Nowadays, anyone who reads up on skincare and its effectiveness no longer trust only beauty brands’ advertising promises. Good advice among friends is in demand – and thus begins the rise of skinfluencer.
Does vitamin C belong in every skincare routine? Which products do I use to care for my acne-prone skin? Quickly check out what skincarebyhyram posts about it on his Instagram account.
For beauty companies, digital skin care experts are fascinating. You can achieve higher sales figures with well-done influencer campaigns than with traditional marketing. Learn what’s important and how to find the right skin influencer for your brand.
The Skincare Community On The Internet
“What’s your skincare routine? Skincare is more popular than ever on social media, with millions of viewers. So-called skinfluencers – a play on words from the skin (here in the sense of skincare) and influencers – have tested their way into the hearts of a loyal following with their skincare tips and product reviews.
Skinfluencers are beauty nerds who promise guidance in the flood of skincare products. They inform their fans about good and harmful ingredients, their skincare routine, and their favorite products. Young customers under 25, in particular, thus have a new point of contact regarding skin care product recommendations.
While medically trained professionals such as dermatologists or beauticians used to be the gold standard, nowadays, social media celebrities enjoy a broad reach and are shaping the consumer behavior of Generation Z. With one post or story, influencers decide which beauty brand wins the favor of their followers. They don’t mince words in their product reviews, making them so authentic.
What Exactly Does Skinfluencers Do?
Last summer, anyone who visited their favorite drugstore to pick up a new bottle of Facial Cleanser from the inexpensive CeraVe brand suddenly found themselves reaching into the void. Virtually overnight, the product was sold out. For this phenomenal result, the skincare label didn’t have to spend an extra dime on digital advertising campaigns or change the formulation. So what had happened?
Skinfluencer. This sales boom is where the great potential of Skinfluencer marketing lies. Beauty influencer leesondra, who has more than 100,000 people watching her on TikTok, featured this cleansing gel as part of her morning skincare routine. Her fresh, radiant complexion spoke for itself, so a single Skinfluencer video ensured that everyone suddenly had to have the product.
If a product convinces them, Skinfluencers let their fans participate immediately. But that’s just the beginning. Their work goes far beyond creating pure beauty videos. Skinfluencers provide information about good and irritating ingredients, help their followers understand INCI lists, and examine beauty brands regarding animal testing and environmental compatibility. Their success proves them correct: Super Skinfluencer Hyram Yarbro now has 6.5 million subscribers on his TikTok channel, and the number is growing.
What Are The Benefits Of Working With A Skinfluencer?
Skinfluencers are the best marketing strategy on social media. Their great strength is that their followers perceive them as transparent and trustworthy. They speak unfiltered minds and don’t write gushing reviews to make money. They tell their followers the truth if a product lives up to its promise. They know full well that their fame is based on their credibility.
From a marketing point of view, this is a clever coup, which is also reflected in the figures. According to Mediakix, the return on investment (ROI) of influencer marketing is equal to or even better than other networks. In plain language: the money your company puts into the campaign gets back afterward. And a hefty profit on top of that.
Being Digitally Successful: New Challenge For Beauty Brands
Thanks to their authenticity, skinfluencers enjoy the complete trust of their fans – and present beauty brands with new challenges. Traditional brands must act to avoid being left behind in the digital landscape.
For online success, your cosmetics brand needs the backing of Millenials and the subsequent Generation Z. They are no longer satisfied with luxury products. And they are no longer impressed by luxury labels. Instead, both age groups invest a lot of time and energy in sifting through different skincare brands.
Expert recommendations and reviews from skinfluencers come in handy, of course. The digital skin care experts are likable and approachable and use their content to provide information about skincare products entertainingly.
Staying Important Online – Do’s And Don’ts.
Skinfluencers can make – or break – a brand. Even after years of loyalty, customers suddenly turned their backs on St. Ives when a skinfluencer recommended not letting the brand touch their face – instead, using it as a foot scrub. It would help if you had the right strategy to ensure your beauty business escapes a similar fate.
This Is How You Swim Online
- Exclusively promotional content with no entertainment factor
- No emotional connection to your customers
- Posts without identification potential
How To Stay In The Conversation
- Create valuable content that helps your customers connect emotionally
- Focus on providing reliable, expert information to your prospects to gain their trust
- Work with micro-influencers
How Do You Find The Right Skinfluencer For Your Beauty Brand?
Clean Beauty or K-Beauty? Natural cosmetics or synthetic ingredients? In your Skinfluencer marketing, ensure you only work with creatives who can identify with your beauty philosophy. Otherwise, you risk the content coming across as untrustworthy – which reflects on your beauty brand and damages the skinfluencer’s reputation.
Many skinfluencers are somewhat cautious about collaborating with luxury brands. Most want to promote skincare that most followers can buy and use daily. The good news is that you can be a well-known luxury label to win over one of the skincare gurus.
You can take advantage of the tendency to promote more affordable brands and give previously unknown brands a chance. Scour social media for trending hashtags, search for newcomers on your Instagram Explore page, or use influencer tools or databases to find the right skinfluencer for you.
Remember in your campaign that customers are interested in one thing above all else: Does the brand work for my skin? The skinfluencer should therefore explain precisely why he supports the product. To do this, he must go into detail about your brand, the ingredients used, and how the product reacts on the skin.
Ask the skinfluencer of your choice not to use filters when promoting your products. They distort the actual effect and can create unrealistic expectations for consumers. The likelihood that a disappointed customer will repurchase your products is tiny. In real life, minor imperfections can’t be removed with a filter.
What Does Skinfluencer Marketing Cost?
Superstars like the Kardashians are just a little far removed from the reality of your customers’ lives to provide identification potential. Such cooperation would require an insane budget. Especially if you’re starting with your beauty brand, you’d better invest your money wisely—namely, micro-influencers who compensate for their lower reach with an exceptionally engaged following.
The Corona pandemic has made digital advertising even more influential, with more and more companies allocating more than €100,000 per year to influencer campaigns. Don’t let these numbers discourage you: If you want to try skinfluencer marketing for the first time for your beauty brand, a six-week test campaign between 5,000-10,000€ per month is an excellent place to start.
The campaign’s credibility will benefit if profit is less of a priority. And beauty recommendations that come across as authentic are the secret behind Skinfluencer’s marketing success.
Want to increase your sales via social media? Let’s work together to develop the right content strategy.
