Thanks to Glamglow’s social media savvy, it’s secured the prime spot for earned media worth amongst skin-care manufacturers, beating out older manufacturers like Clinique and Origins, that are additionally owned by its mother or father firm, Esteé Lauder.
A brand new report from TribeDynamics discovered that, at $6.three million, the brand’s earned media worth noticed a 54 % year-over-year improve in 2017. It is adopted by different manufacturers that rely largely on social media for progress, together with new entrant Farsali, which grew 86 % year-over-year to $four.7 million, and Lush, the worth of which truly decreased 25 % year-over-year to $four million.
Glamglow’s success is the results of the present on-line buzz surrounding face masks, a wide-ranging influencer program, vital YouTube traction and an emphasis on brand localization. Its giveaway-heavy feeds in all probability aren’t hurting, both.
The masks impact
From rubber to charcoal, masks are undoubtedly having a moment, and, fortunately for Glamglow, the product has all the time been its bread-and-butter. Initially well-known for its Supermud skin-clearing masks, the brand has since gone on to launch numerous renditions that focus on totally different considerations together with anti-aging (Gravitymud) and pores and skin brightening (Flashmud). In the final yr, the firm has amped up the social media attraction of those masks by incorporating parts like glitter or rendering the masks in metallic shades.
When Allure editor Devon Abelman obtained to check out the brand’s new Glittermask early final October, she noticed the increase on her personal social channels.
“In all my nearly 26 years, I have never felt as popular as I did after using GlamGlow’s new #GlitterMask,” she wrote. “I posted a selfie (maskie?) on my Instagram Story after applying the mask, and the dozen or so replies I received immediately following made me feel like the homecoming queen I never was.”
Contributing to its snapability is how straightforward the masks is to peel off, leaving customers with a glittery molding of their face to doc additional — a chief instance of the business’s sought-after Instagram “moment.”
But Glamglow might not be capable of experience on these results for lengthy.
“It’s very resonant at the moment, and they’re doing everything they can to be on trend,” stated Chelsea Gross, an affiliate director of shopper technique at L2. “They’re not going to be able to keep riding on this one year from now.”
Betting massive on influencers
Overall, it’s the manufacturers influencer partnerships which have most successfully moved the needle, stated Gross.
Indeed, the brand has an undisclosed variety of “#Glambassadors” who’re paid in both product or money to help its newest merchandise. “Creating social tribes like this is always a win,” stated Thomas Drew, a social media strategist at the artistic and analytics company BLKBOX.
The group consists of way of life blogger Annie Jaffrey (250,000 followers on Instagram) and wonder blogger Drea Beauty (21,300 followers on Instagram). The unique content material that these influencers create is often reposted on the firm’s Instagram account for added buzz, and it’s video-heavy, which is favorable to the current Instagram algorithm, per Drew.
As the boy magnificence motion has continued to lend manufacturers a brand new option to drive buzz and opened them as much as a brand new viewers base, Glamglow has additionally made some extent to interact males, typically using the #menwhomask hashtag alongside photographs of varied totally different males utilizing their merchandise. The first official face of the brand, in reality, was the Instagram star/actor Nick Bateman, first announced final April.
Glamglow’s male influencer partnerships have drawn notable visitors to its web site, stated Gross, however the brand nonetheless doesn’t over-index on male-centric influencer content material, in comparison with different manufacturers.
Successful on YouTube
While a lot of Glamglow’s traction comes from Instagram, the place the brand posts twice a day on common, YouTube additionally drives a bulk of its social visitors. In the fourth quarter of 2017, the platform drove 43 % of that visitors, in accordance with knowledge from L2.
“This is not uncommon, but is particularly interesting for a skin-care brand,” stated Gross.
Videos created by the make-up artists Jeffree Star and Patrick Starr have pushed a lot of this visitors, however smaller influencers are chatting about the brand too — there are 89,700 outcomes for movies that includes Glamglow merchandise on YouTube. Its unclear what number of, if any, of those movies are paid or how YouTube matches into the brand’s bigger influencer technique, they usually didn’t reply to a request for remark.
Either means, the brand is letting influencers take the wheel right here, because it hasn’t posted an unique video on its YouTube channel in 10 months.
Going native on Instagram
Alongside its most important Instagram account, which has 735,000 followers, the brand has quite a few native accounts geared towards totally different geographies. These embrace the United Kingdom, South Africa and Canada.
While the accounts typically share content material, most of it’s particularly targeted on influencers or magnificence considerations which are of the most relevance in that space of the world. The U.Okay. account, for example, just lately posted distinctive photographs of the British mannequin Adwoa Aboah and the Welsh blogger behind Velvet & Glitter rocking Glamglow’s masks. Minky Mothabela, a South African magnificence blogger, is featured on the brand’s South African channel.
The success of a localization technique like this actually relies upon on its execution, stated Gross. “Sometimes it can parse a brand’s engagement too much across accounts.”
But if finished appropriately, with an actual consciousness to the native setting, it pays off, stated Drew.
“Having branded Instagrams that speak to different countries and demographics is smart because different countries come with different norms. What drives sales in North America for this product may not be the same stimulus that drives sales in South Africa,” he stated. “It also shows that your brand isn’t limited to the understanding of one specific group, which is amazing for brand sentiment — especially via social media.”
Giveaways with a lift
Glamglow can also be a fan of giveaways, that are efficient from an engagement perspective, based on Gross.
Although the brand typically hosts these on its personal feeds, it additionally recurrently works with retailers like Ipsy or individual influencers to host the occasions. To drive much more traction, it additionally typically companions with like-minded manufacturers, as it did lately with the skin-care device brand Foreo.
“They rely heavily on an assortment strategy for their giveaways, which adds benefit,” stated Gross, referencing how the brand tends to group numerous gadgets collectively for its giveaways, somewhat than simply ship out one particular person product. The Foreo giveaway, as an example, included two totally different Glamglow cleansers, one Glamglow masks and the Foreo software.
According to knowledge from L2, Glamglow’s posts involving product units drive extra visitors to its website than the relaxation, so including a freebie aspect to them solely fuels that. This is the case with most magnificence manufacturers proper now, stated Gross: “It’s all about bringing in the entire routine these days.”