Anastasia Beverly Hills, Lush and Bellami have received top spots on Tribe Dynamics’ report on earned media value. Released Tuesday the cosmetics, skin-care and hair-care report tracking the last 52 weeks ending March 2017 quantify the estimated value that brands gain through digital media and engagement levels.
Increasing 67 percent from last year, Anastasia Beverly Hills brought in more than $108.4 million in earned media value. This growth primarily came from the brand’s Instagram, which has 13.9 million followers.
Instagram proved to bring in the bulk of the earned value with brands like MAC earning $59.6 million and Tarte earning $45.2 million.
Influencer campaigns also helped increase earned media value. For example Make Up For Ever, which increased 36 percent to $31.8 million, increased its earned media value with its #BlendInStandOut campaign featuring influencers like Khoudia Diop and Lauren Rohrer. The campaign, which centered on diversity and inclusivity, brought in $390,300 in earned media value.
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For skin care, Lush earned the top spot with a 31 percent increase to $6.1 million. Farsali followed with a 4 percent increase to $3.9 million and Loving Tan with a 93 percent increase to $3.6 million.
For the first time, SK-II made its way into the top 10, increasing 390 percent to $2.1 million. This growth can be attributed to the brand’s #FaceTheWild campaign, which sent brand ambassadors to extreme climates to test the Facial Treatment Essence. The hashtag garnered $966,400 in earned media value.
Despite receiving the top spot in year-over-year growth, hair-care brand Bellami decreased in earned media value by 55 percent to $5.7 million. Olaplex, which ranked at number two, also posted a decrease of 8 percent to $5.4 million.
Joico posted the most staggering increase from $218,606 to $2.7 million. A significant portion of the brand’s earned media value came from fashion designer Malan Breton, who featured the brand on her Instagram. This brought in $899,800 in earned media value for the brand.
Other significant increase were experienced by Wella, which increased 337 percent to $3.3 million and Garnier, which increased 167 percent to $2.6 million.
When quantifying earned media value, Tribe Dynamics gives a dollar value to each piece of content in order to measure engagement. The company monitors posts from influencers, brands, retailers and publications on platforms like Instagram, YouTube, Facebook, Pinterest, Twitter and blogs. Engagement is measured by comments, likes, retweets, favorites, views and shares.