Samantha Fiock’s Post

Top Beauty brands on TikTok in makeup and skincare. Huda takes top spot with Rare Beauty number two in makeup with e.l.f. taking top makeup in mass. The Ordinary, Ceravie and Nivea take top three spots in skincare. #beauty #beautyindustry #beautybrands #cosmeticsindustry #cosmeticbusiness

LTK Beauty and Personal Care Shopper’s recent study shares how much influencers actually move the needle in a consumer’s decision to buy beauty products. The May study had more than 1,000 U.S. participants with approximately 80% of Gen Zers and 60% of Millennials stating that they trust content creators more than celebrity endorsers or advertising.   An interesting marketing insight gained from the study is that the younger consumers who follow a particular influencer are really connected and engaged with that individual’s content and product choices. As digital natives, Gen Z will also tend to search for answers to their beauty questions on social media versus older consumers who are more likely to default to search engines like Google.   #beautymarketing #influencermarketing #socialmediamarketing #GenZ

In the age of social media, platforms like TikTok have become a go-to source for skincare advice. Influencers, often paid handsomely, tout the latest products, promising miraculous results. But how reliable is this advice when filters and editing tools are in play? Statistics to Ponder: • 70% of TikTok users admit to using filters on their videos. • Influencer marketing on TikTok is a booming industry, worth over £10 billion globally. • Despite this, 80% of consumers say they trust recommendations from influencers. Contrast this with spa therapists who invest 3 to 8 years in education and training. These professionals use their expertise to provide personalised skincare advice based on thorough analysis. Yet, why do we often perceive their advice as a hard sell? Consider this: While an influencer’s video might get thousands of likes, a trained therapist offers bespoke care tailored to your unique skin needs. Food for Thought: • Why do we trust quick, filtered advice over expert consultations? • How can we better discern credible skincare recommendations? To Skincare Brands: What is your responsibility in ensuring accurate and honest representation of your products? It’s time to hold influencers to higher standards and be transparent about their endorsements. Let’s shift our trust towards those who invest years in understanding skin science rather than fleeting social media trends. Your skin deserves more than just a filter effect! #Skincare #TikTokInfluencers #SpaTherapists #ConsumerTrust #SkincareAdvice #ExpertiseMatters

There are pivots, and then there are PIVOTS! 😮 Will Anna Paul’s pivot from OnlyFans phenomenon to skincare guru work? My comments for The Australian Financial Review For many brands partnerships with influencers are par for the course - they are an indispensable part of their marketing strategy. ✅ Certainly consumers are looking for greater engagement with brands and with one another. ✅ Consumers crave meaningful engagement and their search for ‘tribal’ belonging is the arguably crux of influencer marketing success. 🛑 Yet only 3% of influencers succeed in convincing consumers to purchase specific products. How far can a personal brand stretch? What’s the limit when it comes to authenticity? Credibility? Believability? Can Anna Paul succeed in personal brand extension from from OnlyFans to skincare launch? Lauren Sams writes “Anna Paul has never given an interview. With more than 2.5 million followers on Instagram and more than 7 million on TikTok, she has never needed to. But on Sunday, Ms Paul is set to release her first merchandise line, Paullie Skin, a range of four skincare products inspired by her own struggles with acne. With a six-figure waitlist, comparable to the anticipation that surrounded product launches from the likes of Kylie Jenner, whose initial run of 15,000 lipsticks sold out in less than a minute on launch in 2015, it marks one of the biggest skincare launches in Australia in recent history.” Whether she can sustain such success remains to be seen. “Normally there is a resistance to influencers with multi-million followers,” said Ms Bowden, “and there is cynicism and scepticism attached to that. “Somehow she has overcome that. She is a brand in herself. She has positioned herself like a retail brand; she is omnichannel, she is on every platform. Whether she can maintain that now, with a product, is a big question.” https://lnkd.in/grH_NAed Macquarie University Macquarie Business School #macquarieuniversity #macquariebusinessschool #consumerinsights #consumerbehaviour #consumerpsychology #consumerengagement #consumerresearch #influencermarketing #onlyfans #retail #beauty #annapaul

"TikTok has long been a hub for beauty and fashion content. Now, men’s care brands are finding a home on the platform too." Front Row has noticed a rise in our brands expanding their audience to include men, utilizing paid social channels and collaborating with male influencers to extend brand reach and diversify their content. ✨ Check out my recent feature in Modern Retail that dives into these strategies and how TikTok Shop plans to convert them. https://lnkd.in/gCV6B6nr

2023’s Cosmetify Index names Rare Beauty as its hottest brand, Bubble Skincare as the number one rising brand, SEPHORA as the leading retailer, and Nikkie de Jager as the most powerful influencer. BeautyMatter's Sophie Pitt outlines the rest of the findings at the link below. #beautybusiness #beautyindustry #research #trends2024 #marketing

Is Instagram truly the ideal hub for marketing beauty brands? Let's take a closer look by delving into Socialinsider's comprehensive study on the state of social media for beauty brands. This research not only uncovers promising influencer collaboration prospects but also delivers valuable insights into audience demographics and sentiment. Furthermore, it delves into the keywords linked to brands, assesses the performance of beauty retailers, and spotlights the immense market interest thriving on Instagram. Understanding these trends can be the key to refining brand strategies, boosting engagement, and gaining an edge in this fiercely competitive market https://lnkd.in/di2kuFcb

Define ‘young’! I came across an ad by a high end beauty product looking for ‘young’ influencers. And I had several problems with the ad. But first, I understand that every brand has a target market, every brand has the right to address a target audience and hence when a brand says they are looking for young influencers they are within their right to do so. But… Define young. I’m almost 50 and I feel, look and think young. Young is a state of mind. It is also how physically well looked after you are. I don’t think young any longer has to do with age. So brands need to be more careful of how they market themselves. Secondly, I’m annoyed that beauty products only want to talk to the ‘young’. The only time they talk to my demographic is when they want to sell anti ageing products. The beauty industry needs to rethink its influencer strategy. a. I have the money to buy your ridiculously priced products. b. You are feeding into my age insecurities by selling me only retinols and other anti ageing products and I dislike you for it. c. I rarely see you spending on 50 year old influencers for beauty products d. I don’t identify with or am influenced by the make up and skin care that a 25 year old puts on her face because I know her skin is not like mine. There is a huge missed opportunity by the entire industry. I absolutely love watching maturer beauty influencers because they make so much sense not only with make up and skin care but also life advice they have to offer. Except they are so few. So maybe spend on a few ‘old’ influencers as well! P.S. no no I’m not nor wanting to be a beauty influencer 😃

Olaplex Inc. (Nasdaq: OLPX)'s Genius Move Against TikTok Dupe Culture Olaplex rocked TikTok by outsmarting the dupers with 'Oladupé.' They used social listening to spot the demand for Olaplex dupes, then launched a cheeky campaign. 📦 Unboxing Fun Olaplex unveiled 'Oladupé,' a pretend product, with over 100 influencers. The campaign was both educational and entertaining, with #Oladupe gaining massive traction. 💡 The Art of Imitation They made a strong point: You can't truly duplicate Olaplex. The campaign earned over 20 million impressions, proving their point. 🌍 Global Impact What started in the U.S. went worldwide. Olaplex is extending the campaign, promising more influencer action. In a nutshell, Olaplex redefined TikTok dupe culture. Remember, there's only one Olaplex, and they've got the tech to back it up. 🚀💇♀️ Read more: https://lnkd.in/eeyE6ke5 #BeautyBrands #OlaplexUnveiled #TikTokDupeCulture #OladupéCampaign #HaircareInnovation #BeautyBuddy

The countdown is on.. one week until the summer solstice! ☀️ We may not be skincare experts, but we are data experts. Our insights team scraped the internet to find what consumers are looking for in their SPF products this year. Big themes included having multiple benefits, being reef safe, including a variety of options for different skin shades and types, and lasting long enough to prevent frequent reapplication🧴 From the data collected, we narrowed sunscreen consumers down to four main groups: consistent makeup users, skincare junkies, families, and bubbly personalities. Each group searches for key aspects in their suncare that cater specifically to their needs. We've highlighted just a few of those needs here. Brands, it's important to know what your target audience is looking for beyond just the basics. Influencers, fully understanding the products you're using will not only improve your skincare, but will help you connect to your audience and guide them in the right direction for what works for them. VizSense can help companies and influencers alike understand consumer insights, aligning you with partners that actually make sense for your brand. Ready to try? Click the 🔗 below to get connected. https://lnkd.in/e4UDGjuW