Primor, Ghd, and Lancome among the leading beauty brands in...

Tuesday, January 3, 2023

Tuesday, January 3, 2023
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With Christmas, we all want to look our best for family gatherings and, especially, to say goodbye to the year and start 2023 radiantly. With Christmas gifts, we take the opportunity to ask for those products that will accompany us at the beginning of the year.

The latest estimates for this year show data confirming that the average annual spending on personal care products It's increasing almost everywhere in the world every year, despite the crisis. Why? Because of affordability and the recommendations of influencers who, on the one hand, turn products into objects of desire and, on the other, lend credibility to brand promises. We find all kinds of ranges and prices, and the population sees cosmetics and beauty products as an affordable and necessary purchase for everyday life.

For the same reasons, the annual expenditure on mass-market cosmetics has also increased. According to the study carried out by the EAE Business School, each Spanish consumer spends, on average, about 150 euros per year in body care and beauty products.

Aware of this, beauty brands have launched campaigns with influencers of all stripes. From influencers who barely reach 100K, like @pprimor, to other brands like @ghdspain and @yslbeauty that use micro and macro to create a massive impact, whether with ad-style posts like Rosana Zanetti's featuring YSL perfume or with tips and tutorials like Rocío Osorno's.

What's best for the brand? It depends on its objective.

After analyzing and categorizing all existing data from the content of 112 million Instagram posts by Spanish influencers, across different formats (fixed posts, stories, reels, and IGTV) using PRIMETAG software, these are the 10 beauty brands most mentioned by influencers during November and December to bid farewell to 2022.

Primor, Ghd, Yves Saunt Laurent They dominate the podium among the favorites for influencers. They are followed Mac, Sephora, Druni, Lancome, Nyx or Nars

So, analyzing a little more in-depth among the influencers who have cited or made posts about the most Primor (@pprimor), the 'number one', are the content creators account @freeda_es, which has one million followers on Instagram, the same professional account of Primor occupies the second position, with another million followers or Natalia Osana (1M followers).

Similarly, studying the data related to Ghdspain and Yves Saint Laurent, brands that complete the podium, highlight the mentions and posts generated by important influencers such as Dulceida, with more than three million followers, Marta Díaz, with another three million followers or Claudia Salas, with more than five million and the artists Paula Echevarría with four million followers and Aitana, with three million.

The number 1 tool

Primetag is the leading tool for evaluating, measuring, and optimizing influencer marketing campaigns with real data. In Spain, in 2021, Primetag monitored more than 450 campaigns, generated over €8 million in media influence, and 75,000 Spanish talents on Instagram and TikTok, supporting brands and agencies such as IKEA, the Tendam Group, H2H, and the Dentsu Group.

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