Influencer marketing has become a hot strategy for beauty and personal care marketers. Today’s chart explores which young beauty brand users are most likely to be the most influenced by this strategy.

Among the young users of five major beauty brands, 16-34 L’Oréal users are the most likely to say influencers are a key brand discovery channel for them, putting them 44% ahead of the average 16-34-year-old.

The influencer marketing landscape is getting more and more crowded, so there’s clearly a balance to be struck. There are also concerns over the credibility and authenticity of influencers chosen by brands, highlighting that hard-sell doesn’t work with this marketing tactic. L’Oréal’s Beauty Squad campaign is a good example of success in this space because its ‘Beauty Squad’ is made up with micro-influencers, who critique the products rather than promote them. This makes the content appear authentic and believable with influencers who are clearly ‘on the consumers’ side’.

Around half of beauty fans follow their favorite brands on social media, so there’s still the evergreen opportunity to reach these consumers via emerging and innovative formats on social media. Influencer marketing may still be an attractive strategy at the moment, but the good news is that it’s not necessarily an essential for all.

To read more on influencer marketing and the other digital trends making an impact this year, download our Trends 18 report here.

Beauty Brand Users are those aged 16-34 who use each of the brands on a weekly basis.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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