INFLUENCERS ARE THE NEW GURU'S. Post-Pandemic Evolution of Beauty Marketing: Models VS Influencers
Earlier, we lived in a world where we wanted to see beautiful perfect models selling a beauty cream or lipstick or anything actually. The modelling agencies had year-long contracts with brands for just 2-minute video or photo ads. Brands would spend millions of dollars to market a beauty product that would only make customers believe that the product will make them fairer, prettier, or beautiful overnight because that the beauty standard.
In 2020, when the pandemic hit the world, and the world took a pause. Everything, including production houses, modelling agencies, and even creative offices were shut. Making it challenging for the beauty and makeup brands even to sell their products leave alone market them. Because people were not going anywhere, and they were only taught to dress up and look beautiful for others. The gorgeous models and celebrities in their perfect avatar did not hold any relevance. Moreover, for brands to be spending millions was not fruitful anymore.
While all this happened, the creative influencer community took charge of the situation. YouTube, Instagram, and Tick-Tock influencers put smiles on people's faces. Influencers talked about what's and how’s of living a life that starts being locked in the house and ends in the same place. Encouraged people to get out of their pajamas and dress up, put on makeup and get on the jam, not for others but themselves. The feel-good factor weighed in, and we saw trends where people would dress up, get ready to share their day, express emotions through documenting authentic images and videos. Influencers started educating everyone that it is okay to feel the way they do and we are all in this together felt comforting to millions.
Influencers became Gurus (an influential teacher). They taught everything from DIY face masks, skincare routine, product preference to using beetroot juice as a cheek tint instead of chemical-based blush by a fancy brand. Beauty Influencers talked about the benefits of chemical-free products and educated the viewers on the impact of a product on their skin and face. People became the powerhouse of knowledge. People were re-sharing the posts of their favorite influencer multiple times, educating others, and sharing their newfound beauty journey.
All this gave a significant power play to influencers in the beauty industry as they were the actual touchpoint for the consumers buying decision. People started trusting influencer reviews more than the claims made on a product advertisement. Influencer marketing saw an unexpected growth in the year 2020. Think five years ago, no one would have thought being an influencer would make a difference, but now it is a different ball game altogether. Reports show that the influencer marketing budget grew by 65% in 2020, and nearly two-thirds of the marketers increased their spending on influencer marketing. Furthermore, it is expected to grow by 50% every year.
The real question is- will people go back to believing beauty brands blindly? or Will the beauty industry evolves towards authenticity and real beauty? My bet is on the evolution of beauty standards. Because when show biz was hit by pandemic even celebrities came out and revealed their authentic self. I guess even they got tired of living up to the perfect notion of beauty standards. So, I believe people will not buy into the whole charade of perfect beauty or fancy advertisements anymore. In the post-pandemic marketing world, the brands will see a consumer shift from chemical-based to organic products. It will also be refreshing to see faces without filters and touch ups. The beauty industry will celebrate natural beauty after centuries because consumers will not be interested in perfect faces and flawless skin anymore. There will finally exist a world where beauty will be real, and life will be better.
Here's to hoping, cheers! And do not forget you are beautiful inside out just the way you are.
Comments