#Beauty Content Killers:

The Late Show Experience

Welcome to the wildest beauty marketing event you will ever attend! A late show organized by Launchmetrics. An experience to celebrate diversity and inclusion and a moment to discover which brands were killing it through their innovative, inspirational, and inclusive campaigns last year. Let's celebrate ourselves at the craziest event in the industry ever!

WATCH THE LATE SHOW

The Late Show Experience

Did you miss the beauty event of the year? We know 2020 has been rough, but one thing that remained consistent, faithful, and always there when we needed it was our beauty routines. The beauty industry has made an important commitment to diversity and inclusiveness, determining the success, in many cases, of beauty marketing strategies all around the world. In this live experience, we talked with key industry players to better understand the challenges and opportunities to connect with the new digital consumer.
What can you expect from this late show on demand recording?

  • Beauty industry experts & stakeholders decoding the future of the industry.
  • From inclusivity to diversity: the top-performing Beauty Killers in the last year.
  • The tactics, tools, experiences, and real-life cases to inspire future beauty marketing campaigns.
  • A fun and entertaining late show with a lot of surprises!

WATCH THE LATE SHOW

Gigi Goode Model, Mogul, Magician (Host)
Alison Bringé CMO Launchmetrics (Co-host)   
Derek Blasberg YouTube’s Head of Fashion and Beauty, and New York Times best-selling author
Reesa Lake Partner, Executive Vice President Digital Brand Architects
Patrick Starrr ONE/SIZE Beauty Founder/YouTube Personality
aimee song launchmetrics Aimee Song Influencer and Founder of Song of Style
Jezz Hill Makeup Artist
Ali Bird SVP & Managing Director, The Wall Group   
Shari Siadat Founder & CEO of TooD Beauty   
Drew Elliott SVP, Global Creative Director, M·A·C Cosmetics   
sara tan launchmetrics Sara Tan Beauty Director, Refinery29
Ellie Goldstein Model

Key names ‘Killing it’ in the Industry this year

WATCH THE LATE SHOW

BeautyContentKiller
Campaigns
“Unboxed”

Discover the "Content Killer" campaigns that inspired us during the Late Show! Their inclusive initiatives made a real impact and have served to sensitize the industry. These Beauty Content Killers know how to inspire!

#BEAUTYCONTENTKILLERS: DIVERSITY

The Unlimited Power of Beauty by Sephora.
Beauty is changing and beauty is everywhere, in all colors, shapes, and sizes. To celebrate women, Sephora recently unveiled a campaign “The Unlimited Power of Beauty.” The brand has repositioned itself to present an inclusive and diverse vision of beauty, as a means to empower women and solidify Sephora's position as a leader within the Beauty Industry.

Total
MIV
$3,408,785

Top
Voice
Owned Media

Share of
value
95%

#BEAUTYCONTENTKILLERS: DIVERSITY

Lady Gaga "My Voice, My Strength" for Voce Viva
This campaign featuring pop music icon Lady Gaga is 'a celebration of an individual essence.' The Voce Viva fragrance campaign's message "My Voice, My Strength," a song performed by Gaga, is meant to invite promote diversity and individuality. Through this campaign, Valentino intends to convey a message to women around the world to express themselves freely and to share their values, diversity, and beliefs.

Total
MIV
$5,454,834

Top
Voice
Media

Share of
value
71%

#BEAUTYCONTENTKILLERS: DIVERSITY

Rosalía for MAC Viva Glam
MAC Viva Glam's latest campaign features Spanish singer Rosalía in her first-ever venture into the beauty industry, joining a long list of proud ambassadors. The campaign product, a matte, bold orangey-red lipstick, nods to Rosalías flamenco-inspired music and signature red looks. This release, like all Viva Glam collaborations, has been made to help support women and girls, and all of the proceeds from the lipstick will also go towards HIV/AIDS and LGBTQ+ communities.

Total
MIV
$6,515,291

Top
Voice
Owned Media

Share of
value
55.4%

#BEAUTYCONTENTKILLERS: DIVERSITY

"Unconventional Beauty" by Gucci 
Ellie Goldstein is an 18-year-old model with Down syndrome and is one of the faces of Gucci's "Unconventional Beauty" ad campaign which celebrates a kind of beauty that many people aren't used to seeing. Gucci Beauty celebrates diversity, body positivity, and inclusion, leading to the creation of this campaign, considered to be one of their most popular, which also features several other unconventionally beautiful models including plus-size advocate Enam Asiama and French model Jahmal Baptiste.

Total
MIV
$5,945,110

Top
Voice
Media

Share of
value
83.8%

#BEAUTYCONTENTKILLERS: DIVERSITY

In 2019, Dove co-founded the CROWN Coalition in partnership with the National Urban League, Color Of Change, and Western Center on Law & Poverty to advance The CROWN Act. The Act, which stands for Creating a Respectful and Open World for Natural Hair, is a law that prohibits discrimination based on hair texture and hairstyle. The Dove CROWN campaigns aim to advance efforts to end hair discrimination, open up narrow beauty standards, and create a more equal and inclusive experience for Black women and girls to freely celebrate their beauty.

Total
MIV
$566,054

Top
Voice
Media

Share of
value
72%

#BEAUTYCONTENTKILLERS: DIVERSITY

L’Oréal-owned natural skincare company Kiehl’s partnered with The Trevor Project to celebrate Pride month as well as launch Self-Care digital and social media campaigns to support LGBTQ youth in June and September. The partnership resulted in a US$100,000 donation from Kiehl’s to The Trevor Project, and the creation of campaigns to promote the brand’s #HealthySkinForAll philosophy, as well as diversity, inclusivity, and equality. Charity fundraising and virtual programming included initiatives such as a virtual dance party with LGBTQ ambassadors.

Total
MIV
$539,257

Top
Voice
Media

Share of
value
70%

#BEAUTYCONTENTKILLERS: DIVERSITY

In July 2020, Patrick Starrr officially launched his ONE/SIZE beauty brand with Sephora as an exclusive partner. Primarily known as an All-Star Influencer and counting on more than 4 million followers on both Youtube and Instagram, ONE/SIZE leans into Patrick Starrr’s philosophy that ‘makeup is a one/size fits all’ product. Their campaigns aim to promote the brands’ DNA by ‘driving kindness and individuality through meaningful connection, profound storytelling and innovative artistry’ and leverage its founder’s visibility within the LGBTQ community to encourage diversity and celebrate everyone.

Total
MIV
$10,021,097

Top
Voice
Owned Media

Share of
value
48.8%

#BEAUTYCONTENTKILLERS: DIVERSITY

Since its creation in 2017, Fenty Beauty by Rihanna has redefined the rules of beauty through its dedication to creating a makeup line for everyone, without limitations by skin color. When the brand launched with 40 foundation shades at Sephora, the products sold out in just a few hours. Since then, Fenty Beauty has become a pioneer in promoting diversity and inclusivity in the world of beauty where minorities are often under-represented. The brand succeeded in connecting with women who often don't see themselves portrayed in the beauty sphere, leading the way to major evolutions within the industry.

Total
MIV
$66,436,171

Top
Voice
Owned Media

Share of
value
43.6%

#BEAUTYCONTENTKILLERS: DIVERSITY

In the midst of the Black Lives Matter crisis, the #PullUpOrShutUp challenge was created. Big brands were called on to reveal their numbers of black employees as a means to promote transparency, accountability, and expose inequalities based on race. Only some brands responded proactively to this challenge, such as Kylie Cosmetics, Victoria Beckham Beauty, Estée Lauder, Sephora, Ulta, Revlon, DevaCurl, and Ouai, revealing a wide range of results.

Total
MIV
$6,983,793

Top
Voice
Media

Share of
value
58.2%

#BEAUTYCONTENTKILLERS: DIVERSITY

The #StopAsianHate movement denounces acts of violence against the Asian American Pacific Islander (AAPI) community. Multiple beauty brands have supported the movement by addressing the issue on social media such as Sephora, Tatcha, Hero Cosmetics, Milk Makeup, Fenty Beauty, and Morphe. Estée Lauder went a step further by announcing they would donate US$450,000 to organizations including Asian-Americans for Equality, Stop AAPI Hate and Asian Americans Advancing Justice.

Total
MIV
$172,739,691

Top
Voice
N/A

Share of
value
N/A

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