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Beauty

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Kylie Jenner Is Changing the Meaning of Social Media Billionaire

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"The business would not exist at its current size without social media,” said Conor Begley, co-founder of brand-marketing company Tribe Dynamics.

Instagram co-founder Kevin Systrom, Snapchat co-founder Evan Spiegel, Facebook co-founder Mark Zuckerberg and Twitter co-founder Jack Dorsey are all billionaires younger than 45.

Each of Jenner’s Instagram posts is worth about $1 million, according to Hopper HQ, a social media scheduler. Jenner’s posts include family photos and mirror selfies, in addition to new product announcements or promotions for blush, lip gloss and eye shadow. Jenner has 128 million followers on Instagram, and plenty of others on Twitter, Facebook and Snapchat.

“She’s a unique case in that she has a massive, massive audience,” Begley said. “That can be replicated for sure."

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Social Trends Drive Men’s Market

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“With the rise of generation selfie, men’s makeup and grooming are becoming increasingly accepted and commonplace,” says Conor Begley, co-founder and president, Tribe Dynamics. “We’re seeing that more traditional grooming brands are gaining traction with moisturizers and beard oils, while the “beauty boys” of Instagram and YouTube are subverting traditional gender norms in beauty marketing.”

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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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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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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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Inside Rimmel’s revamped influencer strategy

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"Brit McCorquodale, svp of revenue at Tribe Dynamics, a marketing technology firm, said that while Instagram likes and comments on influencer content increased by an average of 81 percent and 120 percent, respectively, last year, consumers are craving real recommendations more than ever. “The influencer ecosystem tends to be very self-regulating,” she said. “Consumers will stop engaging with influencers they no longer trust, or who are no longer providing compelling, relevant recommendations."

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Maybelline embraces the drop model and experiential installations for latest launch

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"Maybelline, like other mass players, has had to borrow from digitally native upstarts like Kylie Cosmetics, which have made product drops and experiences part of their DNA, said Tribe Dynamics co-founder and president Conor Begley. “Indie brands like Kylie Cosmetics have been doing this since the beginning, so offering unexpected newness keeps companies like Maybelline relevant — it’s something they had not done before,” he said. Tribe Dynamics reported that this has worked before for Maybelline: Its limited-edition Lemonade Craze palette, which was first teased in February and released in April, has garnered $1.7 million earned media value (that is, the publicity gained through promotional efforts versus traditional media), more than any other new Maybelline product during the second quarter of this year. By comparison, Kylie Cosmetics’ Weather Collection, which launched in February , had about $3 million EMV in the first quarter of 2018, said Begley."

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