Tribe Dynamics provides an at-a-glance report covering the most successful brand and influencer social media partnerships in the fourth quarter, including collaborations by Kiehl’s, Urban Decay, Glossier and Lush.
ColourPop Continues Investment in Influencers
The brand continues to invest in the careers of additional influencers, expanding its family with the introduction of a collaboration with itsmyrayeraye, who generated $3.5M EMV in Q4. ColourPop also released a new collaboration in December with one of its first ColourPop girls, kathleenLights, who drove $3.9M EMV over the quarter. In its characteristically playful tone, ColourPop promoted these collabs with #ColourPopSquadGoals to demonstrate the close relationship.
Urban Decay Pumps Up Influencers with Rock Star Palette
In Q4, Urban Decay released its highly-anticipated Gwen Stefani Eyeshadow Palette to a great reception online: the #UDxGwen hashtag alone earned $5.3M EMV, with the collaboration garnering a total of $12.3M. Prior to the eyeshadow’s launch, Urban Decay embraced several influencer-focused strategies to prime substantial content creation from influencers and everyday users around the brand-relevant pop star’s 15-shade palette. These strategies also set the social media stage for the next installments of the UDxGwen line, to launch in spring 2016. Urban Decay sent the palette to top-tier influencers such as iluvsarahii, desi_makeup, and kathleenlights to review, and then reposted influencer-created looks on its owned media channels, including its Instagram and Violet Underground blog. The brand also sustained its UDxGwen influencer initiatives by inviting these same influencers to party with Stefani herself at the palette’s launch event in West Hollywood.
Tarte Gives Influencers the Experience of a Lifetime
Tarte hosted the ultimate getaway for more than a dozen influencers in Turks and Caicos, showering the loyal beauty bloggers with lavish gifts, dinners, and other island perks. The #trippinwithtarte experience was designed to be the ultimate dream vacation, emphasizing that the getaway was about the influencers first; the brand itself came only into play as the shared interest among the community of bloggers.
Anastasia Beverly Hills Celebrates Instagram-Worthy Halloween
Finishing Q4 with an impressive total of $194.8M EMV, Anastasia Beverly Hills continues to outperform its competitors, thanks to the brand’s commitment to engaging its growing community of influencers. The brand’s crowning achievement for the quarter was an elaborate Halloween party, hosted at the Carondelet House in LA’s Koreatown, that gave influencer guests a chance to meet Anastasia Soare and share a post-worthy experience with followers online. The party incentivized influencers to go all out with their costumes, making for compelling and visually stimulating content. It also boasted Instagram-ready decor, which included an ABH logo-shaped ice sculpture and a photography station with a green screen. All attendees were gifted with a large goodie bag of ABH products which they featured in content over the course of the next few months.
Lush Bathes in Success
In Q4, Lush reinvented its beloved Bath Bomb, introducing both Halloween and Christmas-themed bars that kept conversation active and users excited to try new iterations of the same product. Its #bathart campaign, which invited users to share the striking, near-psychedelic visuals produced by the bars, generated colorful brand buzz worth $514.9K EMV. Top influencers such as dulcecandy and hayleywi11iams enhanced the fun by posting Bath Bomb Instagrams with captions that further pushed followers to create the experience for themselves.
Glossier Gifts Brand Experience
Just in time for the holidays, Glossier released its Mask Duo Set, consisting of 12 single-use pods of the brand’s Mega Greens Galaxy Pack and Moisturizing Moon Mask. The pods were artfully placed in a pink box branded with “Glossier” in gold script, exuding the same luxury appeal as a box of fine chocolates. To raise awareness for the launch, the founder and CEO of Glossier and Into the Gloss, Emily Weiss, published a video clip of her unwrapping the Mask Duo Set to her personal Instagram account. Though the set was marketed as the perfect gift for the holidays, it earned about $109.5K EMV in November alone.
Kiehl’s Leverages Influencer Relationships
In December, Kiehl’s hosted a meet-up with company president Chris Salgardo and influencer
kristenxleanne at its Grove LA store to support the release of Salgardo’s book, “Manmade.” Attendees got a signed copy of the book, as well as the chance to win $200 worth of product by posting a photo of themselves with kristenxleanne. Prior to the event, influencer kristenxleanne posted on Instagram that her birthday wish was “your presence, LA. Come see me!” She drove $351.7K EMV for the brand over the quarter. Salgardo’s prominent presence as the brand’s figurehead also humanized the brand. Promotion of his book, which included the LA meet-up, drove a total of $222.8K EMV around the term “manmade.”
Murad Appeals to Makeup Community