Profitable Infuencer Journeys I Traackr

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Beneath is the February 2023 version of our Magnificence Leaderboard Publication the place we offer month-to-month data-backed insights on rising magnificence tendencies, in-depth analyses of profitable model/influencer collaborations, and benchmarked rankings of worldwide magnificence manufacturers.

Traackr Magnificence Model Leaderboard Rating Insights

US Model Highlight: Tarte Cosmetics / Glow Recipe + Influencer Journeys

At first of 2023, magnificence influencers have been the subject of a lot dialogue throughout social media. 

A giant contributor to all this buzz? Tarte Cosmetics journey to Dubai. In January the model invited 50 fashionable magnificence and way of life influencers (together with a visitor) to hitch them in Dubai to have fun the launch of their new basis. Because the creators posted journey vlogs displaying them touring enterprise class and dwelling it up in personal Ritz Carlton villas stocked with presents, critics throughout social media emerged. A lot of this criticism revolved across the massive price ticket this journey will need to have had for Tarte, and whether or not this sort of activation is an environment friendly use of funds for manufacturers.  

Whereas it’s too early to inform whether or not the journey could have an enduring affect on Tarte’s gross sales or model repute, it definitely had an instantaneous and vital enhance to their share of voice throughout social media. 

Content material mentioning Tarte Cosmetics, Jan 15 through Feb 15, 2023 vs. Jan 15 through Feb 15, 2022

  •  +17% mentions
  • +453% engagements
  • +374% video views
  • +270% VIT

Tarte additionally reached the highest ten on our January leaderboard (rating sixth), which is one thing they weren’t capable of do in any month in 2022. The highest performing posts from the journey got here from Monet McMichael and Alix Earle. Each had been TikToks that includes 4 of the ladies from the journey hanging out — Monet McMichael (@monetmcmichael), Alix Earle (@alixearle), Aisha Mian (@itsaishamian), and Azra Mian (@azramian).  

And mere days after returning house, Alix Earle and Monet McMichael together with Mikalya Nogueira (@mikaylanogueira), Stephanie Valentine (@glamzilla), Clark Peoples (@claaaarke), and Xandra Pohl (@xandrapohl) packed their baggage as soon as once more to hitch Glow Recipe for a weekend getaway in Jackson Gap, Wyoming on the Amangani Resort to advertise the model’s Plum Plump Hyaluronic Moisturizer. The objective was to place this moisturizer to the take a look at towards Wyoming’s harsh winter circumstances. 

Considerably surprisingly, from Feb 1 (a couple of days previous to the journey) through Feb 15, 2023, Glow has truly seen a slight lower in complete mentions in comparison with the identical interval in 2022. 

Nevertheless, engagements and video views elevated considerably proving that influencer journeys will be impactful in several methods, relying on the way it’s executed and what viewers the model is concentrating on. GRWM TikToks from Mikayla Nogueira and Alix Earle had been the highest posts from the journey, incomes 8.4M and 4.1M video views.   

Content material mentioning Glow Recipe, Feb 1 through Feb 15, 2023 vs. Feb 1 through Feb 15, 2022

  • -17% mentions
  • +608% engagements
  • +503% video views
  • +316% VIT

Given the excessive quantity of shopper consideration these latest journeys from Tarte and Glow Recipe have garnered, will probably be attention-grabbing to see if extra magnificence manufacturers will host comparable luxurious, extravagant influencer journeys all through 2023. 

UK Model Highlight: MAC Cosmetics + HYPER REAL Skincare Launch

MAC Cosmetics obtained off to a powerful begin in 2023, rising VIT by 100% and leaping 7 spots from the earlier month to take the quantity 2 spot on the UK leaderboard. A lot of the success was as a result of launch of the Hyper Actual Excessive Efficiency skincare line, the model’s first foray into skincare. To advertise the UK launch, the model partnered with a handful of fashionable mega (1M+ followers) and macro tier (250k+ followers) TikTok influencers like Laila Paul (@lailapaul7), Zak Well being (@zakheath), Alice T (@alxcext), and Bex Campbell (@bexcxmpbell).

The advert content material from every influencer adopted an identical construction, with every video lasting about 15 seconds and that includes the influencer making use of the Serumizer Pores and skin balancing Hydration Serum after which utilizing the 001 Serum + Moisturizer Brush to therapeutic massage the product into the pores and skin. 

MAC’s try to increase into skincare isn’t stunning given the skinification pattern we’ve seen throughout the wonder trade in recent times. As extra customers are searching for efficiency and ingredient-driven merchandise that promote long-lasting well being, we’ve seen the boundaries between skincare and make-up develop into much less inflexible. That is made particularly outstanding by fashionable elements like hyaluronic acid and ceramides being included in make-up product formulations.        

Tip: Planning an upcoming product marketing campaign however uncertain how a lot it is best to provide to pay influencers you’d wish to work with? Try our latest article which can information you thru how you can negotiate with influencers in a means that leaves each events completely satisfied.       

FR Model Highlight: K18 + Salon Hair Care 

K18 jumped an unimaginable 147 spots within the rankings to land at quantity 31 on the FR month-to-month leaderboard. It noticed month-over-month will increase of 787% in VIT, 872% in engagements, and 638% in video views. 

K18’s January efficiency is a showcase instance for the way knowledgeable hair care model can use each platforms to concurrently prioritize their worthwhile group of ambassador hair stylists whereas additionally increasing their share of voice amongst a broader viewers (notably outdoors of the skilled hair care providers area and amongst youthful customers). 

In January, K18 noticed 63% of their VIT come from Instagram and 37% from TikTok. On Instagram, a lot of the high posts got here from hair care professionals like Eric Maurice (@ericmaurice57), Romain Berg (@romain.berg_), Joris Ganier (@joris_ganier), and Mathieu Chris (@mathieuchris). Whereas on TikTok, the highest posts typically got here from magnificence/way of life influencers like Nastassia (@nastblog) and Kamelia (@curlykams) together with hair stylists who steadily publish on TikTok like Romain Berg and Stef Le (@steflecoiffeur).

Whereas growing a powerful model repute amongst each hair professionals and common magnificence customers is tough, manufacturers like K18 and Olaplex have reaped the rewards for efficiently doing simply this and their willingness to take dangers and bounce rapidly on rising platforms and tendencies has performed a big position of their success.    

Tip: Searching for particular examples to take inspiration from in your upcoming sponsored campaigns? Try 6 latest high performing sponsored posts that we spotlight right here

If you wish to see how your magnificence model ranks, try our month-to-month leaderboard right here.



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