Our Beauty 2025 State of Influence report identifies skincare as the fastest-growing sector in beauty, with a 39% YoY global growth in Earned Media Value (EMV). In China, skincare saw an impressive 83% YoY growth in EMV, making it an important market for skincare brands to leverage. The U.S. and U.K. present valuable opportunities too, with a 60% and 55% YoY growth respectively. Our AI-powered data has revealed the skincare brands that are maximising their influence and share of voice across these different key markets. 🌎🇬🇧 Garnier led the EMV race by a mile with $651M globally and $141M in the U.K. The brand’s success is thanks to its tried-and-tested products which continue to appeal across demographics and serve as affordable alternatives for viral products amidst the rise of dupes. 🇨🇳 In China, however, Olay claimed the top spot with an EMV of $36M against an industry average of $2.2M. SkinCeuticals followed closely with $28M, highlighting the Chinese market’s affinity for high-end skincare lines. 🇺🇸 In the U.S, Cerave achieved the highest EMV with $80M, setting itself apart from aesthetic-driven marketing of Gen-Z focused brands by focusing on ingredients and becoming a staple for Skinfluencers. Want to stay ahead? Our newly launched Beauty 2025 State of Influence interactive report breaks down benchmarks across numerous metrics from EMV to Resonance, with YoY analysis across skincare, fragrance and makeup; uncovering how the top brands are staying ahead. Download your copy here: https://lnkd.in/ewbGqMwX
