The State of French Beauty Influence, a study by CEW France and Wearisma - FEBRUARY 2019
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FEBRUARY 2019 The State of French Beauty Influence, a study by CEW France and Wearisma
Contents
1
The State of French Beauty
Influence:
Introduction
and executive summary
2 3 4
Global Beauty:
How the Beauty Market is
represented by Influencers
French Beauty Wearisma’s Influence Index:
Top Influential Beauty
Brands in France Q4 2018
5 6 7
Wearisma’s Ones To Watch:
Key Influencer
Personas for 2019
Crowd Pleasing Cosmetics:
Which products work best
with Influencers?
The State of French Beauty
Influence:
conclusion and glossary
2 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a
1
Introduction
Wearisma and CEW France have partnered to produce the
first in-depth study on the state of French Beauty Influencer
Marketing.
Our joint research will walk you through unique insights into
the world of beauty Influencers, successful brand strategies and
products and not-to-be-missed Influencer profiles to watch out
for in 2019.
We aim to set the benchmark for the evolution of French Beauty
Influence and identify the key metrics that define success for
leading beauty brands in Influencer Marketing.
Executive Summary
We’ve become familiar with seeing the same traditional This report reveals the value of a data-driven approach to
heritage and prestige brands at the top of the French beauty Influencer Marketing, so that French beauty brands can
charts. Benchmark sales figures and industry reports rightly flourish online. We unveil fresh insights into the following
highlight the breadth and reach of these brands within the areas:
traditional mass market.
• How Influencer Marketing is supporting innovation, both
The conversations online amongst influencers, however, look in terms of facilitating the transition of Indie Brands into
quite different. Digital Giants, as well as fostering innovation of new bold
looks.
Our analysis delves deep into real-time data in order to
• The most mentioned Beauty ‘Power Player’ brands by
reveal the current beauty-based conversations happening
French Influencers - we take a closer look at why, and who
among France’s influencers. For instance, which brands they
is following close behind.
are tagging, which products they are talking about, their
engagement rates and what media value they are generating. • The success of ‘Digital Giants’ like Huda Beauty, Anastasia
This serves as a good indicator of the digital buzz that brands Beverly Hills and NYX Cosmetics to understand how they
generate within the beauty sector and how well they are have dominated the online marketplace through successful
marketing themselves online. Influencer strategies.
• We also put the Influencer strategies of the smaller
Through their content, Influencers are challenging traditional Independent, or ‘Indie Brands’ under the spotlight - their
concepts of French beauty, which are evolving to become methods, who they are using, and why?
increasingly diverse, increasingly adventurous and increasingly
male. When engaging in Influencer Marketing, brands need to • Why increasing diversity by using Beauty Boys and Men,
reflect the changing face of beauty in order to fully engage Specialised MUA’s, Influencers of Colour and Avant-Garde
French online audiences. Artists will bring success in 2019.
• Which specific products are gaining traction with Influencers
and therefore, what brands should be highlighting as part of
their Influencer Marketing strategy?
3 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a
2 Global Beauty:
How the Beauty
Market is
represented by
Influencers
4 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a
Zion Market The growing value of this industry is mirrored by its
impact on the digital landscape, with Beauty having
Research projected the largest online share of voice in France, the UK
and USA.
that the Global Our analysis also revealed that Beauty has achieved
the largest media value in France, the UK and USA.
Cosmetic Products The profitability of the content produced within
this market is supported by the Influencing Beauty
Market will increase report, which found that 80% of consumers agree
that Influencers are pivotal in influencing their
by 62% between 2017 buying decisions.
and 2024.
SHARE OF VOICE BY NUMBER OF INFLUENCERS BY COUNTRY – Q4 2018
47% 47%
Number of Infuencers
50% 43% 42%
40%
29% 27% 27% 29%
30% 26% 23% 25% 23%
20%
10%
0%
Luxury
Beauty
Luxury
Beauty
Luxury
Beauty
Luxury
Beauty
Fast fashion
Fast fashion
Fast fashion
Fast fashion
J A P AN FRANCE UK USA
SHARE OF VOICE BY MEDIA VALUE BY COUNTRY – Q4 2018
70% 63%
55% 58%
60%
50%
Media Value
42%
40%
29% 30%
30% 26%
20% 23%
20% 15% 16%
14%
10%
0%
Luxury
Beauty
Luxury
Beauty
Luxury
Beauty
Luxury
Beauty
Fast fashion
Fast fashion
Fast fashion
Fast fashion
J A P AN FRANCE UK USA
Source: Wearisma Data
Country: France, Japan, US & UK
Timeline: Q4 2018
5 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a
3
French Beauty
6 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a
A 2017 report by Statista revealed that Quite clearly, the significance of digital/Influencer Marketing
within the French beauty market is huge.
France consumed the second largest
amount (11.34 billion Euros) of cosmetics So what does the French Influencer Industry look like? When
in Europe, behind Germany. analysing the makeup of French Beauty Influencers we found
that on average, the majority of their audiences reside in France
Given the size and importance of the French consumer market, (80%) (followed by the UK and then Canada), which appears
along with the fact that French multinational conglomerates to reflect a propensity for such Influencers to post content in
like LVMH, L’oréal and Estée Lauder own a large share of the the French language. While French Mega-Influencers with 1
world’s most popular beauty brands, the global influence of Million plus followers have the highest media value (€131,200
French beauty is not to be doubted. on average), French Influencers with less than 20K followers
achieve the highest engagement rates (4.99% on average).
Meanwhile, looking online, France has seen a 6% growth in
active social media users in the last year alone, while more Given recent developments within the beauty industry, it is
than half of the population take online reviews into account no longer helpful to discuss the industry in a homogenous
before purchase. What’s more, 36% of French people have fashion. As it grows, Wearisma have identified three clear
discovered a new product or brand via an Influencer. fractions within the Beauty industry.
7 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a
4 Wearisma’s
Influence Index:
Top Influential
Beauty Brands in
France Q4 2018
8 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a
In order to obtain a clearer picture of the Research from Euromonitor and J.P. Morgan indicated
that between 2010 and 2015 the top 15 Power Players
influence of beauty in France, we have
were steadily losing shares as Digital Giants were gaining.
divided the industry into three groups: Perhaps in recognition of the strength of digital players, the
‘Power Players’, major beauty brands who last 5-10 years has seen half of the top ten most mentioned
have an extensive history and are more Digital Giants acquired by the same French multinational
conglomerates who house the Power Players.
than 25 years old; ‘Digital Giants’, beauty
brands born on social media who quickly A report by Mintel has linked the success of Indie beauty
developed a large following that surpasses brands to their ability to offer “fresh perspectives and unique
2 million; and ‘Indie Brands’, young and benefits that big brands can’t fulfill”. During the promotion of
LVMH’s Innovation award Ian Roger, Chief Digital Officer at
independent beauty brands.
LVMH (which owns half of the top ten Power Players and 2 of
the Digital Giants) stated “If you have a startup that’s defining
the future of customer experience, we want to know about
you”. This statement perfectly encapsulates the cycle forming
within the beauty industry, whereby brands grow, disrupt the
market, become challengers, and are acquired.
The Beauty Industry Cycle
Indie Young and independent
beauty brands
Brand
T
EN
G
TM
RO
ES
W
V
TH
IN
Major beauty brands who have an Power Digital Beauty brands born on social media
who quickly developed a large
extensive history and are
Culture, Fashion, Lifestyle
Culture, Lifestyle
Fashion, Beauty, Beauty, Beauty, Culture,
Beauty, Fashion, Culture,
Beauty, Fashion, Culture, Beauty Culture, Lifestyle Fashion,
Lifestyle Lifestyle Lifestyle
Lifestyle Lifestyle Lifestyle Fashion Lifestyle
MEDIA VALUE BY CONTENT CATEGORY
100%
6%
6%
9%
13% 14% 15%
16% 22%
9% 6%
80% 5%
6% 13%
6% 9% 10%
13% 31%
Number of Influencers %
6% 7% 20% 14%
60% 14%
8% 10%
11%
8% 8% 6%
54%
5%
8%
Power
40% 8%
76%
On average, Power Players 6%
69%
58%
have the largest number of
49% 50%
45%
Players
20% 42%
38%
29%
Influencers. 19%
0%
MAC Make Up Dior Make NARS Benefit L'Oréal Lancôme Yves Givenchy Chanel
Forever Up Cosmetics Rocher Beauty Beauty
The majority of Power Players receive ENGAGEMENTS BY CONTENT CATEGORY
the most engagement and highest media
100%
value from French Fashion, Beauty and 6%
5% 6%
10%
Lifestyle Influencers. This may be due 18%
14% 15%
24% 6% 16%
9%
to the natural relationship that these 80%
11% 5% 14%
6% 8%
brands have with the fashion industry. 13% 33%
Number of Influencers %
Fashion, Beauty, Lifestyle 7% 14%
6%
Not only did beauty brands such as Dior, 60% Beauty, Lifestyle
21%
14%
7% 10%
Givenchy and Chanel begin as fashion 11%
Beauty, Fashion, Lifestyle
Fashion, Lifestyle 7%
8% 55% 6%
houses, Power Players like L’Oréal also Beauty, Culture, Lifestyle
7%
40% Beauty 77%
sponsor Paris Fashion Week. The most Beauty, Culture, Fashion
6% 70%
6% 59%
mentioned brand, MAC, also has a Lifestyle
48%
Culture, Fashion, Lifestyle 50%
44%
history of having an extensive backstage 20% Culture, Lifestyle 38% 40%
26%
presence during Fashion Month. 18%
0%
MAC Make Up Dior Make NARS Benefit L'Oréal Lancôme Yves Givenchy Chanel
Forever Up Cosmetics Rocher Beauty Beauty
Fashion, Beauty, Beauty, Beauty, Culture,
Beauty, Fashion, Culture,
Beauty, Fashion, Culture, Beauty Culture, Lifestyle Fashion,
Lifestyle Lifestyle Lifestyle
Lifestyle Lifestyle Lifestyle Fashion Lifestyle
MEDIA VALUE BY CONTENT CATEGORY
100%
Fashion, Beauty, Lifestyle
6%
6%
Beauty, Lifestyle 9%
13% 14% 15%
16% 22%
9% 6%
Beauty, Fashion, Lifestyle 80% 5%
6% 13%
6% 9% 10%
Fashion, Lifestyle 13% 31%
Number of Influencers %
6% 7% 20% 14%
Beauty, Culture, Lifestyle
60% 14%
8% 10%
Beauty 11%
8% 8% 6%
Beauty, Culture, Fashion 54%
5%
8%
40% 8%
Lifestyle 76%
69%
6%
Culture, Fashion, Lifestyle 58%
49% 50%
Culture, Lifestyle 45% 42%
20% 38%
29%
19%
Source: Wearisma Data
0%
Country: France MAC Make Up Dior Make NARS Benefit L'Oréal Lancôme Yves Givenchy Chanel
Timeline: Q4 2018 Forever Up Cosmetics Rocher Beauty Beauty
ENGAGEMENTS BY CONTENT CATEGORY
100%
6%
Fashion, Beauty, Beauty, Beauty, 5% Culture, 6%
Beauty, Fashion, Culture, 10%
Beauty, Fashion, Culture, Beauty 14% Culture,
15% Lifestyle Fashion, 16%
Lifestyle Lifestyle 18% 24% 6% Lifestyle
Lifestyle Lifestyle Lifestyle Fashion Lifestyle
80% 9%
10 T h e S tate o f F re n c h B eauty I n f l ue n c e , 11% 5% 14%
a stu d y by C E W F ra n c e a n d W earis m6%a 13%
8%
33%
nfluencers %
7% 14%
6%
MEDIA VALUE
60% BY11% CONTENT
7% 10%
CATEGORY
21%
14%
7%ENGAGEMENTS
ENGAGEMENTSBY
BYBRAND
BRANDCOMBINATION
L’Oréal, MAC, Chanel Beauty, COMBINATION
Lancôme and Dior receive higher
levels of engagement when Make UpUp
Make Forever
Forever 180K
180K
mentioned alone than when MAC, MakeMake
MAC,
Cosmetics,
Up Forever,
Benefit,
Cosmetics,
DiorDior
Up Forever,
L'Oréal
Benefit,
Make Up,Up,
Make
& Givenchy
L'Oréal
NARS
NARS
Beauty
& Givenchy Beauty
210K
210K
mentioned in combination with Dior Make
Dior UpUp
Make 190K
190K
other Power Players. MAC
MAC & Make
& Make UpUp Forever
Forever 130K
130K
Lancôme
Lancôme 190K
190K
MAC,
MAC, MakeMake Up Forever,
Up Forever, NARSNARS Cosmetics,
Cosmetics, 24K
24K
Benefit
Benefit & L'Oréal
& L'Oréal
Chanel Beauty
Chanel Beauty 110K
110K
MAC, Make Up Forever, Dior Make Up, NARS
MAC, Make Up Forever, Dior Make Up, NARS 34K
Cosmetics, Benefit, L'Oréal, Yves Rocher & Givenchy
Cosmetics, Benefit, L'Oréal, Yves Rocher & Givenchy 34K
L'Oréal 870K
L'Oréal 870K
MAC 300K
MAC 300K
Source: Wearisma Data
Country: France 0 220K 430K 650K 870K
0 220K 430K 650K 870K
Timeline: Q4 2018 Engagement
Engagement
When analysing the follower groups of the Power Players, the majority of these are Micro-
Influencers. Whilst American brand MAC has the largest share of Influencers in France, French
brand NARS has the highest engagement rate (9K) and media value (12K) per Influencer. So,
which Power Players are leveraging Influencer Marketing to the greatest effect and how are
they doing it?
NUMBER OF ENGAGEMENTS AND ENGAGEMENTS PER INFLUENCER
NUMBER
1.6M
OF ENGAGEMENTS AND ENGAGEMENTS PER INFLUENCER
1.6M 1.4M
1.6M 9.0K 9.0K
1.6M 1.5M
1.6M 1.4M
1.6M 9.0K 8.0K 1.3M 9.0K
1.5M
1.4M
8.0K 7.1K 1.3M 1.1M
/ Influencer
6.9K
of Engagements
1.2M 1.4M 1.1M 6.8K
7.1K 6.2K 1.1M
/ Influencer
6.9K
of Engagements
1.2M 1.1M 6.8K
5.3K 6.2K
4.7K 4.8K
810K 5.3K 4.5K
790K 480K
Engagements
4.7K 3.8K 4.8K
810K 4.5K
790K 480K
Engagements
3.8K
Number
2.7K
410K 2.3K
Number
2.7K
410K 2.3K
0 0
0 Engagements / Influencer 0 MAC
Engagements / Influencer
Make Up
Forever
TOTAL MEDIA VALUE AND MEDIA VALUE PER INFLUENCER Dior
Make Up
TOTAL MEDIA2.1M
VALUE AND MEDIA VALUE PER INFLUENCER
2.1M NARS
2.1M 12K 1.8M 12K Cosmetics
2.1M 2.1M 1.9M
2.1M 12K 1.8M 12K
10.0K 1.9M 1.6M Benefit
9.5K 1.9M 9.2K 1.5M
/ Influencer
1.6M 10.0K 1.4M 1.6M 8.8K
9.5K 1.9M
(£) (£)
9.2K 7.7K 1.5M L’Oréal
/ Influencer
1.6M 1.4M 8.8K
Value
1000
6.7K 7.7K 6.2K
1.1M 6.0K 5.9K Lancôme
Value
1000
6.7K 680K
5.0K 6.2K
Value
Media
1.1M 6.0K 5.9K
680K Yves
5.0K 3.8K
Value
Media
Rocher
530K 2.9K
Media
3.8K Givenchy
530K 2.9K
Media
Beauty
0 0 Chanel
0
Media Value / Influencer
0
Beauty Source: Wearisma Data
Media Value / Influencer Country: France
Timeline: Q4 2018
Make Up Dior NARS Lancôme Yves Givenchy Chanel
MAC Forever Benefit L’Oréal Rocher Beauty Beauty
Make Up Cosmetics
Make Up Dior NARS Lancôme Yves Givenchy Chanel
MAC Forever Benefit L’Oréal Rocher Beauty Beauty
Make Up Cosmetics
11 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aPower Players
Top Mentioned French Beauty Brands in Q4 2019
RANK
1 MAC
2 Make Up For Ever
3 Dior Make up
4 NARS Cosmetics
5 Benefit France
6 L’Oréal Makeup
7 Lancôme
8 Yves Rocher France
9 Givenchy Beauty
10 Chanel Beauty
11 YSL Beauty
12 Clinique
13 Estée Lauder
14 Maybelline
15 Marc Beauty
16 Nocibe
17 Clarins
18 Guerlain
Source: Wearisma Data
19 Dior Parfums
20
Country: France
Timeline: Q4 2018 NUXE
12 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aNo. 1: MAC Cosmetics France Estée Lauder Companies owned MAC is the most mentioned Power Player. Some of MAC’s success can be attributed to the fact that they have the highest amount of Micro-Influencers in the
No. 2:
Make Up For Ever
Coming second overall (and first for
France-based brands) is Make Up For
Ever. The Parisian founded and LVMH
owned brand creates content that features
a diverse set of Influencers including
male models Marlond Samedy (@_
mamomi_), Thomas Wilkinson Fullerton
(@thomasjwf) and Nile Shadow (@nile_
shadow). This content is resonating well
with the growing interest amongst male
beauty consumers in the French audience,
and it is therefore no surprise that Make
Up For Ever has the highest amount of
mentions per Influencer.
Make Up For Ever’s positioning as a
‘professional’ beauty brand could also
factor into its success. Not only does the
brand create content featuring Industry
Insiders, it also enables its own followers
such as Manon Cana Skovienova (@
manoncana) to obtain that professional
MUA status via its Parisian beauty
academy NUMBER OF MENTIONS
(@makeupforeveracademy). AND MENTIONS PER INFLUENCER
Their success illustrates that French
1.2K
beauty enthusiasts appreciate education-
1.2K 4 4
focused and informative content.
Number of Influencer Mentions
870 3 3 3
Mentions / Influencer
680 560 510
580 2 490 2 2
480 2 2
460
390 420
NUMBER OF MENTIONS AND MENTIONS 400
PER INFLUENCER
1.2K
290 1.2K 4
1 1 1 14
Number of Influencer Mentions
870 3 3 3
Mentions / Influencer
680 560 510
0 580 2 2 2 2
02
490 480 460
Mentions
420 /390
Influencer
400
Source: Wearisma Data 290 1 1 1 1
Country: France
Timeline: Q4 2018
0 0
Mentions / Influencer
Make Up Dior NARS Lancôme Yves Givenchy Chanel
MAC Forever Benefit L’Oréal Rocher Beauty Beauty
Make Up Cosmetics
Make Up Dior NARS Lancôme Yves Givenchy Chanel
MAC Forever Benefit L’Oréal Rocher Beauty Beauty
Make Up Cosmetics
14 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aNo. 3:
Dior
The third most mentioned Power Player is Dior. Dior ties
with MAC as having the highest number of engagements
(1.6Million) and media value (2.1Million). Unlike MAC, Dior
achieves high engagement rates amongst Influencers like
Fulvia (@lufyyyy) and Léa Coffrant (@jenesuispasjoli), rather
than MUAs. Dior has the second highest number of Mega- F u lv ia
@lufyyyy
Influencers with 1M+ followings, while three out of the top
five Influencers producing the highest engagement for Dior 1M+ followers
are Mega-Influencers. Dior’s social media campaigns heavily
feature celebrities like Bella Hadid and Natalie Portman, and
the promotion of such Mega-stars has a snowball effect of
attracting the attention of Mega-Influencers with equally
large followings.
L é a C o ffra n t
@jenesuispasjoli
1M+ followers
15 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a25K
Number of Engage
Engagements / Infl
1.8M 1.9M
2.0M 21K
19K
Digital
1.2M
13KDespite having less Influencers 14K on
11K
990K 9.9K average, our analysis reveals
540K that Digital 11K
Giants 7.3K 7.7K
Giants surpass the engagement
3.9K
900K
rates and
0 media value achieved by Power Players, 0
suggesting that their use of French
Engagements / Influencer
Influencers is that much more effective.
NUMBER OF ENGAGEMENTS AND ENGAGEMENTS PER INFLUENCER
4.0M
4.0M 43K 43K
NUMBER OF ENGAGEMENTS
3.4M AND ENGAGEMENTS PER INFLUENCER As a group, Digital Giants’ engagement rate
3.2M
4.0M 3.4M per Influencer is nearly three times higher than
TOTAL MEDIA VALUE AND MEDIA VALUE
thatPER INFLUENCER
/ Influencer
of Engagements
4.0M
3.0M 43K
32K 43K
2.5M
3.2M
3.4M achieved by the Power Players.
25K
1.9M 3.4M
1.8M
4.9M21K
/ Influencer
Engagements
3.0M
2.0M 32K
2.5M 19K
Engagements
4.9M 25K
1.2M
14K
Out of the three54Kcategories, Digital 54K
Giants
13K
Number
1.9M
2.0M
990K 9.9K
19K
1.8M
4.1M 11K 4.2M 540K 21K
11K have the highest amount of Mega-Influencers
Engagements
7.3K 7.7K 900K
1.2M
in the 1M+ follower
4.3Mgroup. However, unlike the
Number of
3.9K 14K
Media Value / Influenceur
13K
990K
0 11K 11K
0
9.9K
3.6M 7.3K 7.7K
540K
Engagements 900K
/ Influencer Power Players, the Digital Giants are 41K
better
Media Value (£)
3.9K
0
3.0M 0
together. Our analysis revealed that brands
Engagements / Influencer within this segment achieve the highest media
31K 2.4M
2.3M value when mentioned in combination with
2.4M
TOTAL MEDIA VALUE AND MEDIA VALUE PER INFLUENCER 27K
24K other brands, compared to individually. But
4.9M
4.9M 54K 54K 1.5Mwhich Digital Giants are performing the best
TOTAL MEDIA VALUE AND MEDIA VALUE PER INFLUENCER
4.2M
4.1M
17K overall? 17K
4.9M 4.3M
14K
Value / Influenceur
1.2M 640K 14K
4.9M
3.6M
12K 54K 54K
41K
(£)Value (£)
3.0M 4.1M 4.2M
9.2K 9.4K 1.1M
31K 4.3M
/ Influenceur
2.3M 2.4M
3.6M
2.4M
3.0M
41K
27K
4.6K
Media
24K
1.5M
Media Value
0 17K 2.3M
31K 2.4M 17K 0
Media
2.4M
1.2M 14K 640K 27K
14K
12K
Media Value
24K 9.2K 9.4K
1.5M
1.1M
Media
Source: Wearisma Data Value / Influencer
17K 4.6K 17K
1.2M
0 14K 14K
0 Country: France
12K 640K
9.2K 9.4K Media Value 1.1M
/ Influencer Timeline: Q4 2018
4.6K
0 0
Media Value / Influencer
NYX
Cosmetics
NYX
Huda
Beauty
Beverly HudaToo Faced Kat Von BeverlyFenty
Beauty
Too Faced
Urban Kiko
Milano
Kat Von
Tarte
Cosmetics
Morphe
Brushes
Fenty Urban Kiko Tarte Morphe
Hills Cosmetics D Beauty Decay
Cosmetics Beauty Hills Cosmetics D Beauty Beauty Decay Milano Cosmetics Brushes
NYX Huda Beverly Too Faced Kat Von Fenty Urban Kiko Tarte Morphe
Cosmetics Beauty Hills Cosmetics D Beauty Beauty Decay Milano Cosmetics Brushes
NYX Huda Beverly Too Faced Kat Von
Cosmetics Beauty Hills Cosmetics D Beauty
Fenty Urban Kiko Tarte Morphe
Beauty Decay Milano Cosmetics Brushes
NYX
Cosmetics
NYX
Huda
Beauty
Beverly
Hills
HudaToo Faced
Cosmetics
Kat Von
D Beauty
Beverly Too Faced Kat Von
Cosmetics Beauty Hills Cosmetics D Beauty
Fenty Urban Kiko Tarte Morphe
Beauty Decay Milano Cosmetics Brushes
Fenty Urban Kiko Tarte Morphe
Beauty Decay Milano Cosmetics Brushes
16 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m adigital giants
Top Mentioned French Beauty Brands in Q4 2019
RANK
1 NYX Cosmetics France
2 Huda Beauty
3 Anastasia Beverly Hills
4 Kat Von D Beauty
5 Too Faced Cosmetics
6 Fenty Beauty
7 Urban Decay
8 Kiko Milano Makeup
9 Tarte Cosmetics
10 Morphe Brushes
11 Jeffree Star Cosmetics
12 Make Up Revolution
13 Becca Cosmetics
14 Laura Mercier
15 Lime Crime
16 Kylie Cosmetics
17 Pat McGrath Labs
18 Charlotte Tilbury
Source: Wearisma Data
19 Essie
20
Country: France
Timeline: Q4 2018 House of Lashes
17 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aNo. 1:
NYX Cosmetics France
NYX Cosmetics’ French account is the most
mentioned Digital Giant and their focus on
consumer-generated content is a key element
of their success. NYX has the highest number
of Influencers withSource : Shophudabeauty.com
No. 2:
Huda Beauty
Only six years old, Huda Beauty is one of the fastest growing Founder Huda Kattan has maintained her Influencer status
beauty brands in the world, and is the second most mentioned by continuing to blog about her own as well as other beauty
beauty brand by French Influencers. Last year, the digital brands on her digital channels, and maintaining high levels of
giant sold a small stake to TSG - Consumer Partners, whose engagement. This tactic adds another layer of authenticity
reputation for acquiring small brands and turning them into to the Huda Beauty brand and, as highlighted by the data, is
global forces is perhaps indicative of Huda Beauty’s increasing clearly enjoyed by French audiences.
success.
Although false eyelashes were the first product from the brand,
our analysis revealed that Huda Beauty’s #NewNudePallette
was one of the most mentioned branded hashtags within
the eyeshadow category. Similarly, the Influencers driving
Huda Beauty’s mentions include Marion Moretti (@
marioncameleon) and Ioanna Kourti, (@nixevmakeup) who Marion Moretti
@marioncameleon
create content with a focus on bold eye makeup. As a result,
Huda Beauty might find increased success in France by 500K-1M followers
focussing on beauty Influencers with a similar niche focus.
19 Th e S tat e o f F r e n c h B e a u t y I n f l u e n c e ,
a s t u d y b y CE W F r a n c e a n d W e a r is m aNo. 3:
Anastasia Beverly Hills
Hailed as one of the most engaging beauty brands, Anastasia particular collaboration is backed by the revelation that the
Beverly Hills (ABH) is the third most mentioned Digital Giant, sold-out highlighter was recently relaunched. Last year, the
earning 18.6 million Instagram followers since joining the social brand also collaborated with Kim Kardashian’s MUA and
media platform in 2012. Like Huda Beauty, ABH can credit a Mega-Influencer (with more than 5 million followers) Mario
lot of their success to high levels of engagement on Instagram. Dedivanovic (@makeupbymario). This method has tracked
well with fellow Mega-Influencers, with ABH having the
Where most of the Digital Giants can credit their success to a highest number of Mega-Influencers alongside Huda Beauty,
diverse Influencer portfolio of Beauty and Fashion Influencers, Kat Von D Beauty and Tarte Cosmetics.
ABH achieves the highest engagement rate and media value
by having a strong focus on partnering purely with Beauty
Influencers.
This finding appears to be replicated globally as a report by
Octoly which found that ABH generated the highest number
of posts (4,594) and interactions (7.38M) among US Beauty
Influencers in March 2018.
Whilst the brand works with more than 600 Influencers,
many of whom are up-and-coming, it’s likely that the brand’s
collaborations with Mega-Influencers like Amra Olevic (@
amrezy) is a strong factor of its success. The success of this
A m ra O l e v i c
@amrezy
1M+ followers
Mario Dedivanovic
@makeupbymario
1M+ followers
Source : Instagram/@Amrezy
20 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aEngagements / influe
Nombre d’engagem
83K
900K 77K 77K
Indie Indie beauty brands are470K
expanding at
a rapid pace, with reports indicating 38K
45K
Brands
450K 320K
that
190K 190K 58K Sized 79K
Small and Medium Enterprises
15K
0 2.7K (SMEs)
4.8K 3.2K make up more780
than 80% 2.1Kof all 0
cosmetic manufacturers Engagements
in France.
/ influenceur
NUMBER OF ENGAGEMENTS AND ENGAGEMENTS PER INFLUENCER
1.8M
1.8M 150K 150K
NUMBER OF ENGAGEMENTS
1.5M AND ENGAGEMENTS PER INFLUENCER As expected, due to their age, the Indie
Brands have the smallest number of
1.8M 1.3M
/ Influencer
1.2M
of Engagements
1.3M
1.8M 150K 120K
150K
1.5M Influencers. However, our analysis revealed
1.3M
83K that on average Indie Brands achieve a
900K
VALEUR MÉDIATIQUE1.2M 77K
TOTALE ET VALEUR120K MÉDIATIQUE
77K
PAR INFLUENCEUR
/ Influencer
Engagements
1.3M
Engagements
higher engagement rate and media value
470K
Number ofNumber
450K
900K 320K 77K
45K
2.3M83K 38K
77K per Influencer than the Power Players,
190K 190K 58K 79K
2.3M 190K 190K
Engagements
15K (particularly Swedish independent brand,
2.0M
470K
Valeur médiatique / influenceur
450K 0 2.7K
320K
4.8K 3.2K 45K 780 2.1K 0
38K Linda Hallberg Cosmetics), and cements the
190K 190K 58K 79K
Engagements / Influenceur strength of brands within this segment.
Valeur médiatique (£)
15K
0 1.7M 2.7K
4.8K 1.6M
3.2K 780 2.1K
1.5M 0 140K
Engagements / Influenceur Unlike the Power Players and Digital Giants,
Indie Brands achieve a higher media value
TOTAL MEDIA VALUE AND MEDIA VALUE PER INFLUENCER
1.1M 98K from Beauty and100K Lifestyle Influencers
93K
2.3M
2.3M 190K 190K suggesting that brands within this sector
TOTAL MEDIA VALUE 2.0MAND MEDIA VALUE PER INFLUENCER
should work with French Influencers, with a
2.3M
56K1.6M 570K
Value / Influencer
1.7M
2.3M 450K 2.0M 1.5M
190K 140K
190K specific focus on Beauty.
560K 47K
(£) Value (£)
Fashion, Beauty, Lifestyle
230K 260K
Beauty, Lifestyle
100K 75K 110K
/ Influencer
1.1M 98K Beauty, Fashion, Lifestyle 1.6M 93K
1.7M 1.5M 140K
18K
Media
Fashion, Lifestyle
5.9K 4.4K
Beauty, Culture, Lifestyle
3.8K 98K 570K
3.0K
Media Value
0450K 56K
1.0K 0
Media
Beauty
560K 100K 47K
1.1M 93K
Media Value
Beauty, Culture, Fashion
230K 260K 75K 110K
Lifestyle
Culture, Fashion, Lifestyle
3.8K 5.9K 4.4K 56K
18K
570K
3.0K
Valeur médiatique / influenceur
0
560K 450K
Culture, Lifestyle 1.0K 0
47K
230K 260K 75K 110K
Media Value / Influencer
18K
3.8K 5.9K 4.4K 1.0K 3.0K
0 P Louise 0 Linda
Juvia’s Zoeva You Are Pixi Black Sugarpill
GlossierJuvia’s You Are Cosmetic PixiBy Terry Hallberg
P Louise Linda
Glossier Place
Zoeva Cosmetic Cosmetics
By Terry CosmeticsBrand
Hallberg
Media
Black
Beauty Value / Cosmetics
UpInfluencer
Sugarpill Beauty Up
Place Cosmetics Brand Cosmetics Cosmetics
Mode, Beauté, Beauté, Beauté, Culture,
Beauté, Mode, Culture,
Beauté, Mode, Culture, Beauté Culture, Style de vie Mode,
Style de vie Style de vie Style de vie
Style de vie Style de vie Style de vie Mode Style de vie
Juvia’s P Louise Linda Black
Zoeva Cosmetic You Are Hallberg Pixi Sugarpill
Glossier Place Cosmetics P Louise By Terry Cosmetics Beauty Up
Juvia’s Zoeva Brand Cosmetics
Glossier Place Cosmetics Cosmetic By Terry
Brand
You Are
Linda
Hallberg
Pixi MEDIA
Black VALUE
Sugarpill BY CONTENT
P Louise
CATEGORY
Cosmetics
Cosmetics
Beauty
Juvia’s Up
Zoeva
Glossier Place Cosmetics Cosmetic By Terry
100% Juvia’s P Louise Brand
Glossier
Zoeva
Cosmetic By Terry 5%
Place 7% Cosmetics
Linda Brand
You Are
Linda 16% Pixi Black Sugarpill
You Are PixiHallberg Black 8% Fashion, Beauty, Lifestyle
Up 8% Beauty Up
Sugarpill
Cosmetics Cosmetics
Hallberg Beauty
Cosmetics Cosmetics 24%
80% 8% 6% Beauty, Lifestyle
8% 7%
13% Beauty, Fashion, Lifestyle
Number of Influencers %
60% 16% 70% Fashion, Lifestyle
86% 15%
35% Beauty, Culture, Lifestyle
92% 96%
11% 91%
40%
Beauty
76% 14%
70%
Beauty, Culture, Fashion
Lifestyle
20% 39%
31% 32%
25% Culture, Fashion, Lifestyle
11% Culture, Lifestyle Source : Wearisma Data
0%
Glossier Juvia’s Place Zoeva P Louise By Terry Linda Hallberg You Are Pixi Beauty Black Up Sugarpill Pays : France
Cosmetics Cosmetic Brand Cosmetics Cosmetics
Période : T4 2018
Mode, Beauté, Beauté,
Beauté, Mode,
Beauté, Mode, Culture,
Style de vie Style de vie
Style de vie Style de vie Style de
21 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m a
MEDIA VALUE BYIndie Brands
Top Mentioned French Beauty Brands in Q4 2019
RANK
1 Glossier
2 Juvia’s Place
3 Zoeva Cosmetics
4 P.Louise Cosmetics Brand
5 By Terry
6 Linda Hallberg Cosmetics
7 You Are Cosmetics
8 Pixi Beauty
9 Black Up
10 Sugarpill
11 Djulicious Cosmetics
12 Nabla Cosmetics
13 Colour Pop
14 The Balm
15 Nude by Nature
16 Olaplex
17 Gisou
18 Bali Body
Source : Wearisma Data
19 Sananas Beauty
20
Pays : France
Période : T4 2018 Garancia
22 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aNo. 1: Glossier Glossier is the top mentioned Indie Brand by French Similar to MAC, the individuals producing the highest Influencers and our data shows that Glossier achieves the engagement rate for Glossier includes those who currently or most engagements when mentioned by themselves than in have previously worked with the brand, including model Hera combination with other beauty brands. The ‘millennial cult Pradel (@herapradel) who features in of the brand’s campaigns favourite’ has rapidly earnd 1.7 million instagram followers (as and Glossier’s Head of Retail and Offline Experiences, Mélanie of January 2019) since their inception in 2014. Masarin (@melaniemasarin). Rather than relying on celebrity endorsements and partnerships Glossier takes a personable approach to content, urging its with Mega-Influencers, Glossier founder Emily Weiss claims copywriters to engage with followers and consumers as if to “believe in the power of the individual. And if you have many they were ‘best friends’. Their positioning within our rankings [individuals] who are electing your brand, who are excited coupled with the fact that 80% of their growth and sales come about it and talking about it, then that is the equivalent of 10 from peer-to-peer recommendations or their own channels Kardashians.” The success of this tactic is supported by our suggests that this digital strategy is received well by French analysis which found that Glossier has more Influencers in the audiences.
No. 2:
Juvia’s Place
Founded in 2013 by Nigerian
born Chichi Eburu, Juvia’s Place
is the second most mentioned
beauty brand by French
Influencers. Juvia’s Place is also
the most mentioned black-
owned indie beauty brand and
the owner’s African heritage is
heavily reflected throughout
the brand with Egyptian
Queen, Queen Nefertiti
featuring frequently on the
brand packaging. Therefore,
it could be argued that the
increased spending power of
ethnic minorities in France is a
driving factor behind the brand’s
popularity.
Source : Instagram/@JuviasPlace
Moreover, our analysis revealed that the top three Influencers
producing the highest media value for Juvia’s place is Disabled
Influencer Elsa Makeup (@elsamakeup), male Influencer
Richaard (@richaard2609) as well as Emilie Lapuly (@
emilielapuly) who is a woman of colour. These results suggest
that such individuals who have been historically ignored by E l sa Makeup
@elsamakeup
the beauty industry should be recognised, particularly by the
emerging Indie Brands as the industry shifts towards being 500K-1M followers
more inclusive.
Whilst the company produces lipsticks, brushes and
highlighters, their standout products are their eyeshadow
palettes. As our findings show that eyeshadows are among
the most popular products in France, it is understandable
how Juvia’s place achieved the number 2 spot in this list. The
promotion of the brand by Mega-Influencer Nikkie de Jager
(@nikkietutorials) who hailed the brand’s Magic Palette as Nikkie d e Ja g er
@nikkietutorials
“the world’s most pigmented eyeshadow palette” was sure to
be acknowledged by French beauty Influencers. +1M followers
24 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aNo. 3:
By Terry
By Terry is the most mentioned independent French beauty
brand and the fifth most mentioned independent beauty
brand overall. The brand was founded in 2000 by former
Make Up Artist Terry de Gunzburg who launched the brand
during her position as Creative Director of YSL Beauté. As
the creator of YSL’s famous Touche Éclat highlighter pen,
Gunzburg’s By Terry pays particular attention to innovation,
offering high-tech products such as the Densiliss foundation,
that has a dual function as skin care and as coverage. Such
dual-functioning products or ‘Cosmeceuticals’ have obtained
particular popularity in the French market. The fact that said
products are considered to be the next wave of growth within
the beauty industry may be another factor why By Terry and
their focus on the technological element of beauty has earned Glossier
Juvia’s
Place
Zoeva
Cosmetics
P Louise
Cosmetic
Brand
By Terry
Linda
Hallberg
Cosmetics
You Are
Cosmetics
Pixi
Beauty Black Up Sugarpill
this position within our rankings.
Unlike the other brands across all three categories, By Terry NUMBER OF INFLUENCERS BY FOLLOWER GROUP
is the only brand that has more Influencers in the 20K-80K 24
24
follower group than the5 Wearisma’s
Ones To Watch:
Key Influencer
Personas for 2019
26 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aLES INFLUENCEURS CLÉS EN 2019
Having illustrated which beauty brands are making
the best use of Influencers in France, in this section we
will identify 4 Key Influencer Personas in France that
beauty brands should be working with in 2019.
CATÉGORIE 1 :
BEAUTY BOYS
Profile 1:
CATÉGORIE 2 :
Specialised MUAs
LES MUA SPÉCIALISÉS
The Influencer that received the highest engagement rate
(38.93%) for MAC’s French account and the third highest
engagement rate for @anastasiabeverlyhills (22.45%) is
Certified MUA Chloé (@chlooe_hearts).
CATÉGORIE While
3 : self-taught
MUA ‘MaybeArtist’ (@maybeartist__) produces
LES INFLUENCEURS the highest
DE COULEUR
amount of content for NYX’s French account, what these two
Influencers have in common is that they are both MUAs who
specialise in eye and brow makeup and this specialization is
reflected in their content.
CATÉGORIE 4 :
LES ARTISTES AVANT-GARDISTES
Chloé
@chlooe_hearts
20-80K followers
Despite producing a range of products, brands like ASB have
been able to build a strong social media presence based on
content focusing on a singular feature, such as (eyebrows).
Maybe A rtist
@maybeartist__ These results suggest that, specifically when promoting
eyeshadow palettes and brow makeup, Digital Giants inProfile 2:
CATÉGORIE 3 :
LES INFLUENCEURS DE COULEUR
Influencers of Colour
Within France, ethnic minority CATÉGORIE 4 :
LES ARTISTES AVANT-GARDISTES
Influencer Salima Aliani (@salimaaliani)
and Professional MUA Adjinaya (@
adjinaya) produce the second and fifth
highest media value respectively for
content featuring Power Player, MAC
cosmetics. Minority Influencer Jadiz (@
jadizmua) produces the highest amount
of content for Indie Brand, Juvia’s Place
whilst ethnic minority MUA Elodie
(@makeup_tendances) produces the
second highest content for Digital
Giant, Huda Beauty.
The top two Influencers achieving the
highest engagement rate for content
featuring NYX include ethnic minority
Influencers Yanissa (@yanissaxoxo)
and Mina (@viewfrom.mina). These
findings, coupled with research showing
that, in France, a lack of representation
can cause ethnic minorities to consume
less media, suggests that across all
categories beauty brands should
collaborate with Influencers of Colour.
Salima Aliani Mi n a
@salimaaliani @viewfrom.mina
250-500K followers 80-250K followers
28 T h e Stat e o f F r e n c h B e a u t y I n f l u e n c e ,
a s t u d y b y CE W F r a n c e a n d W e a r i s m aProfile 3:
CATÉGORIE 1 :
Beauty Boys & Men
BEAUTY BOYS
The expenditure per capita for personal care items of French
men was reported to be twice as high as that of American men
in 2009. Recent research has also indicated that the male
grooming industry grew by 6,000% between 22012
CATÉGORIE : and 2016,
and our results indicate that these
LESfigures continue to climb.
MUA SPÉCIALISÉS
Out of the top five Influencers producing the most content
featuring NYX Cosmetics, more than half of those are male.
Similarly, male MUA Raphael (@dolly__page) produced
the highest amount of content for Tarte Cosmetics and
Kat Von D and third highest for Anastasia Beverly Hills.
CATÉGORIE 3 :
Male Photographer Yves Kortum (@yveskortum) produces
LES INFLUENCEURS DE COULEUR
the highest media value for Make Up For Ever and beauty
Influencer Richaard (@richaard2609) has the fourth highest
media value and engagement for content featuring Huda
Beauty.
CATÉGORIE 4 :
LES ARTISTES AVANT-GARDISTES
M U A R ap h ae l
@dolly__pageCATÉGORIE 1 :
BEAUTY BOYS
CATÉGORIE 2 :
LES MUA SPÉCIALISÉS
CATÉGORIE 3 :
LES INFLUENCEURS DE COULEUR
Profile 4:
CATÉGORIE 4 :
LES ARTISTES AVANT-GARDISTES
Avant Garde Artists
When analysing the Influencers performing well with Digital
Giants, we found that Parisian-based MUA Anaelle’s (@
anaellepostollec) content featuring NYX cosmetics sits in the
top five for highest media value and her more adventurous
looks featuring NYX products achieve higher levels of
engagement. Corentin Chotard
@Le_Menestrel
Avant garde MUAs Marion Moretti (@marioncameleon) and6 Crowd Pleasing
Cosmetics:
Which products
work best with
Influencers?
31 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aWearisma have found that,
during Q4 2018, Influencers were
more effective at pushing content
featuring colour cosmetics than
other beauty products.
This is supported by a report by Statista which
has credited social media for a ‘noticeable upturn
in the usage of colour cosmetics’, surpassing
skincare to become the fastest-growing beauty
category since 2012.
When embarking on an Influencer Marketing
strategy, beauty brands should know that Skin
makeup, Lip cosmetics and Eyeshadows perform
best online with French audiences.
Source: Wearisma Data
Country: France
Timeline: Q4 2018
SHARE OF VOICE BY CONTENT COUNT
SHARE
SHAREOF
OFVOICE
VOICEBY
BYCONTENT
CONTENTCOUNT
COUNT SHARE
SHAREOF
OFVOICE
VOICEBY
BYMEDIA
MEDIAVALUE
VALUE
Lips (Make Up)
Lips (Make Up) 1% Eye Shadow/Palette (Make Up)
Lips (Make Up) 2%
1% Eye Shadow/Palette (Make Up) 2% Skin – Colour (Make Up)
2% 1% Eye Shadow/Palette (Make Up) 3%2% 20%
2% Skin – Colour (Make Up) Skin – Base (Make Up)
Skin – Colour (Make5%Up)
3% 20% 5% 5%
3% 20% Skin – Base (Make Up) Perfume & Fragrances
Skin – Base (Make Up)
5% 6%
Perfume & Fragrances Eyelashes (Make Up)
5% 6%
Perfume & Fragrances 35%
35% Creams & Seriums (Skincare)
Eyelashes (Make Up) 7% 17%
Eyelashes (Make Up)
7% 17% Creams & Seriums (Skincare) Eyebrows (Make Up)
7% 17% Creams & 8%
Seriums
8% (Skincare)
Eyebrows (Make Up) 7% Tools (Make Up)
Eyebrows (Make Up)
7% Tools (Make Up) Nails (Make Up)
7% Tools (Make Up)
Nails (Make Up) Face Masks (Skincare)
Nails (Make10%
Up)
10% 9%
Face Masks (Skincare) Eyeliner (Make Up)
Face Masks (Skincare)
9% Eyeliner (Make Up) 10% Haircuts & Styles (Haircare & Hair styling)
9% Eyeliner (Make Up) 10%
10% 11%& Hair styling)
Haircuts & Styles (Haircare Soap & Showergels (Bodycare)
10% 10% 11%& Hair styling) 17%
Haircuts & Styles (Haircare 17%
10%
Soap & Showergels (Bodycare) Hair Products (Haircare & Hair styling)
Soap & Showergels (Bodycare)
Hair Products (Haircare & Hair styling)
Hair Products (Haircare & Hair styling)
Part de voix par nombre de contenu
Part de voix par nombre de contenu
Part de voix par nombre de contenu
1%
2%
1%
2% 1% 3% 20%
2%
3% 20% 5%
3% 20%
5%
5%
7% 17%
7% 17%
7% 17%
32 T h e S tate o f F re n c h B eauty I n f l ue
7% n c e ,
7%
7% a stu d y by C E W F ra n c e a n d W earis m a
9%
9% 10%
9% 10%Lip Cosmetics
Lip cosmetics are the ‘most discussed’ equivalent ‘rouge à levres’ is most associated with Sephora.
These findings show that beauty brands, evidenced by Power
products - generating the biggest buzz
Players like MAC, should utilise Influencer Marketing for bold
online. These sentiments are reflected in coloured lipstick launches in particular, as these products get
a 2017 report from Cosmetics Business greater traction when promoted by French beauty Influencers.
which emphasizes the key role that
Our analysis also revealed that ‘gloss’ does very well in the
lipstick sales have in boosting France’s
realm Influencer Marketing and received 3 times the number
cosmetics market. of mentions than ‘matte’ and ‘liquid lipstick’. Glossier is the
top mentioned brand in this subsection of lip cosmetics. Indie
A 2015 “Lipstick Colours Of The Year” report indicated that Brands like Glossier should capitalize on the effectiveness of
Dusky Rose was the most popular shade in Paris. However, our Influencers to promote Lip Glosses, which are slated as being
analysis of influencer attitudes reveal that French audiences a major makeup trend for Spring Summer 2019.
engage most with content featuring bolder lip colours, with
red being the most mentioned lipstick shade. MAC is the
brand most associated with ‘Red Lips’, whereas the French
33 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aEye Shadow
With Lip Cosmetics being the most It is typically believed that French Beauty is defined by minimal
makeup. However, this analysis suggests that beauty brands should
talked about product, Eyeshadows
collaborate with Avant Garde French beauty Influencers who are
and Eyeshadow palettes receive able to create bolder looks that will allow them to effectively promote
the most engagement from French their more popular, colourful palettes.
audiences.
Huda Beauty leverages Influencer Marketing really
effectively and is the most mentioned brand within
this product category. For instance, Huda Beauty’s
#NewNudePalette, which includes a brand exclusive
‘colour-changing formula with shimmering pearl flecks’,
is currently the most mentioned branded hashtag,
despite only being released a few months ago in
November 2018.
The second most mentioned brand within this product
sector is Anastasia Beverly Hills with the brand’s Norvina
Eyeshadow Palette being among its 2018 bestsellers.
Similar to the New Nude palette, the Norvina Palette
contains “14 whimsical shades ranging from bold and
bright mattes to soft pastel metallics”. The third most
mentioned brand NYX cosmetics, which prides itself on
its strength in producing vibrant colours, has ‘glitter’ as
its most associated term within this product category.
34 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aSource : Instagram @NYXCosmetics/@Alissa.Ashley
Skin − Base makeup
The final product type that beauty brands them to promote the diversity of their product offerings, it
will also appeal to ethnic minorities consumers in France
are encouraged to promote through
whose increasing purchasing has been described as a “great
Influencers is Skin Base makeup products opportunity” within the region.
(including foundations and concealers).
Content featuring these products are
particularly profitable and achieve the
highest media value and third highest level
of engagement.
The most mentioned brand within this product category
is NYX, which recently partnered with African American
beauty Influencer, Alissa Ashley for the release of its ‘Can’t
Stop Won’t Stop’ foundation, complete with 45 shades. A
significant reason for the online discussions surrounding
range is not only the fact that it is among the largest shade
range offered by any beauty brand, but it also contains 5
shades more than Fenty Beauty - who gained popularity by
addressing the industry’s failure to cater to darker shades. It is
important to note that MAC, the third most mentioned brand
within this product category, also has a history of catering to
ethnic minority consumers and in their 2017 Future Forward
campaign, featured four women of color in the music industry:
Tinashe, Halsey, Lion Babe and DeJ Loaf.
Therefore, it is suggested that when promoting Skin Base
makeup, beauty brands should consider collaborating
more with Influencers of Colour. Not only will this allow
Source : maccosmetics.com
35 T h e S tat e o f F r e n c h B e a u t y I n f l u e n c e ,
a st u d y b y CE W F r a n c e a n d W e a r is m a7
T he role of Influencers
within the French Beauty
matrix is crucial to the
health of the market
and indicative of wider
Conclusion
Increasingly, the digital conversation surrounding
beauty in France demonstrates a considerable
creative evolution. Signature French Influencer
content now indicates a greater accent on diversity,
exploration, and innovation, with up-and-coming
Indie Brands accruing an evermore powerful voice
within the market. With so many Influencers and
brands collaboratively thinking outside the box,
trends. and thus expanding the narrative of what French
beauty truly encompasses, the industry is growing
rapidly into much more diverse territories.
36 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aGlossary
Influencers Brand Ranking
Influencers are self-made publishers who make a living When ranking brands, we measure popularity by how often
discussing and reviewing products as experts online. influencers are tagging a brand’s account.
• Beauty Influencers must have a significant following and are Brand Segmentation
experts within the field of beauty, mostly discussing beauty
We have split the brands into the three sections - Power
products and trends.
Players, Digital Giants and Indie Brands. This is because we
• As experts in their fields, Influencers often use and review see a lot of disruption and innovation in these three segments.
products for their followings organically, without payment Indie Brands exploding online to become Digital Giants
or invitation by the brands. and then being acquired by Power Players (the brands who
• Due to their position, Influencers can be paid by brands to traditionally top the sales tables).
represent them, wear and review their products.
Products
Coverage not Sales When looking at products, we have focused on which products
are mentioned most and generate the most media value by
Influencer activity is not representative of a sales ranking - it
Influencers.
is simply indicative of the conversations that are happening
online.
Based in France
Our analysis covers the conversations of Influencers based
in France. This will include French influencers and also non-
French influencers who live, work and consume products in
France.
37 T h e S tate o f F re n c h B eauty I n f l ue n c e ,
a stu d y by C E W F ra n c e a n d W earis m aWearisma was founded by a group of tech
and digital media professionals, passionate
about building the most intuitive influencer
marketing technology that seamlessly fits into
your organisations. We specialise in taking
into account the nuisances of how culture,
perception and quality differ by geography
and by organisation. Wearisma’s technology
combines analytics and intelligent automation
with human creativity, and ensures that
brands receive high-quality results and clear
insights in order to create effective campaigns.
hello@wearisma.com info@cew.org
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