Global Beauty Report Q1 2022: Key Findings
European Beauty Brands Focus on Influencer Partnerships
- Spring Launch Strategy: European beauty brands are gearing up for spring launches by strengthening influencer partnerships.
- Key Achievements:
- Collistar: Captured a record-breaking $1.2 million in Earned Media Value (EMV) through a notable increase in share-of-voice, attributed largely to a 130% quarter-over-quarter (QoQ) EMV increase and a 117% increase in mentions.
- Cacharel: Maintained robust growth, expanding its community by 76% QoQ, contributing significantly to $2.4 million in EMV, with a 33% QoQ spike.
Top 10 Beauty Brands in the UK
- Charlotte Tilbury leads with $45.6 million in EMV, a 21% QoQ increase.
- MAC follows closely, experiencing a 2% QoQ increase but a -45% year-over-year (YoY) decrease.
- Fenty Beauty saw a 16% QoQ increase, contributing $20.7 million in EMV.
Community Metrics Highlight
- Charlotte Tilbury: 3,315 ambassadors, 5.9 posts per ambassador, $13,766 EMV per ambassador.
- Fenty Beauty: 1,692 ambassadors, 3.8 posts per ambassador, $12,244 EMV per ambassador.
TikTok's Role in Beauty
- Revolution Beauty benefitted from partnerships, notably with Chloe (@chloeandcos), driving $1.1 million in EMV.
- Fenty Beauty leveraged Alice T (@alxcext), contributing $392,900 in EMV for the brand.
Notable Brands and Influencers
- Rare Beauty experienced significant growth, capturing $8.2 million in EMV, thanks to Selena Gomez's popularity and an expanded community.
- Kaleidos Makeup grew by 284% QoQ, supported by potent advocate content creators averaging $35,900 in EMV per creator.
Summary
The Global Beauty Report Q1 2022 highlights the strategic importance of influencer partnerships in European and UK markets, particularly during spring launches. Key findings underscore the effectiveness of influencer collaborations in driving brand visibility and sales, with notable growth observed in brands like Collistar, Cacharel, and Rare Beauty. The report also emphasizes the role of TikTok in boosting brand presence, especially in the UK, where it played a pivotal role in increasing EMV for Revolution Beauty and Fenty Beauty. Charlotte Tilbury leads the UK market with its robust community engagement, demonstrating the power of passionate advocates in driving brand success.
