Conversations & Insights February 5, 2015

Why Beauty Brands Need Kendalls

1,891 views

play

L2 examines why celebrities like Kendall Jenner, Kim Kardashian's sister, command their high sponsorship fee. Rates – rumored to reach $1 million for Jenner - are especially puzzling since celebrity photos and videos don’t perform so well when posted by brands on Instagram. L2 research shows just 1% of the top 100 most engaged-with (liked or commented on) posts from Beauty brands were photos or videos of celebrities. Meanwhile, 55% of the top-performing posts were pure product posts.

A celebrity’s worth becomes apparent when she posts on her personal Instagram profile. For example, Estée Lauder posted a video of reality tv star and model Kendall Jenner that garnered 7,000+ likes. Meanwhile, the same video received 429,000 likes when Kendall Jenner posted it on her profile.

When shooting the video, we predicted that L’Oréal Paris could increase likes for a video of spokesperson Barbara Palvin by up to 50x with a repost on the model’s timeline. Since then Palvin has reposted the video on her Instagram profile and gathered 112,000 likes, a significant expansion in reach from 4,539 likes for the same video on the L'Oréal Paris Instagram profile.

Digital IQ Index: U.K. Beauty http://www.l2inc.com/research/beauty-u-k-2015

Digital IQ Index: Beauty http://www.l2inc.com/research/beauty-2014

Product Bottles Path to Instagram Users Hearts http://www.l2inc.com/product-bottles-path-to-instagram-users-hearts/2015/blog

View More: http://goo.gl/IIk6LV
Signup for updates: http://goo.gl/kVJTQ3
Follow us on LinkedIn: https://www.linkedin.com/company/l2-inc-
Follow us on Twitter: https://twitter.com/L2_Digital
Follow us on Facebook: https://www.facebook.com/l2inc

Download Report

Become a Member

Members use our data and insights to benchmark their digital performance and identify and prioritize opportunities to maximize the business impact of their digital investments.