Beneath is the March 2022 version of our Magnificence Leaderboard Publication the place we offer month-to-month data-backed insights on rising magnificence developments, in-depth analyses of profitable model/influencer collaborations, and benchmarked rankings of world magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
High US: ITEM Magnificence + the influencer model arc.
Over the previous two months ITEM Magnificence rose 9 spots on the US magnificence leaderboard, and it lastly made it into the highest 10 in February. The model’s current success follows a well-recognized arc we’ve seen amongst different influencer-led manufacturers:
- Influencer proprietor builds buzz. Addison Rae (@addisonraee) nonetheless earns ITEM Magnificence probably the most VIT out of any influencer — that is typical for newer influencer-led manufacturers. These kinds of manufacturers inherit the tone, energy, and viewers loyalty of its influencer CEO/co-founder which permits for lots of early momentum with comparatively low elevate.
- Community impact takes maintain. In January Addison Rae was the one VIP influencer mentioning ITEM Magnificence, however in February Victoria Lyn (@victorialyn) got here on the scene. In her movies posted on Instagram and TikTok, Victoria exams out an ITEM Magnificence blush whereas mentioning that she talked with Addison straight about her favourite shades and utility strategies. This 1:1 community impact is essential! Within the early levels, these manufacturers depend on the proprietor’s capacity to work their connections and get fellow influencers (with large audiences) to advertise their merchandise in an genuine and enthusiastic manner.
- Experimentation additional boosts model momentum. A model can’t simply trip the coattails of a single influencer ceaselessly. As soon as an influencer-led model begins to realize traction, it is on the advertising group to maintain constructing momentum. For instance, ITEM Magnificence is beginning to see success with TikTok. In February the variety of TikTok posts mentioning the model greater than doubled, and the quantity of VIT the platform earned elevated by roughly 218%. Apart from VIP influencers like Addison and Victoria incomes excessive VIT and engagements, micro influencers have turn out to be impactful for this model on TikTok.
Tip: Wish to spend money on paid TikTok influencer collaborations? Take a look at our newest weblog publish to study what content material sorts and techniques are working for manufacturers.
High UK: Huda Magnificence + using the euphoric excessive.
Huda Magnificence has held the #1 spot on the UK leaderboard for January and February. Based roughly eight years in the past, the model is not as reliant on its influencer founder and will get most of its traction from extra widespread sources like developments, product high quality, and artistic content material.
In January and February, Huda Magnificence gained a variety of buzz from Euphoria make-up seems. Season two of Euphoria got here out in January, and it impressed yet one more inventive increase amongst the sweetness group. Huda Magnificence was capable of trip this wave as its prime quality merchandise helped stars like Alice King (@alicekingmakeup) and Sophie Hannah Richardson (@sophiehannah) create daring and delightful Euphoria-esque make-up seems.
Along with this — or maybe a precursor to this — Huda Magnificence’s merchandise are usually utilized by the sweetness group for extremely inventive seems. Even apart from the precise Euphoria make-up seems, influencers like Poppy Ella (@poppyellah) and Chloe (@chloeandcosmetics) love to make use of Huda Magnificence merchandise for daring and colourful eyes.
High FR: Fenty Magnificence + on location.
In a single month Fenty Magnificence moved up 15 spots on the French magnificence leaderboard, touchdown at #1 within the month of February.
Rihanna is iconic, however this win goes to the model advertising group.
In February, the model launched its semi-matte refillable lipstick, Fenty Icon, in Sephora Center East. To rejoice, the group took a web page from Revolve’s playbook. Revolve is a vogue firm that constructed its model from pure influencer advertising energy — finally snagging itself a $1.2 billion valuation. It was particularly well-known for #revolvearoundtheworld, the place it took its influencer companions on extravagant journeys. The influencers have been all the time impossibly lovely, the places have been all the time idyllic, and the Revolve garments all the time current.
Fenty Magnificence put its distinctive model spin on #revovlearoundtheworld for the Fenty Icon launch. The model introduced a bunch of prime and VIP influencers like Maroua Bekkouche (@thedollbeauty) and Sanaa El Mahalli (@sananas2106) to Dubai. The theme was “iconic”, and the journey was targeted on displaying off Dubai as an fascinating and splendid vacation spot. Content material from this journey is what shot Fenty Magnificence to the highest of the leaderboard in February.
Two different fascinating issues?
Fenty Magnificence is thought for its dedication to range — one may argue that the occasion had an underlying message about simply that. Fenty Magnificence not solely picked a various set of influencers for this occasion, they picked a location that’s each luxurious and wealthy in BIPOC cultures and folks.
Final, though this marketing campaign was held in Dubai for a selected product launch in Sephora Center East, the content material bought Fenty Magnificence to #1 on the French leaderboard. That is proof {that a} considerate and properly deliberate marketing campaign can have ripple results throughout a number of markets.
Magnificence Developments
Make-up’s pore consideration.
Skincare and make-up are converging. Dubbed “skinification” by some reporters, make-up manufacturers are actually incorporating extra skincare elements and issues into their merchandise, and vice versa.
For instance, Smashbox not too long ago introduced that it’ll revamp its primers to focus on particular skincare wants like illumination, hydration, mattification, and correction. On the opposite facet of the isle, new manufacturers like Rel (owned by influencer Arielle Vandenberg) are targeted on bringing some coloration cosmetics to skincare — its hero product is a lip balm that is available in a spread of coloration tints.
Our information not too long ago discovered rising viewers curiosity in one other class of this pattern, regardless of fewer posts: non-comedogenic (non pore clogging) make-up.
Content material Mentioning Non-Comedogenic Make-up Throughout All Platforms:
- -12% posts
- +17% engagements
- +9% video views
Among the prime manufacturers talked about on this content material embody Hero Cosmetics, Neutrogena, Ogee, and When Life Provides You Lemons.
Age inclusivity involves hair care.
Publications like Cosmetics Enterprise have reported on the rise of “silver sisters”, or the rising recognition of pure grey hair as its personal class.
Our information exhibits that whereas the variety of posts about grey hair might not have seen a drastic improve prior to now yr, the variety of engagements and video views have undoubtedly elevated.
Content material Mentioning Grey Hair Throughout All Platforms:
- -5% posts
- +3% engagements
- +21% video views
What’s cool about this pattern is that it’s inclusive throughout the board. Influencers which might be main this pattern aren’t solely various ages, they’ve completely different existence, hair sorts, and fairly just a few of them are BIPOC. Among the prime grey hair affect embody Maryam Remias (@maryamremias), Whitney Lichty (@silverstrandsofglitter), Luisa (@thesilverlining_1970), Donna Cerise (@thedonnacerise), Jack Martin (@jackmartincolorist), and Jin (@agingwith_style_and_grays).
These of us discuss their grey hair with satisfaction. Some are chronicling their years of being dye free, some are speaking about grey hair as a type of empowerment, some present how they fashion and care for his or her grey hair, and a few merely present themselves going about their lives, being the beauties they’re… with grey hair.
Skincare delves into pores and skin causes.
Dewy, luminous, glass pores and skin… the skincare trade is obsessive about attaining particular outcomes.
That being mentioned, not everybody has the identical kind of pores and skin or the identical skincare wants. Customers have realized this and are beginning to search for customized skincare merchandise that tackle distinctive wants.
As a part of that pattern, our information exhibits that audiences gravitate in direction of content material that dives into the main points.
Content material Mentioning DNA / Genetic Testing and Magnificence Throughout All Platforms:
- -3% posts
- +17% engagements
- +45% video views
Content material Mentioning Hormones and Magnificence Throughout All Platforms:
- +2% posts
- -11% engagements
- +50% video views
Right here, of us discuss hormonal pimples, periorbital hyperpigmentation (darkish below eye circles brought on by genetics), and the consequences that postpartum hormones have on hair and pores and skin well being. The dialog is open and sincere concerning the additional challenges that some of us will face when attempting to realize “good” pores and skin. Much more importantly, the dialog touches on the truth that wholesome pores and skin doesn’t all the time equate “good” wanting pores and skin.
