Beneath is the December 2022 version of our Magnificence Leaderboard E-newsletter the place we offer month-to-month data-backed insights on rising magnificence traits, in-depth analyses of profitable model/influencer collaborations, and benchmarked rankings of worldwide magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
US Model Highlight: Neutrogena + Threat-Taking
Neutrogena had an enormous November, leaping 29 spots from the earlier month and rating 4th on the US Leaderboard.
The model earned 88% of its VIT on TikTok, with most of it coming from paid content material.
Neutrogena has completed a superb job of considering outdoors the field and taking dangers with its influencer advertising and marketing technique. The workforce made attention-grabbing selections in partnering with influencers outdoors of the sweetness business on TikTok, and have additionally sponsored movies on YouTube by way of life influencers like Alexa Rivera.
When wanting on the content material, particularly on TikTok, it’s clear that the model usually encourages influencers to lean into their character relatively than comply with a script of some form. That is highlighted by the model’s #1 performing publish of the month. Within the video, influencer Kirsten Titus (@pepperonimuffin) chops a cantaloupe in half and (amazingly) finds a pristine container of Neutrogena’s Hydro Increase moisturizer inside. 🙃
Neutrogena’s success in November is a superb instance of the spectacular outcomes that may be achieved with a technique that doesn’t confine itself. The model’s success got here from avoiding a slender scope of influencers and content material varieties, and as a substitute experimenting with distinctive methods of differentiating their content material from competitor manufacturers.
Tip: Need additional perception into how one can craft an influencer marketing campaign that’s each distinctive and efficient? Try this case examine which highlights the artistic technique that Artisan Council used to construct consciousness for its consumer, belif, and its True Cream Aqua Bomb moisturizer.
UK Model Highlight: REFY + Black Friday Promotion
REFY was based in 2020 by magnificence influencer, Jess Hunt, and has shortly gained a cult following throughout the US and UK because of its forehead merchandise. In November, the model reached the highest 10 on the UK Leaderboard for the primary time this yr. It additionally broke its personal file, incomes the best whole VIT of any month in 2022.
Quite a lot of the model’s VIT got here from Hunt utilizing her social platforms to generate pleasure for the model’s 20% off Black Friday sale To advertise the sale, she made many posts throughout each TikTok and Instagram within the two weeks main as much as Black Friday. It is a distinction to what we noticed from different influencer-led manufacturers like Uncommon Magnificence and r.e.m. magnificence, the place the founder solely posted a pair instances about their model’s sale.
The model additionally noticed sturdy outcomes working with mid-tier magnificence influencers (50k+ followers) like Maisha Khanom (@maishakhanom), Elle Mcnamara (@bambidoesbeauty), and Bethan Lloyd (@bethanrlloyd). The highest content material from this tier adopted long-standing fashionable magnificence content material traits like GRWM (prepare with me), magnificence hacks, and software tutorial movies.
Tip: Need additional perception into what content material is most partaking for Gen Zers and Millennials together with insights into the opposite key components influencing client’s buying conduct? Try our 2023 UK Influencer Advertising Impression Report the place we surveyed 500 customers within the UK to grasp how influencers, content material, and social platforms have shifted client buy conduct.
FR Model Highlight: Lancôme + TikTok’s speedy rise in France
Coming in at quantity 11 on the November Leaderboard, Lancôme is an image of consistency. The model has remained close to the highest of the month-to-month VIT rankings on our public FR Leaderboard all through 2022.
One key driver to its success has been the spectacular outcomes the model has seen from mentions occurring on TikTok. The model has generated extra VIT on TikTok than every other platform all through 2022. November was no exception, with Lancôme incomes 68% of their VIT for the month on the platform.
And Lancôme isn’t the one model seeing extra of their social efficiency coming from TikTok. In November, magnificence manufacturers earned 53% of VIT on TikTok, which marks the third consecutive month that TikTok has been the highest platform for the complete market by VIT. That is additionally a a lot greater portion than what was seen within the US and UK in November, the place TikTok accounted for under 43% and 33% of VIT. For manufacturers in France, it’s price contemplating shifting extra consideration to the platform because of this surge in exercise and efficiency.
For Lancôme, many of the prime performing posts got here from Mega-tier influencers (1M+ followers) like Poopi Blh (@poopiblh), Chahrazad Kracheni (@chahrazad.kracheni), and Sapho (@sapho). A few of the prime posts amongst these influencers highlighted Lancôme’s seasonal creation calendar, which aligns with our findings that creation calendars are a rising development throughout the sweetness business proper now. Try our article from earlier this month the place we spotlight a few of the model’s with the preferred creation calendars within the US.
Tendencies to Know
Tender Goth Make-up Appears
In latest weeks, Tim Burton’s fantastical Netflix manufacturing, Wednesday, has exploded onto the popular culture scene. The collection has already joined Squid Recreation and Stranger Issues Season 4 as the one Netflix packages to achieve 1 billion views. The collection presents a contemporary take for the present era on the traditional character, Wednesday, from the Addams household. Jenna Ortega stars as Wednesday and has been praised for her efficiency (and fascinating dance strikes which have probably flooded your timeline).
It’s not shocking that magnificence fanatics have shortly taken inspiration from the titular character’s iconic look, with “Wednesday Addams Make-up” trending on TikTok and receiving over 99M video views up to now. Even previous to the hit present’s launch, there have been indicators that goth-inspired make-up appears had been on the rise. For instance, darkish and gloomy make-up appears had been seen on the runway in October.
Content material mentioning “goth make-up”, “mushy goth” and “Wednesday Addams make-up” throughout all platforms, evaluating Jan 1 – Dec 17, 2022 vs Jan 1 – Dec 17, 2021
- +56% influencers
- +28% posts
- +305% engagements
- +1,150% video views
Amongst the highest performing content material was a TikTok video from magnificence influencer Cat Quinn (@catquinn) the place she reveals the precise product that was used for Jenna’s lip coloration within the present, as advised to her by the present’s make-up artist Tara McDonald. The product, the MAC Cosmetics Lip Pencil in Nightmoth, shortly offered out on MAC and Ulta’s web site within the US and UK simply days after Cat’s publish.
McDonald talked about in an interview with ELLE Journal that the purpose with Jenna’s look was to “obtain a gothic flavour, versus a full-fledged gothic make-up look. So conserving it edgy with a touch of shiny was the plan.”
This “mushy goth” look provides a contemporary spin to the type and makes it adaptable, accessible, and simpler to experiment with for a bigger vary of individuals.
Until in any other case specified, all knowledge analyzed to assist the “Tendencies to Know” part was pulled from a pattern of 55,139 influencers positioned primarily in the US, Canada and Europe
