From L’Oréal employing micro-influencers for its ‘Beauty Squad’ to Glossier building its audience via user-generated content on Instagram, social has become an ideal avenue for beauty brands hoping to organically expand their reach.

Thanks to its visual and inspirational nature, Instagram in particular has been an attractive channel for brands looking to showcase their latest beauty products – including via influencers. Compared to the average female internet user, female Instagrammers are about 30% more likely to be interested in beauty products. They’re pretty brand-engaged on the platform too: over a quarter have followed a new brand/company in the last month, while a similar proportion have visited a brand’s Instagram page.

It’s also telling that they over-index for the majority of the beauty brands we track. Dove is the brand they’re most likely to be using on a weekly basis, but the indexes show great potential for brands like Garnier and TRESemme to make an impact with a good social strategy.


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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