Influencing Beauty: How Creators are Reshaping Beauty Brands

According to a study by advertising firm Ogilvy, social media influencers are wielding significant influence in the beauty products category. Analyzing content across platforms like Instagram, Facebook, and WhatsApp, the study found that influencers are transforming brand narratives by addressing real-life issues and offering genuine solutions.

Influencing Beauty Brands

Beauty has transitioned from airbrushed perfection to authentic representation. Influencers are embracing imperfections and openly discussing their struggles, fostering a sense of shared vulnerability that resonates with audiences. This authenticity has compelled beauty brands to become more inclusive, offering a diverse range of products catering to different skin tones and hair textures.

For instance, with influencers of different skin tones or hair textures creating content, brands have been compelled to bring out products that cater to a wider range of consumers. Gone are the days when brown skinned women would struggle with mixing shades of foundations because there wasn’t one in their tone. Brands have gone from 2-3 shades to 30-40 shades of foundations and concealers now. And a large part of this has been because of influencers content that brought such issues out in the open.

If makeup brands were to still offer a meager selection of foundation shades that come in mostly light shades, they would miss out on the influencer reach of creators like Debasree Banerjee. Catering to such mid-tone consumers (who are a larger percentage in the country) is crucial for brands today.

 

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Effect on Consumer Behavior

Influencers are not only changing beauty trends but also influencing consumer behavior. With their engaging content on platforms like Instagram and YouTube, influencers are winning over consumers who seek authenticity and honesty in product reviews. Consumers are drawn to influencers who provide genuine feedback, even if it includes negative reviews, as a sign of legitimacy. It is also important to note that consumers are not as inclined to be influenced by creators who promote too many products as paid advertising content. For instance, if they promote one affordable sunscreen in a video and then post another saying they use another brand every day, followers are likely to notice. In fact, this is another reason why brands are willing to invest in micro/nano influencers with a niche following. These creators tend to have a more authentic approach that makes them better able to actually influence buyer behavior. Creators like Sungjemla Longkumer are a prime example, with the young K-beauty focused influencer having won NDTV Skin Care Influencer of the Year 2023.

 

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Also Read:  NDTV x WhosNext Skincare Influencer of 2023

Promotion of Diversity and Body Positivity

Social media platforms are playing a crucial role in promoting diversity and body positivity in the beauty category. Influencers of all body types are securing brand deals, allowing brands to showcase a more inclusive vision of beauty. Additionally, the emergence of localized beauty trends, such as K-beauty, can be attributed to the spread of information through social media channels.

Future of the Beauty Industry in India 

As India’s beauty and personal care sector continues to burgeon, with projections reaching $30 billion by 2027, the influence of social media influencers is expected to grow exponentially. Legacy brands are recognizing the power of digital marketing and are increasingly collaborating with influencers to stay relevant in the ever-evolving beauty landscape.

Through the authentic voices of influencers, beauty standards are being redefined, celebrating diversity, inclusivity, and individuality. While challenges remain, the influencer movement represents a seismic shift in the beauty industry, empowering individuals to embrace their unique beauty in a digital age.