Tribe Dynamics shared the top hair care brands on social media for the month of January, 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 Hair Care:
1. Bellami – $6,271,492
2. Pantene – $4,886,197
3. Olaplex – $4,378,855
4. Redken – $4,103,843
5. Kenra – $3,394,255
6. Luxury for Princess – $2,870,815
7. ghd – $2,273,602
8. Schwarzkopf Professional – $2,196,177
9. Oribe – $2,121,273
10. Joico – $2,015,441
Brand Spotlight: Bellami
Despite a 61% YoY decline, Bellami earned $6.3M EMV in January, retaining its top ranking on the strength of continued influencer loyalty and engagement. The brand facilitated meet-and-greets at the LA Generation Beauty event for beauty bloggers Val Mercado (Instagram’s @val.mercado, $87.1K EMV) and Brittany (@brittanybearmakeup, $38.1K), who demonstrated their enthusiasm in posts unrelated to the convention as well. Bellami also featured prominent hairstylist Guy Tang (@guy_tang, 1.9M followers) at the Long Beach International Salon and Spa Expo, inviting the guru to demonstrate his skills to a live audience. Guy, who had collaborated with Bellami on its Balayage by Guy Tang collection, strongly encouraged his #HairBesties ($54.2K EMV) to drop by and visit, netting $113.6K across 12 posts.
Brand Spotlight: Schwarzkopf Professional
Schwarzkopf Professional closed January with $2.9M EMV, experiencing an impressive 316% YoY growth. The brand received attention from numerous hair professionals who tagged Schwarzkopf in their clients’ hair color transformations. Hairstylists Linh Phan (Instagram’s @bescene, 272.3K followers), Michael Klomsue (@colorbymichael, 68.7K followers), and Lisa Hart-Walker (@lisalovesbalayage, 420.2K followers) were among the brand’s top four ambassadors, powering $551.1K EMV across a combined 89 posts.
Brand Spotlight: Pantene
Pantene Brazil broadcast the search for its next campaign star with a full-blown reality show series, aired on MTV and YouTube. The brand invited presenter Hugo Gloss (@hugogloss, $347.3K EMV) to host the “Cabelo Pantene O Reality” competition, and hairdresser Thiago Fortes, photographer Paschoal Rodriguez, and actress-blogger Nah Cardoso (@nahcardoso, $1.1M EMV) to judge. Guest stars like influencer Thassia Naves (@thassianaves, $222.6K EMV) also made appearances. The 10 beautifully tressed contestants—selected from over 40,000 applicants—were housed in a luxurious mansion, where they faced challenges such as designing their own hair tutorials and modeling in a photoshoot with aerial fabrics. #CabeloPantene contributed a significant $1.8M to the brand’s $4.9M EMV total.
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