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Beauty Influencers - US - February 2019

"The power of beauty influencer marketing continues to grow, with women flocking to social media for tutorials and product reviews. Most women follow beauty influencers to learn more about trends, and the use of influencers can shorten the learning curve while minimizing the risk often associated with buying beauty products online."
- Alison Gather, Beauty & Personal Care Analyst

This report looks at the following areas:

  • Women follow a wide array of beauty influencers
  • Entertainment is a leading attribute, but honesty is also important
  • Beauty tutorials appeal to the experimental nature of young women
  • Personal networks are the leading influencer discovery method
  • Beauty influencer collaborations can strategically increase brand sales and awareness
  • Functional categories drive social media purchases

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • What’s Happening?
          • Women follow a wide array of beauty influencers
            • Figure 1: Types of beauty influencers, December 2018
          • Entertainment is a leading attribute, but honesty is also important
            • Figure 2: Select influencer Attributes – cross analysis, December 2018
          • Beauty tutorials appeal to the experimental nature of young women
            • Figure 3: Reasons for following beauty influencers, by age, December 2018
          • Personal networks are the leading influencer discovery method
            • Figure 4: Finding influencers – cross analysis, December 2018
          • Beauty influencer collaborations can strategically increase brand sales and awareness
            • Functional categories drive social media purchases
              • Figure 5: Select interest in beauty products recommended on social media, December 2018
            • What it means
            • Influencer Landscape – What You Need to Know

              • Young women and mothers are key influencer audiences
                • Sponsored content has its pros and cons
                • Influencer Landscape

                  • Among all the types of influencers, where does beauty fall?
                    • Women are the key market for beauty brands on social media
                      • Figure 6: Types of influencer accounts, by gender, December 2018
                      • Figure 7: Trending hashtags associated with influencers – Instagram, Twitter, and Pinterest; Jan. 1, 2018-Dec. 31, 2018
                    • Young women more engaged with beauty influencers
                      • Figure 8: Select types of influencer accounts – beauty, by gender and age, December 2018
                    • Moms are also attracted to beauty influencer accounts
                      • Figure 9: Select types of influencer accounts – beauty, by gender and children under 18, December 2018
                    • Where do influencers fall among resources for learning about beauty?
                      • Figure 10: Resources for learning about beauty, December 2017
                    • Women distrust internet celebrities, but find social media educational
                      • Figure 11: Select attitudes toward influencers – cross analysis, December 2018
                  • Market Factors

                    • #sponsored – good or bad for brands?
                      • Figure 12: Number of posts using sponsored hashtags on social media, Jan 1, 2017-Dec 1, 2018
                    • Anti-influencers such as @esteelaundry work as watchdogs
                    • Key Takeaways – What You Need to Know

                      • Beauty influencers and brands have a powerful social media presence
                        • Collaborate, communicate, and consult
                          • Paid post overload leads to consumer disinterest
                          • Beauty Influencer Analysis

                            • Influencer analysis
                              • Celebrity influencer and beauty expert
                                • Beauty expert
                                  • Lifestyle influencer
                                    • Brand analysis
                                      • Figure 13: Number of Instagram followers, select beauty brands and retailers
                                    • Trending topics
                                      • Figure 14: Trending hashtags associated with tutorials – Instagram, Twitter, and Pinterest; Jan. 1, 2018-Dec. 31, 2018
                                      • Figure 15: Trending hashtags associated with beauty bloggers – Instagram, Twitter, and Pinterest; Jan. 1, 2018-Dec. 31, 2018
                                  • Key Opportunities

                                    • Beauty influencer collaborations are a colossal success
                                      • Tutorials are a safe influencer strategy for beauty brands
                                        • Figure 16: Hair tutorial: Waves with Rosie Huntington-Whiteley and Jen Atkin
                                      • Influencers as brand consultants disrupt the traditional influencer model
                                      • Key Challenges

                                        • Too many paid promotional posts cause women to lose interest
                                        • The Consumer – What You Need to Know

                                          • Experts lead among influencers; bloggers aren’t far behind
                                            • Honesty is the best policy
                                              • Influencers are a learning tool
                                                • Social media is an important factor in the beauty influencer strategy
                                                  • Tutorials are a valuable learning opportunity
                                                    • Most women are receptive to purchasing products from social media
                                                    • Types of Beauty Influencers

                                                      • Beauty expert advice attracts followers
                                                        • Figure 17: Types of beauty influencers, December 2018
                                                      • Women aged 18-34 are a key influencer target market
                                                        • Figure 18: Types of beauty influencers, by age, December 2018
                                                      • Lower-income consumers value free recommendations
                                                        • Figure 19: Types of beauty influencers, by income, December 2018
                                                      • Younger consumers follow more influencers, but 35-54-year-olds are still engaged
                                                        • Figure 20: Repertoire analysis, types of beauty influencers, by age, December 2018
                                                    • Influencer Attributes

                                                      • Engaging, honest content resonates with beauty consumers
                                                        • Figure 21: Influencer Attributes – cross analysis, December 2018
                                                      • Women leverage their personal network to find new accounts
                                                        • Figure 22: Finding influencers – cross analysis, December 2018
                                                      • Influencers are a popular learning tool, but sales are not guaranteed
                                                        • Figure 23: Behaviors toward influencers – cross analysis, December 2018
                                                    • Reasons for Following Beauty Influencers

                                                      • Learning about beauty drives followers
                                                        • Figure 24: Reasons for following beauty influencers, December 2018
                                                      • Young women value influencer expertise
                                                        • Figure 25: Reasons for following beauty influencers, by age, December 2018
                                                    • Reasons for Visiting Social Media

                                                        • YouTube
                                                          • Pinterest
                                                            • Figure 26: Reasons for following beauty influencers, by social media, December 2018
                                                          • Instagram
                                                            • Facebook
                                                              • Women aged 18-34 trust social media for beauty advice
                                                                • Figure 27: Reasons for following beauty influencers, by social media, 18-34-year-olds, December 2018
                                                              • Women rely on a bevy of social media resources
                                                                • Figure 28: Correspondence Analysis – Principal map – Reasons for visiting beauty sites, December 2018
                                                              • Methodology
                                                              • Attitudes toward Beauty Influencers

                                                                • Tutorials are the key reason women follow influencers
                                                                  • Figure 29: Attitudes toward beauty influencers, December 2018
                                                                • Women with lower income find influencers less relatable
                                                                  • Figure 30: Attitudes toward beauty influencers, by income, December 2018
                                                              • Interest in Purchasing Products Recommended on Social Media

                                                                • Social media is a viable purchase driver across beauty and personal care
                                                                  • Figure 31: Interest in beauty products recommended on social media, December 2018
                                                                • Income impacts the types of products women purchase from social media
                                                                  • Figure 32: Select interest in beauty products recommended on social media (net) – any interest, by income, December 2018
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations

                                                                    Beauty Influencers - US - February 2019

                                                                    US $4,395.00 (Excl.Tax)