6 trends in influencer marketing in the beauty industry

If you look through Instagram, you will always see beauty-related content. The beauty industry is an area that has penetrated digital marketing, and hence influencer marketing.

The content posted by influencers ranges from brand awareness, promotion of new products and collections, and promotion of specific items. Beauty brands know that social networks can significantly expand the reach of their marketing potential and reach.

This time, we will introduce six major characteristics of influencer marketing in the beauty industry, with examples.

The growing influence of digital marketing

Purchasing behavior of purchasing goods and services has long existed as a way to satisfy people’s needs. However, looking at the process leading up to purchasing behavior, the process has changed drastically 20 years ago and now. The background is the rise of social media and digital marketing.

The influence of social media is tremendous. It is not only a tool for improving engagement and trends, but it has also sublimated into a more serious marketing tool, such as increasing follower brand loyalty or shining certain products.

Digital marketing is no longer a world where marketers can control from 1 to 100. Audiences share their brand reputation and product experience online with each other, and accept the information they gain as an important element of their purchase criteria. And among the myriad audiences, they will listen eagerly to the opinions of leaders who have a particularly high impact, and will actively access the information they provide. “Influencers” are the leaders that have a major impact on the audience ’s purchasing needs.

Influencer words are comparable to those of best friends

The beauty industry has quickly understood its usefulness since the beginning of influencer marketing. Beauty brands knew that old advertising methods such as TV commercials and magazines could no longer produce effective marketing results and that the audience would not buy the product.

Today’s audiences are looking for credible information and an active experience that allows them to participate. Brands in the beauty industry have come up with a series of campaigns that are tied up with influencers to reach a wider range of targets and become more involved with them.

The brand aimed at moving from “marketing that appeals about the brand itself (traditional advertising)” to “marketing that influencers appeal to the brand”, and finally the “audiences” Is going up to the level of “marketing that appeals about the brand”.

Influencers are deeply trusted by their followers, and each builds a network of strong bonds. And just as you believe in friends’ opinions and stories, you also believe in influencer words as credible information. That’s why influencer marketing has become widely recognized as a method that fits the modern era and has achieved great results.

Leading “Gen Z”

Influencer marketing that supports a wide range of target audiences, but the digital generation born in 1995-2015, the so-called “Gen Z”, has made a significant contribution to the revitalization of influencer marketing. There is also data that Gen Z is highly interested in social media, and 65% of generations refer to information from social media to select beauty brand items.

Another characteristic of Gen Z is that it has a stronger sense of affirmation of its own body, social movement, and its own success than other generations. This temperament is very compatible with the beauty industry, and the brands are launching concepts and campaigns that are conscious of Gen Z. Topics such as cosmetics that have not been tested at all and lineups for vegans are also approaches to stimulate socially-conscious Z generations.

Importance of user-focused content

In order for successful influencer marketing, it is essential to have content that truly captures the mind of the audience. In response, all brands created and posted content to compete for content that appealed to the company. But as a result, branded content has flooded the social media platform, and now the audience is getting bored with these new ads.

On the other hand, what about content created by an audience similar to our own, not branded content? Many people will be more active than advertising and willing to engage with the poster.

When purchasing a product, people want to feel the connection between them. If your audience pulls out your phone, scrolls through your new feed, and has some eye-catching content, you ’re more likely to follow the creator and click on offers and promotions.

In this way, “user-focused content” refers to content that truly conveys what a person in the same position as the audience felt or experienced for a particular brand. In the beauty industry, typical examples include cosmetic item reviews and makeup how-tos. Such content is very valuable information for those who are considering buying a product. And knowing its value, beauty brands value this “user-focused content”.

Recommendation of local campaign

In local campaigns in specific regions, the audience will feel closer to the brand and the influencer, so the results will be straightforward.

For local campaigns, a deep understanding of the brand’s value and target audience in the region is key to success. The key is to tie up with local influencers, select the social media platform that is most accessible to the target audience, and launch campaigns and content.

Take the case of the British cosmetics brand Rimmel London. With the concept of “bold, young and radical”, the company has chosen Malaysia as its new market. Based on their own data, they researched the needs and product categories of the Malaysian audience and implemented a hyperlocal strategy.

The result was impressive. Engagement exceeded 130,000 in the first month and ranked third in the SOV category in the first year. Rimmel London has become a major player in the makeup of Malaysia.

Experience marketing approach

Today’s audiences want brands to have a more dynamic experience. Beauty brands responded quickly to the trend and embraced experiential marketing. Examples include pop-up stores, virtual reality events, and emails sent directly from the land to the audience.

The pop-up store, which suddenly appears, is an amusement-oriented event that has a positive impact, making it an event that is easily spread through social media platforms. Many brands such as Glossier, Benefit Cosmetics, and L’ Occitane, including Japanese SK-II, a pop-up store, became a big topic.


Pre-fetching trends and taking the next big wave is one of marketer’s important tasks. However, it is important to have a deep understanding of your market and audience.

Whether it ’s an award-winning campaign or an event that produces results that exceed your expectations, it ’s the strategy behind a thorough investigation. If you don’t forget to focus on your target and listen to your audience, you will be able to achieve great results with effective influencer marketing.

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