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Anastasia Beverly Hills Gets Top Spot for Earned Media Value in Cosmetics

Tribe Dynamics’ June 2017 report highlights the top-performing cosmetics brands and the revenue earned through digital media.

Released Tuesday, the Tribe Dynamics’ June report on earned media value in cosmetics shows Anastasia Beverly Hills leading the pack with $82.1 million, a 57 percent increase from the previous year. The majority of this growth came from the brand’s Instagram, which brought in $73.2 million of its earned media value.

Following Anastasia Beverly Hills’ lead, MAC Cosmetics brought in $67.9 million in earned media value, a 104 percent increase from the previous year. The third spot went to Tarte, which increased 32 percent to $43.7 million in earned media value.

The most significant growth was experienced by Kat Von D Beauty, which holds the number 10 spot, with a 149 percent increase to $28.1 million. The brand also received most of its earned media value through Instagram, which brought in $22.8 million.

Influencers proved to be a driving force behind many of the top 10 brands’ earned media value. For example, Urban Decay, which ranked at number five, launched its Naked Heat Eyeshadow Palette with celebrations in Las Vegas and Miami, with influencers like Patrick Simondac (@patrickstarrr), Nicol Concilio (@nicolconcilio) and Shayla Mitchell (@makeupshayla), among others, who documented the parties on their respective social media accounts. Through the influencer content, the palette generated $10.3 million in earned media value.

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Collaborations also showed to be influential. In June, Morphe launched its highly anticipated eyeshadow palette, made in collaboration with influencer Jaclyn Hill. With Hill and other influencers’ coverage of the palette, Morphe received $10.7 million in earned media value from the product, comprising roughly 25 percent of the brand’s total in June.

The report, which tracks the last 52 weeks ending June, quantifies brands’ earned media value based on engagement levels on digital media.