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December 19, 2019
Halloween’s over, Thanksgiving has come and gone, and Christmas and Hanukkah are practically here! Many top skincare brands spread holiday hype in November by rocking new products and knocking down prices. As 2019 nears its end, we investigated the sources of Earned Media Value (EMV) growth among November’s top skincare brands—here are some highlights:
Influencers went (coco)nuts for Fourth Ray Beauty in November, propelling the brand from No. 8 in October to No. 4 this month. The brand fueled a 21% EMV surge with a new Coconut edition of its fan-favorite Face Milk, released as part of sister brand ColourPop’s Going Coconuts collection. The Coconut Face Milk emerged as Fourth Ray Beauty’s No. 1 November product by over $200k EMV. Thanks largely to this launch, Fourth Ray Beauty saw a 41% month-over-month expansion of its influencer community.
Foreo also jumped in November’s top skincare rankings, closing the month at No. 6 (up from No. 10 in October). The brand posted a 16% month-over-month EMV growth thanks in part to increased interest around its top-earning Luna 3 facial cleansing device—the product experienced a 14% MoM EMV surge. Foreo enlisted popular influencers, like Liane Valenzuela (@lianev on Instagram), to share how they used the Luna 3 to cleanse their skin after workouts and to promote the brand’s Black Friday deals.
Kylie Skin re-entered the Top 10 in November after a three-month absence, breaking into the rankings with an impressive 130% month-over-month EMV increase. The brand benefited from news aggregators and publications covering its $600 million acquisition by beauty conglomerate Coty. In addition to acquisition chatter, Kylie Skin also generated buzz with the release of a travel set, which comprised mini versions of its top products like the Face Moisturizer and Foaming Face Wash.
Rising skincare brands Tula, Kypris, and Kopari splashed onto influencers’ radars in November due to their inclusion in Boxycharm’s November box. And though these brands did not break into the Top 10, the Boxycharm exposure fueled Tula’s 115%, Kypris’ 763%, and Kopari’s 73% month-over-month EMV growths, all of which notably outperformed the Top 10’s average 19% increase.
To learn more about how much EMV these products and activations generated, and to see how they impacted November’s top 10 skincare brand rankings, check out the full November Skincare Tribe Top 10.
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