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Anastasia Beverly Hills, L’Oréal Paris Receive Top Spots for May 2018 Earned Media Value

Tribe Dynamics’ May 2018 report details out the color cosmetics, skin- and hair-care brands that recorded the most earned media value.

Anastasia Beverly Hills has topped the Tribe Dynamics’ earned media value color cosmetics report for May. The brand recorded $76 million in earned media value, although this was a 16 percent year-over-year decrease.

In second was MAC Cosmetics with $52.5 million, a 19 percent year-over-year decrease, while in third is Huda Beauty, which is its highest ranking to date, with $48.2 million, an 82 percent year-over-year increase.

Fenty Beauty, ranked 10th, recorded the most impressive earned media value growth with $30.4 million, a 12,127 percent year-over-year increase. The growth can be attributed to the expansion of the brand’s “Beach, Please” summer collection, introducing highlighters, liquid eye shadows and lip toppers. With these launches and engagement around the collection, #BeachPlease garnered $1.8 million in earned media value.

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In the skin-care report, L’Oréal Paris was in the top spot with $7.5 million in earned media value, a 76 percent year-over-year increase. In second was Tatcha with $5.6 million, a 171 percent year-over-year increase, and in third was Farsali with $4.0 million, a 24 percent year-over-year increase.

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For the first time, Ole Henriksen entered the list in the 10th spot with $2.6 million in earned media value, a 551 percent year-over-year increase. The brand’s earned media value can be attributed to the launch of its Cold Plunge Pore Mask, which the company created promotional videos for with influencer Bretman Rock. The product recorded $712,500 in earned media value among 49 ambassadors who tagged the product in their posts.

L’Oréal Paris also received the top spot on Tribe Dynamics’ hair-care report, recording $12.0 million in earned media value, a 7 percent year-over-year decrease. In second was Brazilian Bond Builder with $6.2 million, a two percent year-over-year decrease, and in third was Olaplex with $6.0 million, a 25 percent year-over-year increase.

Jumping from the sixth spot in April, L’Oréal Paris boosted its earned media value through its activations at the Cannes Film Festival, working with attendees like Sonam Kapoor and Deepika Padukone. With #Cannes2018, L’Oréal Paris garnered $6.0 million in earned media value across 31 ambassadors.