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The age of the influencer could also be shapeshifting, but it surely has yet to achieve its peak. In accordance with Launchmetrics, influencer voices generated essentially the most value for brands throughout the first quarter, with “micro influencers, or the smaller influencer, driving this value,” said chief marketing officer Alison Bringé. In the course of the first quarter, makeup brands generated $1.2 billion in Media Impact Value, or 60 percent of the sweetness sphere’s total MIV for the period; skincare brands got here 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...