July Global Beauty Trends: Top International Beauty Brands

Catherine Kulke
Catherine Kulke
Sep 3, 2019

In the world of international beauty, festival season doesn’t end with Coachella. In July, several international beauty brands dove into the global festival scene, treating influencers to the ultimate summer party. Meanwhile, Lancôme Canada pulled off a Paris getaway, Japan’s Shu Uemura Art of Beauty collabed with comedian Naomi Watanabe, and Pupa Milano Italy spurred product discovery with a flurry of sends. Here are the global influencer marketing strategies that top international beauty brands used to drive growth in Earned Media Value (EMV) this month. 

A crowd of young people stand in clouds of colored dust at the Splendour In The Grass music festival.

In Australia, Rimmel Enchants Influencers at Splendour in the Grass 

If you’re wondering where Australian bloggers let loose in the summer, look no further than the dreamy Splendour In The Grass music festival in New South Wales. This July, Rimmel joined the party by treating top influencers like Lily Brown and Emily Davis to a VIP festival experience at the brand’s Head Liners House. In all, seven content creators tagged posts with the associated #FestivalBestie, which powered $359.4k EMV as the brand’s No. 1 hashtag. Boosted by Splendour In The Grass hype, Rimmel surged 333% month-over-month, closing June with $773.8k EMV. 

Bloggers Rave Over GHD Spain at Tomorrowland 

Tomorrowland is a party girl’s paradise, and GHD Spain wasted no time glamming up influencers like María Soler and Ana Moya Calzado for an out-of-this-world experience. Attendees took to Instagram to showcase their festival ’dos in posts tagged #GHDFestivals and #GHDxTomorrowland, which collected $260.8k EMV from five bloggers each as the brand’s top two hashtags. Altogether, GHD drove $1.4M EMV in July, up 225% from June. 

Tomorrowland festival attendees raise their hands amid confetti.

Lancôme Canada Treats Allana Davidson to Paris Getaway 

Lancôme Canada celebrated its French roots in July, whisking beauty guru Allana Davison to Paris for an influencer party celebrating the launch of its Idôle Eau de Parfum. The blogger took to Instagram to voice her gratitude, plugging the brand’s new Monsieur Big Eyeshadow Palette in addition to the fragrance. Inspired by the getaway, Allana generated $61.9k EMV across two posts as one of the brand’s top five ambassadors—a 63% increase from her $38.1k EMV June total. In all, Lancôme posted $1.2M EMV in June, a 60% month-over-month growth. 

In Japan, Shu Uemura Art of Beauty Debuts Second Collab With Naomi Watanabe 

Naomi Watanabe isn’t your standard comedian. The so-called “Beyoncé of Japan,” who rose to fame in 2008 thanks to her impression of the pop star, stepped into the beauty space last year when Shu Uemura Art of Beauty named her an official brand ambassador. This month, the performer powered $142.8k EMV, debuting her second Shu Uemura Art of Beauty collection, which comprises lip and complexion products. Thanks largely to enthusiasm around the collaboration, Shu Uemura grew 274% from June to July, posting $997.3k EMV.

Naomi Watanabe poses in a red satin dress with Shu Uemura Art of Beauty lipsticks and a blush pressed against her arm.

In Italy, Pupa Milano Goes All In On Product Sends 

Who doesn’t love free product? Pupa Milano’s 107% month-over-month EMV surge was partly fueled by the international beauty brand’s partnership with product discovery platform Octoly. The brand’s top influencers, including Erica Aquilino and Vanessa Sbezzo, lauded offerings like the Bronzing & Glowing All in One Palette, Rich Elixir, and Lumi Elixir following Octoly sends. A notable 61 bloggers shared content tagged #OctolyFamily, which generated $152.8k EMV—nearly 25% of Pupa Milano’s $634.7k EMV July total. Mentions of #BronzingGlowPalette, #RichElixir, and #LumiElixir accrued a respective $83.7k EMV, $61.1k EMV, and $61.1k EMV. 

From glitter-soaked festival activations to simple product sends, these international beauty brands are staying ahead of beauty industry trends and dominating influencer conversation overseas. For more in-depth coverage of international beauty, download Tribe Dynamics’ Q2 2019 Global Beauty Report!