Where to buy the top 3 beauty brands in Tribe Dynamic’s EMV report
From brows to masks and everything in between, the annual Tribe Dynamics list of beauty brands with the highest earned media value is here.
It's settled: in the beauty world, social media is king. Each year, digital marketing company Tribe Dynamics reveals its list of top earned media value performers in beauty, skincare and hair – and this year, you might spot some familiar names in the top spots. Reported by WWD, the list includes some fan favourites as well as newer brands making an appearance for the first time.
If you're not sure, earned media value refers to the revenue that brands receive from social media and influencer marketing (like Instagram and Facebook). So really, it's a measure of how popular and viral a brand has been online – and how much money it has earned for them.
These top three brands are definitely leaders in the colour cosmetics arena, using social media platforms to gain impressive followings, and here's where you can get your hands on them!
1. Anastasia Beverly Hills
Coming in at number one, Anastasia Beverly Hills has definitely had a big year in the online space. With a reported $96.7 million in earned media value, Instagram has been instrumental in building their brand recognition for 2017.
Anastasia Beverly Hills has approximately 16 million followers on the photo-sharing platform, and the likes often venture into the six-figure range. According to the report, their Instagram strategy is definitely paying off, because $86.7 million of the EMV came from Instagram alone. Combine that with launches like the PRISM palette last year, and you've got a recipe for winning.
One of the most universally recognisable colour cosmetics brands, MAC Cosmetics came in second with a reported earned media value of $81.6 million, which amounted to a 13% increase from the previous year. MAC Cosmetics has an Instagram following of 17.7 million on its main page (with more on the country-specific pages) so it's clear to see that the brand is going from strength to strength in the online arena. MAC has also had a big year with releases, including a charcoal skincare range, rose gold brush set and collaborations with stars like Sia, Patrick Starr and Nicki Minaj. You can find MAC Cosmetics at MECCA, David Jones, Myer and direct from the MAC Cosmetics website (which now has Afterpay).
Tarte has hit number three on the list with an impressive EMV of $54.4 million (a growth of 6% from the previous year), and anyone who has seen the brand's Instagram stories can understand why.
The brand has a dominating social media presence, despite having only 7.6 million followers (who'd have thought that would be considered comparatively small?). The brand also had a big year for releases in 2017, with the introduction of a brand new Tartelette Toasted palette and mermaid collection.
You can buy Tarte products at your local Sephora or direct from the Tarte website.
Earning itself an honourable mention for placing tenth on the list, Fenty Beauty managed to make the cut despite only launching in September last year. That's right, in the space of three months, the brand managed to accrue $41 million in earned media value.
Rihanna's brand dominated social media due to the success of its wildly popular foundation range and subsequent Galaxy holiday collection. Going from strength to strength, we're predicting a higher ranking in next year's list – it's already on track to outsell Kylie Cosmetics in 2018. You can find Fenty Beauty at your local Sephora.
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