Tribe Top 10 Recap: November 2021
Cat Kulke: Hi, I'm Cat Kulke, senior content marketing manager at Tribe Dynamics.
Zach Donnenfield: And I'm Zach Donnenfield, content marketing manager at Tribe Dynamics.
Cat Kulke: And we want to welcome you back to our Tribe Top 10 video recap series. In this video, we'll take a look at which brands garnered the most EMV in November, across verticals like US beauty, European beauty, luxury fashion, apparel, and more.
Zach Donnenfield: It was an eventful month. So let's dive right in. In a tough month overall for US cosmetics, Charlotte Tilbury stood out as the only top 10 brand to experience month- over- month EMV growth. The brand's 13% month-over- month spike was fueled in part by a parallel increase in the size of its influencer community, which also grew by 13% month-over-month.
Cat Kulke: It was a mixed month for skincare overall, with six of the top 10 brands experiencing month- over- month EMV declines. Dermatologica successfully bucked this trend, thanks to a sponsored campaign that saw beauty gurus like Mariale Marrero tout its new holiday gift sets. Thanks largely to this seasonal promotion, the brand achieved a 50% month- over- month EMV increase, closing November with 4. 9 million EMV.
Zach Donnenfield: In US hair care, we saw four out of the top 10 brands post month- over- month EMV growth, led by Matrix, which increased its haul by 36%. While Matrix claimed the top ten's smallest influencer community, these brand fans were particularly dedicated and consistent, helping Matrix secure a 107% EMV retention rate in November. This generative cohort included number one overall earner, Thuy Le, who powered 276.2 thousand EMV in November, tagging the brand in 15 organic- style posts. Moving on to EMEA Beauty, GHD rightly ranked number one in Europe as the only top 10 brand to experience both month- over- month and year- over- year EMV growth. Contributing to the hair care brand's standout success was an impressive increase in influencer potency, which surged by 40% month- over- month to 17. 9 thousand EMV per content creator, 10,000 more than Europe's number two brand, MAC. Retaining its number one spot in the UK, Charlotte Tilbury was the sole top 10 UK beauty brand to achieve a month-over-month EMV increase, growing by 10% from October to capture 12.1 million EMV. A slight 11% month- over- month increase in Charlotte Tilbury's influencer community size proved a main component of its November success, with the brand boasting 1. 6 thousand content creators. In France, Lancome enjoyed a month of explosive growth, catapulting into the top 10 at number six, with 2.2 million EMV, a 219% month- over- month spike. A notable expansion in share voice help boost the brand in November, with the number of posts mentioning Lancome increasing by 79% month- over- month.
Cat Kulke: Foreo ranked number one among skincare brands in Europe overall, surging ahead 90% month- over- month to close November with 5. 2 million EMV. Much of this conversation surrounded the brand's Black Friday sales, with mentions of# blackfriday collecting 546. 6K EMV. Meanwhile, in the UK, Bondi Sands leaned into enthusiasm for holiday giveaways, partnering with prominent content creators like Meggan Grubb on festive contests. And that wasn't all. The brand also took its relationship with fashionista, Emily Shak to the next level, inviting the influencer to curate a limited edition product bundle. All together, Bondi Sands collected 1. 1 million EMV in November, achieving a 170% month- over- month growth. Finally, Nivea made headway in France, partnering with top fitness bloggers like Tebo Delapart on a sponsored campaign promoting its active energy line of men's skincare and body care products. Mentions of #activeenergy garnered 110. 5K EMV of the brand's net 763. 5K EMV, fueling its 98% month- over- month EMV growth. November proved an unpredictable month for luxury fashion brands. While seven out of the top 10 brands experienced month- over- month declines, a handful of labels posted seriously impressive growth. Gucci raced ahead, increasing its EMV by 203% month- over- month, thanks largely to hype around the debut of major motion picture, House of Gucci. A- list cast members like Lady Gaga prolifically promoted the film, with mentions of# houseofgucci accounting for 16. 1 million of the brand's net 85 million EMV in November. Meanwhile, Off- White saw an outpouring of support following the tragic passing of founder, Virgil Abloh. Celebrities close to the designer, including Naomi Campbell, honored Abloh's legacy in heartfelt posts, helping the brand increase its EMV 120% month- over- month, to collect 15 million in November.
Zach Donnenfield: It was a successful November for several big name apparel brands. Rising to number three this month, Shein boasted an impressive 27% month- over- month EMV increase, the third highest spike in November. Contributing to the brand's success was a notable jump in influencer potency, which expanded by 24% month- over- month, to an average of 11,000 EMV per content creator. Gymshark enjoyed a prosperous November, retaining its spot at number six in the top 10, and collecting 31.8 million EMV. Fueling the brand's 8% month- over- month EMV uptick were an effective activation of some impactful advocates, including fitness icon, Ruba Ali. Breaking into the top 10 this month was Legacy skate shoe brand Vans, which landed at number 10 with 18.1 million EMV. The brand's impressive 143% month- over- month increase was spurred by the brand's third annual philanthropic Vans Checkerboard Day campaign, which generated 10. 8 million EMV and garnered participation from nearly 1000 influencers, mostly on TikTok.
Cat Kulke: All right, that does it for us. Be sure to download the full Tribe Top 10 report for more details on this month's standout brands.
Zach Donnenfield: And for all of your influencer marketing needs, including reports and insights on top brands across beauty, fashion, wellness, and more, keep checking tribedynamics.com. We'll see you next time.
In the November installment of our Tribe Top 10 video recap series, Cat and Zach from Team Tribe return to provide quick-hit insights into November's top brands across U.S. beauty, European beauty, luxury fashion, apparel, and more. Keep on watching to find out how today’s buzziest beauty and fashion brands are using influencer marketing to outperform their competitors on social media.