In the previous “Beauty industry where“ transparency ”is required and its impact on influencer marketing [Part 1]”, we explained the diversifying ideas of “beauty” and “clean beauty”.
In the second part of this installment, we will explain the changing “beauty PR” method, the increase in reviews with low credibility, and the future of the beauty industry and influencer marketing.
Changing “Beauty PR” method
Beauty PR means that you will receive product samples related to beauty mailed to influencers and use them to promote them.
Beauty influencer Arshia Moorjani posted a collection of home-facing face mists on Instagram and explained in the caption that most of them are samples from the brand and cannot be used up.
According to a survey conducted by the American beauty magazine “Fashionista” targeting about 350 beauty professionals in 2018, almost all influencers answered that “some sample of beauty products arrives every week”. And 81% of the total responded that “many are overpacked.”
Every brand wants to send a sample set that is more gorgeous and unique than its competitors, so that influencers can promote their products. This has caused the following problems:
Cosmetics that are discarded without being used
Some samples that brands send to influencers are discarded without being used. For example, if the face cream contains ingredients that cause the influencer to become allergic, the influencer cannot use the sample.
In addition, when foundation samples are sent by mail, all color variations are often included, but since only a few of the foundations match the influencer’s skin color, there is a high probability of being discarded. Become.
In the saturated beauty industry, where many brands have entered, brands are under pressure to “use eye-catching packages”. As a result, small cosmetics are placed in larger boxes than necessary, and excessive use of packaging materials to make products look better.
Paper media promotion tools
Catalogs and flyers that brands enclose with product samples can also increase garbage. Garbage can be reduced by using an electronic catalog or by sending data by e-mail.
Beauty PR itself is an old marketing method, but it has many problems.
Influence on influencer marketing
Many influencers are starting to question officials about the negative aspects of Beauty PR. As a result, beauty brands and influencers are increasingly trying to eliminate wasted beauty PR.
Brands now include shipping slips and envelopes with product samples so that influencers can send back product samples that are not needed. There is also a movement to use recyclable and environmentally friendly packaging materials.
In addition, influencers respond to things such as gifting unused product samples to brand fans.
When brands and influencer efforts to reduce garbage are communicated to the audience, there is a possibility that the audience interested in environmental issues may be newly interested in the brand.
Increased reviews with low credibility
Product user reviews have a major impact on consumer purchasing decisions. Beauty brands have to collect more reviews to promote their products. In particular, good reviews from users are essential when promoting new products.
Recently, it has become easier to collect user reviews than ever through crowdsourcing platforms. On the other hand, there are questions from inside and outside the industry about the credibility of user reviews.
Increased reviews using crowdsourcing platforms
Recently, crowdsourcing platforms that connect brands and users are gaining popularity. Brands send full-sized product samples to users connected via crowdsourcing platforms and post product reviews on social media and beauty-related websites.
Crowdsourcing can easily collect many reviews, but it doesn’t make much sense if the content is not credible. It ’s only natural that a user ’s review using a full-size product sample differs from a user ’s review who has actually purchased the product and used it for a long time.
It is important to note that consumers are checking not only the number of user reviews but also their content. Even with a large number of reviews, if the good reviews and the bad reviews are extremely divided, the credibility of the good reviews can be suspected, which can end up losing consumer confidence.
Fake review by employees
Recently, beauty brand employees have been forced to post fake reviews. The American skincare brand “Sunday Riley” sent an internal email that encouraged employees to post a good review of their products to “Sephora,” a cosmetics specialty store. The information leaked out and Sunday Riley was criticized.
In addition, the email that was sent included a procedure to appeal the selling point of the product. Sunday Riley and Sephora apologized for the matter, but the fact that the reviews posted on famous sites is not reliable.
Good reviews have a big impact on new product sales, but bad rumors spread more quickly than good rumors online. Once the brand image is damaged, it will have a serious impact on future management.
Influence on influencer marketing
Influencers who disseminate their candid opinions are a strong ally for brands that sell quality products. And influencers will be more careful in choosing brands that tie up.
Reviews trusted by consumers greatly contribute to sales growth. An influencer “review” that has already had a relationship with the audience has significant implications.
In addition, the influencer tells the brand’s transparency by telling the contradictory between the features of the product that the brand appeals and the actual feeling of use. Tie-up with influencers is a very effective promotional tool for the beauty industry who wants to promote transparency.
The future of the beauty industry and influencer marketing
The trend to further increase the transparency of the industry is expected to continue with the negative factors prevalent in the beauty industry, such as retail prices, environmental issues, and fake reviews that have grown too much. And it can be said that brands must deal with such negative factors.
An influencer who has a trusting relationship with followers and communicates candid opinions is an indispensable part of the beauty industry seeking to increase transparency.
If an influencer becomes an “ambassador” who simply conveys the message of a beauty brand, he will lose his persuasive power to the audience. An influencer is one of the consumers and can be said to be a representative of consumers. That is the main reason why influencers continue to be demanded in the beauty industry.
This time, I explained the trends in the beauty industry to increase beauty transparency and the impact that change has on influencer marketing.
Consumers want to know more about the beauty products they use. Companies can make information about products open to the public by sending it through influencers.
The beauty industry’s move to increase transparency is a tailwind for influencer marketing. For influencers who compete for “reliability” and “transparency”, the changes in the beauty industry introduced here are welcome.
However, consumers are checking the content of influencers with a more stringent eye than before. In order to keep the influencer’s own transparency, it will be necessary to be cautious about the content of the information sent.