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 products in their feeds, and studies indicate that 89% of app users have purchased beauty products after viewing them on the app. To meet your target audience’s needs, it’s therefore essential to incorporate video into your influencer marketing strategy, regardless of the platform. And don’t forget to tailor the video content for the platform you’re using and remember that Instagram and TikTok are totally different ball games – they have different vocab and vibes.
3. Real skin over aesthetic filters
In addition to videos, today’s consumers crave to see real and genuine content, without the use of filters that don’t quite show what the products actually look like. The industry is straying away from showing edited, picture-perfect looks, and instead, we’re seeing more and more skin with texture, acne scars, and fine lines – to depict what people actually look like. This shift is being mirrored in the influencer marketing space as well, and it’s something that’s important for brands to keep in mind in order to attract the modern buyers, particularly the Gen Z and Millennial generations.
Now, let’s take a look at the three different beauty segments and figure out what brands should keep in mind when doing influencer marketing for them.
Luxury beauty brands – Aspirational
Luxury beauty retail is characterized by its high-end, exclusive products and services. Examples of brands in this segment include those from major fashion houses, like Dior, Lancôme, Yves Saint Laurent, and Chanel.
Influencer marketing for luxury beauty retail should focus on creating content that appeals to a high-end lifestyle. The content should be glossy and aspirational, demonstrating the lifestyle that luxury beauty products are associated with. Influencers should be selected carefully to reflect the brand’s target audience, and content should be tailored to emphasize the exclusivity and quality of the products.
People buy luxury products and seek out luxurious experiences to make themselves or others feel good. Luxury has the potential to fulfill our psychological need for accomplishment and connection, and this is something that brands in the beauty luxury segment should keep in mind when working with influencers. Influencers have the capability to build strong relationships with their followers, and make people feel connected. By forming digital communities, brands can create a loyal customer base who wants more than just a replaceable product – they want the whole lifestyle.
When it comes to understanding the behaviour of younger target audiences, a recent report by Bain & Co. suggests that Generation Z and Generation Alpha (those under 13) are expected to make up a third of the luxury market by 2030. This reflects a more advanced attitude towards luxury among the younger generations compared to their older counterparts. Gen Zers are beginning to purchase luxury goods, ranging from designer handbags to beauty products, at an early age, which is something beauty brands should consider when creating their marketing strategies.
Mass-market beauty brands – Inspirational
In contrast to the previous segment, mass-market beauty retail focuses on affordability and accessibility. Examples of brands in this segment include NYX Professional, Makeup Mekka, e.l.f. Cosmetics and BeautyAct by Kicks. Influencer marketing for these brands should focus on creating content that is relatable and inspirational.
In recent years, the explosion of TikTok has caused beauty to become more akin to fashion in terms of the speed of changing trends. Just as we would buy a new accessory or piece of clothing to match our mood, consumers now try out new makeup and skincare products after seeing them on social media. This has made the step to purchase much simpler and quicker. Brands should keep this in mind when working with influencer marketing, as there is a big focus on trends. Cold Girl Makeup, Siren Eyes, and Passport Makeup are just some of the trending looks in recent times. Here, it is important to leverage creators who are at the forefront of what is hot and not, so that brands can hop on the latest trends quickly and increase the chances of going viral. Also, it’s important to tweak the trend so that it fits your brand image and tone of voice. Be sure to involve the influencers in the creative process, as they are generally well-versed in the platform and their followers!
Another thing to have in mind for brands within this segment, is the increasing popularity of dupes. In beauty lingo, the term “dupe”, short for ‘duplicate’, refers to a lower-priced version of a popular, typically high-end beauty product. A dupe is not the same as a knockoff as they don’t pretend to be the real deal. Instead, they position themselves as a comparable option. In an influencer marketing setting, using dupes can be an effective way for mass-market brands to capitalize on popular TikTok trends or present your products in a fresh, new way. This can draw in new audiences and provide an alternative to sold-out or expensive products. However, be careful when you communicate so as not to appear to be piggybacking on another brand. For instance, instead of saying, ‘This is a dupe of Brand X,” say something like, “This is a product that is similar to the tan drops that are trending right now.”
Dermatological beauty brands – Educational
Pharmacy beauty retail is characterized by products that focus on their ingredients rather than flashy packaging. Compared to the previous two segments, these products often put an emphasis on different complexions and how the products are tailored to fit a person’s exact complexion – whether it’s skincare or makeup. Examples of brands in this segment include La Roche Posay, Cetaphil and Vichy.
Influencer marketing for these brands should focus on creating content that is real and educational, demonstrating the everyday use of the products and explaining how to pick the right ingredients, depending on your skin type. In recent years, a more mainstream audience has gained an interest in formulas and skincare ingredients, but a lengthy and complicated list of ingredients can be quite overwhelming, especially as consumers’ attention span is getting shorter and shorter. To give your product an edge in the competitive beauty market, consider collaborating with knowledgeable influencers, or ‘skinfluencers’, that explain the products in an easy-to-understand way. In other words, avoid using complicated beauty lingo and keep it simple.
A typical influencer marketing collaboration in this segment involves walking viewers through a skincare routine, explaining what each product does. However, it is a mistake to include too many steps in the routine, as this can cause the user to lose interest. Our advice is to let the influencer focus on one or two products, so that they have time to go through these more in depth to help the user understand the product’s unique features.
To sum it up, it’s essential for marketers at beauty brands to be aware of the differences between the different beauty segments when it comes to influencer marketing. From creating aspirational content for luxury brands to creating educational and real content for dermatological brands, there’s something for each segment. With the right influencers and strategy, brands can create powerful campaigns that will capture the attention of their target audience and ultimately, create higher brand preference.