La Mer has been crowned the most talked about skin care brand on social media, claimed influencer management platform Tracckr.
The Estée Lauder Companies-owned (ELC) brand gained 12 million engagements across Facebook, Twitter, Instagram and YouTube from 1 January to 30 June 2018.
Meanwhile, Dior came in second (6 million) and Estée Lauder third (5 million).
The engagements translate to mentions, engagements, potential reach, engagement rates, number of activated influencers and influence by channel.
La Mer’s influencer partnerships include the former Beauty Director of Glamour Alessandra Stenheirr, Heart FM radio DJ and presenter Lilah Parsons and make-up artist Patrick Ta.
CEO and co-founder of Traackr, Pierre-Loic Assayag, said: “The notion of luxury has always been associated with exclusivity and scarcity.
Genaissance de La Mer The Serum Essence
“While some of the most forward-thinking global brands are able to manage influencer programmes of a few hundred or thousand influencers, luxury brands need to optimise the balance between scaling impact and staying consistent with the exclusivity they wish to preserve.”
He continued: “La Mer has accomplished both scaling their programme successfully and staying authentic to their brand by collaborating with influencers who love their products and have earned trust from their community.”
Top beauty brands of 2018:
- Clarins for most infleuncer mentions in Luxury category
- Dior for most video views in Luxury category
- The Ordinary for most infleuncer mentions in Premium category
Source: Traackr
Influencer pitfalls
Despite the success of influencers, their authenticity has come under fire in recent months for fraudulent activity.
Earlier this year, beauty giant Unilever took the decision to crack down on influencer fraud and backed out of using them in its marketing efforts.
Lilah Parsons for La Mer / image vai Instagram: @lilahparsons
Some have also been penalised for not disclosing commercial deals, such as Made in Chelsea star Louise Thompson.
Read more about the ugly truth behind beauty influencer marketing and read exclusive comments from Emmy award-winning make-up artist Kevin J Bennett on the topic here.
