Table of Contents
Executive Summary
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- Key trends
- Men and women engage in the space differently
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- Figure 1: Select behaviors toward beauty influencers, by gender, December 2019
- Young women are most likely to follow beauty influencers
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- Figure 2: Select types of influencer accounts – Beauty, by gender and age, December 2019
- Influencer launches continue to resonate
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- Figure 3: Interest in influencer brands and collaborations, December 2019
- Trust and transparency are top concerns for followers
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- Figure 4: Attitudes toward beauty influencers, December 2019
- Consumers seek authenticity online
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- Figure 5: Select interest in innovative beauty content, December 2019
- Technology makes social media a one-stop-shop
- What consumers want and why
Influencer Landscape and Market – What You Need to Know
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- Reach adults interested in beauty on Pinterest
- Ongoing app updates may shift consumer preferences
- In-app shopping leads to seamless checkouts
Influencer Landscape
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- Among all the types of influencers, where does beauty fall?
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- Figure 6: Types of influencer accounts, December 2019
- Young women are most likely to follow beauty influencers
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- Figure 7: Follow beauty influencer accounts, by gender and age, December 2019
- Reach adults interested in beauty on Pinterest
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- Figure 8: Follow beauty influencer accounts, by social media visits daily, December 2019
- Hashtags reveal larger beauty trends
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- Figure 9: Trending hashtags associated with beauty trends – Instagram, Pinterest and Twitter, January 1, 2019-December 31, 2019
Market Perspective
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- Ongoing app updates may shift consumer preferences
- Brands on social media need to keep up with shifting identity norms
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- Figure 10: Select behaviors toward beauty influencers, by generation, December 2019
Market Factors
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- The age of influence
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- Figure 11: Consider themselves an influencer by adults who follow beauty influencers – Cross analysis, December 2019
- In-app shopping leads to seamless checkouts
Key Trends – What You Need to Know
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- Influencers leverage their following to build beauty brands
- Social media content struggles to appear authentic and trustworthy
- In-app shopping and AR try-on shake up digital landscape
What’s In
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- Influencers leverage their following to build beauty brands
- Who’s doing this well
- Amber Fillerup Clark
- Negin Mirsalehi
- Jeffree Star x Shane Dawson
- Brands see success with people-powered content
What’s Out
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- Social media content struggles to appear authentic and trustworthy
- Who’s doing this well
- Spktrm Beauty
- Tan France @shaded
- Sofia Grahn @isotretinoinwiths
What’s Next
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- In-app shopping and AR try-on shake up digital landscape
- What will influencer marketing look like in 2030?
The Consumer – What You Need to Know
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- Snapchat beauty channels reach Gen Z audiences
- Women turn to experts when learning about beauty
- Most consumers follow influencers for inspiration
- Incentives to purchase resonate with men
- Gen Z adults struggle to trust influencers
- People want beauty influencers who look like them
Beauty Information Sources
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- Instagram and YouTube are go-to destinations for learning about beauty
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- Figure 12: Beauty information sources, December 2019
- Men and women use different sources to learn about beauty
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- Figure 13: Beauty information sources, by gender, December 2019
- Snapchat beauty channels reach Gen Z audiences
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- Figure 14: Beauty information sources, by generation, December 2019
- Black and Hispanic adults rely on peer-created content
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- Figure 15: Select beauty information sources, by race and Hispanic origin, December 2019
- Women 18-34 rely on a bevy of information sources for beauty
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- Figure 16: Repertoire analysis, beauty information sources, by female 18-34, December 2019
Types of Beauty Influencers
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- Celebrities are most followed beauty influencers
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- Figure 17: Types of influencers, December 2019
- Women turn to experts when learning about beauty
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- Figure 18: Select types of influencers, by gender, December 2019
- Vloggers surpass beauty brands and retailers among Gen Z audiences
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- Figure 19: Types of Influencers, by generation, December 2019
Reasons for Following Beauty Influencers
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- Adults follow influencers for inspiration
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- Figure 20: Reasons for following beauty influencers, December 2019
- Women follow influencers for education
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- Figure 21: Reasons for following beauty influencers, by gender, December 2019
- Generational differences impact reasons for following beauty influencers
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- Figure 22: Reasons for following beauty influencers, by generation, December 2019
- Brands can grow following by offering targeted content
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- Figure 23: TURF analysis – Reasons for following, December 2019
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- Figure 24: Table – TURF analysis – Reasons for following, December 2019
- Methodology
Behaviors toward Beauty Brands and Influencers
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- Influencer recommendations drive purchases
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- Figure 25: Behaviors toward beauty influencers, December 2019
- Incentives to purchase resonate with men
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- Figure 26: Select behaviors toward beauty influencers, by gender, December 2019
- Hispanics’ path to purchase is guided by influencers
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- Figure 27: Select behaviors toward beauty influencers, by race and Hispanic origin, December 2019
Attitudes toward Beauty Influencers
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- Influencer values impact follower count
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- Figure 28: Attitudes toward beauty influencers, December 2019
- Gen Z adults struggle to trust influencers
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- Figure 29: Attitudes toward beauty influencers, by generation, December 2019
- Black adults are selective when following beauty influencers
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- Figure 30: Select attitudes toward beauty influencers, by race and Hispanic origin, December 2019
Interest in Innovative Beauty Content
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- Beauty influencers who look like everyday people resonate
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- Figure 31: Interest in innovative beauty content, December 2019
- Women want authenticity on social media
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- Figure 32: Select Interest in innovative beauty content – More of, by gender, December 2019
- TikTok users seek transparency, diversity and accountability
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- Figure 33: Select Interest in Innovative beauty content – More of, by visits to social media daily, December 2019
- Noninfluencers seek genuine content from real people
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- Figure 34: Interest in innovative beauty content – CHAID – Tree output, December 2019
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- Figure 35: Interest in innovation – CHAID – Tree output, December 2019
- Methodology
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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