Once again, Anastasia Beverly Hills has earned the top spot on Tribe Dynamic’s Earned Media Value report for the month of July. Tribe Dynamics reported the brand’s earned media value was $126.2 million, a 65 percent increase from July 2016.
Most of the brand’s earned media value came through Instagram, specifically $113 million. This content can be credited to the launch of the Anastasia Beverly Hills Subculture eyeshadow palette, which was highly anticipated by customers. For example, it was reported that influencer James Dickinson, who has 1.7 million subscribers on his YouTube channel, received $74,800 in earned media value from his video testing the palette. Altogether, mentions of the palette across social media gave the brand $5.3 million in earned media value in July.
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Photographed by Kuba Dabrowski/WWD
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