Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- What’s Happening?
- Women follow a wide array of beauty influencers
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- Figure 1: Types of beauty influencers, December 2018
- Entertainment is a leading attribute, but honesty is also important
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- Figure 2: Select influencer Attributes – cross analysis, December 2018
- Beauty tutorials appeal to the experimental nature of young women
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- Figure 3: Reasons for following beauty influencers, by age, December 2018
- Personal networks are the leading influencer discovery method
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- Figure 4: Finding influencers – cross analysis, December 2018
- Beauty influencer collaborations can strategically increase brand sales and awareness
- Functional categories drive social media purchases
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- Figure 5: Select interest in beauty products recommended on social media, December 2018
- What it means
Influencer Landscape – What You Need to Know
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- Young women and mothers are key influencer audiences
- Sponsored content has its pros and cons
Influencer Landscape
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- Among all the types of influencers, where does beauty fall?
- Women are the key market for beauty brands on social media
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- Figure 6: Types of influencer accounts, by gender, December 2018
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- Figure 7: Trending hashtags associated with influencers – Instagram, Twitter, and Pinterest; Jan. 1, 2018-Dec. 31, 2018
- Young women more engaged with beauty influencers
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- Figure 8: Select types of influencer accounts – beauty, by gender and age, December 2018
- Moms are also attracted to beauty influencer accounts
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- Figure 9: Select types of influencer accounts – beauty, by gender and children under 18, December 2018
- Where do influencers fall among resources for learning about beauty?
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- Figure 10: Resources for learning about beauty, December 2017
- Women distrust internet celebrities, but find social media educational
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- Figure 11: Select attitudes toward influencers – cross analysis, December 2018
Market Factors
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- #sponsored – good or bad for brands?
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- Figure 12: Number of posts using sponsored hashtags on social media, Jan 1, 2017-Dec 1, 2018
- Anti-influencers such as @esteelaundry work as watchdogs
Key Takeaways – What You Need to Know
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- Beauty influencers and brands have a powerful social media presence
- Collaborate, communicate, and consult
- Paid post overload leads to consumer disinterest
Beauty Influencer Analysis
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- Influencer analysis
- Celebrity influencer and beauty expert
- Beauty expert
- Lifestyle influencer
- Brand analysis
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- Figure 13: Number of Instagram followers, select beauty brands and retailers
- Trending topics
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- Figure 14: Trending hashtags associated with tutorials – Instagram, Twitter, and Pinterest; Jan. 1, 2018-Dec. 31, 2018
- Figure 15: Trending hashtags associated with beauty bloggers – Instagram, Twitter, and Pinterest; Jan. 1, 2018-Dec. 31, 2018
Key Opportunities
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- Beauty influencer collaborations are a colossal success
- Tutorials are a safe influencer strategy for beauty brands
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- Figure 16: Hair tutorial: Waves with Rosie Huntington-Whiteley and Jen Atkin
- Influencers as brand consultants disrupt the traditional influencer model
Key Challenges
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- Too many paid promotional posts cause women to lose interest
The Consumer – What You Need to Know
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- Experts lead among influencers; bloggers aren’t far behind
- Honesty is the best policy
- Influencers are a learning tool
- Social media is an important factor in the beauty influencer strategy
- Tutorials are a valuable learning opportunity
- Most women are receptive to purchasing products from social media
Types of Beauty Influencers
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- Beauty expert advice attracts followers
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- Figure 17: Types of beauty influencers, December 2018
- Women aged 18-34 are a key influencer target market
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- Figure 18: Types of beauty influencers, by age, December 2018
- Lower-income consumers value free recommendations
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- Figure 19: Types of beauty influencers, by income, December 2018
- Younger consumers follow more influencers, but 35-54-year-olds are still engaged
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- Figure 20: Repertoire analysis, types of beauty influencers, by age, December 2018
Influencer Attributes
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- Engaging, honest content resonates with beauty consumers
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- Figure 21: Influencer Attributes – cross analysis, December 2018
- Women leverage their personal network to find new accounts
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- Figure 22: Finding influencers – cross analysis, December 2018
- Influencers are a popular learning tool, but sales are not guaranteed
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- Figure 23: Behaviors toward influencers – cross analysis, December 2018
Reasons for Following Beauty Influencers
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- Learning about beauty drives followers
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- Figure 24: Reasons for following beauty influencers, December 2018
- Young women value influencer expertise
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- Figure 25: Reasons for following beauty influencers, by age, December 2018
Reasons for Visiting Social Media
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- YouTube
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- Figure 26: Reasons for following beauty influencers, by social media, December 2018
- Women aged 18-34 trust social media for beauty advice
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- Figure 27: Reasons for following beauty influencers, by social media, 18-34-year-olds, December 2018
- Women rely on a bevy of social media resources
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- Figure 28: Correspondence Analysis – Principal map – Reasons for visiting beauty sites, December 2018
- Methodology
Attitudes toward Beauty Influencers
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- Tutorials are the key reason women follow influencers
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- Figure 29: Attitudes toward beauty influencers, December 2018
- Women with lower income find influencers less relatable
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- Figure 30: Attitudes toward beauty influencers, by income, December 2018
Interest in Purchasing Products Recommended on Social Media
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- Social media is a viable purchase driver across beauty and personal care
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- Figure 31: Interest in beauty products recommended on social media, December 2018
- Income impacts the types of products women purchase from social media
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- Figure 32: Select interest in beauty products recommended on social media (net) – any interest, by income, December 2018
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
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