Social media analytics firm Launchmetrics has released its annual beauty business ranking, with Mac in the top spot as the year’s buzziest brand.
Launchmetrics said that Mac generated $471 million in Media Impact Value (MIV), a proprietary metric that gauges media reach, engagement and impact, up 21 percent from the previous year.
Influencer placements were the top contributor for Estée Lauder-owned Mac, with 53 percent of MIV coming via partnerships. One influencer, Bailey Sarian, is said to have generated $5 million in MIV for Mac alone.
Dior and Charlotte Tilbury are in second and third place, with $389 and $355 in MIV respectively. Rare Beauty, fronted by Selena Gomez is another winner, with Gomez’s own posts and content garnering $16 million in MIV, while the impact of Rihanna’s appearance at the Super Bowl is noted as a boon for her LVMH co-owned line, Fenty Beauty.
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