Top 5 Beauty Brands: Mele, Secret, Dior & more

Top 5 Beauty Brands: Mele, Secret, Dior & more

Companies with the highest week-over-week lift in spend. In all cases, this looks at the leap from just the one week prior.

Tresemme

Tresemme Pro Collection

In the second quarter of 2021, Tresemme Pro Collection spent $8.1mm in television and print advertising. Their “Hair Goals” ads appear in People, Allure, Cosmopolitan, Elle, and others. Week-over-Week their spend is up 51%.

Mele Skincare

Mele Skincare

Mele Skincare invested 91% of their spend into print advertising in the months of April and May. This skincare collection ran ads in Essence, Harper’s Bazaar, and People en Espanol. Week-over-Week their spend is up 124%.

Secret

Secret

In 2021 so far, this deodorant brand invested $21.2mm into television and print ads. Thirty-nine percent of Secret’s ad spend this year was in print. Their $8.3mm print spend was invested with Good Housekeeping, Shape, People, Women’s Health, and others.

hotheads

Hotheads Hair Extensions

This brand had no presence in the market until the end of April. Since then, they invested $1.5mm into digital ad spend. Their programmatic and direct campaigns appear on ESPN, New York Post, Modern Salon, and others. Week-over-Week their spend is up 922%.

dior

Dior J’adore Infinissime

Since the beginning of April, this fragrance from Dior’s J’adore collection invested $2.8mm into print advertising. Their ads appear in the May issues of Elle, Harper’s Bazaar, Town & Country, and others. Week-over-Week their spend is up 199%.

Methodology:

This analysis looks at ad placement in national broadcast & cable TV, digital (desktop & mobile), podcasts, weekly and monthly magazines, and daily newspapers in the largest 25 DMAs.

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