Ariana grande's R.e.m. Beauty, fueled by its 'Wicked' makeup collaboration, was among the top 10 beauty brands on social media in October.
The brand, which Grande bought back from former parent company Forma Brands in 2023, took the number-two spot by brand vitality score in October, which is Traackr’s proprietary measurement of a brand’sreach and engagement.
It was second only to Sephora, a mainstay on the ranking thanks to the retailer’s creator reach — Sephora garnered mentions from more than 7,000 creators in October, far outpacing the 1,530 creators average.of the TCS New York City Marathon, advent calendar seedings and buzz surrounding its “Brave Together” campaign for World Mental Health Day. “Brands who are consistently in the top 10 — L’Oréal Paris, Maybelline — they have a wide variety of activations going on all the time; they’re not reliant on one thing,” said Holly Jackson, Traackr’s global professional services director of influencer strategy and measurement. “A key trend we’re seeing is that brands who are doing well are participating in cultural moments — we saw it with the Olympics, and now with ‘Wicked,’ and even with Rare Beauty and Sephora — part of what drove their performances was their joint Mental Health Day Rare Beauty stands out for another reason, too: it had more than 3,000 activated influencers during the month of October. This is in stark contrast with fellow celebrity beauty brand Skkn by Kim, which only saw 102 activated influencers in October but made the ranking nonetheless thanks to its Kardashian founder’s own star power . Grande, too, contributed significantly to R.e.m.’s October growth, with the brand seeing 598 activated influencers during the period and an average reach of 2.5 million. “We are seeing a shift in terms of these of brands who are relying extensively on one big push or activation, and others who routinely have a lot of different activations in motion,” said Jackson, adding that the role of the influencer, too, is evolving. “Influencers aren’t siloed anymore into just product seedings — a lot of brands are thinking more about how to incorporate them into larger, core roles in brand marketing campaigns.”. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google WWD and Women's Wear Daily are part of Penske Media Corporation. © 2024 Fairchild Publishing, LLC. All Rights Reserved.
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