From doubling down on key influencer partnerships to activating fan communities for themed campaigns, the most innovative brands are generating awareness and demand through various creator-led marketing strategies.
The November 2022 Tribe Top 10 Report provides rankings of the top 10 Cosmetics, Skincare, Haircare, Luxury Fashion, and Apparel brands by Earned Media Value (EMV) in the U.S., as well as the top 10 Cosmetics and Skincare brands in Europe. EMV is Tribe Dynamics’ proprietary metric for quantifying the estimated value of digital earned media and serves as the industry standard for benchmarking the effectiveness of brands’ influencer marketing programs. This report offers insights into the creators, campaigns, and community dynamics that helped top performers set themselves apart from the competition.
Highlights from the November Tribe Top 10 Report include Armani Beauty’s charitable Acqua for Life campaign, which starred actress Sydney Sweeney and helped the brand increase its EMV by 50 percent month-over-month in the U.S. Meanwhile, Elemis led U.S. skin care brands by EMV, netting $7.3 million thanks to continued enthusiasm for influencer-favorite offerings such as the Superfood range. In U.S. hair care, Paul Mitchell’s star-studded activations at the Baby2Baby Gala resulted in a 33 percent month-over-month EMV gain.
The Luxury Fashion and Apparel categories saw a number of similarly notable success stories. Fendi secured a spot among the top 10 Luxury Fashion brands, bolstered by the #FendiBaguette campaign led by “Bullet Train” actress Joey King. The 22-year-old Emmy nominee – who boasts 37M social media followers – in one post modeled Fendi’s yellow petite Peekaboo ISeeU bag and captioned her slideshow: My favorite pop of color! And conversation about activewear label Alo Yoga remained as hot as ever, with impactful endorsements from style authority Emma Leger fueling the brand’s 22 percent month over month EMV growth.
Read the full November 2022 Tribe Top 10 Report for an in-depth look at social media’s buzziest beauty and fashion brands, and the influencer marketing activities powering their growth.