Beneath is the December 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 worldwide magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
US Model Highlight: Neutrogena + Threat-Taking
Neutrogena had an enormous November, leaping 29 spots from the earlier month and rating 4th on the US Leaderboard.
The model earned 88% of its VIT on TikTok, with most of it coming from paid content material.
Neutrogena has performed a great job of considering exterior the field and taking dangers with its influencer advertising and marketing technique. The crew made attention-grabbing selections in partnering with influencers exterior of the sweetness trade on TikTok, and have additionally sponsored movies on YouTube by life-style influencers like Alexa Rivera.
When trying on the content material, particularly on TikTok, it’s clear that the model usually encourages influencers to lean into their character slightly than observe a script of some form. That is highlighted by the model’s #1 performing put up of the month. Within the video, influencer Kirsten Titus (@pepperonimuffin) chops a cantaloupe in half and (amazingly) finds a pristine container of Neutrogena’s Hydro Increase moisturizer inside. 🙃
Neutrogena’s success in November is a good instance of the spectacular outcomes that may be achieved with a technique that doesn’t confine itself. The model’s success got here from avoiding a slender scope of influencers and content material sorts, and as an alternative experimenting with distinctive methods of differentiating their content material from competitor manufacturers.
Tip: Need additional perception into how one can craft an influencer marketing campaign that’s each distinctive and efficient? Try this case research which highlights the inventive technique that Artisan Council used to construct consciousness for its consumer, belif, and its True Cream Aqua Bomb moisturizer.
UK Model Highlight: REFY + Black Friday Promotion
REFY was based in 2020 by magnificence influencer, Jess Hunt, and has shortly gained a cult following inside the US and UK as a consequence of its forehead merchandise. In November, the model reached the highest 10 on the UK Leaderboard for the primary time this yr. It additionally broke its personal file, incomes the best whole VIT of any month in 2022.
Loads of the model’s VIT got here from Hunt utilizing her social platforms to generate pleasure for the model’s 20% off Black Friday sale To advertise the sale, she made many posts throughout each TikTok and Instagram within the two weeks main as much as Black Friday. This can be a distinction to what we noticed from different influencer-led manufacturers like Uncommon Magnificence and r.e.m. magnificence, the place the founder solely posted a pair occasions about their model’s sale.
The model additionally noticed sturdy outcomes working with mid-tier magnificence influencers (50k+ followers) like Maisha Khanom (@maishakhanom), Elle Mcnamara (@bambidoesbeauty), and Bethan Lloyd (@bethanrlloyd). The highest content material from this tier adopted long-standing fashionable magnificence content material traits like GRWM (prepare with me), magnificence hacks, and software tutorial movies.
Tip: Need additional perception into what content material is most partaking for Gen Zers and Millennials together with insights into the opposite key components influencing client’s buying habits? Try our 2023 UK Influencer Advertising and marketing Impression Report the place we surveyed 500 customers within the UK to know how influencers, content material, and social platforms have shifted client buy habits.
FR Model Highlight: Lancôme + TikTok’s fast rise in France
Coming in at quantity 11 on the November Leaderboard, Lancôme is an image of consistency. The model has remained close to the highest of the month-to-month VIT rankings on our public FR Leaderboard all through 2022.
One key driver to its success has been the spectacular outcomes the model has seen from mentions occurring on TikTok. The model has generated extra VIT on TikTok than some other platform all through 2022. November was no exception, with Lancôme incomes 68% of their VIT for the month on the platform.
And Lancôme isn’t the one model seeing extra of their social efficiency coming from TikTok. In November, magnificence manufacturers earned 53% of VIT on TikTok, which marks the third consecutive month that TikTok has been the highest platform for your complete market by VIT. That is additionally a a lot larger portion than what was seen within the US and UK in November, the place TikTok accounted for less than 43% and 33% of VIT. For manufacturers in France, it’s value contemplating shifting extra consideration to the platform as a consequence of this surge in exercise and efficiency.
For Lancôme, many of the high performing posts got here from Mega-tier influencers (1M+ followers) like Poopi Blh (@poopiblh), Chahrazad Kracheni (@chahrazad.kracheni), and Sapho (@sapho). A number of the high posts amongst these influencers highlighted Lancôme’s seasonal creation calendar, which aligns with our findings that creation calendars are a rising development throughout the sweetness trade proper now. Try our article from earlier this month the place we spotlight among the model’s with the most well-liked creation calendars within the US.
If you wish to see how your magnificence model ranks, try our month-to-month leaderboard right here.
Developments to Know
Delicate Goth Make-up Appears
In current weeks, Tim Burton’s fantastical Netflix manufacturing, Wednesday, has exploded onto the popular culture scene. The collection has already joined Squid Recreation and Stranger Issues Season 4 as the one Netflix applications to succeed in 1 billion views. The collection affords a contemporary take for the present era on the basic character, Wednesday, from the Addams household. Jenna Ortega stars as Wednesday and has been praised for her efficiency (and charming dance strikes which have seemingly flooded your timeline).
It’s not stunning that magnificence lovers have shortly taken inspiration from the titular character’s iconic look, with “Wednesday Addams Make-up” trending on TikTok and receiving over 99M video views to date. Even previous to the hit present’s launch, there have been indicators that goth-inspired make-up seems have been on the rise. For instance, darkish and gloomy make-up seems have been seen on the runway in October.
Content material mentioning “goth make-up”, “comfortable goth” and “Wednesday Addams make-up” throughout all platforms, evaluating Jan 1 – Dec 17, 2022 vs Jan 1 – Dec 17, 2021
- +56% influencers
- +28% posts
- +305% engagements
- +1,150% video views
Amongst the highest performing content material was a TikTok video from magnificence influencer Cat Quinn (@catquinn) the place she reveals the precise product that was used for Jenna’s lip colour within the present, as instructed to her by the present’s make-up artist Tara McDonald. The product, the MAC Cosmetics Lip Pencil in Nightmoth, shortly bought out on MAC and Ulta’s web site within the US and UK simply days after Cat’s put up.
McDonald talked about in an interview with ELLE Journal that the aim with Jenna’s look was to “obtain a gothic flavour, versus a full-fledged gothic make-up look. So retaining it edgy with a touch of shiny was the plan.”
This “comfortable goth” look provides a contemporary spin to the fashion and makes it adaptable, accessible, and simpler to experiment with for a bigger vary of individuals.
Except in any other case specified, all knowledge analyzed to assist the “Developments to Know” part was pulled from a pattern of 55,139 influencers situated primarily in america, Canada and Europe
