For beauty brands looking to capitalize on the power of influencer marketing, understanding the nuances of each beauty retail segment connected to the influencer sphere is key. Because when it comes to influencer marketing, different segments require unique strategies. In this article, we outline some of the differences (and similarities) that marketers should be aware of in order to build a successful influencer marketing strategy for your specific brand.
Beauty products can be divided into endless categories, but for the sake of this article, we’ve narrowed it down to the three most common categories: Luxury/Premium, Mass-Market/Budget, and Dermatological/Pharmacy. Before we get into the specifics of how influencer marketing looks different for each segment, here are a few key points to bear in mind when marketing any of the three:
1. Context and credibility is key
When executing influencer marketing for different beauty segments, it is essential to ensure the product is placed in the right context. For instance, a dermatological product that emphasizes the ingredients would be best suited in a bathroom environment, while luxurious cosmetics would be more fitting in a setting that promotes a high-end lifestyle. When talking about influencer marketing specifically, this does of course apply to the type of influencers you choose to work with as well. For example, some creators are great at jumping on the latest makeup trends on TikTok, which would be an ideal fit for a mass-market/budget product. Others, however, are well-versed in skincare, making them a better choice to discuss ingredients for a pharmacy-centric brand.
2. Consumers want video content
Video content is currently taking over social media, and this may not come as a surprise for beauty brands. Consumers want to see how products look on skin and what textures feel like, something that is hard to communicate through a still image. With the surge of TikTok, consumers are becoming more accustomed to finding and discovering new pr