Apr 19, 2017
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Limited Edition Makeup Kits Help Beauty Brands Kick off the Season on Social
The Beauty Industry continues to assert its strength on social media, particularly dominating Instagram. The Holiday Season brings with it the opportunity for the promotion of new products, campaigns, and partnerships, and beauty brands know just how to leverage it.
Holiday-themed beauty kits are seen frequently, with brands launching new palettes and collections that highlight seasonal colors. Like many other CPG companies, beauty presents new holiday products as “the perfect gift” on social, encouraging followers to buy for family and friends. It’s clear that the 2018 holiday season has been a driver for engagement in the beauty industry, with with the average engagement per brand at 488K social engagements in November, up 10% from October. In fact, the average holiday beauty post generated 13.6K responses, nearly 3X more responses than the average non-holiday post.
Kylie Cosmetics, Sephora, and Morphe Brushes took the lead among Holiday Content, coming in with 18 out of the top 20 most engaging posts. Festive Lipkits from Kylie Cosmetics saw impressive traction on social; the promotion of Kylie’s new metallic lipsticks, featuring Kylie Jenner sporting the new colors, emerged as the most popular holiday content thus far this season coming in as the top 3 most engaging posts.
Instagram saw the highest volume of holiday content, with brands taking the opportunity to share photos of their newest makeup collections, as well as holiday tutorials and looks. While there is a variety of holiday content, the promotion of limited edition beauty kits perform best across social, generating 20% more responses than the average beauty post. Sephora utilized Instagram with multiple “Regrams” of brands they carry. For instance, the beauty store regramed DryBar, calling attention to its limited edition Glitter Gang holiday kit which includes the new Glitter Spritzer Sparkle Spray. Sephora also made the effort to regram popular makeup gurus, like Mackenzie Brown, showing her attempt at complementing a bold lip with the ‘Pineapple of my Eye Holiday Kit’. These two posts surfaced as Sephora’s stop Holiday content, telling us that the best way to capture engagement during the Holidays is to step away from your standard product line and promote special initiatives and collaborations.