Top Skincare Brands in the US by Earned Media Value
According to a recently-released report from CreatorIQ, Drunk Elephant was the top skincare brand in the US for December, racking up an earned media value* (EMV) of nearly $6.9 million.
According to a recently-released report from CreatorIQ, Drunk Elephant was the top skincare brand in the US for December, racking up an earned media value* (EMV) of nearly $6.9 million. That was a 45% month-over-month increase in EMV, and a 96% year-over-year increase. The skincare industry overall had an EMV of $253.9 million for the month, generated by 62.2K creators for 651 skincare brands.
More from the report:
- Elemis was in second place for EMV, with an estimated $6.6 million. Although that represented a 13% month-over-month decrease, it was a 161% year-over-year increase in EMV.
- Only four of the top ten brands had over 1,000 ambassadors: Drunk Elephant, Elemis, Glow Recipe and Langeige.
- Vaseline, one of two ranking newcomers, had the highest month-over-month EMV growth (85%), and an impressive 259% year-over-year increase in EMV. TikTok powered renewed interest in its classic petroleum jelly formula via the “slugging” #SkinTok trend. Vaseline leaned into the viral fad by partnering with content creators including Dr. Shah, Alessya Farrugia, and Dasia Janae to highlight how it can help users achieve the highly-coveted #GlassSkin look.
*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.