Beneath is the January 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
Prime US: Ulta Magnificence + TikTok investments.
After experiencing just a few ups and downs over the previous few months, Ulta made it into the highest 3 on the US leaderboard! What did they do otherwise in December? Platform focus.
Whereas Instagram nonetheless earns Ulta probably the most VIT, TikTok is shortly closing in. In November, Instagram content material earned roughly 68% extra VIT than TikTok. However in December, this hole decreased by 13%.
Taking a look at sponsored content material alone, it seems Ulta is transferring price range in the direction of TikTok. In December, there was a 29% enhance in sponsored TikTok posts and a consequent 485% enhance in VIT from the platform. Then again, sponsored Instagram posts decreased by 14% from November to December, leading to a 59% lower in VIT from this platform.
Tip: Need to make investments extra in paid influencer partnerships, however want extra price range? Listed below are 4 questions you will want to reply.
Prime UK: Magnificence Bay + Instagram creativity.
Magnificence Bay jumped to #3 after months hovering round #20.
December VIT was pushed primarily from VIP influencer (5M+ viewers), Millie Bobby Brown, mentioning her Florence by Mills vacation reward set’s availability at Magnificence Bay. A powerful seasonal push.
However there may be extra contributing to the model’s success! In December mid-tier (50K+ viewers) influencers, particularly on Instagram, earned 86% extra VIT for Magnificence Bay than in November. The content material is 50/50 static posts and movies. This simply goes to indicate that there is no such thing as a laborious and quick rule for platforms or content material codecs!
Various things work for various manufacturers, in numerous markets. For Magnificence Bay within the UK market, Instagram photographs and movies which have extremely artistic and colourful make-up seems work effectively. If the model can determine methods to discover and accomplice with these artistic mid-tier Instagram influencers, it would be capable of create a program that constantly improves.
Tip: Attempting to find out probably the most impactful platforms and influencers in your model? Experiment with a combination, and have the proper knowledge, infrastructure, and group so you may extract key learnings.
Prime FR: NYX + micro influencer video content material.
In December, NYX made it into the highest 3 on the French leaderboard! Throughout this month, micro influencers (10K+ viewers) went from being the 4th highest VIT incomes tier to the second highest — in the end changing high tier influencers (1M+ viewers).
This isn’t because of a major change within the variety of influencers from every tier, in truth the quantity of influencers from every of those tiers stayed comparatively the identical from November to December.
What did change was the kind of content material that micro influencers put out. NYX noticed extra video content material (each on Instagram and TikTok) from micro influencers. Much more attention-grabbing? This theme translated over to paid sponsorships in an enormous means. Not solely was the second greatest performing sponsored put up a video… it was a YouTube video. Recently we’ve seen lots in regards to the energy of brief type video, however is it potential that YouTube additionally nonetheless has some pull? Might the lack of saturation on this platform really make it place for manufacturers to spend money on just a few effectively aligned partnerships?
If you wish to see how our magnificence model ranks, try our month-to-month leaderboard right here.
Which make-up sorts did effectively in 2021?
Many publications like Shiny, Cosmetics Enterprise, and Enterprise of Vogue have already predicted what kinds of make-up and wonder traits will do effectively in 2022. A few of them — like “skinclusivity”, daring colour, and psychological well being — are definitely attention-grabbing.
Nevertheless, it’s a bit early to take a look at 2022, so let’s do a fast look again at how various kinds of make-up carried out in 2021. The reply? All however one noticed a common decline over the previous 12 months.
Content material Mentioning Eyeliner Throughout All Platforms:
- -22% posts
- +10% engagements
- +40% video views
Whereas the variety of posts mentioning eyeliner declined over the previous 12 months, viewers curiosity continued to rise! Essentially the most partaking content material befell on TikTok, and featured artistic, colourful, and daring eyeliner seems. For instance, in October there have been a ton of artistic eyeliner seems – from spiderwebs, to clowns, to bats — from influencers like Alice King (@alicekingmakeup), Lena Bagrowska (@lenakalul), and Hollie Brooks (@hollierose.mua). February, March, Could, June, and December additionally noticed spikes in engagements because of artistic eyeliner seems and tutorials about methods to get particular shapes like cat, fox, pet, and conventional winged eyeliner.
Content material Mentioning Blush On TikTok:
- +62% posts
- +16% engagements
- +67% video views
Blush was not one of many classes we’d have guessed would flourish throughout 2021, provided that masks mandates had been in place many of the 12 months. Nevertheless, TikTok noticed an enormous growth in blush content material, with engagement spikes in February, Could, September, and December. The preferred content material included tutorials for utilizing blush to offer your face a lifted vs shortened look; a “viral blush hack” the place people put a number of blush on their cheeks, nostril, and temples earlier than balancing it out with basis and concealer; and tutorials for getting new common seems like sunkissed (blush throughout the nostril), and, for some cause, tiredness (blush below the eyes to reinforce below eye circles).
The hair care dialog will get particular.
In 2021 the hair care dialog has grow to be extra tailor-made. Of us are searching for details about their particular hair sorts.
For instance, whereas curly and textured hair noticed a surge of curiosity in 2020, knowledge exhibits that these common conversations decreased in 2021. As a substitute, audiences began caring lots about particular hair sorts, options, and points. Two huge examples of those: hair porosity and hair sorts (2a, 4b, 4c, and so on).
Content material Mentioning Hair Porosity Throughout All Platforms:
- -2% posts
- +474% engagements
- +671% video views
Content material Mentioning Particular person Hair Varieties Throughout All Platforms:
- -38% posts
- +127% engagements
- -29% video views
Out of curiosity we ran a report on different common hair care points too. Out of six hair care points that we researched, we discovered just one that noticed a rise throughout all key metrics.
Content material Mentioning Hair Loss/Thinning Throughout All Platforms:
- + 5% posts
- +97% engagements
- +98% video views
Whereas different hair care points like progress, breakage, hydration, quantity, and diet didn’t essentially see a rise in posts or engagements, all of them noticed will increase in video views. Might this imply that video is a superb format for hair care manufacturers to achieve audiences with?
Tip: Need to hear extra about Gen Z, hair porosity, and the way forward for hair care? Learn this put up the place we share some insights from execs at Walmart and P&G.
New 12 months, new wellness traits.
From CBD, to mushrooms, to gua sha, to sea moss, to liquid chlorophyll — the sweetness business has no scarcity of wellness traits.
This 12 months is shaping as much as be no completely different. Retailers are betting huge on wellness: Saks Fifth Avenue has even launched particular wellness outlets to get a foot additional into the sweetness business. Equally, publications like Enterprise of Vogue and Shiny have written in regards to the continued curiosity in wellness, and have even ear marked intestine well being as the following huge factor.
We discovered that whereas curiosity basically wellness and wonder subjects have declined over the previous 12 months, curiosity in intestine well being has certainly elevated.
Content material Mentioning Basic Intestine Well being Throughout All Platforms:
- +3% posts
- +65% engagements
- +149% video views
We additionally ran a report on varied kinds of intestine well being dietary supplements, and located that prebiotics garnered probably the most curiosity over the previous 12 months.
Content material Mentioning Prebiotics Throughout All Platforms:
- +35% posts
- +77% engagements
- +90% video views
Final, we ran a report that cross referenced “intestine well being” and wonder phrases to see if the 2 subjects are being talked about alongside one another.
Content material Mentioning Intestine Well being + Magnificence Throughout All Platforms:
- +9% posts
- +106% engagements
- +140% video views
There are a number of similarities between the influencers/content material that helped skincare rise to reputation, and those which might be pushing intestine well being to the fore now.
For instance, Rosemary Ferguson (@rosemaryferguson_) is a purposeful med practitioner and nutritionist who posts instructional content material about intestine well being and its impact on pores and skin — her experience and content material considerably echo the derm docs and estheticians that led the “skinfluencer” motion. Might this point out the beginning of a brand new influencer kind? Gutfluencers? Cringeworthy title, however the demand could be there!
