Free Trial

Europe’s Top Beauty Influencers Create Community in Quarantine

A model shows off a vibrant makeup look created with Suva Beauty products.

With influencers and consumers across Europe sheltering in place in response to COVID-19, beauty bloggers provided much-needed connection and escape for their followers throughout March. From sharing colorful looks to humorous vlogs, content creators used their platforms to spread positivity at a challenging time. And as influencers continued to champion their favorite products from home, top beauty brands in the U.K. and France enjoyed notable March Earned Media Value (EMV) increases. Let’s take a look at some of March’s influencer content trends. 

Screen Shot 2020-04-20 at 1.44.21 PM-1

In the UK, Influencers Create Vibrant Looks and Tutorials

What’s a better distraction than a colorful cut-crease? To brighten up the quarantine experiences of their followers, U.K. beauty influencers like Lois Maya (@loisxmaya on Instagram) turned to eye-catching, elaborate makeup creations. It’s no surprise then that Suva Beauty, known for its highly pigmented products, enjoyed an 83% month-over-month EMV surge in March. Meanwhile, NYX Professional Makeup owed its 64% MoM EMV growth largely to an increase in tutorial content from bloggers like Jahanara Rahman (@jahanara.makeup), who used their time at home to educate fans with step-by-step videos. 

An advertisement for Morphe’s Jaclyn Hill Palette Volume II.

In France, Indie Brands Benefit From Product Loyalty, At-Home Vlogs 

Backed by devoted fan communities several indie brands saw significant EMV growths in France in March. Morphe, for example, achieved a 31% month-over-month EMV increase thanks partly to sustained excitement around two early 2020 product collaborations, the Morphe x Pony Park collection and Jaclyn Hill Palette Volume II, which both ranked among the brand’s top five products this month. And up-and-coming skincare brand HelloBody’s EMV surged 86% MoM, powered by a flurry of vlog content from YouTuber and brand loyalist Marie Lopez (EnjoyVlogging), who shared her personal discount code in humorous March video diaries meant to elevate the spirits of her followers. 

Social connection, albeit virtual, is crucial at times like these—and European beauty and lifestyle influencers are doing their part to foster community through creative and uplifting content. To read more about how influencers across markets and verticals are responding to the coronavirus pandemic download Tribe Dynamics’ COVID-19 Impact Study & March Tribe Top 10.

View the COVID-19 Influencer Marketing Impact Study

Read More

Related Articles

Europe’s Top Beauty Brands Ride Wave of Organic Enthusiasm

As influencers across Europe continued to shelter-in-place throughout April, the festivals and events that traditionally dominate...

How Europe’s Top Beauty Brands Slayed Makeup Giveaways

Gifting wasn’t just a family affair this past holiday season: in December, beauty bloggers in the U.K. and France celebrated...

Marketing Strategy Cosmetics Skincare

4 New Beauty Products Europe’s Top Influencers Raved About in February

Who can resist shiny, new makeup? In February, several top brands in the U.K. and France galvanized the beauty community with...

Ready to unlock your brand’s influencer marketing potential?

Tribe Dynamics provides iconic brands the full picture of their influencer marketing programs through industry-leading data and influencer marketing analytics solutions. We work with brands, retailers, and agencies across industries—from beauty to entertainment—so let’s get in touch to see if we’re the right fit for you!

“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”

Mehdi Mehdi, VP Digital & eCommerce,
NYX Professional Makeup

“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”

Mehdi Mehdi, VP Digital & eCommerce,
NYX Professional Makeup