How Beauty Influencers Are Changing The Cosmetic Market?

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Kathleen Dougherty keeps her Instagram posts fascinating for her eight thousand plus followers as a beauty influencer. Her posts include:

Fascinating hair growth supplements.
Beauty and fashion products.
Jewelry eyelashes.
Moisturizers that give you that Hollywood glow.

It is common for her followers to get unique and fantastic giveaway products like charms and studded mirrors.

From here, you can learn how to use the best organic products, watch unboxing videos of beauty and fashion items, and authentic review of them. KAte’sKate’s personal blog Kate’sKate’s Beautiful Journey is a homage to her love for fashion and beauty. It also narrates her life as an influencer, which gives her followers a chance to see the faithful Kate.

But it is not only Kathleen Dougherty, Jessica Ruiz, Melanie Ferla, Olya Mosendz, and Micah Angela Kim changing the cosmetic and the beauty industry as beauty influencers.

With these beauty influencers, you will find step-by-step instructions on using a product to get the brand names and authentic reviews. These upcoming beauty influencers are more than just sharing beauty tips; instead, they are interested in selling the cosmetics they’re being used for as influencers.

These social media influencers are no longer typical celebrities or magazine cover girls. Instead, they create content that can compel customers to buy the products they recommend. For instance, celebrities like Kylie Jenner launched their beauty products as an influencer and became a millionaire. Hence, it has become evident that beauty influencers can attract a following unseen before on social media.

If we are looking into who is winning consumers’ attention, whether it’s the celebrities all the influencers, hands down, it is the latter. It has become quite apparent that buyers are more interested in the recommendations made by the influencers instead of celebrity ads, as per the research done by Harvard Business School.

Why Is It Changing?

Especially among the younger audience, celebrities featuring on billboards and magazines have lost traction. This is because they were never relatable, and still, they were viewed as someone to look up to. However, beauty influencers on social media can be contacted; questions can be asked, and they respond.

This results in a paradigm shift within the beauty industry where established players in the market are moving away from legacy advertising to hiring beauty influencers for their social media platforms. Beauty companies have understood the importance of influencers in staying relevant with the regular people and the market.

According to the research done by professor Geoffrey Jones, established beauty brands have faced losses from companies that offer direct-to-consumer products that use beauty influences. As a result, global spending even by the established brands in the beauty industry has significantly increased.

It has been estimated that influencer marketing will reach $15 billion in 2022 while the beauty conglomerate Estée Lauder is about to spend 75 percent on influencers from its marketing budget.

No Longer Interested In Company Ads

The Harvard Business School research interviewed 520 women, and out of that, 62 percent followed beauty influencers, and 67 percent stated they go with the recommendation made by the influencers they follow. However, only 44 percent of women stated they go by the company ads, while only 34 percent decide their beauty product purchase based on a celebrity or public figure ads.

In the process, it became apparent that consumers prefer third-party reviews and recommendations of a beauty product instead of company advertisements. Furthermore, the other factor influencing the purchase of beauty products is the ”how-to videos” that the influencers make with those products on YouTube. Watching the influences applying those products on camera inspires the consumers and hooked them to the product.

Trusting The Review

Consumers are no longer naive because influencers do get paid a boat lot of money for hyping a product. However, since most influencers give the disclaimer that they are endorsing a product, it allows the consumer to gauge the reviews.

Consumers also try to find out influencers and trust those who share similar skin tones and sensitivity. This enables the consumer to find the product that they can believe in. Consumers know which review and influencer to trust and be skeptical about.

Influencers Are Friends

Unless it is Kardashian Jenner for the Hadid sisters, both micro and macro influencers are considered as friends by the consumers. This is mainly because small-base influencers communicate with the consumers directly and respond to the posts and queries. Also,o because micro-influencers do not limit their posts to the product, it only gives the consumer a glimpse of their personal lives. This makes the influences more relatable and trustworthy.

Why Invest In Beauty Influencers?

Consumers are looking for ways to find products that suit their skin type. Influencers bring in this personalized touch. For example, when Kendall Jenner stated that she suffers from acne, her following rose because people connected with the problem. Consumers are looking for companies that recognize the everyday struggles that an individual faces. Beauty influencers in this ”perfect-dolled-up glamourous world” drive in the reality that the consumers are looking for and want to connect with.

So, if you are looking for real-life beauty influencers, contact us. They will tell your brand’s story and help you connect with the consumers.