How Using Influencers has Changed Skincare Marketing
In a way, influencers have always been prompt in skincare marketing. Long before the rise of influencer marketing on Instagram, long before Instagram itself, skincare brands used celebrities to vouch for and advertise their skincare products. Skincare marketing grows on the obvious, so the use of influencers is unlikely to go away. However, as the audience switches and consumers from the so-called "digital generation" have the buying power now, brands need to change their strategy and adapt to the varying types of influencers available. The goal is to be as genuine as possible.
Celebrity Influencers
Now seen as a throwback promotion method from decades ago, campaigns that emphasize celebrities were mostly used to drive sales of a particular item, with one-off placement and a massive focus on the product. You'll hear that a celebrity has been named "the new face of ... (brand name here)." This marketing method is being used less these days as brands choose to place the focus on their brand identity rather than boost the sales numbers of a single lipstick. Instead of identifying with and imitating celebrity behavior, consumers want a more personal and authentic approach. It also makes the brand's social behavior less competitive to the consumer.
Niche Influencers
It is not about how many followers an influencer has, and more about their authenticity. According to a study, niche female influencers are in high demand and have been used by 86% of the marketing professionals surveyed. Brands have started to focus on micro-influencers with a smaller, more loyal following. But, they need to be picky about the campaigns they choose to support since this could affect their following as well. If they choose to go with a campaign that's not a fit, or that seems inauthentic to their audience, this will damage their personal brand considerably and hamper their success for future campaigns. This dynamic seems to benefit the consumer the most, keeping influencers and brands honest and transparent.
The Call for Transparency
The digital generation has spoken, and what they demand is clarity. A massive 73% of respondents from the study reported that the digital generation is pushing them to place transparency first, forcing them to be very mindful of the influencers and celebrities that they choose to work with. Sponsors need to trample carefully because the moment consumers feel a campaign is forced, it falls flat. Studies show that 61% of females will choose not to engage with a campaign's content if it seems too much like traditional advertising. What consumers want is an honest opinion on what a product does, and how it can benefit them. Influencers are compensated for publishing brand content, but the less apparent that is, the more successful the campaign.
Improving Skin, and the Planet
Consumers' understanding of social awareness has prompted brands to innovate and make some scientific discoveries with their products, creating new formulations that make products safer. More ethical component sourcing and internal systems in terms of manufacturing have had a significant influence on brands. We no longer require watchdogs to investigate the internal goings-on of large corporations and brands. Consumers are now interested in brands' noble credentials and will often base their purchasing choices on how transparent they are about where their ingredients come from and what wages their workers earn. Having a philanthropic goal, a heart-warming brand story, and using eco-friendly elements could impact your profit margin more than getting the most enthusiastic new influencer to vouch for your product. If your standards aren't high enough, you might have trouble finding a reliable influencer who wants to partner with you. This demand for transparency extends to the methods and internal policies of brands. Health, wellness, and sustainability are all issues cited as a priority for this generation. Customers are more focused on formulations being vegan and cruelty-free than ever before, and brands need to respect and reflect that or lose market share. For this reason, you'll notice more brands being pushed to associate with non-profit organizations that support the planet, and even change to sustainable packaging for zero loss. We've come a long way from glaring paid promotion and plastering portraits of celebrities on products. This is great news for private label skincare companies, who don't certainly have access to celebrities and influencers with a large following. Aim for authenticity and transparency, and you'll have far more success.
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