Shiseido-owned cosmetics group drives up earned media value on social media for the month as Instagram favourite Huda Beauty dips
NARS, the make-up and skin care brand owned by Shiseido, has overtaken Huda Beauty to be crowned the UK’s best performing beauty brand in terms of earned media value (EMV) for May.
For the month, NARS saw a recurring 3% rise of EMV, up to US$11.1m, and was just one of two brands to report an increase in month-on-month value, despite being down 30% on 2020’s results.
NARS has been the best performing beauty brand in terms of EMV for 2021, landing the top position for three out of the five months recorded.
MAC was the only other brand to see an upswing in EMV with 7% to take second place in the rankings; followed by Huda Beauty.
For the month, the Estée Lauder Companies-owned brand featured content from 1,200 influencers, with former Love Island contestant Molly-Mae Hague being the brand’s most impactful new advocate.
The 22-year-old included MAC’s Ruby Woo Lipstick in a beauty box she created with Cosmetips, which in part hyped enthusiasm for the product, powering $878.2k EMV via 185 influencers, compared with $797.8k EMV via 165 content creators in April.
While not making it into the top ten rankings for May’s results, indie beauty brand Inglot galvanised the UK beauty market thanks to a link up with influencer and another former Love Island contestant Maura Higgins.
The 30-year-old enthusiastically promoted the range, driving $440k EMV across 31 posts to become the brand’s top earner.