Social media analytics firm Launchmetrics has released its annual beauty business ranking, with Mac in the top spot as the year’s buzziest brand.
Launchmetrics said that Mac generated $471 million in Media Impact Value (MIV), a proprietary metric that gauges media reach, engagement and impact, up 21 percent from the previous year.
Influencer placements were the top contributor for Estée Lauder-owned Mac, with 53 percent of MIV coming via partnerships. One influencer, Bailey Sarian, is said to have generated $5 million in MIV for Mac alone.
Dior and Charlotte Tilbury are in second and third place, with $389 and $355 in MIV respectively. Rare Beauty, fronted by Selena Gomez is another winner, with Gomez’s own posts and content garnering $16 million in MIV, while the impact of Rihanna’s appearance at the Super Bowl is noted as a boon for her LVMH co-owned line, Fenty Beauty.
Checking In on Instagram’s Threads
Usage is creeping back up, but many of the biggest beauty and fashion brands and influencers are still taking a wait-and-see approach to the platform.