Why the Beauty Industry Invests More into Influencers Now?

Posted by John Michaels on May 31st, 2019

Beauty has a tendency to be eternal. But in order to be, it has to keep giving more and more and develop further in the frames of today’s heavily social media-dependent world. Beauty campaigns in the past were much different than today. In a world where no internet existed newspapers, magazines, radio and TV were the prime advertisers. They were effective as people used them on a daily basis and it was the only way of keeping up with the latest trends.

There was another effective marketing attempt made in the past which managed to raise awareness about products or services. It was the guerrilla marketing that prompted a boom of success as people found the new way of marketing interesting and appealing and were easily convinced to buy the beauty product. One such example is the promotion of Christina Aguilera’s perfume when it was first launched. With the slogan of “Sometimes it’s all you need to wear” – 150.000 sedate coat hangers with a sample of the perfume branded with Christina Aguilera’s label were placed on different locations in Tel-Aviv, Israel. With a budget of 600,000 dollars, they managed to entice over half a million consumers. The finish results were incredible as the new perfume sold out in only three days. And that was without the help of the internet.

However, today’s reality is much more different. Today, people find all the information on the net, via their social network profiles and decide to buy a product only if it is reviewed with the highest ranking or if it is used by the majority of people. But, most of the time, people are convinced to buy a product if their favourite celebrity is promoting it and is showing the results of the product’s benefits. That is when people, simply, have to try it.

We come to the realisation that these celebrities have a great power of persuading us to buy the newest foundation from L’Oreal, or say, the best face creams by Neutrogena. There are even people who are no celebrities, but by frequently using the products, reviewing them and making tutorials about them, became famous bloggers who contribute to the sales of cosmetic products. This is the hottest new job that is bringing the beauty industry lots of money – and they are called Influencers.

Basically, influencers partner with companies to increase brand awareness or conversions to a specific target audience. Different social media platforms are used to promote the products, where the most popular is Instagram for promotions with pictures, stories and live feeds and Snapchat and Youtube for video tutorials. These generally appeal to the millennials and the Z- generation of the population. Facebook, on the other hand, targets all generations that have a profile on the network.

Why the influencers are so successful and manage to make a lot of money for the companies they promote and for themselves is the fact that they tend to transfer authenticity and a positive look towards the perception of the body, health and mind. They seem true and real to their followers and that is why they succeed in the convincing. Moreover, their popularity on the social media platforms, their unique personality and aesthetic is what draws more beauty companies to hire them as promoters.

As a result, more and more beauty companies invest in Influencers. Thus, youngsters can see their favourite superstar telling them to use the newest body lotion because it really works in tightening and hydrating the body, or the new lip plumper that is a truly functional replacement of the lip augmentation procedure. The beauty companies use the Influencers’ power to promote their one-of–a-kind beauty products and introduce all their qualities in a way that they are sure will be understood by the target consumer group.

Finally, research has given astonishing results about what is the future of Influencer marketing. Incredible 65% of influencer budgets will increase in 2019 which is a huge difference from the 39% of last year. Also, over a million dollars will be spent on influencer marketing this year by 7% of the largest beauty companies. If the statistics are proved right, their revenue will be many times higher than the money spent on Influencer’s marketing.