A beauty influencer can be best described as a social media personality who has a good following and creates content pertaining to skincare, haircare, makeup and other beauty products. Such individuals are expected to have a dominant presence on platforms like YouTube and Instagram. Companies or brands, manufacturing beauty or cosmetic products, take the help of beauty influencers to strengthen their brand or increase the sales of the products offered by them.
Apart from talking about newly launched beauty and cosmetic products, beauty influencers share tutorials and tips on how to look a certain way or create a particular visual appearance. Since these influencers are known to be experts in the field of beauty, they influence consumer behavior. They also, at times, play a part in driving trends and preferences pertaining to beauty.
Small beauty brands benefit by collaborating with beauty influencers in different ways. If you have just set up a company to manufacture beauty products and not many know you, you could seek the help of beauty influencers to create a name for yourself in the market. When reputed beauty influencers talk about your products positively, it will give a big boost to your brand’s popularity and sales.
Collaborating with beauty influencers does a lot of good to the credibility of your brand. If you launched a product and it is struggling to take off, getting a bunch of beauty influencers to promote it can just change things overnight. Also, if there is some misconception about a product you launched in the market a while back, you can communicate with your consumers and clear the doubts in their heads through an influencer.
Why You Need To Study Successful Influencer Campaigns
If you want to collaborate with a beauty influencer to people the growth of your brand forward or get visibility in the market but are not sure how to go about it, you could try and replicate some of the beauty influencer campaigns that have been successful in the past. Replicating a tried-and-tested idea, which has achieved positive results, could prove to be good for your business.
Case Study 1: A Campaign That Landed Well
Bobbi Brown, the celebrated make-up artist, is known for launching a successful line-up of cosmetic products under her brand Bobbi Brown Cosmetics. The brand has, time and again, how one can successfully collaborate with beauty influencers and get good results.
A while back, Bobbi Brown joined hands with beauty influencers to promote their Primer Plus Mattifier product. Apart from creating awareness around the product, their objective was to get more customers to visit their retail stores to buy it.
Once a plan was drawn out, the team at Bobbi Brown reached out to 23 beauty influencers and asked them to create videos that would feature the product. The influencers were also asked to upload the videos on their social media feeds.
Each of the influencers was given a unique link to share on their social media feed as well. This link would direct their followers to a form which they would be required to sign up to get a free sample. To acquire the free sample, followers had to visit the retail stores. Once the followers go to these stores, they might want to buy a few other products as well, thereby boosting the company’s sales.
This campaign, which was largely driven by influencers, led to more than 1300 submitting forms. After redeeming the sample, many of the customers made additional purchases as well. This campaign served as a great example of how influencers could be used to create awareness around and boost the sales of a product.
Case Study 2: Creative Clutter-Breaking Content
More often than not, M. A. C Cosmetics has collaborated with beauty influencers to create the kind of content that has left an indelible mark on the consciousness of the consumers simply because it was unique and different.
While introducing consumers to its Powder Kiss range, it worked towards highlighting some features of these products that differentiated them from the ones that were already available in the market. To do this, the brand joined hands with several beauty influencers and worked towards creating user-generated content on different social media platforms like Instagram and TikTok.
The influencers were directed to highlight the benefits of the Powder Kiss range and talk about why it is superior to other products in this range by putting up posts that were visually appealing and informative at the same time.
The success of this campaign can be gauged by the fact that it struck a chord with 1.4 million people and garnered close to 350,000 impressions along with getting approximately 40,000 engagements. All this happened with five beauty influencers sharing 25 content pieces.
Case Study 3: Joining Hands with Micro-Influencers
A micro-influencer is somebody who has a follower count ranging between 1,000 and 100,000. A micro-influencer might not have as many followers as a mega-influencer but they prove to be extremely effective. They enjoy a lot of credibility and help a brand reach out to its targeted audience in little time.
When you try to look for beauty brands that work with micro influencers, L’Oréal tops the list. L’Oréal is one brand that has consistently worked with micro-influencers to widen the reach of its products. From skincare products to make-up items, the brand has seen growth across multiple categories because of its association with micro-influencers.
The brand often joins hands with beauty influencers and gets them to promote its products through personalized beauty tips and routines. By collaborating with a variety of micro-influencers, it conveys the message that its products are designed for every skin type.
What Beauty Influencer Campaigns Teach You
When you study different beauty influencer campaigns, the one thing you realize is that each of them worked because they had a sense of authenticity to them. Before trying out a beauty product for the first time, an individual feels conscious about several things. They wonder if the product will work for them and be safe for their skin. Through your marketing campaign, you have to make them believe that the product would be the right fit for them.
Conclusion
In today’s times, very few influencers have the kind of clout that beauty influencers have. Collaborating with beauty influencers, therefore, would prove to be a good decision for any brand. Before collaborating with a beauty influencer, it would be a good idea to figure out how well they identify with your brand and whether they align with the brand’s values or not.
