Why Beauty Influencers Are Key For Success
Influencers have had a massive impact on the beauty industry and can
create instant demand for products. Many influencers have since created
their own indie brands or are collaborating closely with established brands
to develop their own product.
Both Michelle Phan and Zoe Sugg started their careers online in the
infancy years of YouTube, building the foundations for a strong beauty
community that has enabled other creators to follow in their footsteps.
Phan is often cited as one of the first beauty YouTuber’s to start posting
makeup tutorials online, which quickly garnered the attention of thousands
of fans back when there was less digital clutter to sift through. Both
women have found success in their careers, launching their own beauty lines
and books, as well as creating agencies to help other creatives flourish in
the space.
Top Influencers
Beauty influencers have since amassed millions of followers and created
their own beauty empires. Huda Kattan, a former makeup artist, is one of
the most influential women in the Middle East. She created one of the most
sought after beauty brands, Huda Beauty, which has been valued above $1
billion (according to Forbes). Jeffree Star has also founded Jeffree Star
Cosmetics and is an influential figure within the LGBTQ community – as
featured in our drag report for his extravagant makeup looks influencing
both the men’s and women’s beauty scene. Both Desi Perkins and Nikkie de
Jager have both collaborated with celebrities such as Kim Kardashian West
on YouTube videos and are huge personalities on the platform.
Influencer Own-Brands
Honing in on their influence, many beauty influencers have founded their
own indie brands. Negin Mirsalehi, known for her enviable long locks,
created honey-infused hair product line Gisou, which launched first with a
hair oil in 2015. Duo Marianna Hewitt and Lauren Gores launched Summer
Fridays in March 2018 and their debut Jet Lag Mask was an instant sell-out.
Hewitt attributes their success to taking what they’ve learned from their
audience and formulating that into a product.
Celebrity Brands
Many celebrities have released their own makeup lines that have quickly
gained cult status in the industry. Take Fenty Beauty by Rihanna, which has
been hailed as revolutionizing the industry due to its large product
assortment that caters to all skin tones. Kylie Jenner has also seen
success with Kylie Cosmetics, which first launched with her lip kits as a
way for her followers to achieve her full pout look, which she attributed
to the power of lip liner.
Social Platforms
YouTube
In 2018, beauty-related content on YouTube generated more than 169
billion views across the platform with individual vloggers controlling 97
percent of all beauty videos in comparison to brands/retailers channels.
Popular content includes reviews, hauls and makeup tutorials which lend
themselves well to the platform. Brands can work with YouTubers on
sponsored videos in an authentic way that aligns with the influencers’
existing content, such as the ‘Get Unready With Me’ video from Jenn Im that
was sponsored by SK-II.
Brands are still in favor of Instagram for its high engagement and a
clearer call to action through shoppable links. Luxury brands such as Dior
and Chanel have even created their own beauty Instagram communities called
@beautydiorlovers and @welovecoco that encourage beauty enthusiasts of the
brand to share pictures of their favorite products with the relevant
hashtags for the chance to be featured on the account.
Ones To Watch
Skincare Expert: Emma Hoareau
The rise of indie skincare brands and more advanced ingredients has
created demand for expert voices in the field. Brands targeting more niche
influencers like Emma can expect higher engagement due to their trusted
opinion.
Unbiased Review: Gelcream
To maintain an unbiased opinion, Yana, the creator of Instagram account
Gelcream, doesn’t currently take sponsored posts which has made her a
trusted figure within the community – posting in-depth product reviews and
creating simple, yet effective, content.
This article was written for FashionUnited by Heather Ibberson of Edited. Edited is
the leader and industry-standard for real-time retail analytics, where the
software leverages artificial intelligence to track and reveal insights on
competitor product ranges, pricing, discounting and trends across the
global retail landscape. The software is used by buyers, planners and
trading teams to generate a huge competitive advantage.
Photo: Huda Kattan (L) and Mona Kattan speak during the 2018
‘Beauty’s Biggest Sister Act’ panel at Popsugar Play/Ground in New York.
Brian Ach / Getty Images / AFP
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