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The POWER of Influencer Marketing FOR Beauty Brands

influencer marketing for beauty brands

The influence YouTube beauty vloggers maintain over their subscribers is undeniable. With 73% of Millennials viewing it as their responsibility to guide friends, peers, and family toward smart purchase decisions, beauty influencers exercise the power to deliver honest and credible feedback regarding the legitimacy of brand claims. A mascara that lengthens lashes by 10x? We will see about that.

Their opinions can make or break the launch of a new product and subsequent reputability of a brand. For example, take the top 200 most-viewed beauty videos on YouTube; 86% were filmed by bloggers whilst only 14% where by beauty brands. Therefore, when we talk about the ‘power’ of YouTube, we are talking about that incomparable authenticity unique to real people, with real opinions.

With the influencer market continuing to expand at a rapid speed, and the potential for exposure and positive sentiment leading to a consequent spike in sales, it is obvious why leading brands are turning to these self-made beauty gurus. What is compelling is how brands are increasingly using and applying innovative approaches to influencer marketing to generate consumer engagement.

Since the boom of the beauty vlogger in the late noughties (one word, Zoella), brands have evolved their marketing strategies to encapsulate such authenticity, be it through affiliation, imitation or collaboration.

Take Loreal for example. Back in 2016, they increased their market share and improved brand reputation through deploying their first ever influencer-led campaign. In support of the release of the True Match foundation range, Loreal launched the #YoursTruly campaign; sourcing a diverse mix of YouTube influencers to establish the range as inclusive and credible. Since the campaign, and further collaboration with YouTuber’s, L’Oréal has since experienced a positive uplift in sentiment as well as sales. 

Becca’s product collaboration with YouTube beauty vlogger, Jaclyn Hill, of a limited edition ‘champagne pop’ highlighter, is another example of a brand nailing it. Drawing on Jaclyn’s, at the time, 3 million subscribers and personable approach, Becca broke Sephora’s record to become the store’s most-purchased product on its first day of release alone selling out 25,000 units in 20 minutes. This initial success propelled Becca from relatively unknown, with a consumer brand recognition of 0.5%, to a brand with a two million strong Instagram following. In late 2016 the company was then sold on to Estee Lauder for a reported 200 million.

However, failure to recognise an audience’s needs, overpricing and portraying a lack of diversity can lead to a financial and reputational loss for both YouTuber and brand. YouTube has the power to reward and ruin, as Benefit Cosmetics found with their collaboration with five big beauty YouTuber’s for their Beauty Stowaway set. The set received huge online backlash for products which were suitable for white skin only, unoriginal and minuscule in size.

In summary, if done well, YouTube influencers offer brands countless opportunity to engage an audience they would otherwise have limited access to and derive credibility not found in traditional advertisements. However, with the influencer market becoming more cluttered with beauty brand affiliations, it is questionable whether YouTuber’s can continue to maintain such reliability and, in turn, power.

influencer marketing for beauty brands

THE FUTURE OF INFLUENCER MARKETING

What is Influencer Marketing? What's the future of Influencer Marketing? How do you use Influencers in the most effective way? Influencer Marketing Strategy? Well tune in, today's vlog is all about the above. Christina and Majid, headed out to speak to a design agency in London about all things Influencer Marketing and Social Marketing.

It was a fantastic meeting and great to answer the questions thrown our way. Christina also talks about what it's like to pitch / present Socially Powerful to other agencies and brands, how she handles the nerves and what the pressure feels like!

 

Biggest advertising fails in 2017

Biggest advertising fails in 2017 so far

In the age of ad-blocking and three-second attention spam, marketers find it more difficult than ever to capture their audience’s attention. Understandably, with the hustle getting harder brands try to get more creative and push out strong messages that would grab people’s attention and get them talking about it.

Caution - this comes with the risk of getting it awfully wrong! Inevitably, some brands do… And here we get the pleasure to look at some of the worst advertising campaigns in 2017.

With probably no surprise to anyone, Pepsi's campaign with Kendall Jenner is the first thing that pops to my mind when I think “2017’s ad fails”. I appreciate that Pepsi is a massive and long-lived brand, so creating something new, but meaningful, timely and slightly provocative, can be a pickle, but damn they got it oh-so-wrong… Political messages, which aren’t often well received in advertising anyway, didn’t resonate with anyone and Pepsi’s attempt to promote their brand using sensitive social movement like Black Lives Matter, received strong backlash.

Kendall Jenner Pepsi Advertising Fails.jpg

Similarly to Pepsi, McDonald’s faced a storm of criticism, after trying to emotionally appeal to their audience by creating a storyline where the main thing that united a child and his dead father, was their Filet-O-Fish. This one baffles me on so many levels, I don’t even know where to start. Firstly, since when McD’s brand voice is so eternally Northern? Secondly, on what planet is it OK to push a message that a bereaving child can find some piece in a burger?! I don’t know… As a fellow marketer, I enjoy scrutinising and discussing others work, but this one just leaves me shrugging my shoulders and manically overusing the confused girl emoji.

To move away from all the blatantly controversial stuff, I invite you to look at the highly amusing advertising fail, of usually-getting-it-right Dove. Working on their “Real Beauty” message, Dove got creative on a whole another level and decided to launch a line where their body wash bottles resembled different body shapes and "illustrated the power of body diversity". I kind of get what they wanted to do there, but I’m still convinced that no sake-minded woman would like her figure to be compared to a bottle of body wash, and Dove should have clicked on that. Their attempt “to make every woman their very own limited edition" of the product, was nowhere near as appallingly inappropriate as Pepsi’s or McD’s campaigns, but the reaction it received on social media was strong enough for the campaign to make it to this ad-fails shortlist. My personal favourite was a tweet from a New York-based movies editor saying “@dove I have arms please advise”. *giggles*

My last case can be debated. There may be people who don’t dread the Trivagowoman, but in my personal view the travel website threw pots of money into a campaign that is boring, unoriginal and simply annoyingly ‘ady’. A picture of a woman inviting you to find “ideal hotels at best prices” plastered everywhere you look simply doesn’t cut it for me. Just because something is constantly in your face it doesn’t mean it’ll start resonating with you. However, it does mean it may start to haunt you and make you feel like the brand is intentionally trying to annoy you and inviting to blank any of their communications. No, Trivago, just no.

No holidays for me then. Back to the graft. Hopefully creating some more engaging and relevant campaigns.