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Description

Description

“Beauty influencers have become popular among consumers on social media and have migrated to the beauty and personal care retail market, creating their own brands and reaffirming their potential in the segment. Traditional brands, therefore, have started making partnerships with beauty influencers to broaden their scope and enhance customer loyalty, especially among those who have a passion for the beauty universe and want to keep updated on the main trends of the market.”

- Amanda Caridad, Beauty and Personal Care Senior Specialist

This report will look at the following areas:

  • Men have low engagement with beauty influencers, despite the significant consumption of beauty products
  • Beauty influencers and brands have the challenge of appealing to those aged 55+ by focusing on exclusive benefits
  • Purchase of products via social media is still niche, but everything indicates that it can grow in the future
  • Consumers look for content that reflects the reality

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Men have low engagement with beauty influencers, despite the significant consumption of beauty products
              • Beauty influencers and brands have the challenge of appealing to those aged 55+ by focusing on exclusive benefits
                • Purchase of products via social media is still niche, but everything indicates that it can grow in the future
                  • Consumers look for content that reflects the reality
                    • Opportunities
                      • Partnerships with digital influencers from other categories boost consumption of cosmetics among the digital audience
                        • Social media brings brands and consumers together
                          • Beauty brands may attract those interested in beauty rituals
                            • Consumers with children in the household have an interest in marketing actions that support a cause
                              • Beauty brands can bet on YouTube for entertainment and engagement actions that appeal to Generation Z
                                • What we think
                                • Market Drivers

                                  • Brazilians are more connected, but the quality is still a challenge
                                    • Social media connected to rising levels of depression and anxiety, especially among young people
                                      • eCommerce grew 16% in 2019, with Mothers’ Day and Valentine’s Day the most important for the beauty market
                                        • The new law on personal data protection ensures greater security for social media users
                                          • As the population ages, social media channels have the challenge of enhancing usability for seniors
                                            • Figure 1: Helen Mirren Allure magazine cover – May 2018
                                        • Key Players – What You Need to Know

                                          • Sephora Brazil and Duty Cosméticos launch products in partnership with beauty influencers
                                            • Kim Kardashian partners with Chinese influencer Viya, while Lady Gaga launches her own range of makeup on Amazon
                                            • Marketing Campaigns and Actions

                                              • Sephora Brazil partners with beauty influencers
                                                • Figure 2: Sephora’s campaign with Bianca Andrade, Lu Ferreira, Mari Maria and Bruna Tavares – August 2019
                                              • Duty Cosméticos innovates with soap opera digital influencer
                                                • Figure 3: @estiloviviguedes shows DutyColor and DaBelle products – October 2019
                                                • Figure 4: Glamour magazine and Duty Cosméticos create beauty academy – September 2019
                                              • Foreo promotes active beauty initiatives
                                                • Figure 5: Ludmilla takes part in Foreo’s challenge – November 2019
                                                • Figure 6: Foreo sponsors Pabllo Vittar’s videoclip – October 2019
                                              • Nat Natura is an example of artificial influence
                                                • Figure 7: Nat Natura tweet celebrating hair transition – December 2019
                                            • Case Studies

                                              • Kim Kardashian has a lucrative debut in China after a partnership with beauty influencer Viya
                                                • Figure 8: Kim Kardashian launches KKW fragrances in partnership with beauty influencer Viya in China – November 2019
                                              • Lady Gaga launches beauty brand on Amazon
                                                • Figure 9: Lady Gaga announces pre-launching of Haus Laboratories – July 2019
                                            • The Consumer – What You Need to Know

                                              • Generation Z is the most likely to follow beauty influencers
                                                • Brands can explore unique benefits to attract those aged 55+
                                                  • Followers seek influencers with ideals and causes
                                                    • Influencers have the challenge of showing real tutorials
                                                      • Pinterest attracts those who work and search trends
                                                        • Tutorials help consumers use certain products
                                                        • Social Media Influencers Followed

                                                          • Generation Z is the most likely to follow beauty influencers
                                                            • Figure 10: Social media influencers followed, by generation – Brazil, November 2019
                                                            • Figure 11: Felipe Neto invites followers to watch a live broadcast – November 2019
                                                          • Men are less likely to engage with beauty Influencers, but there is space to explore new opportunities
                                                            • Figure 12: Social media influencers followed, by gender and age group – Brazil, November 2019
                                                            • Figure 13: “BEST MEN'S FRAGRANCES 2019 | Men's Colognes | Alex Costa”
                                                            • Figure 14: Alex Costa launches Forte Series Texture Clay – October 2019
                                                          • Lifestyle and health influencers also attract those who follow beauty content
                                                            • Figure 15: Social media influencers followed – Brazil, November 2019
                                                            • Figure 16: Desinchá promotes Desinchá Beauty – December 2019
                                                            • Figure 17: Flávia Pavanelli shares her skincare routine with Desinchá Beauty – November 2019
                                                        • Purchase of Beauty and Personal Care Products

                                                          • Influencers can help strengthen the “personality” of fragrances
                                                            • Figure 18: Purchase of beauty and personal care products – Brazil, November 2019
                                                            • Figure 19: Eudora Imensi Deo Colônia (Cologne) – Brazil, December 2019
                                                            • Figure 20: Imensi campaign
                                                          • Brands can explore unique benefits to attract those aged 55+
                                                            • Figure 21: Purchase of beauty and personal care products, by age group – Brazil, November 2019
                                                            • Figure 22: ColorKey Airy-Light Mat Radiance Fluid Foundation – China, December 2019
                                                          • Beauty accessories and electronic beauty appliances have potential in Brazil, especially among AB consumers
                                                            • Figure 23: Purchase of beauty and personal care products, by socioeconomic group – Brazil, November 2019
                                                            • Figure 24: Nádia Tambasco gives tips on facial massage – December 2019
                                                        • Types of Beauty Influencers

                                                          • Beauty brands are the most followed influencer
                                                            • Figure 25: Types of beauty influencers – Brazil, November 2019
                                                            • Figure 26: Sallve makes a recall – Brazil, October 2019
                                                          • Followers seek influencers with ideals and causes
                                                            • Figure 27: Types of beauty influencers, by children in the household – Brazil, November 2019
                                                            • Figure 28: Nail & Bone campaign with the Clements twins – September 2019
                                                        • Reasons for Following Beauty Influencers

                                                          • Influencers have the challenge of showing real tutorials
                                                            • Figure 29: Reasons for following beauty influencers – Brazil, November 2019
                                                            • Figure 30: Emma Chamberlain represents the movement for a less perfect feed – August 2019
                                                            • Figure 31: The photographer Peter Devito publishes a video in which a model reveals acne-prone skin – October 2019
                                                          • Women have an interest in homemade recipes and tutorials to solve beauty problems
                                                            • Figure 32: Reasons for following beauty influencers, by gender – Brazil, November 2019
                                                            • Figure 33: Ana Lídia Lopes teaches how to make five homemade skincare masks – February 2019
                                                            • Figure 34: Jamille shares video using Goji Berro! mask – December 2019
                                                        • Types of Social Media Used

                                                          • Pinterest attracts those who work and search trends
                                                            • Figure 35: Types of social media used, by working status – Brazil, November 2019
                                                            • Figure 36: Estée Lauder Beautiful Belle campaign
                                                          • Interest in learning about ingredients is an opportunity
                                                            • Figure 37: Types of social media used, by gender and age group – Brazil, November 2019
                                                            • Figure 38: Neutrox communicates the benefits of Jericho flower – December 2019
                                                        • Attitudes toward Beauty Influencers

                                                          • Influencers can stimulate online and in-store shopping
                                                            • Figure 39: Attitudes toward beauty influencers – Brazil, November 2019
                                                            • Figure 40: Inauguration of C&A and Sephora Brazil pop-up store – October 2019
                                                          • Tutorials help consumers use certain products
                                                            • Figure 41: Attitudes toward beauty influencers, by gender – Brazil, November 2019
                                                            • Figure 42: Yuya teaches you how to use eyeliner
                                                            • Figure 43: Bailando Juntos Instagram profile – January 2020
                                                            • Figure 44: Alice Salazar gives makeup tips for beginners – September 2015
                                                          • Diversity is an important topic and an opportunity for brands
                                                            • Figure 45: DaMata Makeup tutorial – October 2019
                                                            • Figure 46: “Make Moves with Flex” campaign – August 2019
                                                        • Appendix – Abbreviations

                                                          • Abbreviations

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