GRM’s social media work for Milani Cosmetics continues to pay dividends. Tribe Dynamics listed Milani as the number 8 cosmetic brand in social influence and earned media value. For July, Milani earned $4.9 million in media value and beat out Covergirl, among others.
“Milani Cosmetics’ presence in Tribe’s July Top 10 was not an accident. The brand excelled… at targeting some of the more influential color make-up ambassadors. These type of ambassador programs are attractive to marketers looking to maximize earned media at minimal cost,” said Tribe. “The genuine excitement present in these posts is relatable, and gives consumers a sense of comfort and reassurance attached to their perception of the brand. From authencity comes trust, and finally loyalty and advocacy.”
Tribe Dynamics’ proprietary data and digital expertise are featured on an ongoing basis by Beauty Inc of WWD.