Beauty brands often produce interesting and amusing social media content. But a new study from Tribe Dynamics, the US provider of advanced influencer marketing analytics, reveals that giving TikTok creators free rein delivers higher EMV (earned media value).

Many beauty brands are turning away from sponsored content, says Conor Begley, co-founder of Tribe Dynamics. Benefit Cosmetics, owned by LVMH, the world’s largest luxury goods group, is a good case in point. Nearly 33 per cent of the brand’s EMV now comes from TikTok and it’s the fastest-growing platform for beauty brands, he notes.

According to Tribe Dynamics, the top 10 beauty brands for the month of October on TikTok in terms of EMV in the US were:

1) Benefit Cosmetics – US$10.07 million

2) L’Oréal Paris – US$2.36 million

3) ColourPop – US$1.94 million

4) Morphe – US$1.868 million

5) Revolution Beauty – US$1.546 million

6) NYX Professional – US$1.45 million

7) Maybelline New York – US$1.234 million

8) RoC Skincare – US$1.143 million

9) Paula’s Choice – US$1.008 million

10) Kylie Cosmetics – US$994,880

Another study by Similarweb also confirms TikTok’s effect on online sales. According to the data intelligence provider, who analysed increased sales on selected products on Amazon, viral exposure on TikTok saw online sales jump by an average of 85.3 per cent.

The downside is that sales usually return to normal within two months. But while products are hot they are really hot. For example, L’Oréal Paris 24-HR Infallible Fresh Wear Foundation was launched in late 2020. Following seven million views on TikTok, sales increased in the US alone from US$20,300 in January this year to US$272,200 in February.

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