While influencers were sad to say goodbye to summer, August’s top skincare brands gave these content creators something to look forward to (and talk about): new products focused on maximizing that glow. Many of this month’s Top 10 skincare brands inspired influencer content creation and grew their Earned Media Value (EMV) by expanding their product lines. Here’s a closer look into how some of August’s Top 10 skincare brands sparked influencer excitement with new skin-smoothing, pore-refining offerings.
Murad made its second Top 10 appearance of 2019 in August, thanks largely to the release of its InvisiScar Resurfacing Treatment. (The brand first made this year’s top skincare brand rankings in June, following the launch of its Replenishing Multi-Acid Peel.) Members of the brand’s #MuradPartner community took to Instagram to share personal stories about their struggles with acne and note how the new product noticeably improved their skin, helping the treatment become the brand’s No. 1 product in August. This flurry of content creation also inspired an impressive 196% month-over-month surge in Murad’s overall EMV—but we’ll have to wait to see whether influencers make InvisiScar a mainstay on their top shelf in September and beyond. For context: the brand saw similar notable growth with its June Multi-Acid Peel launch, which was then followed by a 41% EMV decline in July, largely because Murad’s influencer partners did not continue to create content that month.
Glow Recipe, which made its Top 10 debut in March 2019 with the release of its Watermelon Glow Ultra-Fine Mist, re-entered the top skincare brand rankings in August following June and July absences. The brand sparked excitement by releasing a new retinol-powered iteration of its Avocado Melt Sleeping Mask, along with a new Avocado Melt Retinol eye cream, and then celebrating the line’s expansion with a green-themed influencer party in LA.
Ole Henriksen and Fourth Ray Beauty
Ole Henriksen and Fourth Ray Beauty also inspired content creation with—you guessed it—new additions to their product lines. Ole Henriksen released its PHAT Glow Facial that promised #GummyBearSkin (which the brand defines as skin that is “smooth, plump, poreless and juicy-looking”), and despite the—shall we say, interesting—comparison, influencers were into it. The product quickly became Ole Henriksen’s No. 1 August offering. Meanwhile, Fourth Ray Beauty, which made its first Top 10 appearance in July, jumped four spots to No. 6: content creators took a strong liking to Fourth Ray Beauty’s newly launched Strawberry Face Milk, which quickly emerged as its No. 2 product.
To learn more about how these product launches performed and shook up the rankings among August’s Top 10 skincare brands (and to see how First Aid Beauty, which landed outside the Top 10, earned an honorable mention), check out our August Skincare Top Ten.