While the ‘unfiltered’ movement on social media – the concept of being ‘real’ in a virtual world – can often seem contrived, it’s safe to say that consumers are more likely to buy into a brand that uses ‘relatable’ influencers in their marketing strategies than those who opt to work with regular celebrities or models. Here, we unpack the business of influencer marketing, and consider where this lucrative sector will head in the future. As consumer eyes are starting to open to ‘pay-to-play’, will influencers’ authenticity begin to diminish?
A recent Mintel report has revealed that millennials are the demographic most likely to spend a quality amount of time on their beauty routines, as well as the generation most willing to experiment with products and improve their skill level in applying cosmetics products. So how can beauty brands hope to win over the digital generation? We’ve taken a look at the brands who are successfully doing just that.
Image source: Philips
Dutch technology company Philips’ latest campaign in collaboration with Elle magazine in the UK taps the influence of global beauty ambassadors in a bid to engage consumers and spark a conversation about beauty routines.
Six beauty influencers are brought together on a global digital hub BeautyHeroes.com to share their beauty routines, tips, and endorse the next generation of innovative beauty regimes – many of which will undoubtedly centre on Philips’ beauty tech tools.