With China’s largest mid-year procuring pageant happening this month, beauty brands are doubling their efforts to lengthen their attain on-line and increase gross sales. This problem, our WeArisma x Jing Daily Beauty Leaderboard* charts which brands are making essentially the most buzz on-line throughout this significant interval (June 1 to 16).And whereas worldwide beauty brands strive to preserve deep discounting to a minimal to keep away from diluting their picture, native brands are far more lively throughout China’s procuring festivals.This month, beauty brands generated the very best media value (MV) since WeArisma began monitoring their on-line media buzz earlier this yr. C-beauty label Proya amassed $12.6 million in MV from June 1 to 16, adopted by Winona with 1.4 million, and Chando at 520,400.Turning to international beauty brands, Japanese labels are making a comeback for the reason that radioactive water controversy in June. SK-II continues to maintain the highest place with 3.8 million in MV, exhibiting the model’s continued ambition and funding in the mainland market. Fenty Beauty fever hasn’t cooled in China – the model climbed a spot this month to place second 1.2 million in MV. In third place is Shiseido with 923,100 MV.Read extra on the breakdown under:The high worldwide beauty brands in China based mostly on media value. Image: WeArismaFor the second consecutive month, SK-II maintained its high place. The model’s efforts to improve its share of voice in China have paid off.On June 2, the Guangdong couple (@广东夫妇), a preferred influencer duo with a attain of 63.9 million followers on Douyin, promoted SK-II throughout a livestreaming gross sales session immediately from an SK-II counter, that includes a full vary of star merchandise from SK-II, such as its Facial Treatment Essence, Skinpower Advanced Cream, and Genoptics Aura Essence.The first a kind of merchandise is understood as “fairy water” (神仙水), thanks to the nice results of its patented Pitera ingredient, and the Genoptics Aura Essence, is nicknamed “gentle bulb,” helps lighten pores and skin and cut back darkish spots.Additionally, the couple attracted extra viewers by freely giving digital crimson envelopes containing money and 25 items of SK-II samples when shoppers bought a single set. Their Douyin publish mentioning SK-II generated a media value of $3.5 million.This profitable marketing campaign not solely boosted SK-II’s share of voice in the Chinese market, but additionally considerably enhanced SK-II’s visibility and engagement on social media, reinforcing its market management and showcasing the Guangdong couple’s capacity to increase a model via on-line expsoure methods in China.On June 2, the Guangdong couple (@广东夫妇) promoted SK-II throughout a livestreaming gross sales session immediately from an SK-II counter. Image: @广东夫妇 DouyinFenty Beauty strengthened its presence in China this month with impactful posts from influential KOLs. Douyin influencer Ma Baoer (@马宝儿), who has a attain of 8.9 million on the platform, posted a video from her go to to Sephora China, the place she had her make-up professionally achieved with Fenty Beauty merchandise for a photoshoot, producing a media value of $251,700.Additionally, Xuanzi Freya (@弦子Freya), with a attain of 4.8 million on Douyin, examined the muse at Sephora China and praised the vast shade vary of the model’s foundations, greater than 50 in whole, producing a media value of $136,300. This success underscores Fenty Beauty’s strategic launch in China, utilizing influencer partnerships to showcase product range and inclusivity, important parts for worldwide brands aiming to set up a powerful share of voice in China. Standing out amid the competitors requires not solely efficient advertising, but additionally providing merchandise that resonate with Chinese shoppers. This twin method of impactful advertising and product relevance stays pivotal for sustained progress and differentiation in China’s aggressive beauty market.Shiseido’s presence in China soared this month. It achieved a media value of $923,100, largely pushed by an impactful Weibo publish from Liu Yifei, a Chinese-American actress with 72.2 million Weibo followers. The actress is using excessive for starring in the viral C-drama The Story of a Rose.Liu’s collaboration with Shiseido, highlighting the Intensive Eye Wrinkle Treatment (小针管眼霜), captured vital consideration and generated $601,700 in media value. Shiseido’s success this month exemplifies how a single point out by a high-reach native star standard at residence and overseas can increase model influence.The high native beauty brands in China based mostly on media value. Image: WeArismaProya leads the market with the very best media value of $12.6 million, displaying its vital presence and affect. The Guangdong couple (@广东夫妇), with a 63.9 million following on Douyin, featured Proya in six livestream periods, producing a formidable $10.6 million in media value this month. While additionally boosting SK-II’s share of voice, the couple’s frequent posts for Proya distinction with SK-II’s single point out, highlighting how constant influencer engagement can improve media value.Leveraging native influencers and revolutionary methods, such as reside broadcasts on platforms like Douyin, are essential for sustaining a aggressive edge and management in the dynamic Chinese beauty ecosystem. This additionally underscores the significance of posting frequency in making a long-lasting influence and successfully participating goal audiences.In April, Proya launched its annual monetary report. The firm’s income hit $1.34 billion (8.9 billion RMB). It’s the primary time a Chinese beauty enterprise has closed on the 9 billion RMB income mark.In June, Winona secured second spot with a media value of $1.4 million. Blogger Yuantuma (@原图妈), who has a attain of 10.9 million followers on Weibo, posted about Winona 10 occasions, emphasizing its merchandise and their advantages for delicate pores and skin.Her constant assist of the native beauty model underscores the significance of cultivating sturdy influencer relationships. These connections not solely improve model visibility, but additionally foster lasting viewers belief. Winona’s constant presence in the highest 3 and sustainable progress spotlight the numerous contribution of influencers like Yuantuma to its success.Chando obtained a notable point out from Chinese way of life influencer Yizhi Jingzhu (@一只静猪), whose affect reaches 5.1 million followers on Douyin. In her video, the influencer dressed up in conventional hanfu along with her daughter whereas that includes Chando skincare merchandise when placing on make-up. Thanks to the product placement in the quick video, the model earned a formidable media value of $144,500.The video additionally highlighted the numerous position of skincare in the Chinese beauty market, the place beauty routines are extremely valued and integral to each day life. Chando has not solely boosted its model share of voice this month, however has additionally strongly resonated with Chinese shoppers on Douyin.* Jing Daily’s month-to-month Beauty Leaderboards tracker analyzes the media value and social media buzz of beauty brands throughout Chinese social media platforms. Data offered by analytics firm WeArisma can assist brands measure and optimize their earned media and influencer advertising ROI.
https://jingdaily.com/posts/with-618-underway-proya-amasses-usd12-6-million-in-mv
Proya amasses $13M in media value as beauty brands battle to win 618
