While the earned media value recorded by brands is similar between the U.S. and the U.K., France saw different winners.
For Tribe Dynamics’ January color cosmetics report in France, NYX Professional Makeup earned the top spot with $3.6 million, a 111 percent year-over-year increase. Too Faced Cosmetics followed in second with $3.2 million and MAC was third with $2.4 million.
The France report saw some familiar players from the U.S. report. Anastasia Beverly Hills made it to the eighth spot with $1.6 million, a 42 percent year-over-year increase, and Huda Beauty earned the 10th spot with $1.5 million, an 83 percent year-over-year increase. While Fenty Beauty made it to the sixth spot, its EMV was flat with $1.6 million.
In the U.K. report, nine out of 10 of the brands were the same as the U.S. report. The only difference was the 10th spot, which went to L’Oréal Paris with $31.8 million in EMV, a 12 percent year-over-year decrease, in the U.K., and Too Faced Cosmetics with $42.2 million, an 11 percent year-over-year decrease, in the U.S.
Anastasia Beverly Hills recorded the most EMV with $107.8 million, a 12 percent year-over-year decrease in the U.S., and $17.0 million, a 63 percent year-over-year increase in the U.K. MAC came in second with $83.7 million, a 6 percent year-over-year increase in the U.S., and $15.8 million, a 191 percent year-over-year increase in the U.K.. In third, Tarte recorded $67.8 million, a 26 percent year-over-year increase in the U.S., and NYX Professional Makeup recorded $11.8 million, a 203 percent year-over-year increase in the U.K. Morphe, Huda Beauty, Benefit, Urban Decay and Fenty Beauty also made it onto both countries’ reports.