How Top Makeup Brands Beat the Summer Influencer Slowdown
As influencers and eyeballs moved away from Instagram feeds and onto the beach for #HotGirlSummer, the leading beauty brands...
Seasons change, influencer drama comes and goes, but one thing in the world of beauty has always remained the same: Anastasia Beverly Hills’ No. 1 ranking by Earned Media Value. Until now. Thanks to its launch-heavy approach to brand-building, affordable price point, and strong investment in its influencer community, ColourPop has steadily risen in the ranks over the past few years, culminating in its position as November’s top makeup brand by EMV. Let’s take a deeper look at ColourPop’s achievement, as well as other top-performing November brands:
ColourPop collected $54.0M EMV in November, earning mentions from 2.2k influencers. The brand saw significant buzz surrounding its new Pretty Fresh Hyaluronic Concealer, which garnered $3.3M EMV as the brand’s top product of the month, as well as the Disney Designer Collection ($2.8M EMV). Though ColourPop’s November total marked an 11% month-over-month decline (all Top 10 makeup brands experienced MoM decreases this month), it proved a 55% increase from ColourPop’s November 2018 EMV total. Will ColourPop continue its reign over the makeup vertical into December? Be sure to subscribe to our monthly Tribe Top Ten series to find out!
Hourglass sparked success in November with its limited-edition Ghost Holiday 2019 Collection ($1.2M EMV). The brand netted $9.6M EMV in all, featuring in 2.2k pieces of content from 856 influencers. Though its monthly EMV total represented a 4% decline from October, Hourglass outperformed the Top 10, which averaged a 25% MoM decline.
Following the internet-breaking launch of the Shane x Jeffree Conspiracy Collection, Jeffree Star Cosmetics made its Top 10 debut in November with $21.6M EMV. Similarly, Tati Beauty, which launched its Textured Neutrals Vol 1 palette at the end of October, gained steam in November, collecting $4.0M EMV. Meanwhile, after its controversy-marred brand launch this summer, Jaclyn Cosmetics returned with a line of highlighters that held up to influencers’ increased scrutiny, helping the brand accrue $2.3M EMV this month.
To learn which brands made the Top 10 or posted notable EMV growths in November, be sure to check out our full November Cosmetics Tribe Top Ten report!
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