Beneath is the June 2023 version of our Magnificence Leaderboard E-newsletter 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.
US Model Highlight 1: L’Oréal Paris + Sponsored Content material
L’Oréal Paris had an enormous month in Could, leaping 13 spots to third on the Leaderboard and seeing MoM will increase in VIT, video views, and engagements of 148%, 138%, and 160%.
An enormous purpose for this was the sturdy outcomes from its sponsored content material, which accounted for 61% of the model’s VIT in Could. That is much more spectacular on condition that L’Oréal didn’t have simply one, however a number of product campaigns working all through the month. The model did a superb job of implementing in style magnificence developments into the content material. For instance, comedy movies from Adam Waheed (@adamw) and Angela Chalet (@angelac0123) selling the model’s Males’s Hair Coloration carried out extremely together with {couples} content material from Kristy Sarah (@kristy.sarah) and Jessie James Decker (@jessiejamesdecker). For its EverPure Bond Strengthening Shampoo & Conditioner, L’Oréal partnered with Alix Earle (@alixearle) on a video the place she highlights the merchandise as a dupe and cheaper various to the favored Bond Restore lineup from Olaplex.
The model was additionally working its #LipMoods product marketing campaign on TikTok with creators itemizing out and making use of a few of their favorites summer season shades from L’Oréal’s lipstick assortment. TikToks from Olivia Chatfield (@oliviachatfield) and Areneemua (@arenee.mua) had been the highest posts from the marketing campaign, combining for over 36M video views and 360k engagements!
L’Oréal Paris’ success showcases that with a very good gameplan, a big model can create distinctive, on-trend content material even when coordinating sponsored product campaigns spanning a number of completely different classes.
US Model Highlight 2: Dyson + Airstrait Launch
On Could 11, Dyson launched its new, extremely anticipated instrument, the Airstrait hair straightener. To drum up the joy even additional within the days following the US launch, the model partnered up with a handful of magnificence influencers to offer their preliminary impressions upon utilizing the instrument. Prime performers included mega tier (1M-5M followers) influencers Matt E (@mattloveshair), Kamie Crawford (@kamiecrawford), Yuyan (@itsyuyaan), and Taylor Rose (@thehealthyhur) together with macro tier (250k – 1M) influencers Megan Roup (@meganroup) and Hermela Lamps (@hermela).
Provided that the Airstrait is Dyson’s first new magnificence instrument since 2020 and took years of analysis and improvement to create, the sponsored marketing campaign they ran within the days following the launch truly appeared fairly modest.
Though the Airstrait’s launch marketing campaign may need been modest, the model did not actually need it due to its work increase a loyal neighborhood. Magnificence customers and influencers have lengthy liked and trusted Dyson’s hair instrument know-how (i.e. the recognition of the AirWrap and Supersonic), so that they had been greater than prepared to share their ideas on the Airstrait by natural posts.
In actual fact, most of the prime performing posts in regards to the Airstrait had been natural, with TikToks from Curlie Crys (@beingcrystalnicolee), Jessica Ogilvie (@shesintimidating), Geena Hunt (@geenahunt), Isabelle Lux (@isabelle.lux), and Julissa Guillen (@julissa_guillen) answerable for a few of the prime performing mentions of Could for the model. In most of the prime natural posts, the creators spotlight that their overview is unsponsored, seemingly as a result of many viewers search out natural critiques and imagine them to be extra credible.
General, Dyson noticed a major bump in its social efficiency as a result of Airstrait launch with huge MoM will increase in engagements (+62%), video views (+54%), and VIT (+81%). The model additionally reached eleventh place on the US Leaderboard, its highest month-to-month rank of 2023.
Different Prime Performing US Manufacturers in Could
UK Model Highlight 1: Smashbox Cosmetics + Model Collabs
In Could, Smashbox jumped from #306 to #9 on the month-to-month UK Leaderboard. The model’s efficiency is a textbook instance of how a model with much less assets and a smaller following than main manufacturers can nonetheless see big attain and efficiency on social.
Throughout the month Smashbox garnered most of its VIT from VIP influencer Lena Bagrowska (@lenkalul), one of many UK’s hottest magnificence influencers. Lena made 4 posts throughout IG and TikTok selling magnificence model IPSY and its month-to-month “Glam Bag” magnificence field with two Smashbox merchandise featured: its studio pores and skin basis and all the time on liquid lipstick.
These 4 posts generated virtually the entire model’s VIT in Could and gave an enormous increase to Smashbox by way of model attain and consciousness, with engagements and video views rising by 4,528% and eight,619% MoM!
Whereas it might be troublesome for different small manufacturers to ensure or orchestrate this sequence of occasions, it does function an amazing reminder that partnerships amongst manufacturers can create highly effective consciousness and engagement alternatives.
UK Model Highlight 2: Youth to the Folks + UK Launch
In Could, Youth to the Folks formally launched its on-line retailer in the UK and likewise opened up its first in-person retailer in London with a launch celebration on June 1st. To convey consciousness to the UK launch, Youth to the Folks tapped just a few rising magnificence influencers for sponsored posts throughout TikTok and Instagram. The mid-tier of influencers (250k – 1M followers) generated 78% of VIT for the model with prime posts coming from Nikkita Chadha (@nikkitachadha), Ayesha Hussain (@ayeshahofficial), and Tess Daly (@tess_daly).
Youth to the Folks had every influencer publish a brief video following the just lately surging “Get Unready with Me” the place they use the model’s superfood cleanser to take away the day’s make-up and clear their face. Within the content material (and caption), the creators additionally highlighted the UK launch of the model and included a hyperlink on to the model’s on-line retailer.
The marketing campaign was profitable in producing a variety of consideration for the UK launch, with Youth to the Folks leaping from #278 in April to #67 in Could within the UK magnificence rankings!
And with many attendees posting on social media from the shop’s launch celebration on June 1, it seems just like the model is on its solution to having one other sturdy month in June.
Different Prime Performing UK Manufacturers in Could
FR Model Highlight 1: Garnier + Better of #BeautyTok
Could was an enormous month for Garnier, with the model rating second on the FR Leaderboard and seeing a 61% MoM improve in VIT. So what modified from the earlier month that was the important thing driver to the model’s success?
Large will increase in engagements (274%) and video views (79%)! Nearly the entire engagements got here from TikTok, the place Garnier earned over 97% of its complete VIT in Could. Many of the prime posts had been a part of a multi-brand marketing campaign the place influencers acquired a “Better of #BeautyTok” field full of a few of the most talked about merchandise on TikTok. These packing containers included gadgets from manufacturers like Garnier, Maybelline, L’Oréal Paris, Dessange, and Cacharel Perfumes. The content material featured the creators unboxing the package deal and stating a few of the merchandise they had been most excited to find inside, with some then making an attempt out just a few of the merchandise.
Surprisingly, the highest three creators from the marketing campaign had been all from the micro tier (10k-50k followers) — Amandine (@amandineyk), Emma Laurent (@emmaalaurentt), and Ninon (@ninondationn). This means that Garnier and/or the opposite manufacturers concerned within the marketing campaign seemingly chosen a few of their favourite posts after which boosted them with a purpose to attain a a lot bigger viewers.
FR Model Highlight 2: Dessange + GRWM to go…nowhere!
As a long-standing official accomplice of the The Cannes Movie Competition (which ran from Could 16-27), Dessange was talked about in lots of high-performing posts from attendees and sweetness professionals (who used the model’s merchandise whereas prepping the friends for the pageant occasions). The model earned mentions from the likes of Nabilla Vergara (@nabilla), Zoé Tondut (@justezoe), Frida Aasen (@frida_aasen), and Indira Ampiot (@indira.ampiot).
Whereas these mentions generated a major quantity of engagements for Dessange, they had been surprisingly not the place a lot of the model’s prime performing mentions got here from in Could.
As an alternative, the supply was a singular model consciousness marketing campaign the place Dessange despatched an event-themed reward field to creators full of Dessange merchandise. The creators used the reward field to take viewers by their GRWM (prepare with me) make-up routine, after which bought dressed up in a elaborate red-carpet-worthy outfit. However, as a substitute of heading out to a elaborate occasion, the video ends with the creator kicking again on the sofa or in mattress and flipping on a film to get pleasure from an evening in. The playful distinction to the model’s many mentions coming from the Cannes Movie Competition was topped off by every creator’s caption of GRWM to go…nowhere!
Prime creators included mid tier (50k – 250k followers) influencers Lou (@bloudyyyy_), Audrey Afonso (@audreyafs), and Elisa Levallois (@elisalevallois) together with mega tier (1M – 5M followers) influencer Emma Keitmann (@emmakeitmann).
The outcomes had been spectacular, with Dessange leaping 60 spots to land at 4th on the FR Leaderboard and rising VIT by 1,365% and video views by 1,108% MoM.
Different Prime Performing FR Manufacturers in Could
