Beauty Influencers - US - February 2020

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Key trends
Men and women engage in the space differently
Figure 1: Select behaviors toward beauty influencers, by gender, December 2019
Young women are most likely to follow beauty influencers
Figure 2: Select types of influencer accounts – Beauty, by gender and age, December 2019
Influencer launches continue to resonate
Figure 3: Interest in influencer brands and collaborations, December 2019
Trust and transparency are top concerns for followers
Figure 4: Attitudes toward beauty influencers, December 2019
Consumers seek authenticity online
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
Reach adults interested in beauty on Pinterest
Ongoing app updates may shift consumer preferences
In-app shopping leads to seamless checkouts
INFLUENCER LANDSCAPE
Among all the types of influencers, where does beauty fall?
Figure 6: Types of influencer accounts, December 2019
Young women are most likely to follow beauty influencers
Figure 7: Follow beauty influencer accounts, by gender and age, December 2019
Reach adults interested in beauty on Pinterest
Figure 8: Follow beauty influencer accounts, by social media visits daily, December 2019
Hashtags reveal larger beauty trends
Figure 9: Trending hashtags associated with beauty trends – Instagram, Pinterest and Twitter, January 1, 2019-December 31, 2019
MARKET PERSPECTIVE
Ongoing app updates may shift consumer preferences
Brands on social media need to keep up with shifting identity norms
Figure 10: Select behaviors toward beauty influencers, by generation, December 2019
MARKET FACTORS 
The age of influence
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 
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
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
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
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 
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 
Instagram and YouTube are go-to destinations for learning about beauty
Figure 12: Beauty information sources, December 2019
Men and women use different sources to learn about beauty
Figure 13: Beauty information sources, by gender, December 2019
Snapchat beauty channels reach Gen Z audiences
Figure 14: Beauty information sources, by generation, December 2019
Black and Hispanic adults rely on peer-created content
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
Figure 16: Repertoire analysis, beauty information sources, by female 18-34, December 2019
TYPES OF BEAUTY INFLUENCERS
Celebrities are most followed beauty influencers
Figure 17: Types of influencers, December 2019
Women turn to experts when learning about beauty
Figure 18: Select types of influencers, by gender, December 2019
Vloggers surpass beauty brands and retailers among Gen Z audiences
Figure 19: Types of Influencers, by generation, December 2019
REASONS FOR FOLLOWING BEAUTY INFLUENCERS
Adults follow influencers for inspiration
Figure 20: Reasons for following beauty influencers, December 2019
Women follow influencers for education
Figure 21: Reasons for following beauty influencers, by gender, December 2019
Generational differences impact reasons for following beauty influencers
Figure 22: Reasons for following beauty influencers, by generation, December 2019
Brands can grow following by offering targeted content
Figure 23: TURF analysis – Reasons for following, December 2019
Figure 24: Table – TURF analysis – Reasons for following, December 2019
Methodology
BEHAVIORS TOWARD BEAUTY BRANDS AND INFLUENCERS
Influencer recommendations drive purchases
Figure 25: Behaviors toward beauty influencers, December 2019
Incentives to purchase resonate with men
Figure 26: Select behaviors toward beauty influencers, by gender, December 2019
Hispanics’ path to purchase is guided by influencers
Figure 27: Select behaviors toward beauty influencers, by race and Hispanic origin, December 2019
ATTITUDES TOWARD BEAUTY INFLUENCERS
Influencer values impact follower count
Figure 28: Attitudes toward beauty influencers, December 2019
Gen Z adults struggle to trust influencers
Figure 29: Attitudes toward beauty influencers, by generation, December 2019
Black adults are selective when following beauty influencers
Figure 30: Select attitudes toward beauty influencers, by race and Hispanic origin, December 2019
INTEREST IN INNOVATIVE BEAUTY CONTENT
Beauty influencers who look like everyday people resonate
Figure 31: Interest in innovative beauty content, December 2019
Women want authenticity on social media
Figure 32: Select Interest in innovative beauty content – More of, by gender, December 2019
TikTok users seek transparency, diversity and accountability
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
Figure 34: Interest in innovative beauty content – CHAID – Tree output, December 2019
Figure 35: Interest in innovation – CHAID – Tree output, December 2019
Methodology
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Consumer survey data
Abbreviations and terms
Abbreviations
Terms