L’Oréal Paris has beaten Dior for the top spot on Launchmetrics’ Q3 Media Impact Value list, generating $406.2 million worth of impact, 14 percent higher than in the previous quarter.
The report attributed the increase to L’Oréal’s Le Défilé runway show during Paris Fashion Week in September where 32 of the brand’s ambassadors, including Alia Bhatt and Kendall Jenner, walked the catwalk to highlight the different faces of beauty.
Alia Bhatt on the L’Oréal Paris — Walk Your Worth show as part of Paris Fashion Week.
Getty Images
The show alone generated $46.1 million in media impact value, bolstered by Bhatt, whose Instagram post from the show generated $1 million in MIV.
Dior was down 5 percent from last quarter, with $370.4 million in impact value, while MAC Cosmetics came in third place with $288.2 million.
Armani Beauty, Sheglam and Colourpop had the greatest quarter-over-quarter growth, shooting up 33 percent, 32 percent and 27 percent, respectively.
Launchmetrics attributed the upswing at Sheglam, which was 18 on the list, to its Hello Kitty and Powerpuff Girl-themed product launches. The brand generated $122 million in media impact value.
A model holding the Share Your Care Palette ($9.99) and a look at the complete SheGlam x Care Bears Whimsical Care Bears Color Collection ($54.99).
Courtesy of SheGlam and Care Bears Franchise
The report said Colourpop’s 32 percent surge in influencer-driven marketing was responsible for its $147 million impact, bumping it to number 15 on the list.
Launchmetrics described the Middle East as a prime target for beauty brands, with MIV increasing by an average of 21 percent quarter-over-quarter in the region since 2023. The region’s growth has outpaced the U.S., China, the U.K. and France, typically the largest markets for beauty.
Beyoncé celebrates the launch of her hair care line, Cécred, with an intimate gathering at The Revery LA on Feb. 20 in Los Angeles.
WireImage via Parkwood
Celebrity beauty brand launches, such as Beyoncé’s Cécred, which generated $18.9 million in MIV, and Bella Hadid’s Ôrebella, which garnered $15.3 million, were among the top beauty moments.
Launchmetrics also included Pat McGrath at the Met Gala, which produced $9.9 million, Rihanna for J’Adore Dior at $8.5 million and Michael Cera’s CeraVe campaign, which brought in $8.2 million.
