While nine out of the top 10 brands by EMV saw month-over-month declines during August — namely due to a seasonal deceleration of launches —The brand netted $32.2 million EMV for the month, up 15 percent versus July. The #FanfestMascara was one of the brand’s top EMV-driving hashtags, netting $2.6 million EMV from 445 creators in August.EMV, largely due to Halloween and Christmas promotions,” said Alexander Rawitz, director of content marketing at CreatorIQ, Tribe Dynamics’ parent company.
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