While our Instagram feeds were flooded with influencers’ spooky #HalloweenMakeup creations this October, did you ever stop to wonder how in the world those content creators were going to get all that glam and gore off? This year, many influencers pulled back the curtain on how the scariest part of the night—makeup removal—was made easy using their favorite skincare products. As a result, skincare brands with popular makeup removers reaped the rewards and enjoyed notable surges in Earned Media Value (EMV) during a month where most top skincare brands saw month-over-month declines. Here’s a preview of some of the highlights:
Neutrogena Skincare and Garnier Skincare
Though neither brand landed within October’s top 10 skincare brands, Neutrogena skincare and Garnier skincare saw respective 60% and 43% month-over-month EMV growths, which proved especially notable given the Top 10’s average 8% MoM decline. In honor of the spooky season, Neutrogena skincare released limited-edition sugar skull-printed versions of its hero Makeup Remover Cleansing Towelettes. Beauty bloggers including Trevor Barrett (@trevor.j.barrett on Instagram) and Nicol Concilio (@nicolconcilio) demonstrated how they used the cleansing wipes to both touch up and remove their heavy Halloween looks, helping the product rank as Neutrogena skincare’s top October offering. Similarly, Garnier skincare’s hero Micellar Cleansing Water scored Halloween-related shout-outs from several influencers like Carolina Gonzalez (@cgonzalezbeauty), also emerging as the brand’s No. 1 offering this month.
On to non-Halloween highlights: Clinique skincare rejoined the top 10 skincare brands for the first time since August 2018, enjoying an 18% month-over-month boost. This improvement stemmed largely from the brand’s #TakeTheDayOffChallenge charity campaign, in which Clinique skincare pledged to donate $10 to the Breast Cancer Research Foundation for every post including the hashtag. Participating influencers showed themselves removing their makeup (which frequently included Clinique’s High Impact Mascara) using products from the brand’s Take The Day Off range, helping the line rank as Clinique’s top October collection.
Laneige and Glossier Skincare
While Laneige and Glossier Skincare also missed this month’s Top 10, the skincare brands sparked influencer conversation (and saw respective 12% and 37% month-over-month EMV increases) with exciting product releases. Laneige launched two new limited-edition flavors—“Mint Choco” and “Sweet Candy”—of its hero Lip Sleeping Mask, which accounted for 47% of the brand’s October EMV total. Meanwhile, Glossier skincare introduced its Futuredew oil serum hybrid, which scored influencer praise for its innovative formula and emerged as the brand’s top October product.
To see how these fall trends, activations, and product launches impacted the top skincare brands’ EMV rankings, check out October’s Skincare Tribe Top 10!
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