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Founder or Freelancer: How to Succeed in Business as a Solo Act

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“When it comes to defending her rate during negotiations for brand collaborations and influencer programming, Jen Atkin — the celebrity hairstylist who founded Mane Addicts, a digital platform for the hair-obsessed, in 2014, and the hair care line Ouai in 2016 — approaches discussions like a lawyer preparing a case. “I will do the work and have the facts behind me,” said Atkin, whose 2.8 million Instagram followers regularly see her styling clients Kendall Jenner and Bella Hadid, and on vacation with friends Chrissy Teigen and John Legend.

“I will call and say, ‘Here is my media value. I have looked at Tribe Dynamics and Dash Hudson. I know how much my posts are worth. If you would like to be part of it, let’s talk about it.’ Remind people in a positive way of your worth. You can’t be afraid to do that,” she said.”

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Benefit Cosmetics U.K. launches in-house influencer agency

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"Benefit U.K.’s own influencer efforts in the fourth quarter of 2018 yielded over $24 million dollars in earned media value (EMV) and held the No. 7 spot out of the beauty brands operating in the country, according to influencer marketing platform Tribe Dynamics.

Benefit has one of the largest and most sophisticated influencer programs we have come across within the beauty sector,” said Conor Begley, co-founder of Tribe Dynamics. “They do a fantastic job of approaching the influencer space authentically at scale through relationship investment and partnership with the influencer community."

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Reports Say That Rihanna Is Launching A Luxury Fashion Brand With LVMH

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“But the biggest collaboration, thus far, would have to Fenty Beauty. This, too, was an LVMH enterprise, specifically under the company’s Kendo Holdings, Inc., which also produces Marc Jacobs Beauty. According to a 2017 report by Tribe Dynamics, Rihanna’s cosmetics collection with Kendo earned a media value of $72 million, most of which came through Instagram and YouTube. Rihanna’s Instagram handle @badgalriri has 67 million followers and her YouTube channel has 31 million subscribes.”

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The Year Ahead: Self-Disrupt or Die

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“Other forms of disruption we see in fashion include exclusivity, faster fashion and new channels. Numerous established brands are rethinking their business models to reflect these evolutions. For instance, some are moving away from the traditional fashion calendar and imitating the “drop” approach commonly used by streetwear labels to release smaller and more frequent collections that create rarity value and elevate anticipation. Moncler’s launch of its “Genius Project” is an example, with Hiroshi Fujiwara’s first drop driving a 43 percent month-on-month increase in earned media value (EMV) in June 2018 according to Tribe Dynamics.“

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Japanese beauty brand Tatcha is finally investing in influencers

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"It was reported that the brand had $120 million sales at retail last year and Tatcha managed to land in the top-10 skin-care brands in earned media value (EMV) month over month since February 2018, according to social media engagement company Tribe Dynamics. In the third quarter alone, Tatcha’s community of more than 1,200 unpaid influencers created about $15,000 in EMV, which was more than cult brands Glossier and Drunk Elephant. (The former had nearly $10,000 in EMV, while the latter had around $8,000.) In 2018, Tatcha’s influencer community grew by 107 percent year over year, which resulted in a 256 percent year-over-year growth in EMV."

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The New Rules of Beauty PR

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‘“I still feel most proud when I get a print story, but it’s rare that anything is going to be seen first in a magazine anymore,” admits an executive at one of LVMH’s beauty brands.

“If you’re in a magazine, it’s still an image-builder,’ confirms Tractenberg, “but it has to be in conjunction with everything else. Everyone now is focusing on online engagement and what moves the needle in sales, which is ultimately the barometer of what is successful. And instead of ad value, it’s earned media value [EMV]: What did this post get for us?”

While PR firms used to measure much of their success by the number of in-book product credits or the length of a feature, they now have far more granular data, like that from Tribe Dynamics, the research firm many brands hire to record and analyse EMV.”

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How Calvin Klein used Instagram to drive its latest fragrance launch

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"In many ways, Women’s social plan was similar to Calvin Klein’s approach with its rebrand around its jeans category dubbed #MyCalvins. It, too, had high-level celebrities at its pillar — in this case, the Kardashian-Jenner family — and also looked to user-generated content for brand awareness. While Tribe Dynamics reported that Calvin Klein had a 37 percent quarter-over-quarter change in earned media value, thanks to My Calvins and Women, resulting in over $30 million in EMV in the third quarter of 2018, this did not translate in parent company PVH’s third-quarter results when it came to the clothes."

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