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Beneath is the February 2023 version of our Magnificence Leaderboard Publication the place we offer month-to-month data-backed insights on rising magnificence tendencies, in-depth analyses of profitable model/influencer collaborations, and benchmarked rankings of worldwide magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
US Model Highlight: Tarte Cosmetics / Glow Recipe + Influencer Journeys
At the beginning of 2023, magnificence influencers have been the subject of a lot dialogue throughout social media.
A giant contributor to all this buzz? Tarte Cosmetics journey to Dubai. In January the model invited 50 widespread magnificence and way of life influencers (together with a visitor) to affix them in Dubai to rejoice the launch of their new basis. Because the creators posted journey vlogs exhibiting them touring enterprise class and residing it up in non-public Ritz Carlton villas stocked with items, critics throughout social media emerged. A lot of this criticism revolved across the massive price ticket this journey should have had for Tarte, and whether or not this type of activation is an environment friendly use of finances for manufacturers.
Whereas it’s too early to inform whether or not the journey could have a long-lasting impression on Tarte’s gross sales or model fame, it definitely had an instantaneous and important enhance to their share of voice throughout social media.
Content material mentioning Tarte Cosmetics, Jan 15 through Feb 15, 2023 vs. Jan 15 through Feb 15, 2022
- +17% mentions
- +453% engagements
- +374% video views
- +270% VIT
Tarte additionally reached the highest ten on our January leaderboard (rating sixth), which is one thing they weren’t capable of do in any month in 2022. The highest performing posts from the journey got here from Monet McMichael and Alix Earle. Each have been TikToks that includes 4 of the women from the journey hanging out — Monet McMichael (@monetmcmichael), Alix Earle (@alixearle), Aisha Mian (@itsaishamian), and Azra Mian (@azramian).
And mere days after returning house, Alix Earle and Monet McMichael together with Mikalya Nogueira (@mikaylanogueira), Stephanie Valentine (@glamzilla), Clark Peoples (@claaaarke), and Xandra Pohl (@xandrapohl) packed their luggage as soon as once more to affix Glow Recipe for a weekend getaway in Jackson Gap, Wyoming on the Amangani Resort to advertise the model’s Plum Plump Hyaluronic Moisturizer. The purpose was to place this moisturizer to the take a look at towards Wyoming’s harsh winter situations.
Considerably surprisingly, from Feb 1 (a number of days previous to the journey) through Feb 15, 2023, Glow has truly seen a slight lower in whole mentions in comparison with the identical interval in 2022.
Nonetheless, engagements and video views elevated considerably proving that influencer journeys may be impactful in several methods, relying on the way it’s executed and what viewers the model is concentrating on. GRWM TikToks from Mikayla Nogueira and Alix Earle have been the highest posts from the journey, incomes 8.4M and 4.1M video views.
Content material mentioning Glow Recipe, Feb 1 through Feb 15, 2023 vs. Feb 1 through Feb 15, 2022
- -17% mentions
- +608% engagements
- +503% video views
- +316% VIT
Given the excessive quantity of client consideration these latest journeys from Tarte and Glow Recipe have garnered, will probably be attention-grabbing to see if extra magnificence manufacturers will host comparable luxurious, extravagant influencer journeys all through 2023.
UK Model Highlight: MAC Cosmetics + HYPER REAL Skincare Launch
MAC Cosmetics obtained off to a robust begin in 2023, growing VIT by 100% and leaping 7 spots from the earlier month to take the quantity 2 spot on the UK leaderboard. A lot of the success was as a result of launch of the Hyper Actual Excessive Efficiency skincare line, the model’s first foray into skincare. To advertise the UK launch, the model partnered with a handful of widespread mega (1M+ followers) and macro tier (250k+ followers) TikTok influencers like Laila Paul (@lailapaul7), Zak Well being (@zakheath), Alice T (@alxcext), and Bex Campbell (@bexcxmpbell).
The advert content material from every influencer adopted an identical construction, with every video lasting about 15 seconds and that includes the influencer making use of the Serumizer Pores and skin balancing Hydration Serum after which utilizing the 001 Serum + Moisturizer Brush to therapeutic massage the product into the pores and skin.
MAC’s try and broaden into skincare isn’t shocking given the skinification development we’ve seen throughout the wonder trade lately. As extra shoppers are searching for efficiency and ingredient-driven merchandise that promote long-lasting well being, we’ve seen the boundaries between skincare and make-up change into much less inflexible. That is made particularly distinguished by widespread components like hyaluronic acid and ceramides being included in make-up product formulations.
Tip: Planning an upcoming product marketing campaign however not sure how a lot you need to provide to pay influencers you’d wish to work with? Try our latest article which is able to information you thru the right way to negotiate with influencers in a method that leaves each events glad.
FR Model Highlight: K18 + Salon Hair Care
K18 jumped an unbelievable 147 spots within the rankings to land at quantity 31 on the FR month-to-month leaderboard. It noticed month-over-month will increase of 787% in VIT, 872% in engagements, and 638% in video views.
K18’s January efficiency is a showcase instance for a way an expert hair care model can use each platforms to concurrently prioritize their priceless neighborhood of ambassador hair stylists whereas additionally increasing their share of voice amongst a broader viewers (notably exterior of the skilled hair care companies area and amongst youthful shoppers).
In January, K18 noticed 63% of their VIT come from Instagram and 37% from TikTok. On Instagram, many of the prime posts got here from hair care professionals like Eric Maurice (@ericmaurice57), Romain Berg (@romain.berg_), Joris Ganier (@joris_ganier), and Mathieu Chris (@mathieuchris). Whereas on TikTok, the highest posts usually got here from magnificence/way of life influencers like Nastassia (@nastblog) and Kamelia (@curlykams) together with hair stylists who incessantly put up on TikTok like Romain Berg and Stef Le (@steflecoiffeur).
Whereas growing a robust model fame amongst each hair professionals and common magnificence shoppers is tough, manufacturers like K18 and Olaplex have reaped the rewards for efficiently doing simply this and their willingness to take dangers and soar shortly on rising platforms and tendencies has performed a major position of their success.
Tip: In search of particular examples to take inspiration from on your upcoming sponsored campaigns? Try 6 latest prime performing sponsored posts that we spotlight right here.
