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Anastasia Beverly Hills, Tatcha, Brazilian Bond Builder Receive Top Spots For June 2018 Earned Media Value

The Tribe Dynamics’ color cosmetics, skin- and hair-care reports detail out the top 10 brands with the most earned media value.

Anastasia Beverly Hills has topped Tribe Dynamics’ color cosmetics earned media value report yet again for the month of June. The brand recorded $64.5 million in earned media value, a 21 percent year-over-year decrease.

Following in second is MAC with $54.8 million in earned media value, a 19 percent year-over-year decrease, and in third is Morphe with $42.7 million in earned media value, a seven percent year-over-year increase.

Both Too Faced and Maybelline reentered the top 10 this month at the ninth and 10th ranks, respectively. Too Faced, which recorded $30.4 million in earned media value, can attribute its ranking to the shade expansion of its Born This Way foundation range. The brand teamed with YouTuber Jackie Aina, who recorded $427,800 in earned media value through her own accounts, to develop nine new shades for its foundation range. In total, the foundation was the brand’s top offering of the month, garnering $5.6 million of the brand’s earned media value.

Maybelline, which recorded $26.4 million in earned media value, can credit its ranking to its #CampMaybelline influencer event. The brand brought a group of influencers, including Karen Gonzalez, Jess Conte and Daisy Marquez, to the Hamptons to celebrate a slew of new product launches, like the Lemonade Craze Eyeshadow Palette and the Shine Compulsion Lipstick. Altogether, the event garnered $3.7 million of the total earned media value.

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Tatcha claimed the first spot on Tribe Dynamics’ June 2018 skin-care report with $4.9 million in earned media value, a 139 percent year-over-year increase. Following in second is Farsali with $3.4 million, a six percent year-over-year decrease, and in third is Lush with $3.1 million, a 7 percent year-over-year increase.

The report also detailed out impressive growth from Olay ranked in fourth with $2.7 million, a 65 percent year-over-year increase, Sol De Janeiro ranked in sixth with $2.7 million, a 528 percent year-over-year increase, Clinique ranked in eighth with $2.6 million, an 85 percent year-over-year increase, and Drunk Elephant in 10th with $2.2 million, a 261 percent year-over-year increase.

Tatcha’s growth can be attributed to the influencer support surrounding its Silk Canvas Primer. The product, which initially launched in February, garnered $1.3 million in earned media value from 111 ambassadors with each averaging $11,900. The product remained Tatcha’s top earning product from May.

For the hair-care report, Brazilian Bond Builder received the top spot with $6.2 million in earned media value, a 22 percent year-over-year increase. Following in second is Olaplex with $5.4 million, a 25 percent year-over-year increase, and following in third is Redken with $4.7 million, a 33 percent year-over-year increase.

The most impressive growth was experienced by Matrix ranking in fourth with $3.8 million, a 373 percent year-over-year increase.

Pantene also reentered the top 10 at number seven with $3.1 million, a 30 percent year-over-year increase. This growth can be credited to the brand’s emotional messaging surrounding its Pantene Gold Series line, which is tailored for curly hair. For #PanteneGoldSeries, the brand tapped natural hair bloggers, like Jasmine Brown and Jewellianna Palencia, to share their own personal hair journeys. The hashtag recorded $616,300 of the brand’s earned media value.