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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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Beachwaver Adds Full Hair-Care Range

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"Undaunted, she and her sister Erin Potempa Wall charged ahead launching the Beachwaver, which frequently sells out on QVC, sits at the top 10 of prestige best-sellers on Amazon (according to Tribe Dynamics) and has been singled out by Ulta Beauty executives as a shopper favorite.”

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Origins re-enters cosmetics category with lip color and pop-up push

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"Origins has been a fairly bright spot for Estée Lauder Companies, which reported a net sales increase of 16 percent for the company for the 2018 fiscal year. It called out the beauty brand as a key driver in the business’s skin-care net sales, along with Estée Lauder, La Mer and Clinique. Additionally, Origins ranked seventh in Tribe Dynamics’ earned media value report for March with $2.7 million in EMV, which is a 181 percent year-over-year increase. Origins EMV was also high in April with $2.3 million around the brand’s #GreenThePlanet social campaign."

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Anastasia Beverly Hills, Farsali, Brazilian Bond Builder Top Tribe Dynamics’ Earned Media Value Report

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"Anastasia Beverly Hills topped the Tribe Dynamics earned media value color cosmetics report for February.

The brand recorded $105.1 million in earned media value, flat from the previous year. Its earned media value can also be attributed to the pre-launch of the brand’s collaboration with influencer Amra Olević. The highlighter in the collaboration collected $14.9 million in earned media value with content from 929 influencers."

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Lauder Focuses on Retail and Hair With New Executive Hires

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"During a recent interview, Lauder ceo Fabrizio Freda spoke of the company’s strategy to leverage influencer marketing more effectively in the hair-care category, which was the fastest-growing beauty segment tracked by influencer analytics firm Tribe Dynamics in 2017. “Both Aveda and Bumble are becoming much more social media active,” he said. The other part of Lauder’s hair strategy includes “creating a high level of loyalty” to the products in its brands’ portfolios with superior product quality, Freda said."

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How Glamglow became the skin-care brand with the most buzz on social media

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"A new report from TribeDynamics found that, at $6.3 million, the brand’s earned media value saw a 54 percent year-over-year increase in 2017. It is followed by other brands that rely largely on social media for growth, including new entrant Farsali, which grew 86 percent year-over-year to $4.7 million, and Lush, the value of which actually decreased 25 percent year-over-year to $4 million."

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