Skincare has always been a very important part of people’s lives. But the way people find and buy skincare products has changed over the past few decades. What has long been a word-of-mouth family secret told by mothers and grandmothers or celebrities and fashion magazines is now much more accessible . Skincare content can be found everywhere these days, even on social media . So-called skinfluencers are the new normal when it comes to recommending, reviewing and informing people about skincare.
The Covid-19 pandemic saw a huge boom for skinfluencers, as people flocked to their favourite influencers to discover their daily lives. Interestingly, the most reposted content was beauty routines. With people stuck at home, makeup products weren’t used as much, and instead, people focused on a new topic : skincare.
What is skin care?
Skincare is a diverse field. People all over the world have different skin types, complexions, skin concerns, and goals for the way their skin looks. Luckily, Instagram is home to enough influencers who dedicate their accounts solely to skincare to meet everyone’s needs .
Skinfluencers teach their audiences everything about their skin through their social media , from the type
of skin they have to the type of products they should use. They ig database teach their audiences about active ingredients,
how to read product labels, the benefits of using different products, and how they affect their skin.
For brands, this is a new opportunity to find an eye-catching sales channel by taking advantage of the power of
these influencers. The most popular type of content or the one that is most shared are routines, where several products
are shown in a single video. Celebrities and influencers of all kinds, whether lifestyle or sports, include beauty routines among their most published content.
The popularity of this type of content has grown massively, leading to an increase in sales of skincare products.
Data fromStatistashow that in 2020 skincare products generated what you need to know about targeted advertising in vk for different nichesalmost$17 billion,The most popular product being skin cleansers. The data also shows that 52% of people in the United States use these types of products on a daily basis.
Skincare in Influencer Marketing
Brands are now aware of the power ofinfluencer marketingwhen it comes to generating leads and increasing sales. When it comes to skincare products, this power is truer than ever.
The rise of beauty and skincare content began in the early days of YouTube, when bloggers showed off their makeup
skills. Since then, Instagram and TikTok have emerged as powerful social networks that drive sales more than any other social media platform.
Especially in 2020,TikTok influencersThey showed their prowess to their audience in promoting skin care products. On social media like Instagram and TikTok , the main market is millennials and generation Z.
These two generations have been considered the most difficult for brands to market to. No wonder, as they
are internet savvy and able to do their own research on the products they purchase. Of all the previous
generations, millennials and Gen Z are the most likely to shop around for multiple skincare brands and look at reviews and recommendations.
This makes social
Networks like Instagram and TikTok a great attraction for brands and companies that are dedicated to this sector. If you want to show your skin care products to this type of target audience, who also have a large disposable income, the influencer marketingIt’s a great strategy.
Why? Skinfluencers on these networks are the perfect way to connect switzerland leads with your audience. The best way to gain followers on TikTok, Instagram, and YouTube is through authenticity. People want to find real, different, and entertaining content. By being so authentic, skinfluencers on these social networks can grow their community while educating their followers.
Research shows that the largest group of consumersAsian countries were the most popular with 41% of beauty and skin care products. North America was second with 24% and Western countries were third with 18%.
Take advantage of the growth of Skinfluencers
It is expected that in2021 Global Skincare Market to be Valued at $155.8 BillionBy 2025 , this figure is expected to rise to $189.3 billion.
As skinfluencers continue to grow, they are set to social media become key drivers of lead conversion for brands in this sector.
The power of this type of influencer has already been social media felt in the sector. Two skincare brands, Cerave and Vaseline, experienced unprecedented growth in sales figures thanks to content shared on social media by skinfluencers.
Cerave increased their engagement by 309% and Vaseline by 377%. They achieved these results without spending more budget on their digital marketing campaigns. They didn’t change their formulas, they didn’t create new products designed to drive sales, and they didn’t target celebrities or major beauty magazines with the goal of driving sales. So what happened?
The answer is skinfluencers. Influencers on social media like Instagram and TikTok talked about the benefits of using these products , which subsequently led to a boom in their sales. And that’s the power of influencer marketing.
