Maybelline’s viral Lash Sensational Sky High Mascara boosted the brand’s media mentions by 124% over the past year, according to a new report by media intelligence consultancy CARMA. The report analyzed media activity for the top 10 beauty brands, including Maybelline, L’Oreal, Charlotte Tilbury, MAC, NARS, Christian Dior, and others, across online, print, and social platforms.
The December 2024 report highlights the growing influence of social media and influencer-driven content in driving sales for major beauty brands. While traditional media coverage for Maybelline dropped 16% year-on-year, TikTok fueled the surge in mentions. The platform’s algorithm and TikTok Shop feature significantly contributed to Maybelline's sales growth.
Luxury brand Giorgio Armani also saw increased engagement, with its Prisma Glass Lip Gloss accounting for 13% of its total social media coverage. Overall, social platforms drove significant growth for Maybelline New York (+92%), Huda Beauty (+61%), and Giorgio Armani (+40%), making them the top three brands benefiting from viral influencer campaigns.
Leonora Eckley, account director, FMCG, Luxury, and Beauty at CARMA, says, “It’s really interesting to see how products like Maybelline’s Sky High Mascara have exploded in popularity, almost entirely thanks to TikTok. This kind of growth shows the immense potential for brands that leverage social media strategically. Those looking to replicate this success should focus on engaging content, influencer collaborations, and e-commerce integrations for sales.”
Eckley adds, “Yet at the same time, it is fascinating to see how traditional press has evolved into a more strategic marketing tool, with PR efforts through traditional media allowing for deeper storytelling and giving brands the space to build a narrative, taking consumers on a journey. While social media moves fast, driving high-frequency engagement and instant sales, traditional media plays a different role, offering depth and a narrative that can shape a brand’s long-term identity. The beauty industry is finding a balanced, hybrid approach, using both social media virality and traditional media strategies to build strong and lasting storytelling and narratives.”
