Influencer trips and events can leave a bad taste in consumers’ mouths, as 80% of social media users think brands should host events for loyal customers in the same way they do influencers. This reflects a craving for better loyalty rewards and deeper brand connections, which brands can build with customer events and online customer communities.
A primary threat in the category is the sheer amount of content on social media — which can make it difficult for brand and retailer content to break through. However, brands/retailers can ensure they are a voice of authority on all things beauty/grooming, as 25% of UK social media users would engage with beauty/grooming content on social media if it was created by trustworthy source.
Selling on social media still has huge potential. In 2024, digitally native brands Made by Mitchell and P.Louise broke sales records on TikTok Shop, and L’Oréal Paris hosted its first Super Brand Day. Brands selling on the platform can drive excitement and sales via the channel, and build a feeling of exclusivity, by launching products on TikTok Shop early.
Brands can stand out on social media with science-forward content that dispels skin and hair myths, and reach new audiences with relevant collaborations.
Georgia Stafford, Beauty & Personal Care Analyst
This Report examines consumer attitudes towards beauty and grooming content on social media and the behaviours and attitudes of social media users who engage with beauty/grooming content.
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