Tribe Dynamics shared the top skin care 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 Skincare:

1. Lush – $3,774,682
2. Farsali – $3,761,472|
3. Glamglow – $3,058,033
4. Neutrogena Skincare – $2,547,311

5. Tatcha – $1,959,647

6. Manuka Doctor – $1,890,290
7. Caudalie – $1,852,918

8. Loving Tan – $1,485,718

9. Kiehl’s Skincare – $1,484,524

10. La Mer Skincare – $1,466,451

Key Learnings:

  • Manuka Doctor burst into the top 10 by hosting a promotional event with Kourtney Kardashian, its superstar global brand ambassador. The influencer posted multiple Instagrams of the event, garnering a total of $1.4M EMV.

  • Caudalie worked with tashoakley and devinbrugman, co-creators of the A Bikini A Day blog, to film a “Day in the Life” video featuring the brand’s new Vine[Activ] collection. The two influencers, who collectively drove $368.7K EMV for the brand, posted multiple “behind the scenes” Instagrams of the shoot, tagging #vineactiv in their content.

  • Neutrogena maintained its position in the top 10, co-hosting a “#MaskYoSelf” event with Teen Vogue in celebration of the brand’s new Light Therapy Acne Mask. Actress, singer, and Neutrogena brand ambassador Olivia Holt headlined the event, performing for attendees and creating much of the campaign’s highest EMV-earning content. In total, #MaskYoSelf added $708.9K EMV to Neutrogena’s $2.5M October haul.

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