We’re again with recent evaluation of final month’s magnificence leaderboard rankings, that includes insights on high performing manufacturers like Armani Magnificence, Glossier, and Maybelline. We’ll additionally spotlight a few of the hottest rising magnificence tendencies seen on the runway from high Designers like Prada, Dior, Proenza Schouler, and Tory Burch.
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Model Evaluation
US Model Highlight: Armani Magnificence + Venice Movie Pageant
In September, Armani Magnificence jumped from quantity 40 to quantity 7 on the leaderboard, and elevated engagements by 650% MoM. So how’d they see such an enormous spike in efficiency?
The model was the primary sponsor for the 79th annual Venice Worldwide Movie Pageant. Throughout the occasion, which spanned from August 31 to September 10, Armani hosted a star-studded record of invitees —Sydney Sweeney, Sadie Sink, Maude Apatow, Barbara Palvin, and plenty of extra — to affix them in Venice. The content material posted from this A-Checklist group carried out extraordinarily properly and gained the model a big increase in consciousness throughout social media.
Whereas most manufacturers after all can’t recreate an occasion with such a excessive profile, it nonetheless highlights how IRL occasions can generate an pleasure that interprets over social media to influencers’ followers. Exploring artistic alternatives (distinctive IRL occasions, cross-industry model collabs, and many others) supplies a chance for manufacturers to strengthen their model energy and attain a brand new potential viewers.
UK Model Highlight: Glossier + The Worth of Lengthy-Time period Influencer Relationships
Coming in at quantity 20 on the September Leaderboard, Glossier jumped 54 spots within the rankings from the earlier month and noticed one of many greatest MoM enhancements in VIT (226%).
Glossier relied on the Mega-tier of influencers (1M – 5M) for 55% of VIT. Particularly, magnificence influencer Danielle Marcan (@daniellemarcan) produced superb outcomes for the model. Glossier had partnered together with her on 5 sponsored posts all through 2022 previous to September and noticed good outcomes. In September, they’d her publish 5 instances (4 on TikTok, 1 on IG) and her posts carried out extremely properly, producing 49% of the model’s whole VIT for the month. This can be a excellent instance of a model doing an important job of constructing a long-term relationship with a creator and persevering with to strengthen it over time.
Glossier additionally had a handful of YouTube movies amongst their high performing posts. A lot of them have been from “day-in-my-life” or “product haul” sort movies from life-style influencers the place they raved about how a lot they love Glossier’s fragrance, You.
Tip: Need extra perception into how you’ll find good influencers to construct long-term relationships with? Take a look at our latest case research on how Chew Toothpaste Bits was in a position to elevate model consciousness and determine new long-term companions via their product seeding campaigns.
FR Model Highlight: Maybelline + Life-style TikTok Influencers
TikTok accounted for 80% of Maybelline’s VIT for the month, which elevated 442% MoM from 1.27k to six.89k.
In September, Maybelline relied upon the Mega and VIP tier influencers for almost all of their VIT. This can be a shift from the earlier month the place the vast majority of VIT was generated from mid-tier influencers. The highest performing posts got here from VIP music artist Wejdene (@wejdene.bk) and Mega life-style influencers Raissa Gloria (@raissagloriaa) and Romane Bertrand (@rromaaane).
And Maybelline isn’t alone in shifting extra consideration in direction of TikTok. Throughout the French market, there was a 56% improve in TikTok posts for tracked magnificence manufacturers, with a 70% improve in engagements, and a 139% improve in VIT. General, TikTok generated 41% of whole VIT in September throughout the 1,737 magnificence manufacturers in our benchmark, up from 25% the earlier month.
Whereas TikTok might not be right here to interchange Instagram like some initially thought, it clearly nonetheless packs fairly a punch. Should you’re questioning the right way to get your model on TikTok, try this text we wrote concerning the totally different content material kinds that it requires.
If you wish to see how your magnificence model ranks, try our month-to-month leaderboard right here.
Magnificence Tendencies to Know
The highest magnificence tendencies from the runway
September is among the most fun instances in style with main designers unveiling their Spring/Summer season (S/S) collections on the runways throughout the main style hubs of New York, London, Paris and Milan. Whereas the garments naturally obtain a lot of the eye, magnificence fans are additionally handled to quite a lot of artistic hair and make-up seems dropped at life by a few of the high professionals on the earth. Beneath we spotlight a few of our favorites that have been noticed in a number of exhibits all through September.
1. Glitter
Glitter was seen throughout many collections, with designers including somewhat little bit of sparkle to their seems in quite a lot of methods, whether or not it’s Peter Do’s sparkle eyebrows, Tory Burch’s mesmerizing silvery eye shadow, or Anna Isabella’s shiny silver under-eye look.
Content material mentioning glitter make-up on TikTok (Q3 2022 vs Q2 2022):
- +20% activated influencers
- +29% whole posts
- +32% engagements
2. Daring eye make-up
Heavy and dramatic eye make-up was a transparent development throughout the S/S collections, with daring winged cat eyes (Dior), exaggerated lashes (Prada), and smudged black liner offering a strikingly somber power. These darkish seems particularly stood out towards the brilliant and colourful seems typically related to springtime.
Content material mentioning phrases associated to daring eye make-up on TikTok (Q3 2022 vs Q2 2022):
- +13% whole posts
- +24% engagements
- +174% video views
3. Glass Pores and skin
Shiny, shiny pores and skin has been amongst the most well-liked tendencies in magnificence over the previous couple years. And, if the Spring/Summer season runway exhibits are any indicator, it’s not going away anytime quickly. Whereas the naming different — “Moist Pores and skin” for Proenza Schouler, “Crystal Pores and skin” for Burberry, or “Glass pores and skin” for Eckhaus Latta — the manufacturers all are aiming for a dewy, radiant and naturally glowing look.
Content material mentioning glass pores and skin on TikTok (Q3 2022 vs Q2 2022):
- +50% whole posts
- +96% engagements
- +412% video views
Should you haven’t already, be sure to join our Magnificence Leaderboard Publication. See you subsequent month!
Until in any other case specified, all knowledge analyzed was pulled from a pattern of 53,791 influencers positioned in america, Canada and Europe, and progress percentages evaluate January 2021 – September 2021 vs January 2022 – September 2022 as a way to get a year-to-date comparability.
