Tribe Top 10 Recap: December 2021

Cat Kulke: Hi everyone. 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: We want to welcome you back to our Tribe Top 10 Video Recap Series. In this special year- end edition of our Tribe Top 10, we profiled the top 10 brands across verticals in 2021, providing insights into which brands and trends drove the most earned media value last year.

Zach Donnenfield: As always, we also covered which brands stood out on social media in the month of December across verticals like US beauty, European beauty, luxury fashion, apparel, and more.

Cat Kulke: ...As marketers kick off 2022, taking stock of 2021's successes and challenges is the first step towards setting achievable goals for the year ahead. Our December Tribe Top 10 looked back on the major trends that shaped influencer conversations and brand performance, last year. Here is a quick recap of our findings. Well, the Cosmetics category as a whole saw diminished activity last year. Influencer enthusiasm for creative makeup looks spelled success for artistry focused brands like, Danessa Myricks Beauty. While influencers continued investment in wellness, drove growth for clean makeup brands. In skincare, brands like the INKEY List stood out, thanks to TikTok initiatives and ingredient transparency. Next in hair care, science backed formulas powered growth for innovative hair care brands like K18 Hair in the US, while ghd's new unplugged cordless styler swept social media across Europe. Meanwhile, in luxury fashion brands like Versace swiftly rebounded from 2020, thanks largely to buzzy red carpet events and the return of fashion week. Finally, in apparel, surging enthusiasm for fitness helped active wear brands like Alo Yoga, Power, Notable, EMV gains.

Zach Donnenfield: In a fantastic month for US cosmetics industry titan ColourPop led the pack despite achieving a modest 2% month- over- month EMV up tick. Without any specific campaigns, the main factor contributing to ColourPop's hold on the number one spot was a respectable 12% month- over- month increase in influencer potency, thanks largely to organic brand enthusiasm. Benefit rocketed up the top 10 leader board this month to number four, growing its overall EMV in impressive 31% month- over- month, outpacing the Top 10s 7% average. A key component of the brand's December success was an emphasis on supporting its existing community of powerhouse and established content creators.

Cat Kulke: Enthusiasm for skincare brands soared in December with the top 10 brands averaging a 17% month- over- month growth. Online conversation revolved around new product launches as brands soothed influencers' winter skincare woes with ingredient forward serums and lotions. Glow Recipe claimed the number four spot in the December Top 10, thanks to a wave of enthusiasm for the Plum Plump Hyaluronic Serum bolstered by Ascend to loyal advocates. The hydrating serum generated 879. 8K of Glow Recipe's net 4.6 million EMV, fueling the brand's 36% month- over- month growth. Meanwhile, Biossance broke into the top 10 riding a 103% month- over- month growth to the number six spot. The brand's partner program helped spark momentum this month. Influencers hyped the new Squalane plus Copper Peptide Rapid Plumping Serum and post tagged Biossance partner, which accounted for 1. 5 million of the brands net 3. 7 million EMV.

Zach Donnenfield: In hair care this month, five top 10 brands boasted month- over- month EMV growth led by number one ranking K18 Hair's whopping of 553% improvement. This momentum stemmed largely from the brand's K18 Hair Flip Challenge TikTok Campaign, which saw participants share their best hair flips accompanied by K18 Hair's signature song for a chance to win Sephora and K18 Hair goodies. Post mentioning, the challenge powered 13. 1 million of K18 Hair's 16. 1 million EMV December total. Meanwhile, coming in at number five, OUAI enjoyed a 39% month- over- month EMV increase. On both TikTok and Instagram, influencers promoted the brand's partnership with Ulta, largely by touting revitalizing products meant to keep curly hair fresh during the winter. Mentions of Ulta drove 17% of the brands' 3.1 million EMV monthly haul. Moving on to European Beauty, YSL thrived in December, breaking into the top 10 after a November absence. The luxury beauty brand came in as Europe's second strongest performer with an impressive 49% month- over- month spike in EMV, collecting 11. 1 million. Next in a challenging month for UK Beauty, HUDA BEAUTY boasted the greatest month- over- month EMV growth within the top 10, ascending to number five and closing in on competitor MAC. Like many leading beauty brands in December HUDA BEAUTY benefited from increased influencer potency, experiencing a 16% month- over- month improvement in the metric. Meanwhile, Benefit cemented itself firmly in France's top 10 this month after an absence in November. A staggering 123% month-over- month increase in EMV catapulted the cosmetics brand to number two, just behind ghd.

Cat Kulke: RITUALS inspired conversation across Europe in December via a sponsored campaign that saw prominent influencers, including its Spanish fashionista, Veronica Diaz tout its offerings as ideal holiday gifts. The associated hashtag,# theartofgiving, garnered 382. 3K EMV, while RITUALS closed December with 3. 5 million EMV, a 22% month- over- month growth. Meanwhile, in France, men's grooming brand, Horace, sponsored prominent beauty gurus, including Sana Elmahali and Aluthie Lou to share limited time discount codes for its products, encouraging their followers to purchase them for the important men in their lives. Thanks largely to the promotional initiative, Horace increased its EMV by an impressive 326% month- over- month, collecting 836. 6K EMV in December.

Zach Donnenfield: It was a down month for luxury fashion with just four brands experiencing month- over- month EMV growth. Ranking at number three with a top 10 leading 20% month- over- month EMV increase, Chanel enjoyed shout- outs from numerous A- list celebrities, including Cardi B and Anne Hathaway. This high wattage community, faithfully chronicled Chanel accented looks at a slate of splashy holiday events, helping the brand close December with 33. 1 million EMV. Rising two places to number seven, Adidas enjoyed a prosperous month. Even as many of its main competitors struggled to sustain growth. By collecting 22. 8 million EMV, a 4% month- over- month increase, Adidas was the only brand in the top 10 to achieve month- over- month growth. Breaking into the top 10 at number 10 this month was Kim Kardashian's inclusive underwear brand SKIMS. Despite experiencing a small dip in month- over- month EMV growth, SKIMS impressive 66% year- over- year growth, edged them into contention with some of the apparel industry's biggest names.

Cat Kulke: That does it for us. Be sure to check out our full December Tribe Top 10 report for more details on 2021s stand out brands and trends.

Zach Donnenfield: For all your influencer marketing needs, including reports and insights on top brands across beauty, fashion, wellness, and more, keep checking tribedynamics. com. See you next time.