Global Beauty Report: The Top Beauty Brands of Q1 2022

GlobalBeautyReport Q12022 Introduction OurquarterlyGlobalBeautyReportranksthetopbeautybrandsinearnedmediaperformanceacrossmajorinternationalmarketsandrevealsexclusiveinsightsintotrendingcontent,products,andbrands.Wepublish,andworkwithbrands,inbeauty,fashion,wellness,lifestyle,andmoreintheU.S.,aswellasinnumerousinternationalmarkets.Visitcreatoriq.comforfullaccesstoourreports. Contents 02Introduction 03GuidetoEarnedMediaValue 04EuropeanBeautyBrandsPrepforSpringLaunchesbyBolsteringInfluencerPartnershipsTop10BeautyBrands:LeaderboardandHighlights 05UK 07UKHighlights 08France 10FranceHighlights 11Australia 13Canada 15Germany 17GulfCountries 19Italy 21Japan 23Korea 25Spain 27US ©2022TribeDynamicsGlobalBeautyReport2 WhatIsEMV? EarnedMediaValue,orEMV,isTribeDynamics’proprietarymetricforquantifyingtheestimatedvalueofconsumerengagementwithdigitalearnedmedia.Ourholisticapproachassignsauniquevaluetoapieceofcontentbasedontheplatformitwaspublishedonandengagementreceivedfromfollowersandconsumers.Thisvalueisthenattributedtothespecificbrandsmentionedwithinthepost.EMVcanbeusedtoevaluatetheearnedperformanceofindividualmarketingcampaignsandbenchmarkbrandswithinthecompetitivelandscape. Postsby: InfluencersBrands RetailersPublications Onplatformsincluding: InstagramYouTubeFacebook TwitterTikTok Pinterest Blogs Engagementvia: CommentsTweets/RetweetsFavorites Likes Pins/RepinsShares VideoViews GlossaryofTerms InfluencerTiers PowerhouseInfluencer Ambassadorwithover1Mfollowersontheirprimarychannel. EstablishedInfluencer Ambassadorwith300kto1Mfollowersontheirprimarychannel. Mid-TierInfluencerAmbassadorwith100kto300kfollowersontheirprimary channel. Micro-Influencer Ambassadorwithfewerthan100kfollowersontheirprimarychannel. ©2022TribeDynamics CommunityMetrics CommunitySize Thetotalnumberofambassadorswhocreatedcontentaboutabrandwithinagiventimeperiod. PostingFrequency Theaveragenumberofpostscreatedperambassadorforabrandwithinagiventimeperiod. AmbassadorPotency TheaverageamountofEMVdrivenperambassadorforabrandwithinagiventimeperiod. Other EMVRetention TheproportionofEMVfromloyalinfluencerswhocontinuetopostaboutyourbrandfromonetimeperiodtothenext. EMVretentioniscalculatedbytakingtheamountofEMVgeneratedinagiventimeperiodbyinfluencerswhoalsomentionedyourbrandinthecorrespondingprevioustimeperiod,andthendividingthatfigurebyyourbrand’stotalEMVinthecorrespondingprevioustimeperiod. SponsoredEMV Apostislabeled“sponsored”ifitcontainshashtagsorlanguagethatdenoteasponsorship,suchas“#ad”or“#spon.” 3 EuropeanBeautyBrandsPrepforSpringLaunchesbyBolsteringInfluencerPartnerships Springisalwaysabusytimeforbeautybrands,astheygearuptoprovidesun-streakedandcolorfulproductstocustomersemergingfromwinterhibernation.Keytopromotingthesebuzzynewcollections?Consistent,passionatebrandadvocates.Below,we’veroundedupafewbrandsthatexcelledatgrowingandenhancingtheimpactoftheircreatorcommunitiesinQ12022. InGermany,SyossBoomsThankstoIncomingPowerhouseInfluencers SyossboundeduptheGermanbeautyleaderboardinQ12022,growingby76%quarter-over-quartertocapture$1.1MEMV.Thehaircarebrandowedmuchofitssuccesstotheexpansionofitscreatorcommunity,whichgrewby26%QoQ,swellingto59brandadvocates.Throughoutthequarter,Syossteamedupwithnewadditionstoitscommunity,includingnewpowerhousecreatorsJolineElisa(@jolineelisaonInstagram),AnaJohnson(@anajohnson),andSorayaNaomi(@sorayaeckes),allofwhomrankedamongthebrand’stopfivehighestearners.Collectively,thetriodroveanimpressive$287.3kEMVvia23postshighlightingvariousSyosshaircareproductsinstunninglooks. InItaly,Collistar DominatesShare-of-voicetoGetAhead CollistarboastedimpressivenumbersinQ1,capturingarecord-setting$1.2MEMVthankstoanotablespikeinshare-of-voice.Thebrand’s130%QoQEMVincreasewasspurredbyaparallelriseinmentions,whichsurgedby117%QoQ.NewbrandadvocateswerecrucialtoCollistar’ssuccess,withitsincomingcommunityaccountingfor76%(703mentions)ofallmentions,andcontributing79%($957.6kEMV)ofthebrand’squarterlytotal.AmongCollistar’sincomingcohortwasItalianfashionistaEleonoraZizola(@eleonorabernardizizolaonInstagram),whotoutedtheMilan-basedbodycarebrandinanumberofimpactfulpiecesofcontent,driving $62.3kEMV. InSpain,EstablishedCreatorsBoost Cacharel CacharelmaintaineditsstronggrowthtrajectorythankstooneofthelargestquarterlycommunityexpansionsintheSpanishbeautymarket.Swellingby76%QoQ,Cacharel’scommunityof258creatorshelpedthebrandaccrue $2.4MEMV,anotable33%QoQspike.However,theadditionoftwopowerhousebeautycreators—AndreaMengual(@andreiifluonInstagram)andDruniPerfumerias(@druni_perfumerias)—provedCacheral’smostimpactfulQ1achievement,withthisduocollectivelycontributing$395.3kEMVvia19glam-filledbrandmentions.Anexpansionofthebrand’stierofestablishedcontentcreatorswasalsoafactorinCacharel’ssuccess,driving $251.8kEMV. ©2022TribeDynamicsGlobalBeautyReport|GlobalHighlights|May5,20224 Top10BeautyBrands Q12022UK RankBrandǪ12022EMVǪoǪYoY 1st0CharlotteTilbury$45,634,94821%3% 1 1 1 1 1 3 0 2ndMAC$29,606,9222%-45% 3rdNARS$29,566,241-1%-49% 4thAnastasiaBeverlyHills$27,54