Tribe Dynamics shared the top cosmetics and skin care brands on social media for the month of March, revealing several successful influencer brand programs within each category. Highlights include Make Up For Ever’s new campaign to promote diversity, inclusivity, and self-expression and SK-II’s entry into the top 10 with it its #FaceTheWild campaign.

Top Cosmetics Brands:

1. Anastasia Beverly Hills – $108,369,467

2. MAC – $78,629,531

3. Benefit – $57,700,364

4. Tarte – $57,232,973

5. NYX – $50,709,300

6. Too Faced – $42,279,965

7. Urban Decay – $37,262,218

8. Morphe – $36,619,911

9. Kat Von D Beauty – $34,594,415

10. Make Up For Ever – $31,767,954

Key Learnings:

Kat Von D Beauty Centers YouTube Presence Around Influencers

In March, Kat Von D Beauty moved its beauty-related content off brand founder Kat Von D’s personal YouTube channel and onto a dedicated “Kat Von D Beauty” channel. The new channel’s content centered around the Kat Von D Artistry Collective, four professional makeup artists with sizable followings on social media. In addition to creating tutorials for Kat Von D Beauty’s owned media, the influencers continued to express their enthusiasm for the brand’s vision and beauty products on their personal channels, driving a collective $1.7M EMV.

Make Up For Ever Invites Influencers to #BlendInStandOut

Make Up For Ever’s March EMV was bolstered by its new campaign, #BlendInStandOut, and by continued engagement from superstar bloggers. Influencers like Khoudia Diop (Instagram’s @melaniin.goddess) and Lauren Rohrer (@laurenrohrer) tagged Instagram posts with the hashtag to show their solidarity with the campaign’s themes of diversity, inclusivity, and self expression. #BlendInStandOut drove $390.3K EMV.

Morphe Releases Ready, Set, Gold! Palette

Morphe’s loyal squad of beauty bloggers helped push the brand up to eighth place in March’s Top 10 list. The surprise release of the new 35R – Ready, Set, Gold! Palette quickly proved successful on social media, generating $922.5K EMV, second only to the best-selling 35O – 35 Color Nature Glow Eyeshadow Palette, which accrued $3.4M.

Top Skin Care Brands:

1. Lush – $6,057,917
2. Farsali – $3,913,434

3. Loving Tan – $3,621,432

4. Glamglow – $2,944,349

5. Kiehl’s – $2,935,232

6. Nivea – 42,2576,855

7. Clarins – $2,533,042
8. Fresh – $2,359,044
9. SK-II – $2,101,953

10. Caudalie – $2,069,887

Key Learnings:
SK-II Dares Influencers to #FaceTheWild
SK-II made its first 2017 appearance in the Top 10, largely due to excitement surrounding its #FaceTheWild campaign. The brand partnered with National Geographic magazine to send fashion and beauty influencers on a series of expeditions that tested the performance of the cult-favorite Facial Treatment Essence in extreme climates around the world. SK-II’s #FaceTheWild and #FaceTheCamera hashtags generated an impressive $966.4K and $864.2K EMV, respectively, for the brand.

Kiehl’s Spreads Wellness with #KissForTheCure
Kiehl’s capped off a quarter of wellness initiatives with its #kissforthecure ($57.2K EMV) fundraising campaign, pledging to donate the net proceeds from a special-edition gift set of its Butterstick Lip Treatment to Bright Pink, a nonprofit dedicated to the prevention of breast and ovarian cancers in young women. Kiehl’s and Bright Pink jointly hosted a breakfast in NYC that brought influencers together to learn about breast cancer detection, and the skincare brand donated to the charity in each of the attendees’ names. Influencers, including bloggers Sai De Silva (Instagram’s @scoutfashion) and Eugenie Grey (@feralcreature), posted photos from the breakfast, expressing the importance of breast cancer awareness and their respect for Kiehl’s’ involvement in the cause.

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