The brand remains the most talked-about haircare brand on social media, with earned media value, a measure used to quantify the value of social media content, holding steady in 2021 and 2022, according to CreatorIQ.

Simple though it may be, the campaign was effective. Though it’s too early to determine EMV (earned media value) across social media, according to Tribe Dynamics, the firm that calculates the metric, the ensuing online chatter was quick and obvious. “Damn, I wish I’d thought of that,” one marketer wrote on Twitter. Consumer reception was positive, too: “Not me wanting to buy everything from Skims because they got the two women from White Lotus as a part of the campaign,” another Twitter user wrote.

Since the beginning of the year, Dior has spent an estimated $3.4 million on traditional television ads in the U.S., third in spend overall in the fragrance category compared to Chanel ($9.5 million) and Giorgio Armani Fragrances ($4.5 million), according to iSpot.tv, a firm that measures and analyses the value of advertisements.