Tribe Dynamics shared the top cosmetics brands on social media for the month of August, 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. Here, the key takeaways from the report.
1. Anastasia Beverly Hills – $68,678,443
2. Benefit- $45,883,635
3. Urban Decay – $44,942,373
4. MAC – $44,247,463
5. Tarte – $44,073,747
6. NYX – $42,998,390
7. Too Faced – $38,155,824
8. Morphe – $31,932,222
9. Make Up For Ever – $28,332,961
10. Kat Von D – $25,611,011
- Urban Decay teased its upcoming all matte eyeshadow collection, the Naked Ultimate Basics Palette — a huge hit with influencers who received a sneak peek. The promotional hashtag #youlookbetternaked garnered $1.1M EMV in August.
- MAC unveiled its Taraji P. Henson cosmetics collection, created in partnership with the Academy Award-nominated actress. The collection, hyped with the hashtag #mactaraji, sold out instantly upon its September debut.
- Kat Von D climbed back into the Top 10, replacing newcomer Huda Beauty. The announcement of its forthcoming collaboration with Too Faced, the Better Together Collection, helped drive the comeback.
- Kylie Cosmetics is closer than ever to the Top 10, coming in as August’s #11 beauty brand by EMV. Powered by spokesmodels like international popstar Helly Luv and popular lip shades like Freedom, Kylie Cosmetics is one brand to keep an eye on.
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