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'Winter Skin Care Routines' Give Brands a Boost

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African American woman applying skin care cream to face in bathroom

With the onset of blustery, cold winter weather, consumers often reach for a surplus of skin care products to combat the dry conditions. 

According to Tribe Dynamics, content across social media boasting "winter skin care routine" information helped give several skin care brands a boost in Earned Media Value (EMV)—Tribe Dynamics’ proprietary metric for quantifying the estimated value of consumer engagement with digital earned media.

Notable products include:

  • Drunk Elephant's B-Hydra Intensive Hydration Serum, which earned $500,200 EMV;
  • Drunk Elephant's Virgin Marula Luxury Facial Oil, which earned $465,500 EMV; 
  • Drunk Elephant's Lala Retro Whipped Cream, which earned $411,600 EMV;
  • Tatcha’s The Water Cream, which earned $1.5 million EMV;
  • Glamglow’s StarPotion Charcoal Oil, which earned $322,200 EMV; and
  • Kiehl’s’ Midnight Recovery Concentrate, which earned $260,800 EMV.

Tribe Dynamics stated, "All six products increased their respective EMV totals month-over-month, averaging a 112% month-over-month boost in EMV that suggested heightened usage."

Top 10 Skin Care Brands

  1. Tatcha's EMV increased 138% YoY to reach $8.5 million;
  2. Farsáli's (skin care) EMV increased 21% YoY to reach $3.8 million;
  3. Drunk Elephant's EMV increased 220% YoY to reach $3.6 million;
  4. Kiehl's EMV decreased 20% YoY to reach $3.3 million;
  5. Glamglow's EMV decreased 48% YoY to reach $3.1 million;
  6. Foreo's EMV decreased 4% YoY to reach $2.7 million;
  7. Olay's EMV remained at $2.6 million;
  8. Loving Tan's EMV decreased 20% to reach $2.5 million;
  9. Fresh's EMV increased 44% to reach $2.48 million; and
  10. Lush's EMV decreased 32% to reach $2.4 million.