April 2023

Data from Launchmetrics demonstrates that with regards to media impact value, China and the U.S. are the highest markets driving value for prestige beauty brands, who're maximizing their gains within the regions namely via increasingly fine-tuned influencer strategies. “With China’s loosening of restrictions and the woke up economy, the region is attracting brands to reconnect with their aspirationally driven audiences, thus motivating [brands] to diversify their ambassador portfolios,” said Launchmetrics’ chief marketing officer, Alison Bringé. Launchmetrics’ MIV scoring system assesses the impact of a brand’s relevant media placements across channels, inclusive of paid, owned and earned mediums. While celebrity voices are indeed becoming less influential in propelling brand MIV scores, there have been a number of exceptions to the trend...