This report looks at how consumers see and use beauty influencer content. Trends, developments, consumer attitudes and preferences are covered in extensive detail. With this easy-to-digest report, you’ll know how to move forward in the US beauty influencer market.
Below, we’ve highlighted the key areas covered, and offer handpicked insights from the report.
You wouldn’t think an influencer would want to dissuade viewers from buying a particular product. But, such is the case with the latest trend among influencers. Rather than tell their followers what to buy, de-influencers tell their followers what not to buy. Some opt to completely debunk a particular product (or “fact”), while others take a more subtle approach. One example is shown in offering alternatives, or “dupes” to popular products that serve the same function, according to de-influencers. What’s to be sure, is that this is not the end of influencer marketing: more, an evolution of online influence.
The advent of Large Language Models (LLMs) is having an impact on the beauty influencer industry, just as it is with other industries. Numerous TikTok videos show influencers applying makeup from outputs given by ChatGPT. Meanwhile, virtual influencers such as NARS’ digital brand ambassadors are meant to help customers shop in the metaverse. Some are saying that AI-generated content presents an opportunity for brands to control interactions with followers. However, AI-driven interactions can also alienate consumers who are already wary of brand-sponsored humans.
For a full picture of the beauty influencer market in the US, buy the full report. You’ll gain access to the latest developments and trends that expand on what’s discussed here and much, much more. Alternatively, browse our BPC market research.
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This report, written by Jennifer White Boehm, our US BPC Director, delivers in-depth commentary and analysis to highlight current beauty influencer trends and developments, adding expert context to the numbers.
US consumers are focusing on value, but they are still looking to influencers for ways to most efficiently spend their money. Consumers are taking beauty influencers’ recommendations, but they’ve become accustomed to free content. As brands continue to work with beauty influencers – and influencers continue demanding to be paid what they are worth – they will need to be agile and willing to experiment with a variety of types of content that could catch a consumer’s eye.
Jennifer White Boehm
Director, US BPCH Reports
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