Could TikTok soon be dethroned as probably the most influential social platform in driving brand awareness amongst Gen Z consumers? 

It’s too early to inform, but many beauty brands are constructing their presence on Chinese social platforms like Weibo and RED — and seeing sizable gains consequently. 

Having each garnered roughly 23 percent of their respective Media Impact Values from July through August via China’s Twitter-like platform, Weibo, Guerlain and La Mer are the leading Western beauty brands on the platform. 

Meanwhile, Estée Lauder, garnered $17.2 million (or 20 percent) of its MIV from Weibo activations from July through August, while La Mer also claims probably the most substantial presence on RED, which has the same format to Instagram but is more shopping focused, garnering 23 percent of its MIV from the platform in the course of the same period.

The APAC region’s influence doesn’t stop there.

Dior Beauty saw a $5.4 million gain in MIV on Jul. 1 following an Instagram post placement by South Korean actor and singer Cha Eun-woo. Similarly, Chanel Beauty’s MIV increased by $1.2 million following an Instagram ad by Korean actor Park Web optimization-joon. 

To find out a brand’s Media Impact Value, Launchmetrics assigns a monetary value to every post, interaction or article a couple of brand to measure its performance and impact, in addition to what aspects are driving them probably the most. 

Launchmetrics’ top 10 beauty corporations from July to August 2022, ranked by Media Impact Value.