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Charlotte Tilbury is the UK’s Christmas beauty winner on social media
Charlotte Tilbury emerged as the big winner of the Christmas gift beauty wars across TikTok and Instagram according to influencer marketing platform Kolsquare. The brand employed 1.56K influencers and earned an engagement volume of 1.76m and an impressive 42.7% share of voice. However, Glossier got the highest engagement rate at 3.88% compared to Charlotte Tilbury’s 2.37%. Huda Beauty came a close second for engagement at 3.14%.
Beauty sales peaked on December 2nd, with Charlotte Tilbury ranking top with an earned media value (the equivalent of paid advertising) of £1.03m, with Huda Beauty in second place with an EMV of £291K.
The Christmas gift rankings, which look at beauty brand performance from November 1st through to December 19th are as follows:
Brand | EMV | No of influencers | Engagement vol |
| £4.1m | 1.56k | 1.76m |
| £2.7m | 828 | 1.31m |
| £1.05m | 441 | 441.2k |
| £800K | 444 | 228.5K |
| £530K | 313 | 162.7K |
| £426K | 293 | 1157.7K |
Of the beauty influencers involved in the Christmas (and Black Friday) campaigns, drag queen Connor McGee @connormua got the highest engagement level of 28.7% posting for Huda Beauty and Made By Mitchell. Connor posted about Made By Mitchell's Blursh Book, Want Some Milk (blue) and Colour Case Neutrals. Sarah Ahmed @sarah.a.makeup posted about bronzer for Charlotte Tilbury and foundation for Huda Beauty, earning an impressive engagement rate of 28.17% across her audience of 39.11K followers. Drag queen Ellis Atlantis ratcheted up the highest EMV (€559.28K) for Huda Beauty, Made By Mitchell and Charlotte Tilbury. Ellis’ post mentioning Huda Beauty’s Blush Filter in Strawberry Cream got 152.9K likes. Quentin Bordage, CEO and founder of Kolsquare says: “Christmas is the biggest calendar event for beauty brands and the industry has harnessed the power of influencers, with the majority working with micro-influencers (audiences of between 5 and 100k followers). Very few beauty brands work with mega influencers (more than 1 million followers) because the key to success lies in a highly engaged audience as you see with Sarah Ahmed, Connor McGee and Ellis Atlantis.” The top beauty Christmas gifts this year, include - Charlotte Tilbury Pillow Talk Iconic Mini Lip Kit (£29)Glossier Mini Cloud Paint Duo (£23)Huda Beauty Obsessions Eye Kit (£30)Glossier You Reve (£62)Laura Mercier Enchanting Shimmers Caviar Stick Eye Shadow Trio (£30)Refy Sculpt Duo Collection (£35)
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