Charlotte Tilbury Was December’s Top Cosmetics Brand by Earned Media Value
According to a new report from CreatorIQ, the top cosmetics brand in the US in December was Charlotte Tilbury, with $33.4 million in earned media value.
According to a new report from CreatorIQ, the top cosmetics brand in the US in December was Charlotte Tilbury, with $33.4 million in earned media value* (EMV). That represented an 18% month-over-month increase in EMV for the brand, and a 4% year-over-year increase. Overall, there was $815.9 million in EMV generated by over 121K creators for 554 cosmetics brands during the month.
More from the report:
- ColourPop took second place for EMV ($31.9 million), with its 2.5k ambassadors posting about 4 times each, resulting in an EMV per ambassador of almost $13K, the highest of the top ten brands.
- Rare Beauty, which was in third place for EMV, had the highest month-over-month increase, an impressive 49% growth. The brand’s holiday gift collections contributed to a 12% month-over-month expansion of Rare Beauty’s community, which grew to 2.6k content creators.
- e.l.f. rounded out the ranking with an EMV of $18.9 million, and it was the only brand not present in the previous month’s Top 10. A collaboration between musician Meghan Trainor and The Weather Channel stirred additional excitement around the brand, with weather forecast-inspired videos showcasing a series of e.l.f. products and securing $175.3K EMV for the brand.
*Earned media value (EMV) quantifies the estimated value of consumer engagement with digital earned media and can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape.