LA MODE MONTHLY SEPTEMBER 2014
DATA ANALYSIS: CHRISTINA GOSWILLER DESIGN: JORDYN ALVIDREZ
EMV 4
Tribe Dynamics prescribed metric referring to the quantifiable dollar amount assigned to publicity gained through social word- of-mouth marketing accomplishments. Our holistic approach assigns a specific dollar value to each respective form of content based on the perceived value of each to brands within the industry, as it pertains to establishing ongoing relationships with influencers. 5
SEPTEMBER 6
TRIB L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y L DYNAM A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D ICS E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y & LA L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y MO L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y DOWNLOAD REPORTS AT TRIBEDYNAMICS.COM/INSIGHTS L A M O D E M O N T H L Y L A M O D E M O N T H L Y This is the next installment in our monthly series of reports that will provide a larger picture understanding of trends within the beauty and fashion industries that will help you build effective influencer marketing strategies and boost your brand s ROI. Utilizing Tribe s proprietary data analytics, we will track which brands and products are creating the most valuable earned media over time, clearly out-performing the competition on a variety of social channels. The data for this study was collected by Tribe Dynamics and is based upon the top 50,000 influencers in the beauty, fashion, and lifestyle spaces. The brands and products included in each month s study will be those that are most popular based on publicly-available information of these brand s annual revenue, and reviews from consumers and third party retailers. 7
CONTENTS 8
TRIBE DYNAM ICS & LA M DE THE TOP 10 EARNED MEDIA VALUE LEADER BOARD 10 THE TOP 10 EARNED MEDIA VALUE BY CHANNEL 13 ANALYSIS 17 THE BUILDING OF MAC S BRAND EQUITY: BRAND SALIENCE AND BRAND RESONANCE 18 TRENDING EARNED MEDIA PERFORMANCE, Q3 20 PART 1: TRENDING OVERALL EARNED MEDIA PERFORMANCE, EMV 21 1.1 Q3'S TOP 3 PERFORMERS 22 1.2 THE DEMOCRATIZATION OF INFLUENCE 23 PART 2: TRENDING EARNED MEDIA TERMS 24 TOP 10 ENGAGEMENT RATES BY CHANNEL 27 TOP 10 POST COUNTS BY CHANNEL 34 9 9
THE TOP 10 EARNED MEDIA VALUE LEADER BOARD 10
For the month of September, the following 10 brands were the most socially influential, generating the most valuable earned media. This metric is based upon the following calculations: 11
THE TOP 10 - EARNED MEDIA VALUE LEADER BOARD THE NUMBER OF POSTS: Blog posts YouTube Videos Tweets Facebook posts Instagram posts Pinterest Posts ENGAGEMENT RATE BY: Blog views Video content views Twitter actions Facebook likes, comments, shares Instagram likes and comments Pinterest likes, comments, shares 1. MAC $12,614,605 EMV 2. NARS $8,381,915.95 EMV 3. URBAN DECAY $7,625,310.25 EMV 4. NYX COSMETICS $6,737,961.25 EMV 5. MAYBELLINE $6,611,915.30EMV 6. TOO FACED $6,391,407.80 EMV 0 4,000,000 7,000,000 13,000,000 7. LORÉAL $6,325,503.80 EMV MAC NARS 8. OPI $4,513,203.50 EMV URBAN DECAY 9. SMASHBOX $4,275,280.55 EMV NYX COSMETICS MAYBELLINE TOO FACED MASS MARKET PRESTIGE 10. MILANI $4,180,047.15 EMV LORÉAL OPI SMASHBOX MILANI MASS MARKET PRESTIGE $23,855,427.50 $43,801,723 83.61% 12
THE TOP 10 EARNED MEDIA VALUE PERFORMANCE BY CHANNEL 13
The following data reflects the approximate value of the content created about each brand by social channel during the month of September, as measured by Earned Media Value. 14
BLOG EMV YOUTUBE EMV TWITTER EMV MAC $1,386,843.80 NARS $880,589.20 MAYBELLINE $738,699.80 URBAN DECAY $556,954.00 OPI $478,640.00 NYX COSMETICS $393,375.00 LORÉAL $299,515 OPI $290,334.80 SMASHBOX $242,389.40 MILANI $217,009.80 MAC $6,530,295.75 NYX COSMETICS $3,901,016.25 MAYBELLINE $3,829,075.50 URBAN DECAY $3,701,886.25 NARS $3,463,466.75 TOO FACED $2,715,013.00 MILANI $1,886,885.75 SMASHBOX $1,869,307.75 LORÉAL $588,106.50 OPI $444,173.50 LORÉAL $334,800.00 URBAN DECAY $270,800.00 NARS $236,600.00 MAYBELLINE $228,700.00 MAC $176,200.00 OPI $115,800.00 TOO FACED $110,800.00 SMASHBOX $107,900.00 NYX COSMETICS $82,200.00 MILANI $57,500.00 15
FACEBOOK EMV MAC $1,707,675.00 OPI $1,587,190.00 URBAN DECAY $1,308,990.00 TOO FACED $923,595.00 SMASHBOX $688,800.00 MILANI $618,915.00 NARS $586,750.00 LORÉAL $547,810.00 MAYBELLINE $406,870.00 NYX COSMETICS $328,155.00 INSTAGRAM EMV NARS $2,761,490.00 MAC $2,151,160.00 TOO FACED $2,124,465.00 NYX COSMETICS $1,878,475.00 OPI $1,424,030.00 MILANI $1,384,230.00 MAYBELLINE $1,351,980.00 URBAN DECAY $1,331,360.00 SMASHBOX $1,047,700.00 LORÉAL $676,075 PINTEREST EMV MAC $662,430.00 OPI $463,370.00 URBAN DECAY $455,320.00 NARS $453,020.00 TOO FACED $227,200.00 SMASHBOX $223,950.00 NYX COSMETICS $154,740.00 MILANI $110,740.00 MAYBELLINE $56,590.00 LORÉAL $43,960.00 16
ANALYSIS 17
THE BUILDING OF MAC S BRAND EQUITY: BRAND SALIENCE AND BRAND RESONANCE 18
For September we saw new additions and greater movement within the Top 10 Beauty Brands. Despite this variance, MAC extended its run as the leader for the seventh month running. Its continued success alongside the fluctuating performance of its competitors provides a model for long term brand equity, which we will break down into two brand salience and brand resonance. BRAND SALIENCE If we were to wipe the MAC logo from a physical product or from marketing materials for a collection, most of us would have no difficulty still identifying these as belonging to MAC. The brand s aesthetics, imagery, and packaging are unmistakably recognizable whether a consumer comes across these in a department store, fashion magazine, or a variety of other circumstances. This brand salience allows us to recognize MAC s brand even outside the beauty context and across multiple verticals. When MAC partnered with Disney for the live-action Maleficent, its brand was equally discernible and not overshadowed by one of the most recognizable brands in existence. namesake lipstick in classic shades. Unless the consumer has interacted with the physical product in a store, it would be impossible for them to make a purchase decision based entirely on perceived benefits or attributes of MAC s lipstick versus a competitor s. Those beauty influencers sharing MAC s lipstick online and the beauty consumers purchasing the lipstick do so because of an attachment to the brand beyond a product level. Consumers choose MAC s lipstick because of the added value and benefits the product assumes belonging to the brand: aspirational exclusivity, membership within a well-connected community of like-minded enthusiasts, and self-actualization. This level of brand salience takes significant time to establish. Although MAC has evolved as a brand since its launch in 1984, it s growth tells a consistent story, traceable and relatable for consumers. Our familiarity with brand images and messages over time is strengthened each time MAC releases a new collection, like fall s Rocky Horror Picture Show line. By meeting consumer expectations with every brand experience of what we believe the brand represents, MAC establishes meaningful credibility and trust that leads to brand resonance. BRAND EQUITY Together, these two levels of consumer understanding leverage brand equity over time. MAC consumers naturally think of the brand beyond simply a Rocky Horror Picture Show line or a classic lipstick. Rather, the meaningful relationship and bond consumers feel with the brand encourages behavior loyalty and creates lifetime customers. BRAND RESONANCE To better understand MAC s brand resonance, let s take a closer look at the content the brand inspired on Pinterest. Unlike much of what was published about the brand on YouTube and Facebook showcasing new collections and products, the most valuable Pinterest pins highlighted MAC s 19
TRENDING EARNED MEDIA PERFORMANCE Q3 20
PART 1: TRENDING OVERALL EARNED MEDIA PERFORMANCE, EMV The following data highlights the trending EMV performance of this month s Top 10 brands for Q3 2014 (July - September). JULY AUGUST SEPTEMBER TOTAL MAC $10,478,968.10 $9,651,967.75 $12,614,605 $32,745,540.40 NARS $5,029,652.50 $3,200,979.40 $8,381,915.95 $16,612,547.85 L'ORÉAL $6,143,033.00 $6,972,704.25 $6,325,503.80 $19,441,241.05 URBAN DECAY $4,761,538.75 $6,220,744.15 $7,625,310.25 $18,607,593.15 NYX $5,721,131.50 $6,071,793.85 $6,737,961.25 $18,530,886.60 MAYBELLINE $6,459,800.55 $5,170,953.95 $6,611,915.30 $18,242,669.80 OPI $5,483,263.80 $4,598,565.60 $4,513,203.50 $14,595,032.90 TOO FACED $5,177,852.55 $4,234,461.80 $6,391,407.80 $15,803,722.15 SMASHBOX $1,370,356.50 $1,759,464.25 $4,275,280.55 $7,405,101.30 MILANI $5,029,652.50 $3,200,979.40 $4,180,047.15 $12,410,679.05 21
1.1 Q3 S TOP PERFORMERS (OVERALL EARNED MEDIA VALUE) 1. MAC: $32,745,540.40 2. L ORÉAL: $19,441,241.05 ING 3. URBAN DECAY: $18,607,593.15 TREND- 22
1.2 THE DEMOCRATIZATION OF INFLUENCE We often use this phrase to account for the tremendous shift that has taken place in marketing due to the explosion of publishers and availability of information online. This change has fundamentally altered the way that marketers raise awareness and cultivate consumer understanding of a brand. Social media has made content creation significantly cheaper for publishers and lowered the cost for brands of partnering with these influencers. The growing number of online publishers has left consumers with unlimited choices making specialization and expertise primary drivers of influence. Brands have felt the repercussions of this shift at a macro level. As entities, brands have been equalized and compete as publishers: success depends upon having a unique identity and communication of supporting content. The playing field has been leveled between new, smaller brands and the industry s seasoned moguls, where the resonance of brand elements for consumers and their ability to personally identify with a brand drive long term attachment and loyalty. September s Top 10 is proof of this. Brands like NYX Cosmetics, Milani Cosmetics, and Too Faced have replaced beauty standards like CoverGirl, Revlon, and Rimmel by embracing this new role with comprehensive digital strategies. Month over month, these brands excelled and continued to improve in overall earned media performance due to the success of ambassador programs and product seeding. Smashbox also made its first appearance this month, generating incredible engagement through its collaboration with popular beauty influencer, Shannon Harris (screenname Shaaanxo). These trends in our Top 10 are significant and again speak to the transformed environment of brand building and consumer outreach. The barriers to entry and success that kept smaller brands at bay while fueling the sales of the largest competitors are no longer pertinent. The marketing tools and strategies that now achieve greater brand awareness and behavioral loyalty are cost-effective. It s worth repeating from last month that NYX Cosmetics experienced an incredible surge in earned media performance without the substantial advertising spend traditionally used. In fact, the strength of its brand results from its unconventional marketing approach that puts community engagement before sales. The brand has improved upon its January earned media performance by approximately 64%, 17% of that growth in Q3, by putting the customer at the center of its digital strategy. It s hard to predict the rate at which this trend will accelerate and transform the industry further. A year, or even six months from now we might be looking at a very different Top 10 beauty brands. For now, we re placing our confidence in those embracing the strategies of NYX, Milani, and Too Faced, who understand that brands are only as strong as the relationships they establish with consumers. 23
PART 2: TRENDING EARNED MEDIA TERMS The following earned media terms allow us to measure the earned media performance of brands relative to specific words or phrases used in online conversations. For September, we used this data to evaluate the strength of the association between each of our Top 10 Brands and the word love. EARNED MEDIA PERFORMANCE ATTRIBUTED TO LOVE : 1. MAC: $1,850,892 2. NARS: $825,452 3. Urban Decay: $492,525 4. NYX Cosmetics: $602,193.75 5. Maybelline: $1,013,659.25 6. Too Faced: $736,367.50 7. L Oréal: $1,556,924.75 8. OPI: $673,896.25 9. Smashbox: $314,642.50 10. Milani: $630,808.50 24
Proceeding with the understanding that love is only a gauge of broad sentiment, in the context of millions of posts these EMV data points are meaningful. It goes without saying that love within earned media of this kind almost exclusively has a positive association. It s not inconsequential that a greater number of online conversations about MAC included the word love than any other brand. In addition, we can safely assume that a larger percentage of these posts including love were authentic, organic endorsements from individual influencers and beauty consumers as opposed to content published by high fashion magazines like Harper s Bazaar or the New York Times Style Section. We would argue that content created by the former group is more valuable when it comes to relationshipbuilding and consumer loyalty. This may imply that posts including love are on average more valuable as well. Finally, as much as the word love is used loosely in many of these conversations, this data speaks to the importance of abstract, emotional connections when it comes to consumer loyalty. There s a reason why we did not measure the earned media value of endorsements including words like freebie, deal, promotion, etc. Digital strategies grounded in meaningful engagement and ongoing relationships will inspire more valuable content creation than those that try to drive immediate sales by slashing prices and offering discounts. Increased competition within the beauty industry has made competition by price-point alone irrelevant. Consumer decisions are driven by emotion; the brands and specific marketing initiatives with emotional appeal will be the most successful. ANALYSIS 25
MOST-TALKED ABOUT COLLECTIONS FROM THE TOP 3 BRANDS 1. MAC: ROCKY HORROR : $406,130 2. NARS: NARS AUDACIOUS : $761,369.25 3. URBAN DECAY: VICE : $991,647 26
THE TOP 10 ENGAGEMENT RATE BY CHANNEL 27
The following data highlights the comparative EMV engagement of September s Top 10 brands overall and by channel. 28
THE TOP 10 - EMV BY SOCIAL CHANNEL BLOG RIBE NAMIC LA MO DE TH NARS 2,265,321.00 MAC 2,130,469.00 MAYBELLINE 1,075,999.00 L'ORÉAL 1,022,099.00 TOO FACED 46,424.00 NYX COSMETICS 519,625.00 URBAN DECAY 440,270.00 OPI 285,200.00 MILANI 183,947.00 YOUTUBE MAC 26,242,781.00 NYX COSMETICS 16,227,418.00 MAYBELLINE 15,426,756.00 NARS 15,276,778.00 URBAN DECAY 14,238,202.00 L'ORÉAL 13,094,021.00 TOO FACED 12,308,652.00 SMASHBOX 7,870,528.00 MILANI 6,667,666.00 OPI 1,571,694.00 TWITTER SMASHBOX 168,949.00 URBAN DECAY 13,721.00 MAYBELLINE 8,868.00 L'ORÉAL 8,279.00 NARS 4,093.00 SMASHBOX 3,480.00 NYX COSMETICS 2,902.00 MAC 2,221.00 TOO FACED 2,119.00 OPI 1,532.00 MILANI 1,175.00 MASS MARKET PRESTIGE 29
THE TOP 10 - EMV BY SOCIAL CHANNEL FACEBOOK LIKES 30 OPI 179,961.00 URBAN DECAY 141,649.00 L'ORÉAL 120,820.00 MAC 114,635.00 TOO FACED 73,114.00 MILANI 61,477.00 SMASHBOX 47,210.00 NARS 45,130.00 MAYBELLINE 23,234.00 NYX COSMETICS 16,559.00 FACEBOOK COMMENTS TOO FACED 6,195.00 MILANI 4,590.00 MAYBELLINE 4,359.00 SMASHBOX 4,285.00 NYX COSMETICS 4,203.00 URBAN DECAY 3,836.00 MAC 2,892.00 L'ORÉAL 2,200.00 NARS 647.00 OPI 1,106.00 FACEBOOK SHARES MAC 4,967.00 OPI 4,229.00 URBAN DECAY 3,836.00 L'ORÉAL 3,101.00 MILANI 1,877.00 TOO FACED 854.00 NARS 667.00 NYX COSMETICS 261.00 SMASHBOX 217.00 MAYBELLINE 211.00 SOCIA EMV B
THE TOP 10 - EMV BY SOCIAL CHANNEL PINTEREST LIKES NARS 3,276.00 OPI 3,127.00 URBAN DECAY 2,975.00 TOO FACED 1,609.00 MILANI 1,277.00 MAC 1,189.00 NYX COSMETIC 1,075.00 SMASHBOX 789.00 L'ORÉAL 380.00 MAYBELLINE 67.00 PINTEREST SHARES MAC 4,449.00 URBAN DECAY 891.00 NARS 846.00 OPI 541.00 TOO FACED 490.00 NYX COSMETIC 287.00 MILANI 250.00 SMASHBOX 217.00 MAYBELLINE 195.00 L'ORÉAL 148.00 EM 31
THE TOP 10 - EMV BY SOCIAL CHANNEL INSTAGRAM LIKES NARS 263,268.00 TOO FACED 255,188.00 URBAN DECAY 225,917.00 MAC 213,973.00 SMASHBOX 181,956.00 NYX COSMETICS 140,373.00 MAYBELLINE 91,410.00 OPI 90,638.00 L'ORÉAL 69,891.00 MILANI 58,564.00 INSTAGRAM COMMENTS MAC 6,205.00 NARS 5,334.00 URBAN DECAY 4,853.00 NYX COSMETICS 4,726.00 TOO FACED 3,851.00 MAYBELLINE 3,517.00 OPI 2,166.00 MILANI 2,104.00 SMASHBOX 1,988.00 L'ORÉAL 1,881.00 SOCIAL EMV BY 32
MAC lead in overall media performance for the month of September, thanks to social activity on YouTube, Facebook, and Pinterest. Content created across these varying verticals was largely in response to the multiple collections the brand featured over the course of the month. These included The Simpsons collection from the month prior, a Rocky Horror Picture Show line, and the return of the Viva Glam Rihanna products, the proceeds of which are given to women, men, and children living with HIV/AIDS. All three collections capture MAC s unique brand imagery, while Viva Glam speaks to the brand s historical legacy and its charitable brand personality exemplified by the MAC AIDS Fund. NARS excelled on Instagram with the online celebration of the brand s 20th Anniversary. The brand partnered with Sephora for an Instagram sweepstakes; followers had twenty-four hours to post an original Instagram photo of a favorite NARS product for the chance to win a tote filled with twenty NARS cult favorites. Sephora published two posts for the sweepstakes, an initial announcement and a final reminder, both showcasing the grand prize of NARS products. With 1,753,453 followers, its not surprising that these two posts represented some of the most valuable content creation NARS experienced for the month. Between the two posts, the strategic partnership garnered approximately 69 likes, a mere suggestion of the incredible number of impressions and greater brand awareness felt by NARS. L Oréal dominated on Twitter amongst leading industry publications when it announced that Karlie Kloss would be the new face of L Oréal. High-engagement tweets authored by influencers like Vogue, Elle, Marie Claire, etc. each included a highly-editorial photo of the model. The imagery included in these posts alongside Kloss reputation within the fashion community showed an elevated, high-fashion side of the L Oréal brand. Kloss is just one of many in the brand s history of working with iconic celebrity ambassadors, all of whom personify themes of sophistication and classic beauty. The consistency of these relationships and the resulting social chatter online reinforces L Oréal s positioning of its brand amongst mass market competitors as the haute couture choice. 33
THE TOP 10 POST COUNT BY CHANNEL 34 34
35 RIBE NAMIC LA MO DE ONTH BLOG POSTS MAC 1298 NARS 824 MAYBELLINE 675 URBAN DECAY 612 OPI 527 NYX COSMETICS 369 L'ORÉAL 327 TOO FACED 313 MILANI 257 SMASHBOX 229 YOUTUBE VIDEOS MAC 528 MAYBELLINE 361 NYX COSMETICS 325 URBAN DECAY 292 L'ORÉAL 236 NARS 209 TOO FACED 197 MILANI 184 SMASHBOX 74 OPI 41 TWITTER VIDEOS URBAN DECAY 1444 NARS 1231 MAC 943 L'ORÉAL 940 MAYBELLINE 891 MILANI 874 TOO FACED 698 OPI 693 NYX COSMETICS 451 SMASHBOX 375 MASS MARKET PRESTIGE
36 RIBE NAMIC LA MO DE ONTH FACEBOOK POSTS MAC 466 L'ORÉAL 415 URBAN DECAY 316 MAYBELLINE 299 NARS 277 MILANI 255 OPI 217 TOO FACED 204 NYX COSMETICS 190 SMASHBOX 132 INSTAGRAM POSTS NARS 389 MAC 367 MAYBELLINE 299 NYX COSMETICS 298 OPI 269 MILANI 239 URBAN DECAY 238 L'ORÉAL 211 TOO FACED 208 SMASHBOX 87 PINTEREST POSTS MAC 775 OPI 616 URBAN DECAY 560 NARS 434 MILANI 365 TOO FACED 226 L'ORÉAL 209 NYX COSMETICS 166 MAYBELLINE 143 SMASHBOX 110
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