This was a focus of one of the sessions at the recent Cosmetics Europe Annual Conference (CEAC) in Brussels, an industry knowledge-sharing event hosted by the European industry association.
The speakers for the session were:
Steffen Thejll-Moller, Founder and Director, Limehive
Jennifer Baker, EU Policy Reporter, Freelance/Independent, Author of the Brussels Geek
Birgit Huber, Deputy Director General, IKW
Brand loyalty is one area that has been revolutionized by the internet and digital platforms. With beauty being an industry that depends heavily on a sense of connection between brands and their consumers, moving this online was always going to be a challenge.
“Authenticity is the key to retailers achieving this following and creating brand ambassadors that then propel the word-of-mouth effect both offline and online via social media,” suggests reporter Natasha Spencer in this piece for Cosmetics Design.
Indeed, Adrien Koskas, general manager for the L’Oréal Paris brand in the UK, has previously explained to this publication that authenticity is a key focus for L’Oréal:
“Our customers are heading more and more to social media to find advice and get more knowlege - beauty products, reviews, application techniques - and for us its important to be present in that field with an authentic voice.”
Organisers of the CEAC session explain that the session was aimed at equipping attendees with a better understanding of how to create meaningful connections with users and consumers online.
“This parallel session attempted to bring the audience closer to the world of digital influencers by busting some myths surrounding them, sharing insights from a Brussels-based influencer and providing best practice examples straight from the cosmetics and personal care product industry,” they explain.
“Speakers elaborated on what an influencer is and what his/her influence might mean to us. They discussed the usefulness of influencer marketing and stressed the importance of the process of vetting and finding the right fit.”
Trust and credibility focus
Some examples of influencer engagement for different goals were provided as well as observations on some pre-requisites of a good cooperation from the perspective of an influencer.
The questions of trust and credibility were brought up as crucial to influencers’ work.
A best practice example of cooperation with beauty influencers in Germany was discussed in detail and benefits of such collaboration were highlighted.