Influencer advertising has change into a mainstay within the magnificence business.
In accordance with latest information from Traackr’s Magnificence State of Affect report, it seems probably that funding in influencer packages will solely enhance. Not solely are magnificence manufacturers seeing good return on funding (ROI) from their influencer packages, magnificence creator’s viewers engagement is rising year-over-year:
- Content material mentioning make-up phrases: noticed a 13% enhance in engagements and 42% enhance in video views
- Content material mentioning skincare phrases noticed a 44% enhance in engagements and 49% enhance in video views
- Content material mentioning hair care phrases noticed a 17% enhance in engagements and 37% enhance in video views
- Content material mentioning perfume phrases noticed a 13% enhance in engagements and 48% enhance in video views.
Right here, we delve into insights from the profitable influencer packages of YSL, Charlotte Tilbury, and Garnier.
Influencer Program Evaluation: Main Magnificence Manufacturers
In accordance with our latest Magnificence State of Affect report, YSL, Charlotte Tilbury, and Garnier rank among the many prime 10 by way of Model Vitality Rating (VIT)—a metric that evaluates model visibility, engagement, and belief via influencer content material.
YSL’s Influencer Program
YSL had probably the most spectacular influencer packages within the US, rising its VIT by 82% year-over-year, and incomes the #8 spot on the Magnificence Model Leaderboard.
Through the first half of 2024, there have been just a few components that helped YSL’s influencer program succeed:
- Social media platform focus turns to Instagram. In H1 2024, Instagram grew to become central to YSL’s influencer technique, contributing 64% of its VIT, up from 40% in H1 2023.
- VIP partnerships. Collaborations with high-profile influencers like Dua Lipa, and Alix Earlesignificantly boosted model consciousness and engagement, particularly for product launches just like the Loveshine Lip Oil. Mega tier influencers nonetheless remained a powerhouse for the model this yr, incomes probably the most VIT via a mixture of paid and natural content material.
- Numerous content material creators. YSL successfully engaged vogue creators alongside magnificence influencers, leveraging OOTD and GRWM movies to boost model visibility. The model then deepened these relationships via strategically planning experiential activations. For instance, they hosted a “Sweet Shoppe” occasion celebrating their Sweet Glaze Lip Gloss Stick throughout NYFW with many magnificence and vogue creators attending and posting content material from the occasion to their socials.
YSL’s Influencer Program Stats (H1 2024):
- VIT Rating: +82% YoY
- Total US Rank (VIT): #8
- Perfume US Rank (VIT): #2
Charlotte Tilbury’s Influencer Program
Charlotte Tilbury’s influencer program soared to the highest of the checklist within the UK. rising its VIT by 82% year-over-year, and incomes the #8 spot on the Magnificence Model Leaderboard.
Through the first half of 2024, there have been just a few components that helped Charlotte Tilbury’s influencer program succeed:
- Funding on Instagram and TikTok. Whereas Instagram remained the first platform (67% of VIT), TikTok’s contribution rose to twenty-eight%, reflecting a strategic shift.
- Loyal neighborhood of magnificence creators. Charlotte Tilbury benefitted from having a big neighborhood of magnificence creators with excessive model loyalty. These creators continuously point out a number of of the model’s merchandise in make-up and skincare routine movies.
- Strategic paid partnerships. Throughout H1 2024, the model developed a lot of strategic, distinctive, and long-term paid creator partnerships. These partnerships earned model consciousness and engagement at a bigger scale via key popular culture occasions. Examples embrace the model’s groundbreaking partnership with F1 Academy, its particular marriage ceremony assortment with Banita Sandhu, and its long-term partnership with Phoebe Harriet Dynevor, the place she tagged the model in content material from large occasions just like the Met Gala, BAFTA’s, and Critic’s Alternative Awards.
Charlotte Tilbury’s Influencer Program Stats (H1 2024):
- VIT Rating: +34% YoY
- Total UK Rank (VIT): #2
- Video Views: +194% YoY
Garnier’s Influencer Program
Garnier’s influencer program achieved nice ends in France in H1 2024, rating fourth on the general magnificence model leaderboard and first throughout all manufacturers for skincare and hair care. It elevated VIT by a formidable 102% YoY with large will increase in engagements (+870%) and video views (+3,232%).
Some pillars to Garnier’s influencer program success:
- TikTok as a precedence. TikTok was vital for Garnier in France, incomes 85% of its VIT. The model had a bigger variety of activated influencers and complete mentions on TikTok than Instagram — one thing that’s uncommon amongst magnificence manufacturers.
- Multi-tier creator technique. Mega tier creators drove probably the most efficiency for Garnier, incomes 33% of its VIT. Nevertheless, the model additionally noticed a big portion of its influencer program efficiency pushed by creators with modest audiences. Mid-tier creators, for instance, earned the 2nd highest VIT of all tiers.
- Impactful paid TikTok campaigns. Garnier’s success was largely as a result of spectacular efficiency the model noticed on its paid TikTok campaigns. The highest performing posts for the model have been skit movies with comedy creators like @valeriandh and @nicocaponecomedy. Each posts went viral, producing a mixed 1M+ likes and 25M+ video views. Different prime paid content material promoted Garnier’s Extremely Doux hair care line in a collaboration with standard native actuality recreation present Koh-Lanta the place creators posted “survivor-themed” content material with viewers inspired to recreate and submit their very own movies for an opportunity to win a visit to a Garnier Extremely-Doux x Koh-Lanta occasion in Paris to fulfill previous present contestants in addition to a bunch of Garnier product packages.
Garnier’s Influencer Program Stats (H1 2024):
- VIT Rating: +102% YoY
- Total FR Rank (VIT): #4
- FR Skincare and Hair Care Rank (VIT): #1
Because the influencer panorama continues to evolve, these insights into YSL, Charlotte Tilbury, and Garnier’s influencer packages spotlight efficient methods that manufacturers can undertake to boost their very own influencer advertising efforts. For a deeper dive into model insights, prime influencers, and rising tendencies, get the complete State of Affect report.
