The cosmetics industry has historically promoted an idealised and homogenous portrayal of beauty. The idea that “we’re worth it” – and that a single lipstick can make millions of women look and feel the exact same shade of special.
In 2019, Revolution Beauty was named within the Sunday Times Fast Track 100 as the fastest growing beauty brand in the UK. What’s behind the brand’s success and what does it mean for marketing in the industry?
Like many other industries, the beauty world has been hugely affected by the coronavirus pandemic.
Today’s beauty industry is decidedly different from 10 years ago.
Earlier this year, Kylie Jenner was named the world’s youngest self-made billionaire at just twenty one years old, snatching the crown from Facebook’s Mark Zuckerberg who was twenty three at the time he accrued the title.
According to research by Global Web Index, 45% of beauty consumers look to reviews for online research purposes before buying a product.
Beauty Bay, the independent online beauty retailer, has recently revamped its website in a bid to become a ‘digital-first’ brand.
A growing number of influencers are opting to cash in on their followings by launching their own brands instead of charging established brands to promote their wares. The potential rewards are huge.
The beauty industry is a saturated market, filled with a multitude of brands vying for the attention and loyalty of consumers. A stand-out product or interesting story is no longer enough to succeed, it seems, as consumers become increasingly demanding and more digitally-savvy than ever before.
WAH Nails, the London-based nail brand and boutique, has amassed nearly half a million followers on Instagram. Its founder, Sharmadean Reid, has now combined her undeniable social expertise with technology for the purpose of a brand new app: Beautystack.
Have we reached peak influencer marketing?
With major brands like Unilever increasingly scrutinizing influencers over fake followers, and platforms like Twitter getting more aggressive about removing bot accounts, the answer to that question just might be yes. But that doesn’t necessarily mean that we have reached peak influencer.