L’Occitane International’s Social Media Success: The Rise of Earned Media Value

5 December 2023

L’Occitane International’s skin care brands, Sol de Janeiro, Erborian, and L’Occitane en Provence, have experienced significant growth in earned media value (EMV), outpacing the overall skin care category. The company’s influencer marketing strategy and investments in creator retention and acquisition have contributed to its success.

L’Occitane International, the Hong Kong-listed French skin care company, is making waves in the social media landscape. According to CreatorIQ, the company owns three of the fastest-growing skin care brands in terms of earned media value (EMV): Sol de Janeiro, Erborian, and L’Occitane en Provence. These brands have seen remarkable year-over-year EMV growth, surpassing the industry average. L’Occitane International’s success can be attributed to its influencer marketing strategy and its commitment to nurturing and acquiring talented creators.

1: Empowering Creators for Unique Brand Promotion

L’Occitane International’s success lies in its ability to give creators the freedom to promote their products and brand in a way that aligns with their unique voice and audience. Alexander Rawitz, Director of Content Marketing at CreatorIQ, highlights the importance of creator autonomy in driving the company’s influencer marketing momentum. This approach has been in place since 2021 and has gained significant traction since then.

2: Investing in Creator Retention and Acquisition

Consistent investments in creator retention and acquisition have been key drivers of L’Occitane International’s EMV growth. For instance, the company’s brand Elemis boasts an impressive 141 percent annual retention rate while simultaneously recruiting 4,220 new creators over a 12-month period. This strategy has resulted in $44.3 million in EMV for the brand.

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3: Powerhouse Creators and Their Impact

Powerhouse creators, those with over 1 million followers, have played a significant role in driving EMV for L’Occitane International’s brands. Influencers such as Olivia Yang (@olafflee), Nathalie Paris (@nathalieparis), Emma Leah (@byemmaleah), and Lena Bagrowska (@lenkalul) have emerged as top earners for L’Occitane en Provence, Elemis, and Sol de Janeiro. Their ability to engage and connect with their large followings has contributed to the brands’ success.

4: TikTok’s Growing Influence

TikTok has surpassed Instagram in terms of EMV share growth across all four of L’Occitane International’s brands. In 2023, TikTok drove 30 percent of their collective EMV, compared to just 16 percent in 2022. However, Instagram still holds the majority share of 65 percent. Rawitz attributes this to Instagram’s established presence and the potential for TikTok content to go viral when repurposed into Instagram Reels. Nevertheless, the possibility of a shift in favor of TikTok within L’Occitane International’s portfolio cannot be ruled out.

5: Impressive EMV Results

L’Occitane International’s brands have achieved remarkable EMV results. Elemis collected $88.9 million in EMV from January to October, while Sol de Janeiro generated $76.8 million EMV, making it the sixth-largest skin care brand by this metric. L’Occitane en Provence and Erborian garnered $45.8 million and $8.5 million EMV, respectively, during the same period.

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Conclusion:

L’Occitane International’s success in the social media arena can be attributed to its effective influencer marketing strategy, investment in creator retention and acquisition, and the ability to empower creators to promote their brands authentically. The company’s brands have experienced significant EMV growth, outperforming the overall skin care category. As TikTok’s influence continues to rise, L’Occitane International’s portfolio may see a shift in EMV distribution. With its strong sales growth and innovative marketing approach, L’Occitane International is poised for continued success in the beauty industry.

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