Beneath is the January 2022 version of our Magnificence Leaderboard E-newsletter 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 world magnificence manufacturers.
Traackr Magnificence Model Leaderboard Rating Insights
Prime US: Ulta Magnificence + TikTok investments.
After experiencing a number of ups and downs over the previous few months, Ulta made it into the highest 3 on the US leaderboard! What did they do otherwise in December? Platform focus.
Whereas Instagram nonetheless earns Ulta probably the most VIT, TikTok is rapidly closing in. In November, Instagram content material earned roughly 68% extra VIT than TikTok. However in December, this hole decreased by 13%.
sponsored content material alone, it seems Ulta is transferring funds in the direction of TikTok. In December, there was a 29% improve in sponsored TikTok posts and a consequent 485% improve in VIT from the platform. Then again, sponsored Instagram posts decreased by 14% from November to December, leading to a 59% lower in VIT from this platform.
Tip: Wish to make investments extra in paid influencer partnerships, however want extra funds? Listed here are 4 questions you will want to reply.
Prime UK: Magnificence Bay + Instagram creativity.
Magnificence Bay jumped to #3 after months hovering round #20.
December VIT was pushed primarily from VIP influencer (5M+ viewers), Millie Bobby Brown, mentioning her Florence by Mills vacation reward set’s availability at Magnificence Bay. A powerful seasonal push.
However there’s extra contributing to the model’s success! In December mid-tier (50K+ viewers) influencers, particularly on Instagram, earned 86% extra VIT for Magnificence Bay than in November. The content material is 50/50 static posts and movies. This simply goes to indicate that there is no such thing as a exhausting and quick rule for platforms or content material codecs!
Various things work for various manufacturers, in several markets. For Magnificence Bay within the UK market, Instagram images and movies which have extremely artistic and colourful make-up seems to be work properly. If the model can determine tips on how to discover and associate with these artistic mid-tier Instagram influencers, it would have the ability to create a program that persistently improves.
Tip: Attempting to find out probably the most impactful platforms and influencers to your model? Experiment with a combination, and have the precise information, infrastructure, and crew so you may extract key learnings.
Prime FR: NYX + micro influencer video content material.
In December, NYX made it into the highest 3 on the French leaderboard! Throughout this month, micro influencers (10K+ viewers) went from being the 4th highest VIT incomes tier to the second highest — finally changing prime tier influencers (1M+ viewers).
This isn’t as a result of a major change within the variety of influencers from every tier, in truth the quantity of influencers from every of those tiers stayed comparatively the identical from November to December.
What did change was the kind of content material that micro influencers put out. NYX noticed extra video content material (each on Instagram and TikTok) from micro influencers. Much more fascinating? This theme translated over to paid sponsorships in a giant means. Not solely was the second greatest performing sponsored publish a video… it was a YouTube video. Currently we’ve seen so much in regards to the energy of quick kind video, however is it potential that YouTube additionally nonetheless has some pull? May the lack of saturation on this platform really make it an excellent place for manufacturers to put money into a number of properly aligned partnerships?
Which make-up sorts did properly in 2021?
Many publications like Shiny, Cosmetics Enterprise, and Enterprise of Style have already predicted what sorts of make-up and wonder traits will do properly in 2022. A few of them — like “skinclusivity”, daring colour, and psychological well being — are actually fascinating.
Nevertheless, it’s a bit early to take a look at 2022, so let’s do a fast look again at how various kinds of make-up carried out in 2021. The reply? All however one noticed a normal decline over the previous 12 months.
Content material Mentioning Eyeliner Throughout All Platforms:
- -22% posts
- +10% engagements
- +40% video views
Whereas the variety of posts mentioning eyeliner declined over the previous 12 months, viewers curiosity continued to rise! Essentially the most participating content material came about on TikTok, and featured artistic, colourful, and daring eyeliner seems to be. For instance, in October there have been a ton of artistic eyeliner seems to be – from spiderwebs, to clowns, to bats — from influencers like Alice King (@alicekingmakeup), Lena Bagrowska (@lenakalul), and Hollie Brooks (@hollierose.mua). February, March, Could, June, and December additionally noticed spikes in engagements as a result of artistic eyeliner seems to be and tutorials about tips on how to get particular shapes like cat, fox, pet, and conventional winged eyeliner.
Content material Mentioning Blush On TikTok:
- +62% posts
- +16% engagements
- +67% video views
Blush was not one of many classes we might have guessed would flourish throughout 2021, provided that masks mandates had been in place many of the 12 months. Nevertheless, TikTok noticed an enormous growth in blush content material, with engagement spikes in February, Could, September, and December. The most well-liked content material included tutorials for utilizing blush to offer your face a lifted vs shortened look; a “viral blush hack” the place of us put a variety of blush on their cheeks, nostril, and temples earlier than balancing it out with basis and concealer; and tutorials for getting new common seems to be like sunkissed (blush throughout the nostril), and, for some motive, tiredness (blush below the eyes to boost below eye circles).
The hair care dialog will get particular.
In 2021 the hair care dialog has turn out to be extra tailor-made. People are on the lookout for details about their particular hair sorts.
For instance, whereas curly and textured hair noticed a surge of curiosity in 2020, information exhibits that these normal conversations decreased in 2021. As an alternative, audiences began caring so much about particular hair sorts, options, and points. Two large examples of those: hair porosity and hair sorts (2a, 4b, 4c, and many others).
Content material Mentioning Hair Porosity Throughout All Platforms:
- -2% posts
- +474% engagements
- +671% video views
Content material Mentioning Particular person Hair Varieties Throughout All Platforms:
- -38% posts
- +127% engagements
- -29% video views
Out of curiosity we ran a report on different normal hair care points too. Out of six hair care points that we researched, we discovered just one that noticed a rise throughout all key metrics.
Content material Mentioning Hair Loss/Thinning Throughout All Platforms:
- + 5% posts
- +97% engagements
- +98% video views
Whereas different hair care points like progress, breakage, hydration, quantity, and diet didn’t essentially see a rise in posts or engagements, all of them noticed will increase in video views. May this imply that video is a good format for hair care manufacturers to succeed in audiences with?
Tip: Wish to hear extra about Gen Z, hair porosity, and the way forward for hair care? Learn this publish the place we share some insights from execs at Walmart and P&G.
New 12 months, new wellness traits.
From CBD, to mushrooms, to gua sha, to sea moss, to liquid chlorophyll — the wonder business has no scarcity of wellness traits.
This 12 months is shaping as much as be no totally different. Retailers are betting large on wellness: Saks Fifth Avenue has even launched particular wellness outlets to get a foot additional into the wonder business. Equally, publications like Enterprise of Style and Shiny have written in regards to the continued curiosity in wellness, and have even ear marked intestine well being as the following large factor.
We discovered that whereas curiosity on the whole wellness and wonder subjects have declined over the previous 12 months, curiosity in intestine well being has certainly elevated.
Content material Mentioning Common Intestine Well being Throughout All Platforms:
- +3% posts
- +65% engagements
- +149% video views
We additionally ran a report on numerous sorts of intestine well being dietary supplements, and located that prebiotics garnered probably the most curiosity over the previous 12 months.
Content material Mentioning Prebiotics Throughout All Platforms:
- +35% posts
- +77% engagements
- +90% video views
Final, we ran a report that cross referenced “intestine well being” and wonder phrases to see if the 2 subjects are being talked about alongside one another.
Content material Mentioning Intestine Well being + Magnificence Throughout All Platforms:
- +9% posts
- +106% engagements
- +140% video views
There are a variety of similarities between the influencers/content material that helped skincare rise to reputation, and those which might be pushing intestine well being to the fore now.
For instance, Rosemary Ferguson (@rosemaryferguson_) is a purposeful med practitioner and nutritionist who posts instructional content material about intestine well being and its impact on pores and skin — her experience and content material considerably echo the derm docs and estheticians that led the “skinfluencer” motion. May this point out the beginning of a brand new influencer sort? Gutfluencers? Cringeworthy title, however the demand may be there!
