Published On: January 2, 2025
2025 Key Campaign Benchmarks and Trends
Campaigns this holiday season are getting more focused, with fewer influential sources driving stronger results. We’ve tracked global spending trends and benchmarks to help you assess if your holiday campaigns meet, exceed, or fall short of industry standards.
The fragrance industry has seen strong growth, with TikTok’s reach up 230% and a 70% increase in beauty trend searches. However, audience engagement hasn’t kept pace, creators are experiencing a 54% decline in average engagement per piece of content. While the beauty sector thrives and fragrance brands are seeing strong returns on TikTok, this highlights the importance of partnering with influential sources who can create stand-out content to build authentic connections with audiences.
“While viral moments are key to growing brand relevance, they are not enough, today campaigns need to to successfully grow brand resonance and drive positive associations.”
Dupes have surged in popularity over the past 18 months, with beauty driving 40% of the conversation. Gen Z embraces affordable beauty alternatives, contributing to $568M in EMV, prompting beauty brands to capitalise on this trend to engage the Gen Z market. The rivalry between Milk Hydro Grip and e.l.f. Power Grip primers highlights this shift. Milk Makeup’s inclusive branding and ethical commitment fueled its rebound, generating $307M EMV and 1B engagements. Meanwhile, e.l.f.’s viral momentum stumbled after a skin breakout debacle, shaking trust despite its strong social presence and lower price point. While viral moments are key to growing brand relevance, they are not enough, today campaigns need to to successfully grow brand resonance and drive positive associations.
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Luxury Global Analysis.
New York Fashion Week FW26 generated $275M in total Media Value, up +73% YoY, but leadership was highly concentrated and strategically differentiated.
Regional power shifts and platform momentum reshaped the competitive landscape.
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