Description

Providing the most comprehensive and up-to-date information and analysis of the US Beauty Influencers market, including the behaviours, preferences and habits of the consumer.

With increased time spent at home and more engagement on social media platforms, the beauty influencer landscape on social media has seen a huge acceleration in the past year. While a 3rd of consumers who follow influencers report that the pandemic has made them appreciate the influencers they follow, 55% have reported unfollowing brands who do things that they disagree with.

This increased trend towards ‘call outs’ of both brands and influencers has made the social media landscape more delicate. Brands will need to learn to adapt on these platforms and evolve their strategies to ensure more successful communication.

This report covers the current state of the US beauty influencer market, how it has faired during the pandemic and strategies to aid recovery into the longer term. 56% of influencer followers want to see people who look more everyday, while 53% want to see unedited photographs – indicating a desire for more inclusion and transparency in the industry.

Read on to discover more details or take a look at all of our US Beauty, Personal Goods and Toiletries market research.

Quickly understand

  • The crucial role beauty influencers play in product discovery.
  • How communication strategies need to evolve to keep up with shifting beauty ideals.
  • The blurring of physical and digital lives and what it means for the industry.

Covered in this report

Brand: Youth To The People, Clubhouse, Summer Fridays, Beauty Stat, Briogeo, Patreon, OnlyFans, Sephora, Cocokind, Givenchy, Bubble, Pull Up For Change.

Expert analysis from a specialist in the field

Written by Clare Hennigan, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has accelerated the divide of the social media landscape. With consumers spending more time at home and online, engagement across social media platforms has increased and the role of beauty influencers has never been stronger. However, the highly sensitized events over the past year has seen more influencer and brand ‘call outs’ than ever before. Brands must continue to adapt to new and emerging social media platforms and evolve influencer strategies to ensure successful communication.

Clare Hennigan
Senior Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: US context
  2. Executive Summary

    • What’s happening now
    • Influencers play crucial role in product discovery, integral to customer acquisition
    • Brands that transcend from advocacy to activism will win with consumers
    • Renovate communication strategies to align with Americans’ shifting beauty ideals
    • What’s next
    • Retailers personified: increasing autonomy transforms influencers’ role as brand intermediaries into curators
    • Create space for brand loyalists on private internet communities and boost repeat purchase rate
    • Blurring physical and digital lives creates white space for technological beauty innovation
  3. Market Factors

    • How to drive uplift and generate sales
    • Take Gen Z’s love of Tik Tok’s entertainment value to the next level for continued engagement
      • Figure 1: Reasons for using TikTok, December 2020
    • Improve customer acquisition and build connections through micro-communities
      • Figure 2: Youth To The People – Clubhouse Promotion
    • Will beauty be #cancelled?
    • Social media callouts are the modern day boycotts
    • Renovation via reconciliation
    • Reduce toll on mental health and boost inspiration with realistic and inclusive influencer campaigns
    • Influencers are addressing pay inequities
      • Figure 3: Instagram post – Inclusion rider
    • The advancement of 5G could give rise to new forms of communication
    • New regulation in the UK could resonate in the US
      • Figure 4: Instagram post – #Filterdrop
    • Impact of COVID-19 on beauty influencers
    • Lockdown (March 2020-June 2020)
    • Re-emergence (July 2020-December 2021)
    • What Mintel anticipates during recovery (2022-2025)
  4. Who is Winning at Social Media Marketing?

    • Brand founders and influencers using their platforms for activism
    • Brands that genuinely address unrealistic beauty standards are poised for future success
      • Figure 5: Skin positivity: top account mentions – Global
    • Consumers will gravitate to brands that prioritize the quality of influencer partnerships
    • Brands that are transparent with their audience will create loyal customers and inspire repeated purchase
  5. Market Opportunities

    • Instagram “Guides” create room for nuance on social media
      • Figure 6: Instagram Guides
    • Digital beauty innovation sees brands tap into gaming communities
    • Anticipate increased expectations of security via shoppable content on social platforms
    • Will the beauty industry enter the NFT “chat”?
    • Celebrate influencer autonomy with exclusive collaborations
  6. The Consumer – Key Takeaways

    • Tackle misinformation with beauty experts
    • Growth of new platforms opens doors for more influencers and opportunities to expand reach
    • Capitalize further on Millennials willingness to spend by genuinely understanding what they need to hear
    • Discounts and incentives drive men to purchase
    • Influencers play a crucial role in product discovery
    • Beauty brands that don’t appear relatable risk backlash
  7. Influencer Landscape

    • Who follows beauty influencers?
      • Figure 7: Share of influencer followers, by age and gender, December 2020
  8. Types of Beauty Influencers

    • Tackle misinformation with beauty experts
      • Figure 8: Types of influencers followed, December 2020
    • Build relationships with women through brand communities
      • Figure 9: Select types of influencers followed, by gender, December 2020
    • Gen Z adults feel personally connected to influencers
      • Figure 10: Bubble x Skincare by Hyram
      • Figure 11: Select types of influencers followed, by generation, December 2020
  9. Beauty Information Sources

    • Instagram and YouTube remain top destinations for beauty information . . . for now
      • Figure 12: Beauty information sources, December 2020
    • Reach Gen X with age-inclusive digital marketing
      • Figure 13: Select beauty information sources, by generation, December 2020
  10. Reasons for Following Beauty Influencers

    • Boost inspiration by partnering with diverse influencers
      • Figure 14: Reasons for following beauty influencers, December 2020
    • Emphasize product efficacy to appeal to older Millennials
      • Figure 15: Azelaic acid Instagram post
      • Figure 16: Select reasons for following beauty influencers, by generation, December 2020
    • Motivators vary by platform preference
      • Figure 17: Select reasons for following beauty influencers, by select social media visits daily, December 2020
  11. Behaviors toward Beauty Brands and Influencers

    • Influencer recommendations drive purchases
      • Figure 18: Behaviors toward beauty brands and influencers, December 2020
    • Discounts and incentives motivate men to purchase
      • Figure 19: Behaviors toward beauty brands and influencers – I do this, by gender, December 2020
    • Drive purchases by promoting brand values online
      • Figure 20: Pull Up for Change – Make It BLACK
      • Figure 21: Behaviors toward beauty brands and influencers – I do this, by generation, December 2020
    • Small but mighty: Tumblr and Reddit communities spark engagement
      • Figure 22: Supergreat
      • Figure 23: Select behaviors toward beauty brands and influencers – I do this, by select daily social media visits, December 2020
  12. Attitudes toward Influencers

    • Influencers play crucial role in product discovery
      • Figure 24: Instagram post – Cocokind
      • Figure 25: Attitudes toward influencers, December 2020
    • Focus on quality over quantity
      • Figure 26: Select attitudes toward influencers, by generation, December 2020
    • Expect more micro-influencers across social media apps
      • Figure 27: Select attitudes toward influencers, by select social media visits daily, December 2020
  13. Interest in Innovative Content

    • Beauty brands that don’t appear relatable risk facing backlash
      • Figure 28: Glow Recipe – Instagram Post
      • Figure 29: Interest in innovative content, December 2020
    • Tap into gamer communities to meet men “where they are”
      • Figure 30: Select interest in innovative content – More of, by gender, December 2020
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  15. Appendix – The Consumer

      • Figure 31: TURF analysis – Reasons for following, December 2020
      • Figure 32: Table – TURF analysis – Reasons for following, December 2020
    • Methodology
      • Figure 33: Interest in innovative content – CHAID – Tree output, December 2020
      • Figure 34: Interest in innovative content – CHAID – Table output, December 2020
    • Methodology

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