"Typically, after a surge of interest during the product's first two or three months on the market, products level off into a consistent holding pattern of monthly EMV totals. Most products peak in month two; maintain solid returns in month three and taper off by month six, at which point they begin producing consistent monthly totals that are typically at least 50 percent less than their peaks."
"Data from CreatorIQ shows that when comparing the top 10 beauty launches of 2024 versus 2025 by earned media value - a measurement of social media reach and engagement - 2025's top performers garnered less chatter than those of the year prior ($4.4 million average monthly EMV versus $3.2 million)."
"While EMV levels may cool off quickly in the months following a launch, brands are increasingly drumming up pre-launch interest by teasing newness and seeding products to creators, in some cases, months in advance."
Beauty industry virality is becoming increasingly compressed as products and content proliferate. Top beauty launches in 2025 generated less social media engagement than 2024's top performers, with average monthly earned media value dropping from $4.4 million to $3.2 million. Most products peak in their second month, maintain solid performance in month three, then taper off by month six to at least 50 percent below peak levels. Notable exceptions include Nyx Professional Makeup Buttermelt Blush and Armani Beauty Silk Cheek Tint in 2024, and One/Size On 'Til Dawn Glitter Setting Spray in 2025, which maintained or increased engagement well beyond typical timelines. Brands are responding by extending pre-launch strategies, teasing products and seeding to creators months in advance.
#beauty-industry-trends #viral-marketing-cycles #earned-media-value #product-launch-strategy #creator-seeding
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