May 2019 saw the 72nd annual Cannes Film Festival, where L’Oréal Paris Germany stole the show by styling models and influencers for the A-list event. Meanwhile, Wycon glammed up the bridal party for a celebrity wedding in Italy, Clinique’s new anti-aging serums made waves in Korea, and Maybelline and Inglot collabed with influencers in the Gulf Countries and Spain. Here’s what’s stood out in beauty this month around the globe:
L’Oréal Paris (Germany) Styles Bloggers for the Cannes Film Festival
If turning heads is your sport, there’s plenty of competition on the Cannes red carpet. L’Oréal Paris made sure attendees like Stefanie Giesinger had skin in the game by treating them to paparazzi-ready makeup looks, prompting effusive thank-you posts. #Cannes ranked as the brand’s highest-earning May hashtag with $574.0k EMV, while #LOrealCannes garnered $555.6k EMV. In all, L’Oréal Paris closed the month with $3.1M EMV, surging ahead by 110% from April.
Source: @stefaniegiesinger via Instagram
In the Gulf Countries, Maybelline Collabs With Noor Naim on “Girl Power” Lip Color
As the first YouTuber from the Gulf Countries to reach 10 million subscribers, Noor Naim—who goes by Noor Stars on the channel—is a star, all right. Last month, the Iraqi vlogger teamed up with Maybelline to launch a limited-edition shade of the brand’s SuperStay Matte Ink Lip Color, aptly named “Girl Power.” The influencer posted enthusiastically about the opportunity, powering $1.7M EMV across 15 pieces of content as the brand’s highest earner by a wide margin. Buoyed by the collaboration, Maybelline boasted an impressive 184% month-over-month growth, closing May with $2.0M EMV.
In Italy, Wycon Styles Influencers for a Celebrity Wedding
When it comes to event makeup, it’s no surprise that 2014 Miss Italia Clarissa Marchese had high standards for her bridal party. In preparation for her marriage to Frederico Gregucci, the pageant queen worked with Wycon to ensure that her and her bridesmaids’ looks were up to par. Both Marchese and her guests tagged the brand in content from the wedding, fueling Wycon’s 241% month-over-month growth in EMV ($1.2M EMV). Mentions of #MarchesucciWedding, #TheHottestWedding, and #WyconxTheWedding collected a respective $571.9k EMV, $471.5k EMV, and $424.6k EMV.
Source: @clarissamarchese via Instagram
In Korea, Clinique Sees Enthusiasm for an Anti-Aging Product Duo
K-Beauty may be trending in the U.S., but Clinique is making inroads in Korea. The brand’s newly launched Fresh-Pressed Clinical Daily + Overnight Boosters scored shout-outs from beauty and skincare bloggers like Hyunshin Lee, who praised the two serums’ complimentary multivitamin formulas. Mentions of #안티에이징듀오 (anti-aging duo) generated $176.9k EMV from 72 ambassadors as one of the brand’s top 10 hashtags, contributing to Clinique’s impressive 137% month-over-month growth in EMV ($969.1k EMV).
In Spain, Inglot Debuts a New Collection With Cristina Pedroche
Leave it to actress and It Girl Cristina Pedroche to create a hit makeup collection. The beauty aficionado teamed up with Inglot on a range of eye, lip, and complexion products, with #PedrochexInglot powering $528.5k EMV from seven ambassadors as the brand’s No. 1 hashtag. Pedroche herself generated a sizable $485.5k EMV of this total via 12 posts celebrating the launch, including a giveaway for her followers. Altogether, Inglot accrued $915.6k EMV, up 179% from April.
For in-depth EMV rankings of beauty brands in the U.K. and France, check out our Tribe Top 10 reports!