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1、Glossier.,.wvesal boum,rose unlve,sttl mint 6,01(,;o,wh lSJMJUII Jalm ewnoq balm 1otcom dolcom nlver.,.:-,/ve 15ml O.Stlot/cn.J,M/c.n.wo:iop taum w1eq-i,-,/v.,s-4 _,.,61orOH:18/SSO/D i.omenth 15 ml 05U hll O.S flOl lllilWnOI idrerse 6lanob=o co(0 cii(f)c CT)C CT),D a.,Introduction lndie beauty brand
2、s closed out the year with a bang Say no to chapped lips,because balms are back!Glossier Skincare threw things back to the 2000s with its cult-favorite Balm Dotcom.Meanwhile,EOS(Evolution of Smooth)was boosted by its Smooth Sphere Lip Balm.In the U.K.,hair brand GHD resumed an ongoing partnership wi
3、th powerhouse creator and former Spice Girls popstar Victoria Beckham(victoriabeckham on lnstagram).Beckhams namesake brand enjoyed its first ever Paris fashion show,featuring top runway models who sported sleek hair looks styled with GHD products.Of course,indie beauty brands profited from campaign
4、s around the bustling,consumer-centric 04 holiday season.In France and U.S.cosmetics,Morphe and Mehron Makeup benefited from Halloween content from full-body makeup creator Janani Selvaradj(jananiselvaradj),who powered both brands impressive 04 gains.Also in U.S.cosmetics,Kiss Products leveraged its
5、 relationship with famous TikToker and makeup guru Meredith Duxbury(meredithduxbury)for its holiday campaign,which featured the launch of KISS X MEREDITH DUXBURY False Eyelashes.Meanwhile,in haircare,Vegamour tapped into Black Friday and Cyber Monday conversations,with its top ambassador-Shea Whitne
6、y(sheawhitney22 on TikTok)-promoting brand products ahead of the holidays,directing followers to her storefront to make their purchase.Lastly,vegan hair products brand Gisou amplified its digital presence by partnering with creators who embody a clean girl aesthetic.In line with Gisous branding,#Aes
7、thetic,#PinkAesthetic,and#SelfCare ranked among the brands top hashtags.COPYRIGHT Tribe Dynamics 2023-04 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany EMV Introduction to Earned Media Value Earned Media Value,or EMV,quantifies the estimated value of consumer engagement with digital earned
8、media.Our holistic approach assigns a unique value to a piece of content based on the platform it was published on and engagement received from followers and consumers.This value is then attributed to the specific brands mentioned within the post.EMV can be used to evaluate the earned performance of
9、 individual marketing campaigns and benchmark brands within the competitive landscape.Posts by 0 Platforms J.Influencersincluding Brands w Retailers lnstagram Publications YouTube f Facebook JI Twitter d TikTok p Pinterest Biogs-Engagement via Commentsa Tweets/RetweetsFavorites.,Likes.,.Pins/Rep ins
10、-(I)(j C.0.0.0(j(j L:J 0 E E:J:J(j u-,(I)0(I)LL 0 2022-+-ai ai:i:J.0.0-,OJ E 0:J(I)+-0(I)z 0 Kiss Products acquires a new powerhouse partner,YouTuber Bailey Sarian (baileysarian),who features brand products within her Mystery and Makeup segment.In all,Bailey inspires$271.Sk EMV.Kiss Products top two
11、 EMV-drivers,new powerhouse partners and TikTokers Rikki Sandhu(rikkisandhuu)and Jessica Rose Silicz(jessicarose_makeup),collectively generate$554.2k EMV.Kiss Products benefits from being featured in Halloween makeup tutorials,with#HalloweenMakeup emerging as the brands top hashtag,garnering$1.5M EM
12、V.COPYRIGHT Tribe Dynamics 2023-04 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany Cosmetics Powerhouse Ambassadors Leverage Mehron Makeup Via Halloween Tutorials Mehron Makeup saw successful EMV growth in 04,largely as the result of powerhouse creators Halloween makeup tutorials.In fact,nin
13、e out of the brands top 10 04 earners were powerhouse content creators.In particular,Mehron Makeups No.1 EMV-driver was self-taught makeup guru Janani Selvaradj(jananiselvaradj),who posted eerily realistic animation-inspired makeup looks across her lnstagram channel,several of which featured the bra
14、nds products during Halloween 2022.The artist drove$1.BM EMV for Mehron Makeup,a 544%OoO increase.Additionally,#HalloweenMakeup served as Mehron Makeups top 02 hashtag,inspiring$14.2M EMV.In all,the brand saw a whopping 402 hashtags pertaining to Halloween.Mehron Makeup 2022 04 High lights$33.SM Tot
15、al EMV in 04 1.4k Creators 8$23.Sk EMV per Creator 97%OoO 9.9k Posts 6.9 Posts per Creator Monthly EMV October 2021-December 2022$30M$20M$10M 0 2021 ai ai ai c c.c 8.-(I)(j C.0.0.0(j(j L:J 0 E E:J:J(j u-,(I)0(I)LL 0 2022-+-ai ai:i:J.0.0-,OJ E 0:J(I)+-0(I)z 0 Mehron Makeup sees a huge EMV spike aroun
16、d Halloween 2021,led by makeup pro and top EMV-driver Brandon Scott(itsbybrandon).Brandon inspires$878.3k EMV via lnstagram tutorials of creative body makeup looks.Once again,Mehron Makeup capitalizes around Halloween,largely via its body paint products.#HalloweenMakeup generates$12.2M EMV,with othe
17、r hashtags pertaining to the holiday totaling to 482.Mehron Makeup benefits from Christmas campaigns,with#ChristmasMakeup ranking as the brands No.2 hashtag,collecting$3.0M EMV.COPYRIGHT Tribe Dynamics 2023-04 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany Skincare Glossier Is the Balm Dot
18、Com Cruelty-free Glossier Skincare enjoyed an impressive 208%quarter-over-quarter EMV surge,collecting$4.2M EMV.Of this total,$1.9M EMV(46%)was powered by its Balm Dotcom product,a cult-favorite vegan moisturizer that does everything.Glossier dropped limited-edition versions of the balm,including on
19、e with a hot cocoa-inspired scent and mahogany color,which drew hype from TikTok beauty creator Victoria Lyn(victorialyn).The brands No.1 EMV-driver was Olivia Yang(olaffiee on lnstagram),who shared#Aesthetic morning routines that highlighted Glossiers skincare products.In all,creators who hadnt pos
20、ted about the brand in the previous quarter powered 82%of Glossiers 04 total.Glossier 2022 04 High lights$4.2M Total EMV in 04 446 Creators 8$9.3k EMV per Creator 208%OoO 735 Posts 1.6 Posts per Creator Monthly EMV October 2021-December 2022$2M$1.5M$1M$500k 0 2021 a3 a3 a3 c c.c 8.-Cl)(1)C.0.0.0(1)(
21、1)L:,0 E E:,:,(1)u-,Cl)0 Cl)LL z 0 2022-+-a3 a3:5:,.0.0-,O E 0:,Cl)+-u0 Cl)z 0 Glossier Skincare benefitted from a Black Friday sale,resulting in a post volume of 463,a 56%increase from the previous month.Glossier Skincare creators achieve a notable average of$4.5k EMV each.Surging by a staggering 5
22、34%EMV month-over-month,Glossier Skincare launched targeted activations that inspired$1.7M,a record for the time period monitored.COPYRIGHT Tribe Dynamics 2023-04 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany Skincare EOS Body Lotion Is Your New Bestie EOS(short for Evolution of Smooth)exp
23、erienced a standout 04,netting$4.0M EMV.The brands gains were in part due to the excellent performance of its various products.Body lotion was all the rage last quarter,inspiring#Bodylotion to generate$590.0k EMV.The brand partnered with TikToker Audrey Trullinger(audreytrullinger)in an iconic featu
24、re of her bestie Shea:Audrey strolled through the city with a life-size version of the body lotion,stopping traffic,picking up coffee,sightseeing,and much more.The associated tag#BetterWithYourBestie garnered$579.7k EMV in November alone.EOS body lotion cant get all the spotlight,though-the brands S
25、mooth Sphere Lip Balm also generated$518.Bk EMV.Overall,EOS 04 strategies sparked a 59%MoM EMV surge.EOS 2022 04 High lights$4.0M Total EMV in 04 396 Creators 8$10.lk EMV per Creator 730 Posts 1.8 Posts per Creator Monthly EMV October 2021-December 2022$2.5M$2M$1.5M$1M$SOOK 0 2021 a3 a3 a3 c c.c 8.-
26、Cl)(1)C.0.0.0(1)(1)L:,0 E E:,:,(1)u-,Cl)0 Cl)LL z 0 2022-+-a3 a3:5:,.0.0-,O E0:,Cl)+-0 z a3.0 E Cl)u Cl)0 Dec21 Jul 22 Nov22 Accruing$631.2k EMV,EOS enjoys a solid potency of$5.3k EMV per creator.Growing its EMV by 177%MoM,EOS benefits from a relatable campaign around shaving that inspires$813.lk EM
27、V.The brand partners with Audrey Trullinger(audreytrullinger)to drive awareness around its lotion with Shea,the life-sized body lotion bestie.COPYRIGHT Tribe Dynamics 2023-04 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany Haircare Gisou Taps into Clean Girl!Aesthetic Haircare brand Gisou en
28、joyed an impressive 04 2022,collecting$9.7M EMV,a 70%quarter-over-quarter increase.The company,which brands itself around its passion for honeybees and haircare,successfully tapped into the right community to tell the brands story:creators boasting the clean girl aesthetic.The brands No.1 EMV-driver
29、 was luxury lifestyle creator Olivia Yang(olaffiee on lnstagram),who,along with other top ambassadors,maintained a consistent,on-brand aesthetic in her posts,which featured light,gentle colors that offered followers a sense of calmness.Olivia drove$672.0k EMV in all,a 2.3k%OoO boost.Outside of her i
30、mpact,the bulk of Gisous EMV derived from its micro-inf1uencer community(59%,totaling 5.6M),with nine out of the brands top 10 EMV-drivers belonging to that cohort.In line with Gisous branding,the hashtags#Aesthetic,#PinkAesthetic and#SelfCare generated a collective$1.BM EMV.Gisou 2022 04 High light
31、s$9.7M Total EMV in 04 1.4k Creators 8$7.2k EMV per Creator 70%OoO 3.1k Posts 2.3 Posts per Creator Monthly EMV October 2021-December 2022$5M$4M$3M$2M$1M 0 2021 a3 a3 a3 c c.c 8.-Cl)(1)C.0.0.0(1)(1)L:,0 E E:,:,(1)u-,Cl)0 Cl)LL z 0 2022-+-a3 a3:5:,.0.0-,O E0:,Cl)+-u0 Cl)z 0 Gisous community of ambass
32、adors increases its partnership efforts,with the brands top five creators generating 922%more EMV OoO,on average.Gisou benefits from mentions of its retail partner,Sephora,with#Sephora pulling in$261.0k EMV as the brands No.2 hashtag.Gisou sees significant EMV growth thanks to the influence of brand
33、 partner Olivia Yang and the brands micro-influencer community.COPYRIGHT Tribe Dynamics 2023-04 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany Haircare Vegamours Community of Advocates Promote Products Ahead of Black Friday Vegan hair products brand Vegamour benefited from conversations aro
34、und Black Friday and Cyber Monday,ultimately enjoying$4.6M EMV in 04 2022,a 65%increase over 03.Notably,the brands top five ambassadors increased their EMV generation by an average of 387%OoO,with lifestyle creator Shea Whitney(sheawhitney22 on TikTok)leading the charge.The ambassador and eCommerce
35、force promoted Vegamour products ahead of Black Friday and Cyber Monday on her TikTok and You Tube channels,directing followers to make their purchases via her on line storefront.Shea inspired$443.0k EMV,a 43%OoO boost,and nearly$200k EMV ahead of the brands No.2 EMV-driver.Additionally,hashtags per
36、taining to Black Friday and Cyber Monday powered a collective$731.0k EMV for the brand.Vegamour 2022 04 High lights$4.GM Total EMV in 04 815 Creators 8$5.7k EMV per Creator 65%OoO 1.9k Posts 2.3 Posts per Creator Monthly EMV October 2021-December 2022$2M$1.SM$1M$500k 0 2021 a3 a3 a3 c c.c 8.-Cl)(1)C
37、.0.0.0(1)(1)L:,0 E E:,:,(1)u-,Cl)0 Cl)LL z 0 2022-+-a3 a3:5:,.0.0-,O E0:,Cl)+-u0 Cl)z 0 The brands#VegamourChallenge-which showcases before-and-after hair growth transformations-inspires$141.6k EMV via 54 posts and 17 ambassadors.Vegamour unveils its new powerhouse partnership with A-list actress Ni
38、cole Kidman(nicolekidman),who takes to her social channels to promote the launch.In all,Kidman garners$162.4k EMV via just three posts.Vegamour benefits from promotion ahead of Black Friday and Cyber Monday,enjoying a collective$731.0k EMV from hashtags pertaining to the consumer-focused holidays.CO
39、PYRIGHT Tribe Dynamics 2023-04 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany U.K.GHD Mobilizes Community Around Fashion Partnership Coming in as the No.13 U.K.beauty brand in 04 2022 was hair products brand GHD,which enjoyed$13.BM EMV,a 75%quarter-over-quarter boost.The brands success can
40、be largely attributed to its resumed partnership with fashion icon Victoria Beckhams(victoriabeckham on lnstagram)brand,which is named after the celebrity herself.The powerhouse partner enjoyed her first-ever Paris fashion show,featuring top models who boasted chic hairstyles produced with GHD produ
41、cts.Beckham shared top moments from the show with her 30.6M lnstagram followers.In all,the star generated$815.2k EMV.GHD can also credit much of its EMV to micro-infiuencers.The brands No.3 ambassador was TikToker Minnie Faye Rayment(minniefrr),who posted hair tutorials using GHD products,particular
42、ly the GHD Rise Hot Brush.Ultimately,the retained micro-infiuencer secured$537.0k EMV-a 482%OoO boost-while#GHDRise and#HairTutorial generated a collective$2.5M EMV.GHD 2022 04 High lights$13.SM Total EMV in 04 0 13.4k Creators 8$10.3k EMV per Creator 75%OoO 6.4k Posts 4.8 Posts per Creator Monthly
43、EMV October 2021-December 2022$6M$4M$2M 0 2021 2022 a3 a3 a3 c c.c 8.-Cl)-(1)C:5.0.0.0(1)(1)L:,0 E E:,:,(1)u-,Cl)0 Cl)LL z 0+-a3 a3 a3:,.0.0.0 O E0 E:,Cl)+-Cl)0.0 Cl)z(fJ Nov21 Mar22 Nov 22 a3.0 E Cl)u Cl)0 GHD kicks off its holiday campaign,led by two new powerhouse brand partners:U.K.reality TV se
44、ries Love Island star Millie Court(milliegracecourt)and British content creator Sophie Hinchliffe(mrshinchhome),who collectively generate$568.9k EMV.GHD activates partnership efforts with Victoria Beckhams fashion brand,with the hashtag#GHDxVB inspiring$273.3k EMV.The former Spice Girls star drives$
45、345.0k,comprising nearly 10%of the brands monthly total.GHD invests heavily in its top retained brand partners for campaigns around Black Friday.Leading the charge are Irish TV personality Maura Higgins(maurahiggins)and hairstyling guru Chloe Swift(chloeswiftstylist).COPYRIGHT Tribe Dynamics 2023-04
46、 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany France Morphe Gets Creative for Halloween Morphe enjoyed an impressive 04,raking in$5.lM EMV.The brand benefitted from Halloween season,which inspired creators to perform makeovers showcasing the brands products.Among Morphes most popular hash
47、tags were#BodyPaint($1.6M EMV),#CreativeMakeup($1.6M EMV),and#HalloweenMakeup($1.5M EMV).In true creative spirit,creator Janani Selvaradj(jananiselvaradj on lnstagram)ranked as Morphes No.1 EMV-driver by featuring extravagant routines such as full-body moon creations,8-hour nutcracker makeup condens
48、ed to 10 second Reels,and more.Jananis 98 brand mentions powered$1.5M EMV,or 29%of Morphes 04 total,while her massive EMV contribution represented a 497%quarter-over-quarter gain.Additionally,Morphes Make it Big Volumizing Mascara energized creators,fueling$354.0k EMV,the bulk of which($326.7k)was g
49、enerated in December alone.In all,Morphe experienced a sizable 141%OoO EMV growth.Morphe 2022 04 High lights$5.1M Total EMV in 04 313 Creators 8$16.4k EMV per Creator 141%OoO 1.6k Posts 5.1 Posts per Creator Monthly EMV October 2021-December 2022$2.SM$2M$1.SM$1M$SOOK 0 2021 a3 a3 a3 c c.c 8.-Cl)(1)C
50、.0.0.0(1)(1)L:,0 E E:,:,(1)u-,Cl)0 Cl)LL z 0 2022-+-a3 a3:5:,.0.0-,O E0:,Cl)+-u0 Cl)z 0#Halloween Makeup fuels$1.0M EMV,or 48%of the brands$2.2M October EMVtotal.Morphe collects$2.1 M EMV,a 65%MoM spike,powered in part by#ChristmasMakeup($462.3k EMV).Morphe experiences a spike in potency,with each creator averaging$13.8k EMV.COPYRIGHT Tribe Dynamics 2023-04 lndie Beauty Debrief Tribe Dynamics A CreatarlQ Campany