Table of Contents
Executive Summary
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- Impact of COVID-19 on beauty influencers
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- Figure 1: Short, medium and long-term impact of COVID-19 on beauty influencers, December 2020
- The consumer
- An online beauty discovery journey
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- Figure 2: Sources of beauty information, by gender, October 2020
- Consumers trust their friends/families more than anyone else
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- Figure 3: Trust in sources of beauty information, October 2020
- Reviews from real consumers are an important endorsement
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- Figure 4: Most important information about beauty products, by gender, October 2020
- Beauty bloggers need to have not only expertise but also personality
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- Figure 5: Most important attributes of beauty bloggers, October 2020
- Beauty brands are ethical and impartial; beauty bloggers are engaging
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- Figure 6: Perceptions of beauty brands and beauty bloggers, October 2020
- Consumers need more encouragement to post beauty products on social media or give feedback to brands
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- Figure 7: Frequency of behaviours towards beauty bloggers and brands, October 2020
- What we think
Issues and Insights
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- Consumers are in demand for aspirational realness
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- Figure 8: Example of Glossier Feeling Like Glossier campaign, US, 2019
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- Figure 9: Example of Drunk Elephant #barewithus campaign
- It’s time for brands to create their own influencers
The Market – Key Takeaways
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- The definition of beauty influencers has become more diversified
Market Trends
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- Virtual influencers are becoming mainstream
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- Figure 10: Example of SK-II The Legend of Pitera, Reimagined featuring imma, Japan, 2019
- Figure 11: Example of Givenchy’s Chinese Valentine’s Day campaign featuring WXWZ, China, 2020
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- Figure 12: Example of interacting with Watson’s virtual idol Wilson, China, 2019
- Figure 13: MG’s virtual spokesperson Sister M, China, 2020
- Influencer collaborations are still emerging
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- Figure 14: Example of Make Up For Ever x Li Jiaqi collaboration, China, 2020
- Beauty brands start to work with more diversified celebrities
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- Figure 15: Example of Estée Lauder Double Wear foundation campaign featuring Zhang Weili, China, 2020
- Figure 16: Example of L’Oréal Paris Women’s Day campaign featuring Liooon, China, 2020
- Consumers want to learn from professionals
The Consumer – Key Takeaways
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- Consumers look for beauty information from brands and retailers
- Product reviews from real consumers matter most
- Being professional, unique and real are most important attributes of beauty bloggers
- Beauty bloggers have a great influence on consumers’ purchases
Sources of Beauty Information
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- Consumers turn to online sources to learn about beauty
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- Figure 17: Sources of beauty information, October 2020
- Men barely look for beauty information
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- Figure 18: Sources of beauty information, by gender, October 2020
- Figure 19: Sources of beauty information, male, by city tier, October 2020
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- Figure 20: Sources of beauty information, female, by city tier, October 2020
- Young women rely on multiple resources
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- Figure 21: Sources of beauty information, female, by age, October 2020
Trust in Different Information Sources
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- Most popular information sources are not always most trusted
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- Figure 22: Trust in sources of beauty information, October 2020
- Young consumers are most sceptical
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- Figure 23: Trust in sources of beauty information – Strongly trustful, by age, October 2020
- High earners particularly trust friends/families and beauty brands
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- Figure 24: Trust in sources of beauty information, by monthly personal income, October 2020
Most Important Product Information
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- Proving product performance is always the key
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- Figure 25: Most important information about beauty products, October 2020
- Targeting engaged men
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- Figure 26: Most important information about beauty products, by gender, October 2020
- Helping young consumers make purchase decisions
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- Figure 27: Most important information about beauty products, October 2020
- Brand story is important in professional channels
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- Figure 28: Most important information about beauty products, by information source, October 2020
Most Important Attributes of Beauty Bloggers
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- Consumers expect beauty bloggers to be professional, unique and real
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- Figure 29: Most important attributes of beauty bloggers, October 2020
- Men look to interact with beauty bloggers
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- Figure 30: Most important attributes of beauty bloggers, by gender, October 2020
- Priorities shift with age
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- Figure 31: Most important attributes of beauty bloggers, by age, October 2020
- Popularity helps drive trust
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- Figure 32: Most important attributes of beauty bloggers, by trust in beauty bloggers, October 2020
Perceptions of Beauty Brands and Beauty Bloggers
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- Beauty brands are ethical and impartial, but beauty bloggers are more engaging
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- Figure 33: Perceptions of beauty brands and beauty bloggers, October 2020
- Older consumers are more likely to interact with beauty bloggers
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- Figure 34: Perceptions of beauty brands and beauty bloggers – Encouraging me to interact, October 2020
- A wealth of product information drives consumers to interact with beauty bloggers
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- Figure 35: Most important information about beauty products, by perceptions of beauty brands and beauty bloggers – Encourage me to interact, October 2020
Interactions with Beauty Brands and Beauty Bloggers
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- Looking for information but hardly giving feedback
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- Figure 36: Frequency of behaviours towards beauty bloggers and brands, October 2020
- Lower-tier city consumers need more information before making a purchase
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- Figure 37: Frequency of searching product information online or with brand representatives – Very often, October 2020
- 30-39 year olds are most likely to be influenced by beauty bloggers…
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- Figure 38: Frequency of behaviours towards beauty bloggers – Very often, by age, October 2020
- …also willing to share
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- Figure 39: Frequency of sharing beauty products or giving feedback – Very often or sometimes, by age, October 2020
Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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