Blockbuster moments abounded across culture during the second quarter, and the savviest beauty brands took advantage.
There was Coachella, coined this year as “Bieberchella” given how the couple dominated the weekend — Justin on stage, and Hailey, everywhere else via Rhode World; the Met Gala, where Traackr reports Kendall Jenner drove L’Oréal Paris’ single highest-performing post by brand vitality score (VIT) during the period, and the Cannes Film Festival, which also helped fuel L’Oréal Paris’ continued rank as the number-one beauty brand in the U.S. by VIT.
Rhode ranked as the number-three brand, moving up a rank versus the quarter prior, while CeraVe — one of four L’Oréal-owned brands to make the top 10 — took the number-two spot.
Different strategies fueled the top three brands, according to Traacker cofounder and chief executive officer Pierre-Loïc Assayag. For Rhode, more than 98 percent of VIT came from organic content — a categorization that includes content featuring gifted products — while 51 percent of L’Oréal Paris’ VIT was organic, and the rest was driven by paid partnerships. CeraVe saw the biggest boost from paid content, which made up 80 percent of its VIT during the period. That’s in part because CeraVe often “boosts” organic content, partnering with creators who post about the brand after the fact, in order to bring the content to more people.
CeraVe also saw success for its “Coach Melo” campaign with former NBA player Carmelo Anthony, which launched in May.
“L’Oréal Paris maintained leadership through scale and consistency; Rhode continued to grow by cultivating an exceptionally loyal creator community, and CeraVe demonstrated how a concentrated investment behind the right campaign can quickly change a brand’s trajectory,” said Assayag.
