Platforms such as Instagram, Youtube or even Snapchat have become a true lever for beauty brands to fully showcase the potential of their products. It has greatly encouraged creativity and innovative uses of traditional products, which in turn pushed the companies to innovate and come out with new formulas or colour combinations.
But beauty brands themselves couldn’t have done it without the help of influencer marketing. Influencers have helped by coming out with an impressive amount of content as well as their own take on the makeup products. “Get ready with me” or makeup challenges offer a practical demonstration of the product as suited for the influencer’s skin tone and type. This goes way further in showing the scope of a beauty product that a traditional 30 seconds TV spot.
Why promote products via influencers?
Companies prefer to work with influencers because this kind of promotion looks more natural. Influencers also produce diversified content, that makes a brand’s social presence less aggressive for the viewer.
As a result, the makeup industry is always evolving. More and more people are sharing their beauty routines and their tips and tricks on how to achieve amazing looks. Being sponsored by a brand is not mandatory here, as a genuine interest from the influencer will bring them to share their findings. Products such as mascara, skin cleansers, concealers, lipsticks and more are being advertised with little intervention from the brands themselves. This new form of word-of-mouth marketing is helping brands connect far and wide on an unprecedented scale.
Influencer marketing, as mentioned before, is seen as more human, more effective and more honest. It is not brands taunting the benefits of their products, it’s other people, arguably no different than you are. But some precautions are to be taken. Indeed, as paid collaborations and sponsorships are becoming more and more present on social media platforms, viewers of said platforms start to recognise a marketing ploy from a brand. Similarly, an influencer that involves themselves too much in paid partnerships will be less trusted by its follower base, because one might suspect that the speech they give in front of the camera is motivated by financial gain.
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But big influencer names are not the only ones who can benefit from beauty and makeup promotions. Brands have recently shifted to micro-influencers, whose advantages we developed in this other article. Micro-influencers bring more engagement in the form of likes, comments and other signs that their audience is genuinely paying attention to what they have to say. It is also easier to scale your campaign by recruiting several micro-influencers. They will reach different audiences and increase brand awareness.
The companies noticed and quickly started to actively collaborate with influencers. Nowadays, most of them receive exclusive samples when a new collection launches and even some of them even had an active hand in creating their own makeup range, such as vlogger Jaclyn Hill in collaboration with Morphe.
While Instagram remains a popular platform for beauty content, YouTube has become the go-to platform for makeup and skincare advice. Add to that a surprising statistic: 97% of the beauty’s sector user generated content on youtube is made by beauty vloggers. This means that brands themselves have very little space to promote their products on their own.
Results of Influencer Marketing in the beauty industry
With the exposure given to social media, the makeup industry has changed deeply. The rise and fall of a makeup brand is faster than it used. The focus also shifted from big name luxury brands to lesser known products, some even originated from the internet such as Glossier.
But the shift also happens offline. The immediacy of social media has added pressure on brands to become more inclusive and innovative in their product offerings. Some even say that it has changed the paradigm on beauty as a whole. The status now is to buy a product because it will enhance your natural features, instead of buy this product to look like this model. The ideal of beauty is changed to fit a more personal and self enhancing approach.
When you hear this narrative, it does sound similar to a close relative recommending products to you. Therefore, you are more likely to trust their opinion because it’s authentic.
Inclusivity also includes gender. Makeup and beauty brands have made a huge effort to break barriers and encourage men to take care of themselves in this aspect. Premium brands Marc Jacobs and Tom Ford have both recently launched male cosmetics lines, and it shows that this trend is no where close to slowing down.
Male beauty influencers have been key in driving the trend for male cosmetics. We can name James Charles or even Jeffree Stars as the most well-known, both of whom have partnered with cosmetic brands, or launched their own.
The makeup and beauty industry is growing at a rapid rate with consumers showing a preference towards endorsements and testimonials over aggressive and intrusive advertisements. A survey by Bloglovin’ found that 61 percent of women won’t engage with any post that feels forced.
We can clearly see that beauty is evolving with its time. The newer generations have increased their spending on beauty products by 18 percent over the past year alone, and we can easily point towards social media as a primary cause of that.
With the rise of platforms that make it easy for brands to bring exposure to their products, the beauty industry has taken hold of this shift. They turned towards influencers to produce creative content that seems natural and genuine. As this trend shows no sign of slowing down, players in the beauty industry should think of allocating strategic money on influencer marketing. This not only improves audience reach but is also an organic way of putting a brand out there.
This article is part of the month of Beauty by Influry, where we share articles and content related to the beauty Influencer Marketing sector.