Farmacy Beauty Marketing Report November 2017
Table of Contents November Report Highlights
3
Public Relations
4
US Publicity Highlights
4 – 26
Canada Publicity Highlights
27 – 28
International Publicity Highlights
29 – 31
Blogger Mentions
32 – 38
Microinfluencers
39 – 43
Giveaways + Collaborations
44 – 45
Press Status
46 – 53
Social Media
54
YouTube Channel
55 – 59
Facebook Channel Reporting
60 – 61
Instagram Channel Reporting
62 – 64
2
November Report Highlights Total Media Impressions: Total Ad Value of Media Impressions:
257,820,787 $2,892,518.95
Another strong month for press placements with 257.8M impressions in November. Placements included many gift guides and hydrationfocused stories. Honey Potion was nominated and won a Refinery29 Beauty Innovator Award within the Face Mask category, which was a great win for the brand! We saw an impressive number of pieces featuring our limited edition holiday SKU’s – Honey Harvest Kit and Bee Well gift set – which came through many of the editors we hosted on our Farmacy Field Trip event earlier in the summer. We expect coverage and buzz around these to continue into the early parts of December, leading up to the holidays. Farmacy was featured in three broadcast segments with beauty experts this month, in New York City on New York Live, Washington, DC on the local ABC affiliate, and in Austin, TX on the local CBS affiliate.
3
US Publicity Highlights
4
5
6
Hawaii
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Canada Publicity Highlights
27
28
International Publicity Highlights
29
France
30
France (Con’t)
31
Blogger Mentions
32
33
34
35
36
37
38
Microinfluencers
39
Microinfluencer Product Seeding We provided Green Clean to a meetup of skincare enthusiasts based in Montreal, Quebec. They learned more about our products + brand, and guests engaged on social, and generated unique content.
40
41
42
43
Giveaways + Collaborations
44
Tea Collection x Farmacy We partnered with children’s apparel brand Tea Collection on a co-branded giveaway that was aimed at the moms / parent demographic, with the goal being email database collection. Other brands involved included Amour Vert, Red Tricycle, Doug & Melissa, and Paper Culture.
The campaign successfully added 22,757 emails to the Farmacy database.
45
Press Status – November 2017 Confirmed/Published OUTLET
COUNTRY
DATE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) Honey Potion in "BLISSFUL BEAUTY" 55,000
AD VALUE
ARTICLE DESCRIPTION
Sheridan Road
November
sharmtoaster.com
November 01
Honey Potion in "Sephora Favorites skincare edition"
refinery29.com
November 01
instagram.com/bustle IG stories
thebeautyoflifeblog.com
GRAZIA
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
n/a
Sephora
n/a
Honey Potion in "I Tested Cruelty-Free 16,258,057 Beauty Products For A Month — & Found 41 New Favorites"
Sephora
$243,870.86
http://www.sharmtoaster.com/ 2017/11/sephora-favoritesskincare-reviewholiday-2017.html http://www.refinery29.com/ 2017/11/177213/cruelty-freemakeup-routine
November 02
Hannah Caldwell included Green Clean, New Day, Invincible and Sleep Tight in IG stories post
n/a
November 03
Green Clean listed as one of Jane Daly's 21,000 top five picks in "First Look Fridays Interview Series: Beauty Blogger Jane Daly"
Sephora
n/a
http:// www.thebeautyoflifeblog.com/ 2017/11/Jane-Daly-BeautyBlogger-Interview.html#more
France
November 03-09
MV quotes and Farmacy in "en direct de 143,158 la de ferme" (aka "live from the farm"
n/a
n/a
n/a
46
Press Status – November 2017 Confirmed/Published OUTLET
COUNTRY
DATE
popsugar.com
November 04
buzzfeed.com
November 05
thebeautylookbook.com
mylipaddiction.com
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) Honey Harvest in "These 30 Thoughtful 19,156,417 Hostess Gifts Will Get You Invited to All the Best Holiday Parties"
AD VALUE
ARTICLE DESCRIPTION
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
JC Penney
$25,000.00
https://www.popsugar.com/ beauty/Best-Beauty-HostessGiftsHoliday-2017-44212345#photo-4 4212744 https://www.buzzfeed.com/ sarahhan/splurge-worthy-itemson-sephora
Honey Potion "33 Of The Most Splurge- 17,659,788 Worthy Products At Sephora (Because You Deserve It)"
Sephora
n/a
November 06
Green Clean in "Updated Skincare Routine and Testing: Cleansers and Toners"
152,491
Sephora
n/a
http://thebeautylookbook.com/ 2017/11/updated-skincareroutine-and-testingcleansers.html
Canada
November 06
"FARMACY BEAUTY – HONEY HARVEST – SKINCARE"
11,455
n/a
https://mylipaddiction.com/ 2017/11/06/farmacy-beautyhoney-harvest-skincare/
witwhimsy.com
November 07
Honey Potion in "SEASONAL SKINCARE CHANGES"
20,000
Sephora
n/a
http://www.witwhimsy.com/ 2017/11/07/seasonal-skincarechanges/
refinery29.com
November 08
Honey Potion as a top 5 finalist in the R29 Beauty Innovator Awards, “The Face Mask We Spend Every Sunday Wearing" category
16,258,057
Sephora
$243,870.86
http://www.refinery29.com/ beauty-innovator-awards/
randomactsoflipstick.com
November 08
BEE WELL in "17 Beauty Gifts That Give 2,000 Back"
farmacybeauty
n/a
http:// www.randomactsoflipstick.com/ beauty/17-beauty-gifts-give-back/
47
Press Status – November 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
AD VALUE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) 19,156,417
Sephora
$25,000.00
https://www.popsugar.com/ beauty/Best-Beauty-GiftsUnder-70-44214934
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
popsugar.com
November 09
Honey Harvest in "These Are the 50 Best Beauty Gifts — All $70 and Under"
fabfitfun.com
November 09
Honey Savior in "10 Best-Selling Moisturizers at Sephora"
2,000,000
Sephora
n/a
https://fabfitfun.com/magazine/ sephora-top-rated-moisturizers/
brit.co
November 10
Honey Potion in "8 Warming Beauty Products to Keep You Radiant (and Toasty!) This Winter"
14,000,000
farmacybeauty
n/a
https://www.brit.co/warmingbeauty-products-for-coldweather/
fashionweekdaily.com
November 10
Honey Harvest in "Beauty Fix: The Best 150,000 Holiday Gifts To Give and Receive"
Sephora
n/a
https://fashionweekdaily.com/ beauty-fix-best-holiday-giftsgive-recieve/
prettyconnected.com
November 10
Honey Harvest in "The Sephora 82,962 Holiday Sets You Should Have on your Radar"
Sephora
n/a
https://prettyconnected.com/ 2017/11/sephora-holiday-setsradar/
alittlebitetc.com
November 10
Green Clean and New Day in "My Updated Cleanser Collection"
Sephora
n/a
http://www.alittlebitetc.com/ 2017/11/my-updated-cleansercollection.html
sharmtoaster.com
November 14
Honey Potion and Honey Drop in "BYE, n/a BYE TRASH"
Sephora
n/a
http://www.sharmtoaster.com/ 2017/11/beauty-empties-forfall.html
9,500
48
Press Status – November 2017 Confirmed/Published OUTLET
COUNTRY
DATE
refinery29.com
November 14
editorsinc.com
Canada
November 14
refinery29.com
cosmopolitan.com
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) Eye Dew in "These Eye Creams Are Like 16,258,057 Coffee For Your Face"
AD VALUE
ARTICLE DESCRIPTION
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
farmacybeauty
$243,870.86
http://www.refinery29.com/bestunder-eye-cream
Hydrating Coconut Gel Mask in "These n/a Sheet Masks Are (Almost) Better Than A Facial"
Sephora
n/a
http://editorsinc.com/sheetmasks/
November 15
Honey Potion named winner R29 16,258,057 Beauty Innovator Awards, “The Face Mask We Spend Every Sunday Wearing" category
Sephora
$243,870.86
http://www.refinery29.com/ beauty-innovator-awards/
November 15
Honey Harvest in "20 Insanely Luxurious Gifts That'll Make You Everyone's Favorite"
9,380,434
farmacybeauty
$113,878.47
http://www.cosmopolitan.com/ lifestyle/advice/g1738/luxurygifts-women/?slide=6
"Let's Talk Live Washington DC"
November 15
Honey Harvest featured in segment with Grace Gold
100,000
Sephora
n/a
https://www.youtube.com/watch? v=BBiCoo8S4L8&feature=youtu.be
realsimple.com
November 16
BEE WELL in "Unique Gift Ideas for Women"
11,869,313
farmacybeauty
$213,647.63
CBS Austin "We Are Austin"
November 16
BEE WELL and Honey Harvest in "Holiday Gifts For Beauty Lovers” segment spotlighting Bee Well."
20,000
n/a
https://www.realsimple.com/ holidays-entertaining/gifts/forher/unique-gifts-forwomen#bee-well-maskmeditation-gift-set http://cbsaustin.com/features/ we-are-austin/sicka-thanaverage-skincare
49
Press Status – November 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
AD VALUE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) 420
farmacybeauty, Sephora
n/a
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
sickathanaverage.com
November 16
Celia San Miguel featured BEE WELL and Honey Harvest in "Holiday Gifts For Beauty Lovers — Check Out These Top Picks As Seen On CBS Austin’s “We Are Austin”"
thehappysloths.com
Canada
November 17
"Farmacy Invincible Root Cell AntiAging Serum: Review"
59,000
farmacybeauty, Sephora
n/a
nycpretty.com
November 19
Rise 'N Shine in "Natural Beauties"
10,000
Sephora
n/a
jeanninemorris.com
November 20
BEE WELL in "14 Holiday Gifts That Give Back"
5,112
farmacybeauty
n/a
https://www.jeanninemorris.com/ the-jm-edit/2017/11/11/giftsthat-give-back
inc.com
November 20
Honey Harvest in "25 Perfectly 19,135,755 Designed Green Products (Just in Time for the Holidays)"
farmacybeauty
$669,751.43
https://www.inc.com/kate-lharrison/25-perfectly-designedgreen-products-just-in-timefor-holidays.html
rd.com
November 22
Hydrating Coconut Gel Mask in "100 Stocking Stuffers under $10 for Everyone on Your List"
Sephora
$28,048.86
https://www.rd.com/culture/ stocking-stuffers-under-10dollars/
flare.com
Canada
November 22
Skin Dew in "All-natural Facial Mists to 156,399 Keep You Dewy All. Winter. Long."
Sephora
n/a
http://www.flare.com/beauty/ natural-face-mist-guide/image/ 12/
3,506,108
http:// www.sickathanaverage.com/ 2017/11/holiday-gifts-for-beautylovers-check-out-these-toppicks-as-seen-on-cbs-austinswe-are-austin.html http://www.thehappysloths.com/ 2017/11/farmacy-invincible-rootcell-anti-aging-serumreview.html https://www.nycpretty.com/ 2017/11/natural-beauties/
50
Press Status – November 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
hellogiggles.com
November 23
Hydrating Coconut Gel Mask in "14 sheet masks to use the next time you're on an airplane, because you need to live your best life"
marthastewart.com
November 23
NBC New York Live
teenvogue.com
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) 11,539,169
AD VALUE RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
Sephora
n/a
https://hellogiggles.com/beauty/ skin/14-sheet-mask-forairplane-travel/
Farmacy and a visual of Honey Drop in 11,900,824 "8 of Our Favorite American-Made Goods to Gift This Year"
farmacybeauty
n/a
https://www.marthastewart.com/ 1523462/american-made-giftguide
November 24
Honey Potion in 'Mask for Every Need' 80,000 segment
farmacybeauty
n/a
November 27
Honey Harvest in "Holiday Gift Ideas 2017: The Best Skincare Sets"
1,126,573
Sephora
n/a
hellogiggles.com
November 29
Honey Harvest in "36 holiday sets for the beauty-obsessed person on your shopping list"
11,539,169
Sephora
n/a
https://hellogiggles.com/beauty/ 36-best-beauty-holiday-setsgift-guide-2017/
yahoo.com/lifestyle
November 29
hellogiggles.com piece with Honey Harvest in "36 holiday sets for the beauty-obsessed person on your shopping list"
23,017
n/a
https://www.yahoo.com/lifestyle/ 36-holiday-sets-beautyobsessed-170016764.html
today.com
November 29
Farmacy (and link to Sleep Tight) in "Susie Essman reveals how she prepares to play her 'Curb Your Enthusiam' character"
23,917,404
Sephora
$837,109.14
https://www.today.com/series/ morning-routine/susie-essmanreveals-how-she-prepares-playher-curb-your-t119083
https://www.nbcnewyork.com/ on-air/as-seen-on/Masks-ForEvery-Need_NewYork-459340833.html https://www.teenvogue.com/ gallery/holiday-gift-ideas-2017best-skincare-sets#11
51
Press Status – November 2017 Confirmed/Published
AD VALUE
Ala Moana
November / December
Honey Potion in "The Bee's Knees"
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) 100,000
Organic Spa
November / December
BEE WELL in "The Beauties"
140,000
farmacybeauty
$4,600.00
Naturally, Danny Seo
Winter 2018
Honey Savior in "Getting Hygge With It"
350,000
Sephora
n/a
wellandgood.com
December 01
Green Clean in "HOW MAKEUP 5,000,000 ARTIST KATIE JANE HUGHES WOULD SPEND $100 ON INSTAGRAM’S BUZZIEST PRODUCTS"
Sephora
n/a
https://www.wellandgood.com/ good-looks/katie-jane-hughesspends-100-on-beauty-products/
totalbeauty.com
December 01
Honey Potion in "20 Moisturizing Masks to Keep Your Complexion Glowing All Winter Long"
Sephora
n/a
http://www.totalbeauty.com/ content/slideshows/wintermoisturizing-masks-171130/page7
allure.com
December 01
BEE WELL in "Gift Guide 2017: The 14 3,519,675 Best Skin-Care Sets of the Season"
shopspring.com
n/a
https://www.allure.com/gallery/ best-skin-care-sets-gift-ideas
Ala Moana
November / December
Honey Potion in "The Bee's Knees"
Sephora
n/a
CEW Beauty Insider
December 01
BEE WELL and MV quotes in "Product n/a Watch / December"
farmacybeauty, Satyajewelry
n/a
OUTLET
COUNTRY
TOTAL CONFIRMED PLACEMENTS
DATE
ARTICLE DESCRIPTION
4,716,508
100,000
257,820,787
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
Sephora
n/a
$2,892,518.95
52
Social Media Highlights
53
YouTube Channel
Top 3 Videos This Month:
99 Videos 292 Subscribers 38,738 Video Views
54
Blogger Kaice Alea features Green Clean in her Get Unready With Me video to her 108K subscribers, saying she prefers it because it leaves her skin feeling soft and clean. URL: https://www.youtube.com/watch? v=7FpKMPQzUQs
55
Since Honey Drop was featured in the Sephora Play! box in November, there was a lot of YouTube content and reviews – like this video by Leah Janae – that centered around it. URL: https://www.youtube.com/watch? v=FJoJaHZuLxg
56
Makeup artist Elle Leary included Honey Drop in a video roundup of her favorite moisturizers for all skin types / concerns. She also calls out that there’s no silicone in it. URL: https://www.youtube.com/watch? v=AwvxQxkCFuw
57
The Honey Harvest Kit was mentioned by Chinese blogger Skye in some of her recommended products for holidays. URL: https://www.youtube.com/watch? v=TWKxQxbHGiw
58
Facebook Page Reach
Overall page reach from August 2016 – November 2017 Month
Organic Reach
Paid Reach
Total Reach
Total Reactions, Comments & Shares
New Page Likes
# of Posts
August 2016
57,234
409,139
466,373
1,855
14,108
37
September 2016
29,423
112,102
141,525
241
1,535
31
October 2016
14,555
75,645
90.200
249
1,353
31
November 2016
23,238
152,295
175,533
320
2,497
32
December 2016
29,890
154,737
184,627
486
3,096
40
January 2017
46,324
204,739
251,063
466
2,169
64
February 2017
34,235
250,374
284,609
204
2,013
55
March 2017
33,428
74,352
107,780
143
1,316
49
April 2017
34,694
35,647
70,341
235
1,649
38
May 2017
32,692
13,213
45,905
147
743
23
June 2017
15,197
134,109
165,441
204
3,623
14
July 2017
22,983
280,430
303,413
269
821
14
August 2017
22,222
14,201
36,423
109
579
15
September 2017
34,133
91,831
125,964
193
531
12
October 2017
46,665
52,889
99,554
143
556
10
November 2017
413,801
123,403
537,204
404
453
17
59
November Facebook Posts 17 Facebook Posts 10,070 Page Followers 413,801 Organic Reach 123,403 Paid Reach 537,204 Total Reach 231 Post Clicks 222 Reactions/Comments/Shares 453 Total Engagement
60
Instagram Account Growth Increase of followers from September 2016 – November 2017
49,989 41,528
45,045
37,426 27,691
7,454
10,924 8,818 9,754
13,008
14,950
17,880
20,827
29,998
23,792
61
November Instagram Posts 49,989 Followers (+10.98% from LM) 41 Instagram Posts 38,024 Likes
62
November Instagram Top Performing Posts
TOP 5 liked
TOP 5 commented
63
Thank You!
64