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Anastasia Beverly Hills, Tatcha, Brazilian Bond Builder Top Tribe Dynamics EMV Report

The report details the top 10 brands across makeup, skin care and hair care with the most earned media value.

Anastasia Beverly Hills has kept its top spot on Tribe Dynamics’ earned media value color cosmetics report for October 2018. The brand recorded $88.6 million in earned media value, a 15 percent year-over-year decrease.

Following in second is Huda Beauty, up one spot from the prior month, with $66.3 million, a 40 percent year-over-year increase. In third is MAC with $59 million, a 26 percent year-over-year decrease.

Huda Beauty’s growth can be attributed to the launch of its first concealer, called Overachiever Concealer, which generated $13.1 million of its earned media value. The product was included at least once by 68 percent of the brand’s ambassadors on their own social media platforms.

Tatcha has also retained its number one spot on Tribe Dynamics’ skin-care report for October, generating $7.5 million in earned media value, a 227 percent year-over-year increase. In second is Drunk Elephant, up one spot from last month, with $3.9 million, a 402 percent year-over-year increase. Making its debut on the report, Ole Henriksen received the third spot with $3.9 million, a 479 percent year-over-year increase.

One notable new entry to the top 10 is Farmacy, which received the eighth spot with $2.5 million, a 589 percent year-over-year increase. The brand’s growth can be credited to its partnership with Boxycharm, a monthly beauty subscription service. Farmacy included its Green Clean Makeup Meltaway Cleansing Balm in Boxycharm’s October box, generating $1.7 million of the brand’s earned media value. The brand also worked with Boxycharm for the #GreenCleanChallenge, which asked fans to share posts with the cleansing balm for a chance to win a year’s supply. This generated $89,700 of the brand’s earned media value.

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For the hair-care report, Brazilian Bond Builder also kept its top spot with $7.2 million in earned media value, a 24 percent year-over-year increase. Redken remained in second with $6.0 million, a 60 percent year-over-year increase, and Olaplex remained in third with $5.8 million, a 30 percent year-over-year increase.

Oligo Professionnel made its 2018 debut on the report in the 10th spot with $2.3 million in earned media value, an 86 percent year-over-year increase. This can be attributed to interest surrounding the brand’s BlackLight system, a collection of products meant to lighten blonde hair, most notably by hairstylist Catherine Long, who included the collection in 67 percent of her posts in October, contributing $302,900 to the brand’s earned media value.