A budget concealer has been revealed as 2017’s most popular make-up product.
Research has shown Collection Lasting Perfection concealer, which has a price tag of £4.19, has achieved cult status, after racking up 1,074,458 likes on YouTube and attracting some of the world’s biggest beauty influencers – including Zoella, Tanya Burr, Pixiwoo and Velvet Gh0st – as fans.
The cheap and cheerful tubes sold at a rate of 10 every 60 seconds in the UK in 2017, according to My Market Insight.
The concealer, which is currently available in four different shades with another two new shades arriving later this year, claims to stay put for 16 hours.
Zoella has labelled the Collection Lasting Perfection Concealer ‘one of the best’ she’s ‘ever used’ and often uses it in her make-up tutorials
The 16-hour wear Collection concealer has been named the most popular products on 2017 after receiving over one million likes on YouTube
Zoella named the concealer ‘one of the best concealers’ she’s ‘ever used’, while sisters Sam and Nic Chapman, the brains behind the Pixiwoo brand say it’s their go-to drugstore product.
Further key insights from the findings also showed that Zoella is the most popular beauty influencer on YouTube – receiving 506,189,607million views across her channel in 2017 alone.
That’s nearly three times the amount of views racked up by professional make up artist Lisa Eldridge, whose cosmetics based YouTube videos were second in the rankings.
The study shows how, throughout 2017, Twitter was increasingly used as a platform for influencers to link to other content, such as blog and Instagram posts which meant that the earned media value on Twitter dropped to an all-time low.
Rihanna’s Fenty Beauty make-up brand – which was only launched in September – benefited from social media engagement earning £12.6m for the cosmetics
Brands that benefited from social media and therefore increasing earned media value (EMV) thanks to engagement across comments and likes included MAC, Charlotte Tilbury and Fenty Beauty by Rihanna.
When compared to well-established brands Fenty, which only launched in September 2017, still managed to earn £12.6m from social media for the cosmetics, 90 per cent of which was generated on YouTube.
This highlights the brands popularity amongst social influencers and their audiences who engaged with this content – Patricia Bright’s YouTube channel generated the greatest EMV for Fenty, worth £3.4 million.