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1、Beauty and Fashion Rankings:Social Medias Top BrandsAugust 2022 US Beauty,Fashion,&EMEA BeautyThe Tribe Top 1003 US Cosmetics03 Top 10 US Cosmetics Brands by EMV05 Brand Highlights06 US Skincare06 Top 10 US Skincare Brands by EMV08 Brand Highlights09 US Haircare09 Top 10 US Haircare Brands by EMV11

2、Brand Highlights12 Europe Beauty12 Top 10 Beauty Brands in Europe by EMV14 Top 10 Beauty Brands in the U.K.by EMV16 Top 10 Beauty Brands in France by EMV18 Brand Highlights19 Europe Skincare19 Top 10 Skincare Brands in Europe by EMV21 Top 10 Skincare Brands in the U.K.by EMV23 Top 10 Skincare Brands

3、 in France by EMV25 Brand Highlights26 US Luxury Fashion26 Top 10 US Luxury Fashion Brands by EMV28 Brand Highlights29 US Apparel29 Top 10 US Apparel Brands by EMV31 Brand Highlights32 What Is EMV?Contents 2022 Tribe DynamicsUSCosmeticsTop 10 Cosmetics Brands in the US 2022 3USCosmeticsTop 10:Commun

4、ity MetricsCommunity Size,Frequency,and Potency for US Cosmetics Brands 2022 Tribe Dynamics4USCosmeticsBrand HighlightsA Closer Look at US Cosmetics 2022 Tribe Dynamics5Brand:E.L.F.Community E.L.F.reached the No.8 position by empowering its micro-influencer demographic,which drove 76%of the net 7.7k

5、 posts shared in August.Of the total 2.6k creators who posted about E.L.F.,73%were micro-influencers.One standout micro-influencer was Amy Chris(amychrismakeup on Instagram),who shared 44 makeup transformations that resulted in$214.0k EMV for the brand.Mentions of#ELFCosmetics inspired 1.2k posts ac

6、ross social feeds,leading to$3.3M EMV.In all,E.L.F.closed August with$21.0M EMV,a 16%MoM increase.Highlight:Brand:NYX Professional MakeupBrand:Fenty Beauty Highlight:ProductMoving up one position on the leaderboard to secure the No.7 spot,Fenty Beauty made gains in August,collecting$21.3M EMV,a 6%Mo

7、M increase.Many conversations about the brand revolved around the top-selling Gloss Bomb Universal Lip Luminizer,which inspired 521 posts and fueled$1.8M EMV.Additionally,mentions of#GlossBomb resulted in$342.9k EMV.Fenty Beauty also benefited from a 6%MoM community expansion that contributed to the

8、 products success.Creators like Kevin Luong(kvn.luong on Instagram)demonstrated the gloss in makeup tutorials,sparking$83.5k EMV for Fenty Beauty.NYX Professional Makeup secured the No.3 position in Augusts Top 10 with$24.4M EMV,a 13%month-over-month expansion.With 3.0k creators averaging$8.3k EMV e

9、ach,mentions of#NYXCosmetics and#NYXProfessionalMakeup dominated conversations within the brands creator community,resulting in a combined$3.2M EMV.The brands Epic Ink Liner topped the product leaderboard,inspiring 167 creators to share 389 posts across social channels,generating$1.3M EMV.Notably,sp

10、ecial effects makeup artist Jessica Buchanan(makeitjess on Instagram)featured the eyeliner in 14 posts in which she transformed herself into various characters and animals.Overall,Jessica powered$378.0k EMV for NYX Professional Makeup.Highlight:CommunityUSSkincareTop 10 Skincare Brands in the US 202

11、2 Tribe Dynamics6USSkincareTop 10:Community MetricsCommunity Size,Frequency,and Potency for US Skincare Brands 2022 Tribe Dynamics7USSkincareBrand HighlightsBrand:Keys SoulcareCollaborationFounded by singer,songwriter,and actress Alicia Keys,Keys Soulcare experienced a month of astronomical growth,c

12、losing out August with$3.0M EMVa 199%MoM surge.While the debut of the Protect Your Light Daily Moisturizer SPF 30 generated buzz as the brands first SPF formula,the Be Luminous Exfoliator and Skin Transformation Cream proved Keys Soulcares primary EMV-drivers.Combined,the two products inspired a siz

13、able$1.8M EMV via 745 pieces of content thanks to their inclusion in this months IPSY beauty subscription package.The successful collaboration led to a staggering 172%MoM expansion of the brands influencer community and attracted more than 800 new advocates,including Riley Hubatka(rileyhubatka on In

14、stagram)and Meg Adams(megadams32).Highlight:Brand:CeraVeBrand:ElemisHighlight:CommunityHolistic skincare pioneer Elemis has proven to be a Top 10 presence,claiming the No.4 spot thanks to a noteworthy$6.2M EMV.The brands highly praised Pro-Collagen Cleansing Balm remains a must-have for skincare inf

15、luencers:one of Elemis top EMV-driving products,the balm generated a cool$1.2M via 160 posts authored by nearly 130 creators.Boasting a core fanbase of more than 400 loyal fans,Elemis continued to steadily broaden its network,welcoming an impressive 750 new advocates this month,including Pau Torres(

16、paulinat on TikTok)and Lauren Janelle(darcybylauren on Instagram)this month.Elemis closed out August with a grand total of 2.6k posts,an 8%MoM improvement.Drugstore skincare staple CeraVe enjoyed a prosperous August,climbing to the No.2 spot in this months Top 10 by securing$7.0M EMV.The derm-favori

17、te brand experienced a significant 79%month-over-month EMV surge thanks to a 62%MoM increase in average influencer potency($9.0k EMV per ambassador)and a 43%MoM spike in content volume(1.8k posts).Fueling this growth was CeraVes#CleanseLikeADerm hashtag campaign,which featured strategic partnerships

18、 with popular skincare creators,along with an influencer event in LA.In all,nearly 570 influencers,including Dylan Mulvaney(dylanmulvaney on TikTok)and Joyce Park(teawithmd),joined the brands network this month,with these newcomers collectively authoring 68%of CeraVes total content.Highlight:Campaig

19、n 2022 Tribe DynamicsA Closer Look at US Skincare8USHaircareTop 10 Haircare Brands in the US 2022 Tribe DynamicsTop 5 Tools,Wigs,&Extensions9USHaircareTop 10:Community Metrics 2022 Tribe DynamicsCommunity Size,Frequency,and Potency for US Haircare Brands10USHaircareBrand Highlights 2022 Tribe Dynami

20、csA Closer Look at US HaircareBrand:PravanaProductOutside of the Top 10,Pravana,a brand focused on offering beauty solutions to stylists,made impressive gains.The brand experienced a 60%MoM EMV increase,netting$1.9M.Known for its cutting-edge color care,Pravana enjoyed a 48%MoM jump in potency in Au

21、gust,with creators averaging$5.4k EMV each.The crowd-favorite Vivids Collection contributed$681.7k EMV via 250 mentions,while 57 creators shared content using#PravanaVivids,which garnered$170.7k.Overall,Pravanas most impactful creator was hair stylist Ashley Fillip(hairbyashleyfillip on Instagram),w

22、ho contributed$324.4k EMV by showcasing the Vivids line in action.Highlight:Brand:OlaplexBrand:Living ProofHighlight:ActivationIn August,haircare technology pioneer Living Proof enjoyed a 51%month-over-month EMV spike.The brand benefitted from buzz around its recent hair repair product offerings.Lil

23、y Collins(lilyjcollins on Instagram),the star of Emily in Paris,obsessed over the new Triple Bond Complex,a bond-builder and hair-strengthening treatment.Her four brand mentions generated$243.1k EMV,rendering her Living Proofs most impactful brand partner in August.Additionally,126 creators shared c

24、ontent using#LPDamageUndone,inspiring$432.1k EMV across 168 mentions.In all,Living Proof generated$3.1M EMV.Bond-building haircare sensation Olaplex has enjoyed a consistent presence on the U.S.Haircare Top 10.Still,few were ready for the brand to collect a staggering$23.3M EMV in August,up 191%from

25、 Julys$8.0M.The source of this$15M EMV jump?The#Olaflex campaign.Capitalizing on the power of micro-influencers,the initiative leveraged the demographic to highlight the brands patented bond-building technology and hair-strengthening capabilities.Participants were encouraged to use the campaigns ori

26、ginal TikTok track,inspiring more than 1.8k content creators to share before and after photos of their hair,demonstrating the power of the Olaplex line.The#Olaflex campaign generated$17.2M EMV115%more than Olaplexs entire July total.Highlight:Campaign11EuropeBeautyTop 10 Beauty Brands in Europe 2022

27、 Tribe Dynamics12EuropeBeautyTop 10:Community Metrics 2022 Tribe DynamicsCommunity Size,Frequency,and Potency for Europe Beauty13UKBeautyTop 10 Beauty Brands in the UK 2022 Tribe Dynamics14UKBeautyTop 10:Community Metrics 2022 Tribe DynamicsCommunity Size,Frequency,and Potency for UK Beauty Brands15

28、FranceBeautyTop 10 Beauty Brands in France 2022 Tribe Dynamics16FranceBeautyTop 10:Community Metrics 2022 Tribe DynamicsCommunity Size,Frequency,and Potency for France Beauty Brands17UK,France&EuropeBeautyBrand Highlights 2022 Tribe DynamicsBrand:Charlotte TilburyActivationIn France,Charlotte Tilbur

29、y moved up seven slots on the leaderboard to reach the No.2 position,collecting$2.2M EMV in August,a 20%MoM increase.Makeup tutorials dominated most brand fans social feeds,with Charlotte Tilburys creators averaging 2.4 posts and$10.8k EMV each.Makeup artist Crist Hell(frenchtouchofmakeup on Instagr

30、am)led the brands creator leaderboard,publishing 17 tutorial posts that resulted in$161.7k EMV.Highlight:Brand:BenefitBrand:MACHighlight:CommunityMAC reached the No.3 position in the U.K.thanks largely to its micro-influencer community,who authored 80%of the brands 3.4k posts in August.Micro-influen

31、cers also comprised 76%off MACs total 1.3k creators,with brand fans like Samia Begum(sxmiabegum on Instagram)driving$143.2k EMV via three makeup tutorials.Meanwhile,London-based eye-makeup specialist India Rose Makeup(indiarose_makeup)produced five posts that powered$164.6k EMV.In all,MAC closed Aug

32、ust with$7.4M EMV,a 25%MoM improvement.Rising to the No.2 spot on the August Top 10 leaderboard from its No.10 position in July,Benefit enjoyed an 11%month-over-month increase in content volume.Contributing to the brands success was powerhouse creator and new brand partner Lna Mahfouf(lenamahfouf on

33、 Instagram),who shared 30 posts mentioning Benefit,generating$3.2M EMV.The brands creators averaged$10.0k EMV each,up 34%from the previous month,helping Benefit achieve the highest average potency among Top 10 brands.Altogether,Benefit concluded August with$12.2M EMV,a 28%MoM gain.Highlight:Communit

34、yA Closer Look at Beauty in Europe,the UK,and FranceEuropeUKFrance18EuropeSkincareTop 10 Skincare Brands in Europe 2022 Tribe Dynamics19EuropeSkincareTop 10:Community Metrics 2022 Tribe DynamicsCommunity Size,Frequency,and Potency for Europe Skincare Brands20UKSkincareTop 10 Skincare Brands in the U

35、K 2022 Tribe Dynamics21UKSkincareTop 10:Community Metrics 2022 Tribe DynamicsCommunity Size,Frequency,and Potency for UK Skincare Brands22FranceSkincareTop 10 Skincare Brands in France 2022 Tribe Dynamics23FranceSkincareTop 10:Community Metrics 2022 Tribe DynamicsCommunity Size,Frequency,and Potency

36、 for France Skincare Brands24UK,France&EuropeSkincareBrand Highlights 2022 Tribe DynamicsA Closer Look at Skincare in Europe,the UK,and FranceBrand:CaudalieActivationCaudalie raced ahead in August,riding a 62%MoM EMV surge to secure the No.2 spot in Frances Top 10 with$920.4k.The brands#SpotTheGreen

37、Bottle hashtag sweepstakes galvanized the online beauty community,as skincare enthusiasts clamored for the chance to join French lifestyle influencers like Leane Marts(leanemarts on Instagram)and Lucie Rose(roseelucyy)for a Caudalie-themed treasure hunt in Paris.In all,#SpotTheGreenBottle generated$

38、165.2k EMV for the nature-inspired brand.Meanwhile,Caudalie stirred up renewed enthusiasm for its cult classic Vinopure collection($262.8k EMV)by tapping beauty creators such as milie Mendy-Real(theclassyemily on TikTok)to show off their clear complexions in content tagged#BreakoutBootCamp($130.1k).

39、Highlight:Brand:TatchaBrand:Glow RecipeHighlight:ProductFruit-charged skincare brand Glow Recipe experienced a stand-out August in the U.K.,with its$1.1M EMV representing a Top 10-leading 87%MoM growth.To revitalize the conversation around its hero Watermelon Glow Niacinamide Dew Drops,the brand see

40、ded the product to beauty aficionados such as Annie Gilson(youglowgirl on Instagram),who incorporated the formula into daily looks content.Bolstered by the gifting initiative,the Dew Drops saw their EMV more than double MoM,powering$375.6k via 42 influencers in Augusta significant spike from Julys$1

41、44.1k and 23 creators.Notably,numerous Glow Recipe offerings enjoyed organic inclusion in summer-themed makeup looks:mentions of#SummerSkin and#SummerSkincare garnered a respective$76.1k and$71.5k EMV for the brand.Tatcha claimed the No.9 spot in Europes Top 10 with$1.5M EMV,achieving a respectable

42、16%month-over-month growth.This success stemmed from a 33%MoM increase in content volume(604 posts),which was powered by a notable 30%MoM expansion of the brands influencer community(nearly 300 creators).Throughout the month,Tatcha recruited fans via PR sends of popular products such as the Kissu Li

43、p Mask($115.8k EMV)and The Silk Cream($80.4k).The most potent addition to the brands network was Caroline Hirons(carolinehirons on Instagram),who ran a sponsored giveaway of Tatchas signature formulas,and included the Indigo Overnight Repair Serum in Cream Treatment($30.2k EMV)in her newly-launched“

44、Hit Refresh”skincare kit.Altogether,Caroline secured$132.3k EMV for the brand across six Instagram posts as Tatchas No.1 advocate in August.Highlight:CommunityEuropeUKFrance25USLuxury FashionTop 10 Luxury Fashion Brands in the US 2022 Tribe Dynamics26USLuxury FashionTop 10:Community Metrics 2022 Tri

45、be DynamicsCommunity Size,Frequency,and Potency for US Luxury Fashion Brands27USLuxury FashionBrand Highlights 2022 Tribe DynamicsA Closer Look at US Luxury FashionBrand:Bottega VenetaCommunityOutside of the Top 10 was luxury leather brand Bottega Veneta,which experienced a healthy 15%MoM increase,e

46、njoying$7.8M EMV.This growth was largely due to an 18%MoM jump in share of voice,thanks to heightened activity from fashion models within the brands community.German blogger and model Leonie Hanne(leoniehanne)emerged as Bottega Venetas top earner with$199.4k EMV via Instagram posts sporting the bran

47、ds bags as a part of her European summer looks.Additionally,fashion guru and model Karina Bik(karinabnyc)drove$193.7k EMV by showcasing bold outfit choices paired with Bottega Veneta bags,and posting about her visit to the Bottega Veneta store in Capri,Italy.Highlight:Brand:PradaBrand:GucciHighlight

48、:CommunityGucci ranked as No.3 on Augusts Top 10,collecting$23.9M EMV,a 5%MoM increase.The brands success was largely due to the strength of its relationships with powerhouse creators,who collectively generated 40%of Guccis EMV,more than any other creator tier.Among the brands top content creators w

49、ere celebrity stylist Harry Lambert(harry_lambert)and actress Sarah Hyland(sarahhyland).Harry helped style pop icon Harry Styles on the musicians world tour,often dressing Styles in Gucci couture and Tweeting pictures of his one-of-a-kind selections.Harry ranked as Guccis No.1 EMV-driver with$1.2M,1

50、43%more than the No.2 earner.Meanwhile,Sarah wed reality TV personality Wells Adams,who sported a Gucci tuxedo that the couple flashed across Instagram,powering$391.7k EMV for the brand.Securing the No.1 ranking in Augusts Top 10 was Italian fashion house Prada.The brand enjoyed an impressive$25.2M

51、EMV,a 20%month-over-month spike,and jumped six spots from July.This momentum was largely due to incoming powerhouse brand partners,including reality TV superstar Kim Kardashian(kimkardashian on Instagram)and actress Emma Watson(emmawatson).Through a few posts tagging her Prada top,Kardashian garnere

52、d a whopping$749.0k EMV for the brand.Meanwhile,Watson sported Prada attire in her photoshoot for the cover of Wonderland Magazine,which she shared with her 67.2M Instagram followers,ultimately collecting$669.9k EMV.Lastly,TikTok personality Julian Burzynski(julianburzynski on TikTok)made a splash v

53、ia several satirical videos referencing the popular book and movie“The Devil Wears Prada,”inspiring$477.8k EMV for#TheDevilWearsPrada.Highlight:Community28USApparelTop 10 Apparel Brands in the US 2022 Tribe Dynamics29USApparelTop 10:Community Metrics 2022 Tribe DynamicsCommunity Size,Frequency,and P

54、otency for US Apparel Brands30USApparelBrand HighlightsA Closer Look at US ApparelBrand:Ralph LaurenCommunityOutside of the Top 10,Ralph Lauren grew by an impressive 95%MoM,closing August with$9.5M EMV thanks in part to the growth of its creator community.Swelling to 1.4k brand partnersa 23%MoM incr

55、easeRalph Lauren added 120 impactful new powerhouse content creators.This community segment accounted for$3.5M EMV,making it the brands highest-earning demographic by a significant margin.Among Ralph Laurens incoming cohort of powerhouse creators were big names like HBOs Euphoria star Angus Cloud(an

56、guscloud on Instagram)and blogger Aimee Song(aimeesong),who collectively drove$326.7k EMV via 11 brand mentions.Highlight:Brand:NikeBrand:AmericanEagleHighlight:CampaignAmerican Eagle soared into the Top 10 in August,rising to No.7 and growing by a staggering 207%MoM to collect$23.9M EMV.The main dr

57、iver of the lifestyle apparel brands meteoric rise was its successful#AEJeansSoundOn campaign.As a part of its broader back-to-school campaign,American Eagle invited creators to use the hashtag to create a music video while wearing American Eagle jeans.#AEJeansSoundOn garnered participation from 1.6

58、k content creators,who collectively produced 3.0k pieces of content.A major contributor to the campaigns success was the brands promise to award three winners a$3k gift card,as well as the opportunity for their video to appear on the American Eagle Times Square billboard in Manhattan.In a month of g

59、rowth for nine brands in the Top 10,Nike enjoyed a 12%month-over-month EMV increase,coming in comfortably ahead of No.3 brand SHEIN.Contributing to the brands success was a 14%MoM increase in share of voice,with Nike boasting 19.8k mentions44%more than Top 10 leader Fashion Nova(13.8k).A majority(70

60、%)of Nikes total mentions came from retained creators,with retained micro-influencers generating an impressive 5.3k pieces of content.Nikes most prolific micro-influencer was fashion media company Ovrnundr(ovrnundr.io on Instagram),which mentioned the brand 178 times to drive$351.8k EMV.In all,Nike

61、collected$63.1M EMV in August.Highlight:Community31What Is EMV?2022 Tribe DynamicsEarned Media Value,or EMV,quantifies the estimated value of consumer engagement with digital earned media.Our holistic approach assigns a unique value to a piece of content based on the platform it was published on and

62、 engagement received from followers and consumers.This value is then attributed to the specific brands mentioned within the post.EMV can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape.Posts by:Engagement via:On Platf

63、orms including:Glossary of TermsInfluencer TiersPowerhouse InfluencerAmbassador with over 1M followers on their primary channel.Established InfluencerAmbassador with 300k to 1Mfollowers on their primary channel.Mid-Tier InfluencerAmbassador with 100k to 300kfollowers on their primary channel.Micro-I

64、nfluencerAmbassador with fewer than100k followers on their primary channel.Community MetricsCommunity SizeThe total number ofambassadors who createdcontent about a brand within agiven time period.Posting FrequencyThe average number of postscreated per ambassador for abrand within a given time period

65、.Ambassador PotencyThe average amount of EMVdriven per ambassador for abrand within a given time period.OtherEMV RetentionThe proportion of EMV from loyal influencers who continue to post about your brand from one time period to the next.EMV retention is calculated by taking the amount of EMV genera

66、ted in a given time period by influencers who also mentioned your brand in the corresponding previous time period,and then dividing that figure by your brands total EMV in the corresponding previous time period.Sponsored EMVA post is labeled“sponsored”if it contains hashtags or language that denote a sponsorship,such as“#ad”or“#spon.”32EMV