Benefit tops social media engagement in Oz

Benefit Cosmetics “earned” almost $10m worth of consumer engagement on social media in Australia in the third quarter of this year − making it the highest earning beauty brand in the country.

According to Tribe Dynamics Global Beauty Report, Benefit earned $9,979,936 in Australian consumer engagement from July to September to take out the top spot in its latest rankings of earned media performance (EMV).

MAC ($8,459,912) took out second place followed by Anastasia Beverly Hills ($8,051,079) in third and Too Faced ($7,128,328) in fourth.

Tribe Dynamics uses EMV, “its proprietary metric”, to quantify the estimated value of consumer engagement with digital earned media “based on content (on platforms including Instagram, Facebook, YouTube, Pinterest and blogs) from 120,000 of the most influential content creators across 14 country-specific markets”.

The company says EMV can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape.”

It also “reveals brands that are not just capturing consumer interest, but poised for significant growth.

Source: Tribe Dynamics Global Beauty Report (July-Sept 2018)

Other key findings in the Australian market include

Fenty Beauty’s Diamond launches drive growth
“Fenty Beauty entered the Top 10 in Q3 with $3.9M EMV, boasting a 35 percent quarter-over-quarter growth. This momentum can be partly attributed to the brand’s diamond-themed product launches: in September, Fenty Beauty released a ‘Diamond Milk’ shade of its popular Gloss Bomb Universal Lip Luminizer, as well as a new Diamond Bomb All-Over Diamond Veil highlighter. The Gloss Bomb ranked as the brand’s top-earning product ($547.3k EMV) in Q3, with its highest monthly total coming in September ($246.2k). Though released late in the quarter, the Diamond Bomb highlighter collected $143.2k EMV, also landing within Fenty Beauty’s Q3 top 10.”

NARS sparks conversation with climax mascara
“NARS closed Q3 with $5.7M EMV, experiencing a 27 percent quarter-over-quarter growth
thanks largely to the brand’s August influencer trip to Ibiza, Spain, in celebration of its new Climax Mascara. #NeverFakeIt, the hashtag associated with the trip and the product, generated $768.7k EMV from 33 influencers, including Shani Grimmond and Brittney Saunders. Many influencers outside of the Ibiza crew also expressed excitement for the mascara, including Chloe Morello, who ranked as its No. 1 ambassador by over $200k EMV. In all, the Climax Mascara drove $770.9k EMV from 58 influencers as the brand’s top product in Q3.”

Too Faced spurs growth by engaging brand family
“Too Faced generated $132.3M EMV in Q3, jumping from No. 9 in Q2 to No. 6 this quarter. The brand’s quarter-over-quarter growth of 38% was the highest within a Top 10 that averaged a 3% uptick. Too Faced built this momentum by furnishing its influencer family with high-profile activations throughout the quarter. In August, the brand celebrated its 20th anniversary with a splashy#TF20 ($251.5k EMV) party in Hollywood. Later that month, Too Faced invited ambassadors to Cabo San Lucas, Mexico, to test out the new Tutti Frutti Collection prior to its release. Finally, in September, the brand brought members of its influencer family to a Beyoncé concert in LA, inspiring effusive content creation immediately following the MECCA launch.”

 

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