One of the biggest industries in today’s world that uses influencer marketing is beauty.
Due to the huge demand of people trying to look their best, cosmetic and beauty brands are constantly looking for new ways to project their products. The old tradition to market beauty products was through TV ad commercials and billboards, but over time that tradition slowly began to lose its effects.
Nowadays there are many influencers out there who try out beauty & cosmetic products to help sell them. These influencers take pictures, make videos or tutorials trying out products, and they give out suggestions on what they think is most appealing to them.
There’s a ton of feedback from this way of marketing and it just makes things easy for both the brand and the influencer to gravitate an audience.
Here are four ways influencers can help any cosmetic or beauty company:
- Using an influencer that specializes in a certain niche can help target just the right audience to attain maximum benefit.
- If there is an existing product out there in the market and it’s getting kind of old, an influencer can revive its awareness by using it with a different product or mentioning it on a social media post/video.
- When releasing a new product, an influencer can help tremendously by enticing their audience towards the release of the new product. They can also create demo videos on how to use the product to preview all its features before it’s released.
- Opening a line of products under an influencers name can also have an immense impact on a release of a new product. Especially if that influencer is a good role model and has many loyal fans.
Moving on from how an influencer can benefit you, here are a few examples of creators and brands that worked together to generate value in the cosmetic/beauty industry:
Clinique with Morocco’s Beauty
One very successful beauty influencer campaign was done between the brand Clinique and Amelia Liana. Clinique was launching a new line of beauty products and wanted to have a photoshoot in Marrakesh, Morocco for several influencers to showcase them. One of them was Amelia Liana. She took this campaign and did a fascinating job by infusing her experience in Morocco with the introduction of the new line of products. It was a campaign collision between travel and beauty. It sparked audiences from two different niches which ignited more engagement than normal. That campaign received more than 108K likes on Instagram and over 67K views on YouTube within a week. That same year, Estée Lauder, the mother company of Clinique, made $143.6 million more in revenues than the prior year.
8 Shades of Maybelline
For this campaign Maybelline decided to reach out to Jackie Aina to endorse 8 new shades of makeup construction. This campaign brought light upon light on Maybelline’s new products. As captivating as it sounds Jackie decided to involve her friends into the campaign which let it to be a great success. Jackie, being the clever beauty influencer that she is, decided to bring along two of her friends who had slightly different skin tonalities to try out different shades of makeup construction. This was a smart way to feature Maybelline’s new shades and unveil its quality. It brought over 150K views on YouTube for Jackie and helped Maybelline generate over $31.93 billion in revenues in the year of the campaign.
Fine Beauty London Fashion Show
Victoria Magrath is an award-winning fashionista and beauty influencer that promoted Burberry beauty products with flare. Instead of just putting on makeup and walking the stage in a London Fashion Week, Victoria is a fine beauty influencer that likes to share what makeup she wears before she walks the stage. Her almost million followers on Instagram love that about her and it’s what helped Burberry’s campaign gleam. An Instagram post she made for Burberry went past 16K likes within a couple of days and Burberry’s sales hit $45.8 million more in revenues than the year before.
Manny MUA 20 min Stock Out
Manny MUA is a sensational male makeup artist that feels makeup is genderless. After taking on the courage to make his own YouTube channel and making tutorials on how to put on breathtaking makeup, Manny mentioned how awesome it would be to have a product line under Makeup Geek. Not surprisingly enough, Makeup Geek sought out to his request and decided to have him make his own palette product line. Manny’s fans were so thrilled & excited about the news and couldn’t wait until the product was released. During the first initial launch, Manny’s product line was sold out within 20 minutes! Manny wanted to be sure that the product was perfect towards his audience and quoted, “This palette can be worn by anyone and everyone regardless of age or race — I wanted to make sure of that! I worked hard on this palette and couldn’t be happier with the results!” That very same year, Makeup Geek made $20.3 million in revenues.
Embrace Your Beauty
Too Faced is a makeup brand that is well known to use highly popular digital influencers to promote its products. In one of their campaigns, they reached out to a YouTube star, Nikkietutorials, and decided to collaborate with her on a new makeup collection called “The Power of Makeup.” Nikkie took on this collection and did an excellent job of demonstrating how makeup can truly be powerful in changing an individuals appearance. She embraced the voices of girls who were too ashamed to say they loved makeup. Through this collaboration alone, Too Faced was able to make $9 million in revenue. Today Too Faced generates about $238 million in revenues and continues to look for hottest digital influencers to work with.
Blue Smokey Eyes
Sephora is a French beauty company that tries to target demographics from all across the world. They teamed up with YouTube star SoothingSista for her to create a video with Sephora products included in it. She applied her artistic talent and made this unique Blue Smokey Eye tutorial which led to over 84K views. SoothingSista also made an Instagram post with a hashtag #TrendingAtSephora which gave Sephora a strong sense of presence on Instagram. This #hashtag generated over 15,000 posts and led to a revenue of more than $4.9 billion for LVMH, the mother company of Sephora, that same year of the campaign.
New Lipstick New Vibe
Have you ever heard of the beauty brand M.A.C which likes to primarily work with celebrity influencers? Within the past 15 years they have been working with Rihanna, Caitlyn Jenner, Kelly & Sharon Osbourne, and many more but in early 2017 they decided to change things up a bit. They announced that they would work with 10 new beauty influencers to create a brand new lipstick that would give lips a whole new vide. The new lipstick was a HUGE success and it helped the brand accumulate $11.8 million in revenues in 2017.
7.4 Million Social Engagements With L’Oreal
In 2017, L’Oreal gathered a group of UK’s popular bloggers and vloggers to come up with their own “Beauty Squad.” This beauty squad immediately went to action by creating many forums that talked about what L’Oreals audiences liked and disliked in their products. They targeted audiences from all ages and it helped guide L’Oreal to make its next moves. In other word’s they were able to redirect or create products that fit best based on the feedback they received. With this kind of campaign, L’Oreal was able to have content engagement between 7.4M people throughout Twitter, Instagram, YouTube, and blogs. During that year L’Oreal made $29 billion in sales.
Influencer marketing and beauty are a big thing and the demand for beauty products is enormous. Because of influencer marketing, cosmetic and beauty brands have been able to sparkle their products towards their customers. Instead of seeing famous celebrities with makeup on TV or on billboards to advertise cosmetic or beauty products, it’s become more widespread for digital influencers to spread the word. Using influencers can be very useful when launching a new beauty product to show how it’s used, it can revive awareness for an existing product, and it can even be an opportunity to open a new line of products under an influencers name to make excess sales. Many global cosmetic and beauty companies have done that and got massive positive feedback which led to an increase in revenues. Consider the options and see which one might work best for you.