In its latest report dedicated to beauty, the brand performance agency Launchmetrics looks back at the brands that have recently generated the most media impact, in terms of valuation, around their fragrances. A ranking trusted by big names in luxury.
Luxury perfumes, media leaders
While the end-of-year holidays are a key moment for perfume sales, the sector will have seen certain brands do well in terms of Media Impact Value (MIV) during the third quarter of 2024.
According to the Beauty Marketing Trends de Launchmetrics, Dior Beauty would have benefited from the highest media valuation over this period with 43 million dollars of MIV. The House would have particularly benefited from the influence of its J’Adore campaign featuring its new ambassador Rihanna: according to analysts, the media value linked to this appointment would have reached some 8.5 million dollars in MIV.
The House Chanel, which also recruited a new ambassador, Margot Robbie, to embody its N°5 perfume, saw its MIV reach 32.7 million dollars. She is followed on the podium by Jo Malone with $30.9 million.
Enough to illustrate the marketing efforts deployed by luxury and prestige brands to push their fragrances to the forefront while “the increasing cost of living pushes consumers to look for perfumes that demonstrate authenticity and good value for money”observe the authors of the study.
Within the Top 10, we also find Sol de Janeiro, Diptyque, Yves Saint Laurent, Tom Ford, Creed, Dolce & Gabbana and Armani Beauty.
The United States, a key market in the beauty sector, has also established itself as the geographical area having generated the most MIV in the perfume category with 50.6 million dollars, followed by China (42.9 million) and France (26.4 million).
Beauty: one mix and match of ranges
Overall, across all beauty segments, the Launchmetrics report also reveals that the MIV of luxury brands increased by +17% in the third quarter compared to the same period last year, to $4.2 billion. It is ahead of that generated by mass market brands ($4.6 billion, +25%) and especially by premium brands ($5.5 billion, +23%).
The Top 10 beauty brands having generated the most MIVs over this period reflect this diversity of positioning with a leading trio led by L’Oréal Paris (general public), Dior Beauté (luxury) and MAC (premium) .
In a growing beauty market, the Launchmetrics study also confirms the leading position for influencer profiles : their share of voice today represents 63% of the total MIV of brands in the sector, led by Instagram and TikTok as their preferred platforms. Channels popular with new prescribing generations while the report highlights the rise of young consumers in the Middle East or the rise of an Alpha Generation in the early stages of adolescence.
