Fenty Beauty kicks off 2020 as France’s top performing social brand

The brand experienced a 34% boost in earned media value in January

Rihanna’s Fenty Beauty has been crowned France's top beauty brand for consumer engagement online.

According to the results, published by marketing platform Tribe Dynamics, the brand’s earned media value (EMV) grew to US$3.1m by the end of January 2020, equating to a 34% EMV increase in month-on-month.

EMV attributes value to a piece of online content based on engagement received from followers and consumers.

Image: via Instagram @marioncameleon

Tribe Dynamics said the brand had experienced a flurry of content creation after sending a group of social media stars, including Olivia Lvs and Honey Shay, on a trip to Barcelona.

Meanwhile, Fenty Beauty also saw continued engagement online after the launch of its new Brow MVP pencil.

This momentum is said to have generated $541,000 EMV from five influencers on social media, with a large proportion stemming from SFX make-up expert Marion Moretti.

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