• For every $ 1 spent on beauty influencers in 2017, brands achieved an average ROI of $ 8.81
  • Instagram overtakes YouTube as the number one channel for promoting beauty brands
  • Digital beauty influencers have replaced celebrities as the first choice for talent collaborations
  • 80% say that influencers have a significant influence on the opinions and purchase decisions of millennial customers

London, UK: Consumers are no longer shopping for beauty like they used to, and the industry has changed at a rapid pace to remain relevant in today’s social media economy and for the emerging generation of digital consumers.

As an early adopter of influencer marketing, the beauty industry has seen average returns of £ 8.81 for every £ 1 spent on influencer-led collaborations, giving a 98% effectiveness rating for such campaigns in 2017. The research report “Influencing Beauty” proves how well talented marketing is anchored in the PR and communication strategies of beauty brands and the value it can deliver.

One ongoing trend throughout the report is the role that millennials and digital natives play in beauty marketing strategies. An overwhelming 80% say influencers play a major role in the purchasing decisions of this consumer group.

Influencing Beauty - Report Cover

Influencing Beauty – Report Cover

Unsurprisingly, 84% of respondents say they’ve worked with digital influencers in the past 12 months, and a similar percentage choose influencers rather than traditional celebrities for any future promotion.

A key finding from this study is that 78% of respondents think Instagram is the most successful channel for talented collaborations, overtaking YouTube, a channel that has historically been productive in the beauty segment. This shows market maturity as building engagement with beauty brands is more important than reach and traffic. In fact, 82% of beauty brands use social media engagement numbers as a measure of success, beating traditional metrics like column inches and website traffic.

The new parameters of success have forced marketers to get smarter and tackle each critical phase of influencer marketing to ensure they are aligning with influencers who fit meaningfully and have a propensity to generate an ROI. The report finds that 70% of marketers say social media analytics, including audience insights and engagement metrics, have proven to be the most useful in identifying influencers, signaling a more data-driven approach to working with talent.

The report’s findings highlight the changing digital marketing landscape as digital influencers and niches, emerging talent clinging to the traditional advertising space of celebrities, not for their fame or followers, but solely for the influence they have online – and changing the rules of commitment as we know it.

We have entered a more deliberate age of influencer marketing where beauty brands are looking for stronger metrics on every social media platform to help them differentiate between the influencers and celebrities who are getting the highest engagement and ultimately the best ROI achieve“Said Megan Falconer-Taylor, Director of Product for Celebrity Intelligence. “I think the results of the report prove that with well-designed collaborations, there is the potential for influencer marketing to achieve an ROI that slightly outperforms traditional forms of advertising. “

The most important findings include:

  • 98% of respondents overwhelmingly support the view that the beauty industry works effectively with digital influencers compared to other industries.
  • Digital influencers have overtaken celebrities and are now the top talent choice for 84%; 83% have influencers as their first choice for upcoming projects
  • For every $ 1 spent on beauty influencers in 2017, brands achieved an average ROI of $ 8.81
  • Instagram is the most popular channel in 2018 as YouTube falls out of favor
  • 80% say that influencers have a significant influence on the opinions and purchase decisions of millennial customers
  • 73% of the beauty industry say Generation Z is pushing them to be more transparent
  • Building brand awareness, not sales, is the primary function that influencers and celebrities perform 33%
  • A data-driven approach is found to be most effective for 67%.
  • Influencer marketing budgets will increase for 70% of the beauty industry

About the report
The most comprehensive of its kind on the subject was released today by Celebrity Intelligence, the premier platform for celebrity and influencer engagement, in partnership with Fashion & Beauty Monitor. The report marks the next phase in Celebrity Intelligence’s commitment to delivering all of the data and insights that drive talent-driven marketing. The report provides information on the current state of influence in the beauty and lifestyle industry, the opportunities and risks of digital technology, the rise of social influencers and their influence on brand recommendations, the trends and expenses for the coming year and which factors are associated with it are successful in talent-based campaigns today.

The full report can be downloaded here: https://hello.celebrityintelligence.com/influencing-beauty/


Methodology and example
This research report, the first of its kind published by Celebrity Intelligence in partnership with Fashion & Beauty Monitor, examines the impact digital media has on consumer purchasing decisions and behavior patterns and the resulting impact on business as a whole. of beauty. This year, 385 marketing specialists responded to the research request in the form of an online survey. Respondents included in-house brand marketers, agencies, consultants, and media owners.

This report features in-depth opinions from beauty brands, agencies, opinion leaders and influencers including Beauty SEEN, Benefit, Cara Santana, Pai Skincare, BeautyMart, Pure Public Relations, The Plastic Boy, Chris Burt-Allan, EOS and VO5.

Telephone interviews were conducted in April 2018.

About Celebrity Intelligence
Celebrity Intelligence is a powerful data intelligence tool that combines the knowledge and insights marketers need to develop a successful celebrity and influencer marketing strategy.

From emerging talent to established flavor makers, Celebrity Intelligence helps companies worldwide discover and connect with only the most relevant celebrities and influencers.

Priyanka Mehra-Dayal, Senior Content Marketing Manager, Celebrity Intelligence and Fashion & Beauty Monitor. Email: priyanka.mehra-dayal@centaurmedia.com

Network: www.celebrityintelligence.com

Get involved online with the hashtag #influencingbeauty
Instagram: @celebintel
Twitter: (UK) @CelebIntelUK (US) @CelebIntelUSA

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