There’s no denying that there has been a huge shift in the way brands do marketing. Today’s consumers don’t want to be interrupted by ads, and go out of their way to avoid them. This has caused the rise of native marketing methods, including influencer marketing. These influencers are people that have already gained their followers’ trust through their creativity, personality and normalcy. Social media influencers are content creators, and partnering with the right ones can gain great exposure for your brand. Beauty brands especially are beginning to take on the new route of influencer marketing, and already, they are seeing the payoffs. Here are 5 of our favorite beauty brands that are winning the influencer marketing game:
Glossier is making waves all throughout the social media-sphere, and they have micro-influencers and superfans to thank for that. For Glossier CEO, Emily Weiss, it is thanks to the “regular women” who promote their brand so devoutly. They offer a referral program to influencers, so they can provide discounted products to their network of followers. Loyal ambassadors of Glossier have pushed the brand to flourish in the mere three years of its existence.
2. Lush Cosmetics
When was the last time you saw a commercial or celebrity sponsor of Lush? You probably haven’t. Simply by word-of-mouth, Lush’s cult following is strengthened by the authentic experience they offer when you walk into their stores. How do they get you to walk into their stores? They have a stellar social media team that uses their own and user-generated content to promote their cruelty-free, fairly traded bath and beauty products. It’s hard to find a Youtube beauty vlogger who doesn’t have at least one Lush product in their arsenal. Plus, who doesn’t love a pretty #bathart bath bomb Insta photo?
If you want to get people talking – sending them free stuff is the way to do it. NYX does this exact thing every month and it shows (we’re talking major audience growth). According to Forbes.com, “from February 2016 through February 2017, the company saw its social media engagement grow by 97%.” Loyal influencers then post whopping amounts of content on what their thoughts on the products and demonstrate different makeup looks using them.
This high-end beauty brand truly knows how to utilize the buzz surrounding popular influencers. Youtuber Jaclyn Hill continuously vocalized her love for Becca products on her channel, increasing engagement levels throughout. This successful brand-influencer relationship helped pave the way to Becca’s Champagne Pop collection made in collaboration with Hill to reach a single-day sales record on Sephora’s website. After selling 25,000 units in a mere 20 minutes back in July of 2015, it’s easy to see how the right partnership with the right influencer can generate some serious ROI. Since then, Hill and Becca have continued to extend the collection with more products due to consumer demand.
5. Estée Lauder
Estée Lauder may be a veteran in the beauty brand game but they definitely aren’t missing a beat. They snagged Kendall Jenner for an Instagram collaboration of their spin-off brand, The Estée Edit. With 75.1 million followers, you could say she’s quite the influencer. Along with “it girl” model and blogger Irene Kim, Jenner helped curate 82 pieces of makeup and skincare products featured all over their personal Instagram accounts.
As you can see, brands of all sizes and ages are adding influencer marketing to their strategy. And although most beauty brands can’t afford influencers like Kendall Jenner, more data is coming out to support that working with smaller influencers has better results. This means that smaller brands can still reap the benefits of influencer marketing. Check out my post on micro-influencers, for more info on how you can utilize them for your brand.
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