Tribe Dynamics shared the top makeup brands on social media for the month of September, revealing their Earned Media Value (EMV), a prescribed metric that quantifies the estimated value of publicity gained through digital earned media and its respective engagement levels. Tribe’s holistic approach assigns a specific dollar value to each piece of content, based on the publishing channel’s perceived value of digital word-of-mouth to brands within the industry. EMV serves as a tool for benchmarking across marketing activities and across brands.

Top Brands
1. Anastasia Beverly Hills – $92,522,867
2. Tarte – $64,883,039 MAC – $52,010,723
3. NYX – $40,942,816
4. Urban Decay – $38,750,807

5. Morphe – $38,014,193

6. Benefit – $37,100,895

7. Kat Von D – $33,124,397

8. Make Up For Ever – $31,689,577
9. Kylie Cosmetics – $30,375,916

Key Learnings:

  • Tarte rose in the top 10 thanks to a new round of its #trippinwithtarte campaign. The brand invited influencers including PatrickStarrr, Desi Perkins, and Aspyn Ovard on a vacation to Bora Bora to celebrate the launch of several new products. #Trippinwithtarte earned the brand $21.1M EMV.
  • Morphe unveiled its Morphe x KathleenLights Eyeshadow Palette in collaboration with the YouTube beauty powerhouse. The limited-edition palette, featuring both new and existing shades, sold out in two days, while mentions of the palette drove $1.3M EMV for the brand.
  • Kylie Cosmetics broke into the top 10 in October with the launch of The Burgundy Palette, the brand’s second Kyshadow palette. Top influencers like jeffreestar, Manny Mua, and LustreLux immediately incorporated the warm-toned palette into their content, driving mentions that garnered $2.1M EMV.
  • NYX hosted an influencer Halloween costume party at its Union Square store opening in NYC. Beauty maven faradhukai invited her followers to attend, continuing NYX’s tradition of turning store openings into influencer meetups. In attendance were both the winner (laura_makeup) and host (Kandee Johnson) of the 2016 NYX Face Awards.

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