Dior, Lancôme, L’Oréal Paris, MAC Cosmetics and Chanel were among the top-10 brands in terms of total media impact value, or MIV, according to Launchmetrics‘ recent “Beauty Insights” study.
For the report, Launchmetrics studied more than 700 beauty brands across color cosmetics, skin care and fragrance.
“Owned media profiles allow brands to control their content, ensuring it’s consistent with brand values,” the report continued. “They also allow brand to create deeper connections with their audience and construct a more distinctive brand image.” “They’re less active across platforms, while other tier influencers are becoming more active and over-indexing on average engagement rate,” Launchmetrics noted.
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