Every beauty brand in the market is looking for innovative ways to boost its sales and out doing their competitors. According to a study, the global beauty market in 2019 was worth $380.2 billion, and by 2027, it is expected to reach $463.5 billion. On the other hand, the influencer market is expected to reach $24.1 billion in 2025, from $6 billion recorded in 2020. Out of this, the fashion influencer market, which includes the top beauty influencers, is expected to reach $17.12 billion by 2027 from $2.02 billion in 2020.
In such a scenario, when beauty brands and manufacturers use all possible strategies to make their mark in the industry, one plan includes hiring beauty influences for marketing. While traditional marketing avenues like billboards magazines using celebrities are still in place, enlisting the service of influencers across the social media platforms warrants an increased reach to their target audience.
Some Figures On Why Beauty Influencers Are Important
As per the report from Digital Marketing Institute, compared to celebrity endorsers, 70% of the teens trust the views given by influences. However, that’s not all; the survey stated that 49% of social media users are consumers of a product based on influencer recommendations.
The dominant consumer segment of the beauty industry is women; 86% of them made their beauty product purchase on the recommendations made by the top beauty influencers.
Given these figures, it is pretty essential to understand that as a beauty brand, if you’re not utilizing the benefits offered by top beauty influencers, you are likely to lose out on a pool of customers.
Why Do You Need Beauty Influencers?
It would be wrong to say that the year 2020 was normal. On the contrary, the industries across the world and the global economy were on the verge of collapse, while glitzy launch events often associated with beauty brands and products were stalled indefinitely.
Even when the red carpets were no longer being rolled out, social media beauty influences went on about their work. As a result of that, the beauty market kept ongoing. New products were launched that catered to beauty regimes that can be done while sitting at home. It eventually led to mobilizing the purchase decision while sitting at home for many.
So as we are still adjusting to the new normal consumers, eyes are on the top beauty influencers and the beauty companies’ marketing strategies. Definitely beauty industry and the brands will be going back to their marketing and sales divisions to develop new approaches that can bank on new content creation with a cult-like following and manifest into better sales.
Virtual Is The New Real
The pandemic has put virtual reality as the new reality, where it is easy to have an open and candid conversation with the creators of the contents. At times, for instance, the idea of launching a perfume on a social media platform was unthinkable. Yet, we all have this notion that we need to smell a perfume or try out a color on our hands before we purchase it.
The beauty influencers have made it possible to have soft launches for new products. It is more cost-effective and sustainable. It also allows the viewers to focus on the products instead of getting distracted by the side trimmings of live red carpet events and launches.
More Reliable
While it is true that sold-out events like luxury brand launches do bring in followers, the power of influencers and their reliability is unmatched. It is pretty evident from the above statistics. Since people buying beauty products want authenticity, influencers can give that. Furthermore, with new laws in the place where the influencers have to use disclaimers regarding whether it is a sponsored post, the consumer is aware of whether to trust it.
Furthermore, it is vital for influencers to be trustworthy to create a strong network of followers. It is not possible if one keeps on posting fake and sponsored content. So, beauty influencers are becoming more reliable for consumers instead of celebrities.
Adapting To The Change
As celebrity photoshoots were put on hold, influencers adapted to the new normal. They have already been creating content before the pandemic. They did not require an entourage of people for shoots. Instead, they quickly changed the content to keep the followers with DIY videos, ways to stay healthy, and other relevant content.
The fact that they could share their lives as ordinary people in their content made the beauty influencers more relatable to the audience. Hence, it has become apparent that beauty influencers can change the content and adapt to the new normal that society is progressing towards.
The Road Ahead
As the world is getting back to normal, even with the beauty industry facing a few speed bumps entirely, the industry stakeholders unanimously agree that using the top beauty influencers is key to success. It is time to leverage the benefit of digital activity of the beauty influences and traditional marketing to reach out to the target audience.
The key benefit of having a top beauty influencer is communicating the land message with the target audience. So if you are looking for some top beauty influencers, contact us.
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