For Beauty Brands, Recognizing One’s Owned Media Value Is Power
Influencers continue to be one of the leading voices in the beauty industry, according to new data from Launchmetrics. In a webinar hosted Wednesday, the data and research company outlined the leading voices impacting what beauty consumers are buying. Among those voices are traditional media, celebrities, influencers, brand partners and owned media.
Across beauty’s mass, premium and luxury markets, influencers are dominating in terms of media impact value, or MIV, and celebrity endorsements continue to make waves both for traditional media and the brands with which they partner. According to Launchmetrics, Bella Hadid generated $1.2 million in MIV for her own account through three Instagram posts related to her Vogue Japan cover shoot and Dior Beauty. Those posts received $1.1 million in MIV for traditional media, $500,000 in MIV for influencers and $715,000 for Dior in MIV.
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