Cosmetic brands on Instagram: the key to success II.

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As I mentioned in the previous post, talking about cosmetics and beauty products from the point of view of benefits is no longer enough. Focusing the content with a forceful personality, values and ideals, is fundamental for your Instagram strategy. So is turning brand fans into ambassadors. But there are two more words that should ring loud in it and they are these. Diversity and Influencer Marketing.

Keyword: diversity

Diversity and individuality are key values in our modern society. Brands no longer define beauty as they once did. Consumers not only want to identify themselves in a brand’s products. They also expect more personalized products that suit their needs and allow them to freely express their personality.

31% of Chinese consumers between the ages of 20 and 49 say that the word “individuality” is synonymous with luxury (Luxury Retailing in China report, 2016). Meanwhile, 75% of French female consumers prefer to feel comfortable rather than look perfect (European Consumer Research, 2016). Diversity needs to be reflected not only in products but also in the content shared on networks.

Rihanna with her cosmetics brand Fenty Beauty illustrates this phenomenon very well. The brand has a very wide range of products, with 3.9 million followers on Instagram. It shares content starring models of all styles, ages, skin color, body types, etc.

Other firms that stand out for their efforts to vindicate the individuality of each person are Bobbi Brown and Marc Jacobs Beauty. Their universal products adapt to all skin types and looks.

Extra tip. To get a more dynamic Instagram profile, you can play with the different formats that this social network offers you. Stories, photo albums, videos, gifs, images, live content, etc. And your followers will never get bored!

Influencer marketing

You probably already know this, but influencers are still trending on social media even this year, especially in the world of beauty and cosmetics. Investing in influencer marketing has numerous benefits. One of them is the visibility that the influencer will give to your brand by showing your products and explaining how they are used.

Influencer marketing is such an important phenomenon that, in 2017, nearly 80% of brands in the beauty, fashion and luxury sector ran campaigns with influencers! (source: The State of Influencer Marketing in Fashion, Luxury & Cosmetics 2018, LaunchMetrics. Study conducted with 600 brands). What’s more, according to the LaunchMetrics report, 69% of brands believe that it allows them to increase their sales. And the big beauty brands are not afraid to go big. Clinique ‘s #PinkOasis campaign took some of the most powerful influencers in the international beauty industry to discover Mexico’s Riviera Maya. The result? Maximum visibility for the brand and its new moisturizing product and quality content shared thousands of times by the influencers, their fans and the brand itself.

Obviously, not all brands can afford such large campaigns. However, there are some simpler actions that can still give you very good results.

Bonus Tip: Some campaigns as big as Clinique’s can be scary, especially if you have a smaller firm that has a fairly limited budget.

Don’t hesitate to contact us. Our team specialized in influencer marketing will be happy to develop a strategy that fits the needs of your brand and your budget. And in particular, it will be a pleasure to tackle another Beauty and Cosmetics project within ROI UP Agency. A sector with which I have been maturing during my 6 years of expertise, living the evolution of this in social networks.

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