Keep within the know
Signal as much as get influencer advertising and marketing methods, insights, and occasion invitations despatched to your inbox.
Subscribe
Signal as much as get influencer advertising and marketing methods, insights, and occasion invitations despatched to your inbox.
US Model Highlight: L’Oréal Paris + TikTok Dupes
L’Oréal Paris ranked fourth on the October Leaderboard, leaping 13 spots from the earlier month and rising VIT by 30%.
Mid-tier influencers (50k – 250k followers) earned the model essentially the most VIT.
Lots of the high performing posts had been TikTok movies the place magnificence and life-style influencers like Bella Lovkvist (@bellalovkist) and Zoe Honsinger (@zoehonsinger) highlighted L’Oréal’s Telescopic Mascara as a tremendous dupe for a preferred and costlier product.
Whereas dupes usually are not new to the wonder trade, the unsure financial surroundings has pushed them again into the highlight. As we highlighted in our most up-to-date Magnificence State of Affect report, content material mentioning magnificence dupes noticed vital will increase in posts, engagements, and video views through the third quarter of 2022.
The influencer advertising and marketing workforce at L’Oréal Paris was clearly holding a detailed eye on the highest magnificence developments rising on TikTok and Instagram and did a powerful job implementing the dupe pattern into their very own sponsored content material.
By creating sponsored content material round widespread and rising magnificence developments, manufacturers can enhance the chance that the put up will carry out properly and resonate with viewers.
Tip: Need perception into one other rising pattern we not too long ago uncovered whereas digging via our information? Try this text highlighting the surge in content material associated to perfume procuring hauls that we’ve been seeing not too long ago.
UK Model Highlight: NYX Cosmetics + Halloween Appears to be like
In October, NYX jumped from quantity 14 to quantity 4 on the UK leaderboard, and elevated VIT by 129% MoM. So why did the model see such sturdy efficiency in October?
The model prioritized Halloween associated content material. By sponsoring posts from make-up artists and wonder influencers who shared a wide range of eye-catching Halloween seems, NYX was capable of showcase its merchandise in an genuine and fascinating method.
Holly Murray (@hollymurraymakeup), Dollie Okoriko (@dolli.glam), Rebehak Campbell (@bexcxmpbell), and Sophie Hannah Richardson (@sophiehannah) had been a number of the make-up artists who created high performing sponsored posts that includes artistic Halloween seems.
NYX additionally invited a few of its high magnificence influencers and make-up artists to varied occasions that it hosted within the weeks main as much as Halloween, For instance, NYX’s Twisted Circus get together in London and its collab occasion with Cirque du Soleil in Las Vegas.
It is a nice instance of how a model can efficiently lean into what already works. NYX clearly understands that Halloween is especially well-suited to focus on its merchandise and have interaction its giant viewers of make-up artists. The model then got here up with completely different activations – from sponsored content material to in particular person occasions – to encourage artistic content material and capitalize on the chance.
FR Model Highlight: Drunk Elephant + #HouseofDrunk
In Paris on October fifteenth and sixteenth, Drunk Elephant hosted its first “Home of Drunk” pop-up retailer expertise since 2019.
The occasion was held in a two story house dressed within the model’s colourful and playful design. Guests had been invited to find extra concerning the model via a wide range of immersive experiences. Such Installations included the Mixing Station, the place company might discover ways to create a skincare smoothie, the Ceramighty Tunnel for guests to find the not too long ago launched Ceramighty AF Eye Balm, and far more.
The pop-up occasion offered an enormous model raise for Drunk Elephant inside France. Its VIT elevated by 93% MOM, with a 86% enhance in video views, and 197% enhance in complete engagements.
Additionally, the affect of the occasion wasn’t confined to solely France. To extend the shop’s publicity past the local people, Drunk Elephant invited some high magnificence influencers from america, United Kingdom, Europe, and the world over to affix the model for a couple of days in Paris. This resulted in vital will increase in its social efficiency throughout these key areas as properly.
The model raise Drunk Elephant achieved via its Home of Drunk occasion is a good instance of a model making essentially the most out of an IRL occasion. The enjoyable, participating experiences throughout the retailer enabled individuals to be taught extra concerning the Drunk Elephant model and its merchandise. And by having influencers from the world over be part of them and put up concerning the occasion, hundreds of thousands of people that couldn’t attend the shop in particular person had been nonetheless capable of partially expertise the occasion as properly.
Latest Content material Value Your Time
Magnificence State of Affect: This autumn 2022
Dive deeper into the methods driving high influencer advertising and marketing applications from magnificence manufacturers like Maybelline, Uncommon Magnificence, L’Oréal Paris, GHD, and Avéne. Plus, get engagement charge benchmarks and wonder developments evaluation. Test it out right here.
High 10 Magnificence Manufacturers of 2022
A have a look at the ten magnificence manufacturers (and their high influencers) topping the leaderboard in influencer advertising and marketing efficiency all through the primary ten months of 2022. See the complete checklist right here.
IMPACT Reside: 6 Influencer Advertising and marketing Suggestions from Kat Stickler, Nikki DeRoest, and Alice Hampton
In case you missed our IMPACT Reside Occasion earlier in November, we pulled collectively 6 of our favourite influencer advertising and marketing ideas that our company Kat Stickler, Nikki DeRoest, and Alice Hampton advocate to all manufacturers that wish to construct nice partnerships. Dive in right here.
