Anastasia Beverly Hills has received the top spot on Tribe Dynamics’ earned media value color cosmetics report for April 2018. The brand recorded $82.9 million, a 12 percent year-over-year decrease.
Following in second place is MAC, which recorded $58.9 million, a 15 percent year-over-year decrease, and in third is NYX Professional Makeup, which recorded $49 million, a 5 percent year-over-year decrease.
Fenty Beauty, ranked in 10th, experienced the most significant change in its earned media value with $30 million, a 14,822 percent year-over-year increase. The brand is still in its first year of business.
The color cosmetics report also takes a look at how Coachella drove earned media value for brands. NYX Professional Makeup is shown to have produced the most impactful content with #coachella, recording $2.4 million in earned media value among 171 influencers. Anastasia Beverly Hills can also attribute some of its earned media value to #coachella, with 185 influencers recording $1.3 million in earned media value.
For the April skin-care report, many brands saw large growth. In the top ranking, Tatcha posted $7.1 million in earned media value, a 179 percent year-over-year increase. Farsali followed in second with $4.7 million, a 46 percent year-over-year increase, and Lush followed in third with $4.4 million, a 4 percent year-over-year decrease.
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Drunk Elephant, ranked in seventh, saw the most impressive growth with $2.6 million in earned media value, a 449 percent year-over-year increase. This is the first time the brand has made it onto Tribe Dynamic’s top 10 report. The brand’s earned media value can be attributed to the launch of its C-Tango Multivitamin Eye Cream, which launched in March. The product generated $344,000 in earned media value among 56 influencers.
In the hair-care report, Redken ranked first with $6.9 million in earned media value, a 98 percent year-over-year increase. Brazilian Bond Builder followed in second with $6.1 million, a 3 percent year-over-year decrease, and Olaplex followed in third with $5.2 million, a 3 percent year-over-year increase.
IGK made it onto the ranking for the first time in the 10th spot with $2.6 million in earned media value, a 832 percent year-over-year increase. This increase can be attributed to its partnership with Sephora, which posted nine Instagrams featuring the brand’s festival inspired looks. These posts on the retailer’s Instagram generated $330,200 in earned media value. Posts surrounding the Coachella music festival also contributed to IGK’s earned media value with $305,700.