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.
Huda Beauty, ranking sixth, showed the most growth. The brand recorded $49.0 million in EMV, a 228 percent year-over-year increase.
Tribe Dynamics’ skin-care report showed significant growth in EMV among many brands. Farsali topped the list with $5.7 million, a 115 percent year-over-year increase. Tatcha followed in second with $5.4 million, a 237 percent year-over-year increase, and Olay was in third with $4.2 million, a 303 percent year-over-year increase.
Origins, which ranked sixth, had EMV of $3.4 million, a 404 percent year-over-year increase, and Mario Badescu, which ranked ninth, recorded $2.4 million, a 244 percent year-over-year increase.
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Mario Badescu’s growth can be attributed to the increased attention toward its facial spray collection. Influencer and brand founder Jeffree Star featured the brand’s latest spray — Aloe, Chamomile and Lavender — in two of his YouTube videos, which garnered $297,000 in earned media value. During February, 217 of the brand’s 473 ambassadors mentioned the facial spray collection in their content, generating $1.5 million of the brand’s $2.4 million in earned media value.
For hair care, Brazilian Bond Builder was in the top spot with $7.0 million in earned media value, a 16 percent year-over-year increase. Olaplex was in second with $5.6 million, a seven percent year-over-year increase, and Redken was third with $5.3 million, a 37 percent year-over-year increase.
For the tools, wigs and extensions ranking, Bellami received the top spot with $7.2 million, a 24 percent year-over-year increase.
Hair-color brand Matrix broke into the ranking for the first time, earning the fifth spot with $3.5 million in earned media value, a 350 percent year-over-year increase. The brand’s earned media value can be attributed to its Matrix Destination conference, which brought together salon professionals and influencers and hosted a hair color contest that celebrated the brand’s new Socolor Cult hair color line. The event generated $1.3 million and #SoColorCult ranked as the top earned media value-driving hashtag in February.