According to Traackr show, an influencer marketing portal, 10 beauty brands have topped the charts in October in terms of social media reach and engagement. Ariana Grande’s REM Beauty saw a phenomenal surge due to its deal with Universal Pictures and the movie “Wicked,” featuring Grande. The brand was ranked at number two position as per brand vitality score (VIT) in October, which is a measure of a brand’s social media reach. Topping the charts was Sephora owing to its creator reach. It had mentions from more than 7,000 creators in October, which is substantially higher than the average 1,530 creators.
Also Read: Toni &Guy Sweeps 6 Awards at the British Hairdressing Awards 2024
Maybelline New York also did well in October especially due to its sponsorship of the TCS New York City Marathon, the “Brave Together” campaign for World Mental Health Day, and advent calendar seedings. Rare Beauty was another brand that did well with over 3,000 activated influencers in October. In contrast, Skkn by Kim, another celebrity beauty brand, had only 102 activated influencers in the same month but still made it to the top 10 performers mainly due to the Kardashian founder’s strong social media presence with an average reach of 10.1 million users. Grande helped in R.e.m. ‘s October hike with 598 activated influencers in October and an average reach of 2.5 million.
Also Read: Ritz-Carlton, Amman Awarded Top Luxury Hotel & Spa at the 2024 World Travel Awards
According to Holly Jackson, Traackr’s Global Professional Services Director of Influencer Strategy and Measurement, the brands who feature in the top 10 performers including, L’Oréal Paris, Maybelline have varied activations going on throughout the year, which means they are not dependent on only one type of promotion. A noticeable trend seen in top performing brands is that they are taking active part in cultural events like the Olympics, being associated with movies like Wicked, and being part of socially relevant events like Mental Health Day. Even the role of the influencers is changing. They are no longer only into product seedings. Brands are coming up with ways to involve these influencers in more significant ways into brand marketing campaigns.
