence State of Affect report, content material mentioning magnificence dupes noticed important will increase in posts, engagements, and video views in the course of the third quarter of 2022.
The influencer advertising group at L’Oréal Paris was clearly conserving an in depth eye on the highest magnificence tendencies rising on TikTok and Instagram and did a powerful job implementing the dupe development into their very own sponsored content material.
By creating sponsored content material round widespread and rising magnificence tendencies, manufacturers can enhance the chance that the submit will carry out properly and resonate with viewers.
Tip: Need perception into one other rising development we just lately uncovered whereas digging by means of our information? Try this text highlighting the surge in content material associated to perfume procuring hauls that we’ve been seeing just lately.
UK Model Highlight: NYX Cosmetics + Halloween Seems
In October, NYX jumped from quantity 14 to quantity 4 on the UK leaderboard, and elevated VIT by 129% MoM. So why did the model see such robust efficiency in October?
The model prioritized Halloween associated content material. By sponsoring posts from make-up artists and wonder influencers who shared a wide range of eye-catching Halloween appears to be like, NYX was in a position to showcase its merchandise in an genuine and attention-grabbing approach.
Holly Murray (@hollymurraymakeup), Dollie Okoriko (@dolli.glam), Rebehak Campbell (@bexcxmpbell), and Sophie Hannah Richardson (@sophiehannah) have been a number of the make-up artists who created prime performing sponsored posts that includes artistic Halloween appears to be like.
NYX additionally invited a few of its prime magnificence influencers and make-up artists to varied occasions that it hosted within the weeks main as much as Halloween, For instance, NYX’s Twisted Circus occasion in London and its collab occasion with Cirque du Soleil in Las Vegas.
It is a nice instance of how a model can efficiently lean into what already works. NYX clearly understands that Halloween is especially well-suited to spotlight its merchandise and have interaction its giant viewers of make-up artists. The model then got here up with completely different activations – from sponsored content material to in particular person occasions – to encourage artistic content material and capitalize on the chance.
FR Model Highlight: Drunk Elephant + #HouseofDrunk
In Paris on October fifteenth and sixteenth, Drunk Elephant hosted its first “Home of Drunk” pop-up retailer expertise since 2019.
The occasion was held in a two story area dressed within the model’s colourful and playful design. Guests have been invited to find extra concerning the model by means of a wide range of immersive experiences. Such Installations included the Mixing Station, the place visitors might learn to create a skincare smoothie, the Ceramighty Tunnel for guests to find the just lately launched Ceramighty AF Eye Balm, and far more.
The pop-up occasion supplied a giant model elevate for Drunk Elephant inside France. Its VIT elevated by 93% MOM, with a 86% enhance in video views, and 197% enhance in complete engagements.
Additionally, the impression of the occasion wasn’t confined to solely France. To extend the shop’s publicity past the local people, Drunk Elephant invited some prime magnificence influencers from america, United Kingdom, Europe, and internationally to hitch the model for a number of days in Paris. This resulted in important will increase in its social efficiency throughout these key areas as properly.
The model elevate Drunk Elephant achieved by means of its Home of Drunk occasion is a superb instance of a model making probably the most out of an IRL occasion. The enjoyable, participating experiences inside the retailer enabled individuals to be taught extra concerning the Drunk Elephant model and its merchandise. And by having influencers from internationally be part of them and submit concerning the occasion, thousands and thousands of people that couldn’t attend the shop in particular person have been nonetheless in a position to partially expertise the occasion as properly.
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