In-depth data from one ecommerce retailer has revealed Europe’s favourite beauty brands based on online searches, as well as the world’s most popular brands based on searches and social media popularity…
Sephora pulled influencer lines from its shelves, Forma Brands filed for bankruptcy, and a slew of celeb beauty brands have faced increased consumer criticism. Is the ‘star power’-based business model failing? And if so, why?
The number of Instagram followers opting in to receive beauty samples and information from brands is higher when campaigns are led by large-scale influencers versus micro influencers, according to beauty sampling tech startup Odore.
Global consumers are leaning into everyday influencers versus celebrities and established figures because this is where they believe authentic content can be found – a trend beauty brands must look at carefully, says an expert.
The plethora of influencer-created beauty content online continues to swell worldwide, and brands should monitor it closely as it provides an important feedback loop that can unlock innovation and power business growth, says a specialist.
![Instagram beauty influencers with 1+ million followers drive higher opt-in returns for digital sampling campaigns compared to their micro counterparts with less than 50,000 followers [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/10/18/influencer-beauty-campaigns-with-free-samples-stronger-amongst-major-influencers-with-1-million-followers/12933078-1-eng-GB/Influencer-beauty-campaigns-with-free-samples-stronger-amongst-major-influencers-with-1-million-followers.jpg)
![More than half of consumers now prefer 'everyday' influencers - friends, family and peers - to celebrities and established figures [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/19/beauty-influencer-marketing-potential-in-everyday-users-due-to-trust-finds-bazaarvoice/12749564-1-eng-GB/Beauty-influencer-marketing-potential-in-everyday-users-due-to-trust-finds-Bazaarvoice.jpg)
![Content creators are creating more content across a wider variety of channels, and consumer engagement with this content is at an 'all-time high' [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/07/20/influencer-marketing-in-beauty-continues-to-surge-with-great-emea-promise-says-tribe-dynamics/12660791-1-eng-GB/Influencer-marketing-in-beauty-continues-to-surge-with-great-EMEA-promise-says-Tribe-Dynamics.jpg)
