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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.
Most of the high performing posts had been TikTok movies the place magnificence and way of life 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 should not new to the sweetness trade, the unsure financial atmosphere 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 in the course of the third quarter of 2022.
The influencer advertising and marketing staff at L’Oréal Paris was clearly holding an in depth eye on the highest magnificence tendencies rising on TikTok and Instagram and did a formidable job implementing the dupe development into their very own sponsored content material.
By creating sponsored content material round fashionable and rising magnificence tendencies, manufacturers can improve the probability that the put up will carry out nicely and resonate with viewers.
Tip: Need perception into one other rising development we not too long ago uncovered whereas digging by way of our knowledge? Take a look at 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 Seems to be
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 robust efficiency in October?
The model prioritized Halloween associated content material. By sponsoring posts from make-up artists and sweetness influencers who shared a wide range of eye-catching Halloween appears to be like, NYX was in a position to showcase its merchandise in an genuine and attention-grabbing approach.
Holly Murray (@hollymurraymakeup), Dollie Okoriko (@dolli.glam), Rebehak Campbell (@bexcxmpbell), and Sophie Hannah Richardson (@sophiehannah) had been a few of the make-up artists who created high performing sponsored posts that includes artistic Halloween appears to be like.
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 occasion in London and its collab occasion with Cirque du Soleil in Las Vegas.
This can be 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 interact its giant viewers of make-up artists. The model then got here up with completely different activations – from sponsored content material to in individual 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 by way of a wide range of immersive experiences. Such Installations included the Mixing Station, the place friends may 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 way more.
The pop-up occasion supplied an enormous model carry for Drunk Elephant inside France. Its VIT elevated by 93% MOM, with a 86% improve in video views, and 197% improve in complete engagements.
Additionally, the affect of the occasion wasn’t confined to solely France. To extend the shop’s publicity past the area people, Drunk Elephant invited some high magnificence influencers from the US, United Kingdom, Europe, and internationally to affix the model for just a few days in Paris. This resulted in vital will increase in its social efficiency throughout these key areas as nicely.
The model carry Drunk Elephant achieved by way of its Home of Drunk occasion is a superb instance of a model making essentially the most out of an IRL occasion. The enjoyable, partaking experiences throughout the retailer enabled individuals to study extra concerning the Drunk Elephant model and its merchandise. And by having influencers from internationally be part of them and put up concerning the occasion, tens of millions of people that couldn’t attend the shop in individual had been nonetheless in a position to partially expertise the occasion as nicely.
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