Table of Contents
Executive Summary
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- The market
- Changing channel usage will impact influence
- Older consumers remain under-served online
- Social media is becoming more fragmented
- A need to leverage online and offline presence
- The impact of COVID-19 on beauty influencers and educators
- Engagement with the online channel will increase
- Expertise will become more important
- Advice needs to reflect consumer sentiment
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- Figure 1: Expected impact of COVID-19 on BPC influencers and educators in the short, medium and long term, May 2020
- The consumer
- Stores remain influential in BPC…
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- Figure 2: Sources used for BPC information, by type of information accessed, March 2020
- …but perceptions of in-store advisors are mixed
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- Figure 3: BPC influencer and educator correspondence analysis, March 2020
- Giving impartial advice is important
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- Figure 4: Trust in BPC influencers and educators, March 2020
- Our peers are more influential on social media
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- Figure 5: BPC influences on social media, March 2020
- Trust in social media content is low
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- Figure 6: BPC social media behaviours, March 2020
- What we think
The Impact of COVID-19 on Beauty Influencers and Educators
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- Short, medium and long term impact
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- Figure 7: Expected impact of COVID-19 on BPC influencers and educators in the short, medium and long term, May 2020
- Short term
- Medium term
- Long term
- Opportunities and threats
- Time to strengthen the online experience
- In-store services will also need to be elevated
- Striking the right tone will be more challenging
- Impact on the market
- Marketing expenditure will be disrupted
- Brands and retailers will be faced with limited resources
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- Figure 8: Cult Beauty Instagram Stories Content, May 2020
- Marketing efforts have pivoted in response to demand
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- Figure 9: Charlotte Tilbury Instagram Post, May 2020
- An increase in professional content
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- Figure 10: Josh Wood Instagram Post, May 2020
- Cutting through the noise will be challenging
- Shifts in consumer behaviour
- Spend has not significantly changed
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- Figure 11: Changes in spending habits, 7th May - 14th May 2020
- Use of the online channel will grow
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- Figure 12: Changes in shopping habits, 7-14 May 2020
- Influence will also shift online
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- Figure 13: John Lewis Homepage, May 2020
- Consumers react to social media content
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- Figure 14: Chiara Ferragni Instagram Post, March 2020
- Scientific expertise will gain popularity
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- Figure 15: Victoria Beckham Skincare Product Page, May 2020
- Use of online BPC tools will increase
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- Figure 16: Participation in online beauty/grooming activities, August 2019
- An emphasis on wellbeing and DIY skills will resonate
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- Figure 17: FaceGym Instagram Post, May 2020
- Impact on key consumer segments
- Young consumers most likely to increase spending
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- Figure 18: Changes in BPC spending, by age, 7-14 May 2020
- Parents will be time-pressed
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- Figure 19: allbeauty Homepage, May 2020
- Older consumers will embrace online
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- Figure 20: Consumers who have increased the amount of shopping they do online, by age and gender, 7-14 May 2020
- How a COVID-19 recession will reshape the market
- Content will need to reflect consumer sentiment
- Recognising how demand will shift will be imperative
- Prestige brands need to rethink communication
- COVID-19: Market context
Issues and Insights
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- COVID-19 drives online influence
- The facts
- The implications
- Authenticity will stand out in a post-COVID-19 world
- The facts
- The implications
The Market – What You Need to Know
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- Target older consumers with more relevant content
- Influence is shifting, and COVID-19 will further drive this trend
- Brands need to choose influencer partners cautiously
- Retailers are finding new ways to connect with consumers
- Changes in social media will impact BPC influencers
Market Drivers
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- Older consumers need more representation
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- Figure 21: Trends in the age structure of the UK population, 2016-26
- Brand expertise is driven by longevity in the market
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- Figure 22: Top brands in the BPC sector, by agreement with “Expert”, November 2017-July 2019
- Changing channel usage will impact influence
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- Figure 23: How beauty and personal care items were purchased in the last 12 months, October 2019
- COVID-19 will encourage online engagement
- Stores continue to influence what people buy online
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- Figure 24: Sources of research when buying beauty/grooming products online, August 2019
- Social media can be used to reach most consumers
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- Figure 25: Social media networks used in the last 3 months, March 2020
- Consumers are taking a digital detox
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- Figure 26: Consumer agreement with the statement “I have cut down my social media use in the last 12 months”, by age and gender, March 2019
- Influencers are more powerful in other sectors
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- Figure 27: Purchases/activities prompted by social media influencers, April 2019
- Harnessing influencers can strengthen brand image
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- Figure 28: Attitudes towards influencers on social media, November 2019
- Conscious consumers will shape the online conversation
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- Figure 29: Consideration of company/brand ethics when making a purchase, by retail sector, January 2019
Innovation and Launch Activity
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- TikTok comes to the forefront of social marketing
- Magazines adapt to life after print
- Retailers up the ante on in-store advice
- Beauty events move online
- Virtual customer service initiatives gain momentum
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- Figure 30: FaceGym PT, April 2020
- The next generation of influencer collaborations
- Brands are choosing professionals over influencers
- Social media platforms continue to evolve
The Consumer – What You Need to Know
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- Consumers use a range of sources for BPC information
- The importance of leveraging expertise
- A need for non-pressurised advice
- Consumers are looking to their peers on social media
- Social media content is encouraging BPC spending
Sources of BPC Information
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- Social content needs to be creative
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- Figure 31: Sources used for BPC information, by type of information accessed, March 2020
- Stores remain important
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- Figure 32: Sources used for BPC information, March 2020
- Consumers rely on multiple sources
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- Figure 33: Repertoire of sources used for BPC information, by age, March 2020
- Time for more transparency
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- Figure 34: Types of BPC information accessed, March 2020
- Some purchases are more involved
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- Figure 35: Types of BPC information accessed, by products purchased, March 2020
- Indie brand buyers are more engaged
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- Figure 36: Types of BPC information accessed, by brand preferences, March 2020
BPC Influencer and Educator Associations
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- Influencers are entertaining but annoying
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- Figure 37: BPC influencer and educator correspondence analysis, March 2020
- Professionals lead on knowledgeability
- Retailers need to position store staff differently
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- Figure 38: BPC influencer and educator associations, March 2020
- Methodology
Trust in BPC Influencers and Educators
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- An aspirational appearance is low on the agenda
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- Figure 39: Trust in BPC influencers and educators, March 2020
- It could be more challenging to build trust amongst men
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- Figure 40: Trust in BPC influencers and educators, by gender, March 2020
- Non-pressurised advice is universally appealing
- Young consumers want advice to be relatable, but reliable
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- Figure 41: Trust in BPC influencers and educators, by age, March 2020
BPC Influences on Social Media
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- Friends and family are influential
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- Figure 42: BPC influences on social media, March 2020
- A lack of social media engagement amongst older consumers
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- Figure 43: BPC influences on social media, by age, March 2020
- Young consumers inspired by a wide range of people
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- Figure 44: Repertoire of BPC influences on social media, by age, March 2020
- New players challenge more established social media sites
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- Figure 45: Any use of BPC influences on social media, by sites used in the last 3 months, March 2020
BPC Social Media Behaviours
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- Trust in social media BPC content is low
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- Figure 46: BPC social media behaviours, March 2020
- Cancel culture takes hold
- Young people are following brands they don’t use
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- Figure 47: BPC social media behaviours, by age, March 2020
- Target men with influencer-created products
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- Figure 48: BPC social media behaviours, by gender, March 2020
- Instagram users are more engaged
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- Figure 49: BPC social media behaviours, by social media networks used, March 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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