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Anastasia Beverly Hills, Tatcha, Brazilian Bond Builder Receive Top Spots in Tribe Dynamics’ Earned Media Value August 2018 Report

The reports highlight the top 10 makeup, skin- and hair-care brands that recorded the most earned media value in August.

For August 2018, Anastasia Beverly Hills has received the top spot in Tribe Dynamics’ earned media value color cosmetics report. The brand reported $74.8 million in EMV, a 35 percent year-over-year decrease.

In second is MAC Cosmetics with $52.9 million, a 31 percent year-over-year decrease, and in third is Benefit with $51.5 million, a 2 percent year-over-year decrease.

Nars entered the ranking for the first time this year in the 10th spot with $28.6 million, a 61 percent year-over-year increase. The brand’s growth can be attributed to an influencer trip to Ibiza, Spain to celebrate its latest launch, Climax Mascara. With #NeverFakeIt, the brand recorded $5.5 million in EMV.

A highlight from the color cosmetics report was the rise in inclusive foundation ranges, primarily from brands Too Faced and NYX Professional Makeup. After teaming with influencer Jackie Aina for a shade extension of its Born This Way Foundation, Too Faced jumped to sixth, with $45.8 million in EMV. The foundation itself recorded $7.5 million of this EMV.

NYX Professional Makeup also launched its Can’t Stop Won’t Stop Foundation range in August with 45 shades. Working with YouTuber Alissa Zinnerman, the foundation recorded $1.7 million of the brand’s $39.9 million EMV.

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Tatcha received the first spot for Tribe Dynamics’ skin-care report, recording $6.7 million in EMV, a 162 percent year-over-year increase. Following is Glamglow with $5.2 million, a 35 percent year-over-year increase, and Kiehl’s with $3.7 million, a 12 percent year-over-year decrease.

The biggest growth was experienced by Drunk Elephant, which ranked in seventh with $2.6 million in EMV, a 295 percent year-over-year increase. This growth can be credited to the brand’s D-Bronzi Anti-Pollution Serum, a hybrid bronzer and serum. The product recorded $345,000 of the brand’s EMV.

For the hair-care report, Brazlian Bond Builder received the top spot with $6.2 million in earned media value, a 14 percent year-over-year increase. Following is Olaplex with $6.1 million, a 41 percent year-over-year increase, and Redken with $5.9 million, a 25 percent year-over-year increase.

The report showed that hair color brands are gaining interest among users. Brands like Pulp Riot, Matric and Arctic Fox Hair Color remained in the top 10 spots at four, five and six, respectively.

Specifically within the hair segment, Tribe Dynamics reported that #PinkHair saw a significant increase with $925,500 in EMV, a 45 percent month-over-month increase. The hashtag surpassed #RedHair, #blonde and #brunette.