Spending countless hours on Instagram reels to learn about the most on-trend skincare essentials or scrolling endlessly through YouTube tutorials for that perfect skin base? Sounds familiar right?
Millions of Indian men and women from varying socio-economic backgrounds are increasingly joining a flourishing consumer base for India’s budding beauty and personal care industry. Currently valued at $26.8 billion, the industry is expected to grow up to $37.2 billion by the end of 2025, as per recent reports. Combine this with the fact that 80% of consumers prefer to make purchases based on influencer recommendations, by simply following the link attached to their post. Brands are increasingly seeking alternate efficient marketing channels to acquire, retain and engage customers at scale, and a surefire way to achieve that is by leveraging influencers.
Social media platforms like YouTube, Instagram & Facebook, enable content creators to take on the role of both marketers and educators simultaneously. These platforms provide brands with the opportunity to not only showcase their product catalog aesthetically but also generate greater demand and leads. Influencers, who live and breathe content creation and experiment with products day in and day out, know the pulse of the market.
Needless to say, beauty influencer marketing is a match made in sales heaven. But what does beauty influencer marketing encompass? What can you do to rise above the noise? And more importantly, how do you pick the best beauty influencers to be the face of your messaging and value proposition?
In this guide, we will talk about the benefits of beauty influencer marketing, some proven tips and tricks, and industry best practices that will set you on the path to success.
Must-Know trends that are driving the Beauty Industry today
The clean beauty movement that was once led by the likes of beauty brands like Goop has now penetrated into the idea of mindful consumerism and has gained significant momentum. So What exactly is clean beauty? While still undefined, simply put Clean Beauty is synonymous with skincare products that are consciously created to be safe, non-toxic, and free of harmful chemicals, while also being transparent with their ingredient listings.
A recent survey report from nosto found that nearly 68% of consumers are looking for products labeled as “clean”, while 59% of consumers are inclined to buy products that are either described as “natural” or organic”.
Now more than ever, consumers are investing time to research exactly what is in their beauty products, and whether they can trust brands to deliver ethically sourced products that are gentle and non-toxic in nature.
Diversity & Inclusion
Men and women of all colors, ethnicities, ages, and backgrounds put on makeup regularly, but unfortunately, the beauty industry fails to cater to its entire consumer demographic properly. Most brands prescribe exclusively to heteronormative and euro-centric beauty standards, leaving huge gaps and a lack of diversity within the beauty space.
Today, however, diversity and inclusion are quickly becoming the new standard in tons of industries. Brands like Fenty Beauty, Milk Cosmetics, and more are killing the diversity game and it is important for more to follow in their footsteps.
The rise of ‘Skinimalism’ stems from the less is more approach, with emphasis on using just a handful of products and the simplest of efforts to get the desired outcome without compromising on quality. The idea is to limit the overexploitation of our skin, pockets, and the planet as a whole.
Current consumption habits in the beauty industry are fueled by companies trying to sell as much as they can, while consumers fill their beauty cabinets with products they couldn’t possibly use within the expiry date. Minimalism is beauty is a growing movement, one that marketers certainly need to be mindful of.
Consumers today listen to influencers and follow their recommendations more so than company ads or out-of-touch celebrity endorsements. As per a recent report, 67% of beauty shoppers state they rely on influencers to discover new products, while 49% of consumers say that they trust influencer recommendations before making their purchase decisions.
Moreover, brand marketers can learn more about their perceived brand image and what messaging works, more from influencer marketing than any other marketing vehicle. Moreover, influencers who are supported by a loyal follower base, authenticate your products.
How can you best leverage beauty influencers for your brand outreach?
With a saturated market of close competition and so many influencers at your disposal, it can get overwhelming to decide where to begin creating your influencer strategy. Listed below are some best practices to follow before you embark on your next campaign.
Know your customer demographic
It’s important to understand your target buyer persona before you turn to influencers and create user-generated content. This way, you can tailor your content and how you represent your brand image in tandem with your customers’ tastes, interests, passions, and triggers.
Set realistic expectations
Is your campaign objective in line with launching a niche product – like an anti-acne serum that caters to a premium luxury segment? Or do you need help boosting a mass-produced hair spa treatment? Given the ultimate goal, estimating your potential audience scale, adjusting your KPI, and determining your social media platform focus will help you narrow your influencer search.
Choose an omnipresent distribution channel
Your marketing channels should correlate with your target audience’s behavior. By producing content across multiple platforms and amplifying them across different media, you can incorporate more consumer touch points along the buyer’s journey
Collaborate with influencer’s platform
How much effort are you putting into influencer discovery, and what is the real cost per lead? To answer these questions, it is always a good idea to leverage influencer marketing platforms such as Kofluence to help you match with the right influencers, assist you through the various workstreams and get you closer to your goals.
Come join the conversation and let content creators breathe new life into your marketing strategies. We at Kofluence, will provide custom campaign solutions as per your own budget and requirements.
Full stack Integrations (Social/ ePG/ CRM/ eCom)
Largest Liquidity of Creators (300K)
Deep Profiling across Persona/ Content/ Audience etc.
Automated Data-driven decision making (Pricing/ Matching/ Content/ Campaign)
Proprietary Risk & Fraud Detection/ Prevention and more
If you found this blog to be helpful browse through our website for other blogs on similar topics or get in touch with us for your next beauty influencer marketing campaign!