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

1. Lush – $5,033,230

2. Farsali – $3,508,056

3. GlamGlow – $3,319,998
4. EOS – $3,243,933
5. Loving Tan – $2,242,334
6. Neutorgena – $2,138,728
7. Kiehl’s – $2,068,895

8. Foreo – $1,947,229
9. Dr. Brandt Skincare – $1,871,894
10. Skin Inc – $1,859,030

Key Learnings:

  • Kiehl’s deployed a #girlSSquad of influencers to the seaside resort town of Deauville, France, to celebrate the 42nd Annual Deauville American Film Festival with nine whirlwind days of red carpets and spa retreats.
  • To publicize the release of its Hydro Boost Water Gel, Neutrogena unveiled its #alwaysbounceback campaign, highlighting influencer stories of overcoming difficulties thanks to confidence-building skincare routines.
  • Foreo broke into the top 10, thanks to $1.2M EMV from its #foreocruise campaign, which sent influencers Duygu Özaslan, nhitastic, and emaxlouise sailing along the stunning Croatian coast.

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