A new report from WeArisma has revealed the “top-performing beauty brands among influencers on social media”. The influencer and social intelligence platform has launched its Beauty State of Influence Report and said that “authentic influential voices” are hugely important to beauty brands’ marketing strategies with some brands having harnessed this very successfully.
Archivo
In fact, Sephora and L’Oréal “win make-up” with the brands overcoming “the overall decline in engagement with make-up content through activations at the Olympics”.
Meanwhile, so-called skinfluencers “love Garnier” and content from influencers about the brand generated the highest earned media value (EMV), engagement, impressions and mentions in the category.
And perfumeries leverage star power. Dior and Jo Malone saw high engagement levels on the back of campaigns with Rhianna for Dior and Tom Hardy and Olivia Culpo for Jo Malone.
The report uses WeArisma’s proprietary analytics metric ‘Ripple Impact’ that shows how “the impact of influencers’ content is significantly further-reaching and engaging than brands’ owned content”.
Across the highest-performing make-up, skincare and fragrance brands worldwide, Ripple Impact generated up to 19 times more EMV, 26 times as many impressions, 83 times more engagement and 73 times more content than content from the brands’ accounts.
But while it has majored on high-budget events and strategic celebrity partnerships, the report said “the make-up industry has struggled to keep pace with fragrance and skincare, experiencing a year-on-year decline of 10% in mentions”.
The brands bucking this trend are the aforementioned industry giants LVMH’s Sephora and L’Oréal, whose engagements saw increases of 27.3% and 35.1%, respectively. Both brands tapped into the cultural moment of the Olympics with immersive, on-the-ground activations, highlighting the growing synergy between beauty and sports. Sephora’s ‘Hot on Social’ edit also continued to drive TikTok buzz, while must-have make-up and product launches contributed to the brand’s massive $1.9 billion EMV.
WeArisma said “understanding customer needs, such as the rising cost of living, is crucial for make-up brands’ success on social media, but these campaigns must be executed with authenticity. As prices rise and economic uncertainty presses on, we have seen brands appeal to their Gen Z customer base by normalising dupes, and influencers play a huge part in building trust in more budget-friendly products”.
As for skincare, its content has jumped in popularity over the last year, experiencing an impressive 38% year-on-year increase in EMV. L’Oréal’s Garnier continues to appeal across all demographics, particularly among skinfluencers, securing the top spot across EMV, engagement, impressions, and mentions.
But it’s not alone at the top of the tree with the report saying that “an ingredient-focused strategy that leverages recommendations from dermatologists with strong social followings proves popular”, making other L’Oréal-owned brand Vichy “stand out in Virality grade alongside CeraVe and Garnier”. The beauty giant’s La Roche-Posay brand also performed well, “driven by its position as the official sunscreen partner of the US Open and a content strategy that leans towards informative messaging”.
WeArisma’s report said the top-performing fragrance brands use “star-driven campaigns to dominate the conversation on social media”. Traditional luxury brands, such as Dior, Prada and Mugler, “do this most effectively, generating high amounts of EMV and engagement. However, new-age brands are also driving significant buzz in the fragrance space”.
Dior has the highest overall influencer impact, but Jo Malone comes a close second for engagement. With fragrance at more accessible prices and strategic partnerships including Tom Hardy and Olivia Culpo, influencer content about Jo Malone generated 4.7 times more EMV, 3.1 times more impressions and 3.8 times more engagement than brand-owned content.
Diptyque has opening a boutique at the Battersea Power Station mall in London. The latest beauty and home fragrance brand’s store spans 667 sq ft in Turbine Hall A, designed to reflects both the house’s and the venue’s “architectural evolution”.
Diptyque
It comes with a “Parisian apartment aesthetic… echoing the spirit of Diptyque’s first boutique” at 34 boulevard Saint-Germain in the French capital.
It joins the recently opened Maison Diptyque London on New Bond Street, and boutiques in Covent Garden and Canary Wharf. The new boutique features floor-to-ceiling windows and a custom handmade mosaics, inspired by both local and Parisian influences.
The design pays homage to the spirit of Battersea Power Station’s industrial heritage with nods to its Art Deco design, reflecting the building’s new era as a “vibrant retail, leisure and cultural destination for London”.
Details include metallic and wrought iron accents, large patented steel product discovery tables, deep red brick walls also emulate the power station’s exterior, exclusively-designed stained glass windows and a main ceiling light fixture created by Studio Vitrail Bianconi.
Continuing the house’s commitment to its artisanal heritage, London-based artist and designer Gergei Erdei has also created a large artwork for the fragrance wall, inspired by the Diptyque archives.
Amanda Morgan, managing director of Diptyque UK, said: “As the brand’s first presence in the [South West London] area… our new boutique showcases many artistic collaborations which come to life in this landmark location.”
Harriett Renny, Leasing director at Battersea Power Station Development Company, added: “Beautifully designed, the new boutique will bring Parisian chic to the Grade II listed landmark… and [becomes] a brilliant addition to our fragrance and homeware offering.”
Supergoop, a global skincare brand has partnered with multi-brand beauty retailer Nykaa for its entry into the Indian market.
Supergoop partners with Nykaa for India entry – Supergoop
With this partnership, Supergoop products will be available across Nykaa’s e-commerce website, Nykaa Luxe, and Nykaa’s select retail stores.
Commenting on the launch, Anchit Nayar, executive director CEO of Nykaa Beauty in a statement said, “With Supergoop’s innovative, skincare-first formulations, we aim to turn sun protection from an afterthought into a seamless and daily habit. As Supergoop’s exclusive partner in India, we are excited for our consumers to try these globally loved products that provide next-generation sun protection that are effective and effortless.”
Holly Thaggard, founder of Supergoop added, “20 years ago, I launched Supergoop to change the way the world thinks about sunscreen, and I am super excited to partner with Nykaa to bring this mission to India, a land of heritage and energy. Our feel-good, game-changing daily SPF formulas are clean, efficacious, and created with UV-protecting ingredients – perfect for both city and country living.”
Supergoop sun protection lineup includes glowscreen, unseen, mattescreen, play everyday lotion, glow stick, sunscreen spray, and mineral powder.
PVH Corp brand Tommy Hilfiger announced its eponymous designer’s visit to Mumbai, India to celebrate fashion and cultural exchange while forging connections in the country at a panel discussion at the metro’s Bandra Kurla Complex.
Tommy Hilfiger with Bollywood celebrities in Mumbai – Tommy Hilfiger
On April 15, Tommy Hilfiger began his Mumbai visit with a trip to the Tommy Hilfiger boutique at Reliance’s Jio World Drive mall, the brand announced in a press release. Hilfiger then took part in a panel discussion moderated by Indian creative authority Sarah-Jane Dias and Bollywood actress, model, and philanthropist Manushi Chhillar. Exploring topics ranging from style to global influences, the discussion aimed to synergise the US and India’s fashion cultures.
That evening, the designer hosted a dinner to bring together celebrities, tastemakers, and names in fashion. Held at the historic Taj Mahal Palace Hotel’s Taj Chambers, guests included Sara Ali Khan, Karan Johar, Ibrahim Ali Khan, Aditya Roy Kapur, Shikhar Dhawan, and Guru Randhawa. The evening event was designed to help deepen Tommy Hilfiger’s connections to India’s style and entertainment scenes while celebrating global style.
Established in 1985, Tommy Hilfiger reported a global retail sales total of approximately $9 billion in 2023. The brand has a presence in 100 countries and over 2,000 retail stores. PVH acquired Tommy Hilfiger in 2010 and oversees the label’s long term growth strategies.
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