Tribe Dynamics shared the top skin care brands on social media for the month of April, revealing their Earned Media Value (EMV), a prescribed metric that quantifies the estimated value of publicity gained through digital earned media and its respective engagement levels. Tribe’s holistic approach assigns a specific dollar value to each piece of content, based on the publishing channel’s perceived value of digital word-of-mouth to brands within the industry. EMV serves as a tool for benchmarking across marketing activities and across brands.

Top Brands:

EOS – $2,852,412

Clinique – $2,165,262
Loving Tan – $1,998,581

Caudalie – $1,955,043

Lush – $1,776,512

Glossier – $1,595,250

Farsali – $1,562,027
Kiehl’s – $1,521,678

The Body Shop – $1,297,691

SK-II – $1,291,849

Key Learnings:

  • EOS (Evolution of Smooth) closed April as the leading skin care brand in EMV, inspiring content creation worth $2.9M EMV. While a significant portion of the content came from videos that focused on playful DIY crafts making use of EOS lip balms, the brand itself reached out to numerous established beauty influencers, compelling them to post content about the brand’s lip balms and lotions.

  • Prestige brand SK-II re-entered the Top 10 in April, finishing the quarter with $1.3M EMV. Throughout the month, SK-II promoted its #MyEssence campaign with full force, celebrating both its recently launched Facial Treatment Oil and the cult-status Facial Treatment Essence.

  • In April, Caudalie and Kiehl’s executed separate influencer initiatives that both took place at the Coachella music festival in Indio, California. Caudalie set up shop at an invite-only, Vanity Fair-hosted retreat, where it gifted influencer attendees with products from its newly repackaged, hydration-focused Vinosource line. Kiehl’s took its Coachella centered influencer engagement one stage further, flying out British influencers fleurdeforce, samanthamariaofficial, and viviannamakeup to experience the world famous festival.

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