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Description

Description

Covered in this report

Men and women use different online sources to learn about beauty. Women are significantly more likely to visit Pinterest and beauty retailers to learn about beauty. In addition, women rely on multiple sources for information and use various platforms depending on the information sought, whereas men are less research-driven and tend to use internet sources they are already visiting, such as social media apps (see Beauty Information Sources). This suggests that women take a longer path to purchase than men, who value convenience and guidance over research. Brands in the BPC space can appeal to men by offering in-app shopping and incentives to drive impulse purchases. To reach women, it’s important brands have presence on multiple platforms and offer content such as tutorials and brand information to help guide their decision making

"Beauty influencers and the power of social media continue to shape the beauty industry. While influencer collaborations with brands continue to resonate with consumers, issues surrounding trust and credibility could signal future challenges. To alleviate these concerns, brands and influencers must adopt a more realistic and relatable approach to the category or risk losing favor among consumers."
- Clare Hennigan, Senior Beauty & Personal Care Analyst

This report looks at the following areas:

  • Men and women engage in the space differently
  • Young women are most likely to follow beauty influencers
  • Influencer launches continue to resonate
  • Trust and transparency are top concerns for followers
  • Consumers seek authenticity online
  • Technology makes social media a one-stop-shop

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key trends
          • Men and women engage in the space differently
            • Figure 1: Select behaviors toward beauty influencers, by gender, December 2019
          • Young women are most likely to follow beauty influencers
            • Figure 2: Select types of influencer accounts – Beauty, by gender and age, December 2019
          • Influencer launches continue to resonate
            • Figure 3: Interest in influencer brands and collaborations, December 2019
          • Trust and transparency are top concerns for followers
            • Figure 4: Attitudes toward beauty influencers, December 2019
          • Consumers seek authenticity online
            • Figure 5: Select interest in innovative beauty content, December 2019
          • Technology makes social media a one-stop-shop
            • What consumers want and why
            • Influencer Landscape and Market – What You Need to Know

              • Reach adults interested in beauty on Pinterest
                • Ongoing app updates may shift consumer preferences
                  • In-app shopping leads to seamless checkouts
                  • Influencer Landscape

                    • Among all the types of influencers, where does beauty fall?
                        • Figure 6: Types of influencer accounts, December 2019
                      • Young women are most likely to follow beauty influencers
                        • Figure 7: Follow beauty influencer accounts, by gender and age, December 2019
                      • Reach adults interested in beauty on Pinterest
                        • Figure 8: Follow beauty influencer accounts, by social media visits daily, December 2019
                      • Hashtags reveal larger beauty trends
                        • Figure 9: Trending hashtags associated with beauty trends – Instagram, Pinterest and Twitter, January 1, 2019-December 31, 2019
                    • Market Perspective

                      • Ongoing app updates may shift consumer preferences
                        • Brands on social media need to keep up with shifting identity norms
                          • Figure 10: Select behaviors toward beauty influencers, by generation, December 2019
                      • Market Factors

                        • The age of influence
                          • Figure 11: Consider themselves an influencer by adults who follow beauty influencers – Cross analysis, December 2019
                        • In-app shopping leads to seamless checkouts
                        • Key Trends – What You Need to Know

                          • Influencers leverage their following to build beauty brands
                            • Social media content struggles to appear authentic and trustworthy
                              • In-app shopping and AR try-on shake up digital landscape
                              • What’s In

                                • Influencers leverage their following to build beauty brands
                                  • Who’s doing this well
                                    • Amber Fillerup Clark
                                      • Negin Mirsalehi
                                        • Jeffree Star x Shane Dawson
                                          • Brands see success with people-powered content
                                          • What’s Out

                                            • Social media content struggles to appear authentic and trustworthy
                                              • Who’s doing this well
                                                • Spktrm Beauty
                                                  • Tan France @shaded
                                                    • Sofia Grahn @isotretinoinwiths
                                                    • What’s Next

                                                      • In-app shopping and AR try-on shake up digital landscape
                                                        • What will influencer marketing look like in 2030?
                                                        • The Consumer – What You Need to Know

                                                          • Snapchat beauty channels reach Gen Z audiences
                                                            • Women turn to experts when learning about beauty
                                                              • Most consumers follow influencers for inspiration
                                                                • Incentives to purchase resonate with men
                                                                  • Gen Z adults struggle to trust influencers
                                                                    • People want beauty influencers who look like them
                                                                    • Beauty Information Sources

                                                                      • Instagram and YouTube are go-to destinations for learning about beauty
                                                                        • Figure 12: Beauty information sources, December 2019
                                                                      • Men and women use different sources to learn about beauty
                                                                        • Figure 13: Beauty information sources, by gender, December 2019
                                                                      • Snapchat beauty channels reach Gen Z audiences
                                                                        • Figure 14: Beauty information sources, by generation, December 2019
                                                                      • Black and Hispanic adults rely on peer-created content
                                                                        • Figure 15: Select beauty information sources, by race and Hispanic origin, December 2019
                                                                      • Women 18-34 rely on a bevy of information sources for beauty
                                                                        • Figure 16: Repertoire analysis, beauty information sources, by female 18-34, December 2019
                                                                    • Types of Beauty Influencers

                                                                      • Celebrities are most followed beauty influencers
                                                                        • Figure 17: Types of influencers, December 2019
                                                                      • Women turn to experts when learning about beauty
                                                                          • Figure 18: Select types of influencers, by gender, December 2019
                                                                        • Vloggers surpass beauty brands and retailers among Gen Z audiences
                                                                          • Figure 19: Types of Influencers, by generation, December 2019
                                                                      • Reasons for Following Beauty Influencers

                                                                        • Adults follow influencers for inspiration
                                                                          • Figure 20: Reasons for following beauty influencers, December 2019
                                                                        • Women follow influencers for education
                                                                          • Figure 21: Reasons for following beauty influencers, by gender, December 2019
                                                                        • Generational differences impact reasons for following beauty influencers
                                                                          • Figure 22: Reasons for following beauty influencers, by generation, December 2019
                                                                        • Brands can grow following by offering targeted content
                                                                          • Figure 23: TURF analysis – Reasons for following, December 2019
                                                                          • Figure 24: Table – TURF analysis – Reasons for following, December 2019
                                                                        • Methodology
                                                                        • Behaviors toward Beauty Brands and Influencers

                                                                          • Influencer recommendations drive purchases
                                                                            • Figure 25: Behaviors toward beauty influencers, December 2019
                                                                          • Incentives to purchase resonate with men
                                                                            • Figure 26: Select behaviors toward beauty influencers, by gender, December 2019
                                                                          • Hispanics’ path to purchase is guided by influencers
                                                                            • Figure 27: Select behaviors toward beauty influencers, by race and Hispanic origin, December 2019
                                                                        • Attitudes toward Beauty Influencers

                                                                          • Influencer values impact follower count
                                                                            • Figure 28: Attitudes toward beauty influencers, December 2019
                                                                          • Gen Z adults struggle to trust influencers
                                                                            • Figure 29: Attitudes toward beauty influencers, by generation, December 2019
                                                                          • Black adults are selective when following beauty influencers
                                                                            • Figure 30: Select attitudes toward beauty influencers, by race and Hispanic origin, December 2019
                                                                        • Interest in Innovative Beauty Content

                                                                          • Beauty influencers who look like everyday people resonate
                                                                            • Figure 31: Interest in innovative beauty content, December 2019
                                                                          • Women want authenticity on social media
                                                                            • Figure 32: Select Interest in innovative beauty content – More of, by gender, December 2019
                                                                          • TikTok users seek transparency, diversity and accountability
                                                                            • Figure 33: Select Interest in Innovative beauty content – More of, by visits to social media daily, December 2019
                                                                          • Noninfluencers seek genuine content from real people
                                                                            • Figure 34: Interest in innovative beauty content – CHAID – Tree output, December 2019
                                                                            • Figure 35: Interest in innovation – CHAID – Tree output, December 2019
                                                                          • Methodology
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                  • Terms

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