Final weekend, Sephora, the world’s largest magnificence retailer, celebrated 20 years of being within the US market at their first ever excessive profile magnificence occasion, SEPHORiA – Home of Magnificence. SEPHORiA gave Sephora’s magnificence companions the chance to carry their manufacturers to life, remodeling the shop cabinets into dwelling, respiratory experiences.
In a setting very similar to Willy Wonka’s Chocolate manufacturing unit, manufacturers have been capable of create fan experiences that not solely tickled their senses, however embodied their very essence. From Tatcha’s serene Japanese Backyard to enjoying within the gold glitter pool at Fenty Magnificence… every model had their very own story to inform.
The objective for many of those manufacturers was to create consciousness and get folks to share their experiences on social media. A couple of large identify influencers have been invited to the occasion to share their magnificence expertise by means of grasp lessons and a few manufacturers even invited celebrities or had their founders and CEO’s attend the occasion to interact with their audiences.
It was fascinating to witness how every model leveraged influencers for model visibility and naturally, we wished to dig into the info in Traackr’s influencer advertising analytics, to see how the influencer content material resonated with customers.
We seemed particularly at a bunch of 100+ magnificence and vogue influencers who have been partaking with the occasion. Collectively, they talked about the occasion throughout social media channels 392 occasions over the course of 15 days in October which translated into 2.10M engagements with potential attain of 172.15M!
Whereas the spike in mentions of SEPHORiA is outstanding, it drops off after every week. One alternative for future occasions could be to develop influencer advertising packages designed to maintain the dialog going afterwards through follow-ups, recaps, and many others.
We additionally analyzed 20 cosmetics manufacturers that have been current on the occasion amongst a panel of magnificence influencers who attended SEPHORiA. We seemed on the mentions of every of the manufacturers along with #sephoria to seek out the extremely mentioned and tremendous partaking manufacturers through the occasion.
Fenty Magnificence by Rihanna earned vital mentions and engagements, which isn’t any shock given their profitable positioning and influencer advertising up to now. This is because of not solely the prime quality of their merchandise but additionally their give attention to variety, providing such a variety of shades for often hard-to-match pores and skin tones, and to not point out Rihanna being the face of the model itself!
Layer on high a completely beautiful and interactive show on the occasion, Fenty had a close to image excellent efficiency at SEPHORiA! Regardless of who you have been, you couldn’t assist however really feel like a magnificence influencer at Fenty’s pool. It was virtually not possible to chorus from pulling out your telephone for a selfie and publish about your expertise.
One of the energetic influencers mentioning Fenty Magnificence (18 mentions) is Yaima N Jason Yukins. Right here’s considered one of her most partaking posts that highlights the Fenty Magnificence Shimmer powders.
Becca Cosmetics, nonetheless, had a unique story. Whereas incomes much less mentions amongst this group of influencers, the model generated vital engagement, standing out from the opposite manufacturers relating to this key influencer advertising metric.
Their partnership with superstar influencer, Chrissy Teigen, who attended the occasion and has a whopping 20.9 million followers on Instagram alone, drove huge quantities of engagement per every of her posts. In truth, she had essentially the most partaking publish of the whole occasion. Her publish mentioning her eyeshadow and face highlighter on Instagram gathered 260,299 likes with a possible attain of 20.80M!
Nevertheless, once you take the celebrities out of the equation, Fenty and City Decay rise to the highest; producing extra engagement in partnership with micro, rising and mid-tier influencers. This actually places into perspective the significance of working with the appropriate influencers in your model.
In truth, many manufacturers have discovered it more practical working with micro influencers who’re identified to generate increased engagement charges, usually tend to work with manufacturers to allow them to assist develop their voice collectively. Micro-influencers additionally are inclined to have nearer relationships with their communities and interact in additional two-way communication with their audiences.
SEPHORiA was not restricted to cosmetics manufacturers, skincare was additionally on show!
Among the many skincare manufacturers current on the occasion, Tatcha carried out exceptionally properly in each mentions and engagements, which comes for quite a lot of causes. The model persistently had an extended line all through the occasion with folks patiently ready to expertise their stunning and serene Japanese Backyard room. Their merchandise are extremely coveted by many because of the wonderful high quality of the elements. Furthermore, Tatcha has a mature influencer program which has helped the model to create sturdy relationships with influencers within the magnificence neighborhood and their founder, Vicky Tsai, was personally current on the occasion interacting with the viewers and including a private contact to their model. Essentially the most fascinating factor about Tatcha is that in contrast to many manufacturers that focus solely on superstar or macro degree influencers, Tatcha largely focuses on constructing sturdy, long-term and natural relationships with micro-influencers and the end result is seen on this report.
Skilled Make-up Artist and mid-tier influencer, Daniela Arancibia, posted about her expertise on the Tatcha Japanese Backyard with Founder Vicky Tsai on Instagram gathering 2,114 likes with a possible attain of 186k, which was one of the vital partaking posts for the model at SEPHORiA.
Discovering the appropriate influencers to work with, having a software to handle them and utilizing sturdy knowledge to measure success are vital issues to have when constructing out your influencer packages. It’s not in regards to the amount of influencers, it’s about high quality, and it’s not all the time about in search of the most important identify celebrities, it’s about constructing real, natural relationships with influencers from the bottom up. If you happen to do it proper and make the most of the appropriate instruments, you have to be working much less, spending much less however gaining much more out of your program.
Influencer analytics carry visibility to your packages and show you how to optimize and justify the funding in occasions and experiential advertising. With the appropriate knowledge in hand, you possibly can associate with the influencers probably to achieve your audience, increase consciousness or drive purchases.
If you happen to’d like a personalized report in your model, attain out to schedule a briefing.
