Study: Influencers (And Their Followers) Are More Interested In Skincare Than Other Beauty Products

Study: Influencers (And Their Followers) Are More Interested In Skincare Than Other Beauty Products

An influencer marketing survey carried out by Estée Lauder Companies and influencer platform Vamp into beauty trends on social media has found Millennials are investing in #nofilter skincare.

The survey was carried out anonymously by 60 of Vamp’s most influential Australian power-middle beauty influencers on Instagram.

The findings indicated that influencers and their followers are more interested in skincare than other beauty products.

Estée Lauder Companies’ corporate digital and social media marketing lead, Kate Gildea, said that the company is definitely seeing an increased interest in skincare products amongst Millennial and Gen Z consumers.

“Any skincare products that help to prepare the skin for make-up application or remove make-up are in growing demand,” she said.

“Products such as face wipes, micellar water and make-up removers index strongly amongst Millennials, but we also see that masks are a hot category for this age group.”

The products the beauty company chooses to promote in their influencer marketing campaigns are reflected by these emerging trends on social media. Gildea said it wants to ensure that its brands are part of these conversations.

Vamp co-founder Aaron Brooks said: “It’s not so much about selling a product anymore – it’s more about presenting an attainable lifestyle.”

Brooks attributes the rise of social media influencers to be at the core of the new skincare trend.

“In traditional advertising, beauty companies could simply feature airbrushed models with flawless skin to sell a product,” he said.

“Now, buyers are more savvy and are now turning to influencers’ trustworthy recommendations.

“Millennials want to see a product in action with real-life people they can relate to because they believe that they are more likely to see these amazing results on their own skin.”

The survey indicates that among Millennials the most successful beauty brands are those they have seen lots of influential people “posting, raving about and using them on the regular” on social media.

The top three most successful brands on the digital/social media space were MAC, Mecca and Clinique, according to the respondents of the survey, closely followed by beauty brands La Mer, Estée Lauder, Glossier, Aesop and NARS.

Brands which dedicate time to social media campaigns, work with a range of influencers and actively engage with their audience, were selected as the most successful.

Investing in influencer-produced video content with make-up hacks and video tutorials was also a key indicator of beauty brand success in the survey. In fact, 79 per cent of beauty consumers look to online videos to see how to use a product.

Gildea said investing in influencers is an important part of the ongoing marketing strategy of Estée Lauder Companies because it allows it to tap into new audiences and have consumers see how its products can fit into their lifestyle.

“We really enjoy seeing influencers communicate our brands and products in their own unique voice, as it provides inspiration for our consumers and also evolves our creative choices for our marketing communications,” she said.




Latest News

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne
  • Campaigns

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne

NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves. As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple […]

Activation Union Hires Bree Mankin As Managing Partner
  • Media

Activation Union Hires Bree Mankin As Managing Partner

Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]

Toyota Launches Integrated Electric Vehicle Campaign Via HERO
  • Campaigns

Toyota Launches Integrated Electric Vehicle Campaign Via HERO

Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]

Canva Launches First Ever Podcast: Design Surfaces
  • Media

Canva Launches First Ever Podcast: Design Surfaces

Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]

SBS Launches Development Fund To Find Australia’s Next Top Documentaries
  • Media

SBS Launches Development Fund To Find Australia’s Next Top Documentaries

SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]

Resolution Nabs Sarah Truong From PHD
  • Advertising

Resolution Nabs Sarah Truong From PHD

Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]

Brisbane Unveils Bold New Tourism Campaign
  • Campaigns

Brisbane Unveils Bold New Tourism Campaign

Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]

Elle Returns To Australia
  • Media

Elle Returns To Australia

Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations
  • Marketing

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations

The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024
  • Marketing

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024

To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign
  • Campaigns

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign

With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]