Published On: January 2, 2025
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.
Join us in January as we delve into the must-know trends of 2025 to keep your strategies sharp and your brand ahead of the curve.
Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
In beauty, things move fast. But strategy? That’s what sets the leaders apart.
Our 2025 Beauty State of Influence Report is packed with insights, but knowing how to turn those into action is where the real value lies. Whether you’re optimising influencer partnerships, reallocating budgets, or jumping on the right trends, here’s how to make the most of your data.
WeArisma’s Personal Care 2025 State of Influence Interactive Report – The Definitive Guide to Winning in Bath and Body, Hair Care, Skincare, and Wellness Through Influencer Strategy
The personal care market is booming – but only the most emotionally resonant brands are cutting through the noise. Authenticity, expert credibility, and self-care storytelling are driving the next wave of influence.
Our Personal Care 2025 State of Influence Report reveals how Dove, Nivea, Aquaphor, and Bevel are shaping the future of the category – and how your brand can do the same.
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