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When It Comes to Beauty, It’s an Influencer’s World

A new Launchmetrics report, released today, says that influencers are beauty’s most dominant voice.

Beauty brands are being forced to rethink their digital strategies — all thanks to influencers.

A study released today by Launchmetrics, “Beauty Redefined,” looks at the leading voices in the beauty, fashion and luxury spaces. Media remains the most prominent voice across the fashion and luxury categories, but when it comes to beauty, influencers have emerged as dominant.

“Influencer marketing is the process of collaboration between brand marketers and influential content creators who have organically built an audience of consumers,” said Michael Jaïs, chief executive officer of Launchmetrics. “The result of this collaboration is original content in a form of photo, video or social conversations that authentically integrates a brand’s message. This content is communicated by the influencers across their various media channels and often used by brands in other forms of advertising as a credible reference.”

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The report defines the three major types of beauty influencers as vloggers, celebrities and makeup artists. It also categorizes influencers by following size. Micro-influencers have a following of 10,000 to 100,000. Medium influencer followings begin at the 100,000 mark, with macro-influencers starting at 500,000 and mega-influencers at 2 million.

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Launchmetrics found that beauty influencers are generally less loyal to one specific brand than fashion or luxury ones. Beauty influencer Tati Westbrook, for example, will quote 10 brands on her socials, whereas Gigi Hadid, fashion influencer, will only quote three. And when it comes to beauty influencer engagement rates on Instagram versus YouTube, the findings show that YouTube was more successful in connecting influencers with their communities — despite Instagram’s visual features like Stories, Live and the newly launched TV.

The data also shows that high-end brands have a stronger-owned media voice presence, while mass market brands have a greater influencer presence. On the influencer tier, high-end brands generate more value via mega- and macro-influencers, whereas mass brands generate more value with medium- and micro-influencers.

Featured interviews with Alexis Rodriguez Alvich, founder of Harper Grey Consulting and former director of Bobbi Brown Cosmetics, beauty artist Vincent Oquendo and YouTuber star Westbrook are also included in the report. The full e-book can be downloaded here.