Beneath is the March 2022 version of our Magnificence Leaderboard Publication 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 world magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
High US: ITEM Magnificence + the influencer model arc.
Over the previous two months ITEM Magnificence rose 9 spots on the US magnificence leaderboard, and it lastly made it into the highest 10 in February. The model’s current success follows a well-recognized arc we’ve seen amongst different influencer-led manufacturers:
- Influencer proprietor builds buzz. Addison Rae (@addisonraee) nonetheless earns ITEM Magnificence probably the most VIT out of any influencer — that is typical for newer influencer-led manufacturers. These kinds of manufacturers inherit the tone, energy, and viewers loyalty of its influencer CEO/co-founder which permits for lots of early momentum with comparatively low carry.
- Community impact takes maintain. In January Addison Rae was the one VIP influencer mentioning ITEM Magnificence, however in February Victoria Lyn (@victorialyn) got here on the scene. In her movies posted on Instagram and TikTok, Victoria assessments out an ITEM Magnificence blush whereas mentioning that she talked with Addison instantly about her favourite shades and utility strategies. This 1:1 community impact is crucial! Within the early phases, these manufacturers depend on the proprietor’s capability to work their connections and get fellow influencers (with huge audiences) to advertise their merchandise in an genuine and enthusiastic approach.
- Experimentation additional boosts model momentum. A model can’t simply journey the coattails of a single influencer perpetually. As soon as an influencer-led model begins to realize traction, it is on the advertising staff to maintain constructing momentum. For instance, ITEM Magnificence is beginning to see success with TikTok. In February the variety of TikTok posts mentioning the model greater than doubled, and the quantity of VIT the platform earned elevated by roughly 218%. Apart from VIP influencers like Addison and Victoria incomes excessive VIT and engagements, micro influencers have turn out to be impactful for this model on TikTok.
Tip: Wish to put money into paid TikTok influencer collaborations? Take a look at our newest weblog publish to be taught what content material varieties and techniques are working for manufacturers.
High UK: Huda Magnificence + using the euphoric excessive.
Huda Magnificence has held the #1 spot on the UK leaderboard for January and February. Based roughly eight years in the past, the model is not as reliant on its influencer founder and will get most of its traction from extra frequent sources like traits, product high quality, and artistic content material.
In January and February, Huda Magnificence gained quite a lot of buzz from Euphoria make-up appears to be like. Season two of Euphoria got here out in January, and it impressed one more inventive growth amongst the sweetness neighborhood. Huda Magnificence was capable of journey this wave as its prime quality merchandise helped stars like Alice King (@alicekingmakeup) and Sophie Hannah Richardson (@sophiehannah) create daring and exquisite Euphoria-esque make-up appears to be like.
Along with this — or maybe a precursor to this — Huda Magnificence’s merchandise are typically utilized by the sweetness neighborhood for extremely inventive appears to be like. Even other than the precise Euphoria make-up appears to be like, influencers like Poppy Ella (@poppyellah) and Chloe (@chloeandcosmetics) love to make use of Huda Magnificence merchandise for daring and colourful eyes.
High FR: Fenty Magnificence + on location.
In a single month Fenty Magnificence moved up 15 spots on the French magnificence leaderboard, touchdown at #1 within the month of February.
Rihanna is iconic, however this win goes to the model advertising staff.
In February, the model launched its semi-matte refillable lipstick, Fenty Icon, in Sephora Center East. To rejoice, the staff took a web page from Revolve’s playbook. Revolve is a trend firm that constructed its model from pure influencer advertising energy — finally snagging itself a $1.2 billion valuation. It was particularly well-known for #revolvearoundtheworld, the place it took its influencer companions on extravagant journeys. The influencers have been at all times impossibly lovely, the places have been at all times idyllic, and the Revolve garments at all times current.
Fenty Magnificence put its distinctive model spin on #revovlearoundtheworld for the Fenty Icon launch. The model introduced a bunch of prime and VIP influencers like Maroua Bekkouche (@thedollbeauty) and Sanaa El Mahalli (@sananas2106) to Dubai. The theme was “iconic”, and the journey was centered on exhibiting off Dubai as an fascinating and opulent vacation spot. Content material from this journey is what shot Fenty Magnificence to the highest of the leaderboard in February.
Two different fascinating issues?
Fenty Magnificence is understood for its dedication to variety — one may argue that the occasion had an underlying message about simply that. Fenty Magnificence not solely picked a various set of influencers for this occasion, they picked a location that’s each luxurious and wealthy in BIPOC cultures and other people.
Final, though this marketing campaign was held in Dubai for a selected product launch in Sephora Center East, the content material bought Fenty Magnificence to #1 on the French leaderboard. That is proof {that a} considerate and properly deliberate marketing campaign can have ripple results throughout a number of markets.
Magnificence Traits
Make-up’s pore consideration.
Skincare and make-up are converging. Dubbed “skinification” by some reporters, make-up manufacturers are actually incorporating extra skincare components and concerns into their merchandise, and vice versa.
For instance, Smashbox just lately introduced that it’ll revamp its primers to focus on particular skincare wants like illumination, hydration, mattification, and correction. On the opposite facet of the isle, new manufacturers like Rel (owned by influencer Arielle Vandenberg) are centered on bringing some shade cosmetics to skincare — its hero product is a lip balm that is available in a spread of shade tints.
Our information just lately discovered rising viewers curiosity in one other class of this pattern, regardless of fewer posts: non-comedogenic (non pore clogging) make-up.
Content material Mentioning Non-Comedogenic Make-up Throughout All Platforms:
- -12% posts
- +17% engagements
- +9% video views
Among the prime manufacturers talked about on this content material embody Hero Cosmetics, Neutrogena, Ogee, and When Life Offers You Lemons.
Age inclusivity involves hair care.
Publications like Cosmetics Enterprise have reported on the rise of “silver sisters”, or the rising recognition of pure grey hair as its personal class.
Our information reveals that whereas the variety of posts about grey hair could not have seen a drastic improve previously yr, the variety of engagements and video views have positively elevated.
Content material Mentioning Grey Hair Throughout All Platforms:
- -5% posts
- +3% engagements
- +21% video views
What’s cool about this pattern is that it’s inclusive throughout the board. Influencers which might be main this pattern usually are not solely various ages, they’ve totally different life, hair varieties, and fairly a couple of of them are BIPOC. Among the prime grey hair affect embody Maryam Remias (@maryamremias), Whitney Lichty (@silverstrandsofglitter), Luisa (@thesilverlining_1970), Donna Cerise (@thedonnacerise), Jack Martin (@jackmartincolorist), and Jin (@agingwith_style_and_grays).
These of us discuss their grey hair with delight. Some are chronicling their years of being dye free, some are speaking about grey hair as a type of empowerment, some present how they type and care for his or her grey hair, and a few merely present themselves going about their lives, being the beauties they’re… with grey hair.
Skincare delves into pores and skin causes.
Dewy, luminous, glass pores and skin… the skincare business is obsessive about attaining particular outcomes.
That being mentioned, not everybody has the identical sort of pores and skin or the identical skincare wants. Customers have realized this and are beginning to search for personalised skincare merchandise that handle distinctive wants.
As a part of that pattern, our information reveals that audiences gravitate in the direction of content material that dives into the main points.
Content material Mentioning DNA / Genetic Testing and Magnificence Throughout All Platforms:
- -3% posts
- +17% engagements
- +45% video views
Content material Mentioning Hormones and Magnificence Throughout All Platforms:
- +2% posts
- -11% engagements
- +50% video views
Right here, of us discuss hormonal zits, periorbital hyperpigmentation (darkish below eye circles brought on by genetics), and the consequences that postpartum hormones have on hair and pores and skin well being. The dialog is open and trustworthy in regards to the additional challenges that some of us will face when making an attempt to realize “good” pores and skin. Much more importantly, the dialog touches on the truth that wholesome pores and skin doesn’t at all times equate “good” wanting pores and skin.
