Stay ahead of the curve and future-proof your business with Mintel’s Germany Beauty Influencers and Educators Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting influencer marketing in Germany. Get a 360° view of German beauty influencers, consumer behaviour towards and interaction with influencers in Germany, as well as forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- German social media use and consumption.
- Which platforms are used by different demographics.
- Most popular topics of interest on social media platforms.
- The professional backgrounds of German beauty influencers, e.g. professionals and beauty brand founders.
- Consumer behaviour, attitudes, interest and interaction with beauty influencers.
- How Germany influencer marketing impacts purchase behaviour in the beauty segment.
- New developments in the influencer landscape, e.g. AI.
Overview of Beauty Influencers in Germany
Due to the cost-of-living crisis, many consumers are hesitant to spend money on non-essential purchases.
While the BPC category benefits from the lipstick-effect, ‘influencer fatigue’ and ‘deinfluencing’ have grown during times of financial crisis, as influencers have become synonymous with overconsumption. Therefore, BPC brands need to rethink their influencer marketing strategies.
Germany Influencer Marketing: What Consumers Want and Why
- Consumer Behaviour: 38% of BPC buyers do their own online research prior to purchasing a product. Influencers’ reviews are a key resource in their customer journey. This is evidenced by the 46% of Germans who have bought a product an influencer they follow advertised.
- The ‘Deinfluencing’ Trend: While beauty influencers and educators will continue to play an important role in pre-purchase research, the current ‘deinfluencing’ trend is underscoring this development. Moreover, consumers are becoming more discerning about who they follow and are demanding more diversity in influencer marketing in Germany and the BPC industry overall.
- Influencers in Germany and Authenticity: Today’s consumers value authenticity and credibility. This means that brands need to ensure that whoever they partner with has credibility with their target audience. With demand for more diversity increasing, 22% of 16 to 44-year-old social media users want to see more unique beauty influencers. Using more relatable spokespeople will be beneficial, as they help attract more followers.
Market Forecast for Influencer Marketing in Germany
- The rise of easy-to-use and free AI-driven content and image creation tools will enable anyone to become a creator, helping a whole new generation of micro-influencers to emerge. Thus, creating an ever more complex influencer landscape.
To learn how to connect with your audience and how to leverage this emerging AI-driven creator landscape, purchase our Germany Beauty Influencers and Educators Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Brands and Influencers Discussed in this Report
YouTube, TikTok, Snapchat, Facebook, Instagram, Twitch, Pinterest, Reddit, Twitter, Sephora, ChatGPT, Judith Williams, LinkedIn, Xing, Douyin, L’Oréal (Maybelline, NYX) Estée Lauder, MAC, Charlotte Tilbury, e.l.f., Benefit Cosmetics, Essence Cosmetics, Geologie, Beiersdorf (NIVEA), Naturally PAM, Sophia Tiel, The Skinimalist, Dr. Barbara Sturm, Svenja Walberg, Ana Ivanović, Jürgen Klopp, Joachim Löw, Bastian Schweinsteiger, xskincare, Nø Cosmetics, Maxim Giacomo, Catrice, Marvyn Magnificent, Gender X Beauty, and many more.
Additional Features Included with Your Purchase
- Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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Expert Insights on Toilet Care in Germany
This report, written by Susanne Krenz, Principal Research Analyst, delivers in-depth commentary and analysis to highlight beauty influencer trends in Germany and add expert context to the numbers.
Influencers are still highly relevant in beauty marketing, but brands need to foster new talent and look to the potential of technological advances such as AI.
Susanne Krenz
Principle Research Analyst – Beauty and Personal Care
Collapse All
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- German media consumption
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WHAT CONSUMERS WANT AND WHY
- German social media consumption
- Graph 2: usage of any social media platforms in the last three months, by age, 2023
- Graph 3: social media platforms used in the last three months, 2023
- Graph 4: use of YouTube in the last three months, by age, 2023
- Graph 5: use of Facebook in the last three months, by age, 2023
- Graph 6: use of Instagram in the last three months, by age, 2023
- Graph 7: use of TikTok in the last three months, by age, 2023
- Graph 8: social media platforms used in the last three months, by gender, 2023
- The most popular topics focused on by social media influencers
- Graph 9: social media influencers followed, by topic, 2023
- Beauty influencers’ professional backgrounds
- Graph 10: professional background of beauty influencers followed, 2023
- Behaviours towards and interaction with beauty influencers
- Graph 11: behaviour/interaction towards beauty influencers, 2023
- Interest in beauty influencer developments
- Attitudes towards beauty influencers
- Graph 12: attitudes towards beauty influencers, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
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