According to Launchmetrics, influencer voices generated the most value for brands during the first quarter, with “micro-influencers, or the smaller influencer, driving this value,” said chief marketing officer Alison Bringé.
, influencer voices generated the most value for brands during the first quarter, with “micro influencers, or the smaller influencer, driving this value,” said chief marketing officer Alison Bringé.
During the first quarter, makeup brands generated $1.2 billion in Media Impact Value, or 60 percent of thesphere’s total MIV for the period; skin care brands came in second, garnering $400 million, while fragrance and hair care trailed behind at $132 million and $127.5 million, respectively. MIV is Launchmetrics’ proprietary metric tallying the impact of a brand’s media placements across online, social and print channels.
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