Report: L'Oréal Paris x Nivea x Garnier — CPE Averages for Skincare Campaigns
2023
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This report analyses TikTok skincare campaigns run by L'Oréal Paris, Nivea, and Garnier in 2023, using publicly available data points to uncover four key drivers of engagement in the category. L'Oréal Paris led with a cost-per-engagement of RM0.66, well ahead of Garnier (RM2.72) and Nivea (RM2.85).
Key #1 — Follower range predicts performance. In skincare content, the connection between creator and audience is crucial. Micro KOLs (10K–50K followers) consistently show the highest engagement and view rates, while Alpha KOLs (300K+ followers), despite their reach, rank lower in effectiveness — a clear case for substance over stardom.
Key #2 — Match content format to platform. Different creative formats perform differently across Instagram Reels and TikTok video, so understanding which platform suits which content type matters as much as the content itself.
Key #3 — Know the best content types for skincare. Genuine reviews are the most engaging format on TikTok, where creators speak directly to their audience and build trust. Skincare tutorials follow closely behind. Notably, “Get Ready With Me” videos — once a hit — now underperform due to oversaturation and content fatigue, and giveaway videos similarly fail to resonate.
Key #4 — Get your KOL tier ratio right. L'Oréal Paris's strong CPE average came from a mix that was nearly 70% Micro-tier creators, with only a small share of Alphas. When the ratio shifted toward fewer Micros and more Alphas, cost per engagement rose sharply — reinforcing that investing in Micro-tier creators tends to lower engagement costs.
Note: all figures are based on data normalisation to exclude discounts and ad boosting effects, and are derived from publicly available data points rather than clients' internal campaign data.