The year's winners in earned media value include ColourPop, Charlotte Tilbury, NYX, MAC Cosmetics and Rare Beauty.
As consumers devote more of their attention toward TikTok and Instagram Reels, which are inherently less favorable to branded content, brands have been tasked with conceiving and sourcing content that provides the awareness-building, sales-driving effects of an ad — without seeming like an ad.
In 2022, ColourPop Cosmetics drew the highest amount of EMV at $444,341,552 — a sizable total, yet still a 27 percent decrease versus the year prior. Other high-ranking brands by the metric, like NYX Professional Makeup, MAC Cosmetics and Fenty, saw a similar effect, posting respective year-over-year declines of 19 percent, 6 percent and 14 percent, respectively.
One factor driving Rare Beauty’s social media success is its microinfluencer program, called the Rare Collective, which the brand launched in 2021, and which head of global communications Jessica White previously told Beauty Inc has been instrumental in growing the brand’s reach. All but four of the top 50 brands by EMV are makeup brands , which Begley says is not necessarily an indication that consumers are any less interested in hair care, skin care and fragrance, but rather a reflection of the content-type limitations these categories pose.“Makeup is highly visual in nature, making it easy to talk about — you can create and showcase such a variety of looks using color cosmetics,” he said.
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