Literature Review
Role of influencers in influencing the cosmetic industry
With the current advancement of technology and the importance that today's youth place on social
media, influencers play an important role in marketing or endorsing a product. The benefit of
brands using influencers to endorse their products is that consumers can get personal responses to
questions about that specific brand from the influencer. The influencer's ultimate goal is to build a
positive relationship with their followers through their content. It is extremely difficult to
consistently create engaging content. Brands have begun collaborating with influencers because it
is easier to work with someone who is already a trusted source on social media and promote their
brand among the target audience. Through the posts shared by influencers on platforms like
Facebook, Instagram, and YouTube for make-up tutorials. Influencers have also evolved into
opinion leaders who can easily position a brand for consumer consideration.
Influencer marketing, a more professional form of word-of-mouth marketing aimed at converting
social media audiences into loyal customers through authenticity and trust, was a popular social
media marketing strategy. The cosmetics industry has used this form to create or improve brand
awareness and increase product sales. Many cosmetic companies, including L'Oreal, a global
cosmetic manufacturer, Avon, a direct selling brand, and the man company, a male grooming
product company, have used influencer marketing to improve their brand image in India on a
regular basis.
Influencer marketing can help brands in a variety of ways, such as increasing brand awareness
during the launch of a new product. With the current trend, we can see that influencers can
influence consumers more than company ads. Instagram is by far the first social media channel
that influences consumer purchasing patterns because it is simple to post a large number of photos
and short videos that reach the followers immediately. Like NYX, an L'oreal group global makeup
brand, launched its products through a digital-only campaign. The products were introduced by
India's top beauty influencers. The campaign was created to keep the target audience engaged with
the brand. Similarly, Avon India launched an eight-week social media campaign with the primary
goal of increasing brand relevance among consumers by enlisting influencers to offer suggestions
on how to use the products in novel ways while also highlighting the brand and increasing market
penetration.
Integrating social aspects into campaigns is now critical to the brand strategy's survival. Social
influencers are a component of a broader brand strategy that includes social media campaigns. The
foundation of communication that builds authentic relationships is brand strategy. Social
influencers can reinforce brand strategy online by providing information that reduces perceived
risk and encourages recipients to interact with the brand sponsor. Social media allows brands to
directly engage in conversations with consumers in order to build relationships and encourage
brand loyalty. Influencers can serve as consumer brand advocates for brands. The influences give
rands a direct voice in the conversation, reaching consumers through more trusted peers.
In terms of consumer engagement, product awareness, product sales, and revenue generation,
influencer marketing has had a significant positive impact. Cosmetic companies can effectively
influence consumers by utilizing the Influencer marketing technique to engage consumers across
various social media platforms. Choosing the right influencers has been one of the most difficult
challenges for businesses when implementing an influencer marketing strategy. A healthy
collaboration between influencers and brands is required for this marketing strategy to be
successful. Marketers and influencers must gain each other's trust by acknowledging and
facilitating their mutual goal of consumer recognition.
Influencer marketing is a long-term strategy for brand success if it includes authentic and
influencing content tailored to the target audience. The influencer marketing industry is expected
to grow dramatically in the future as consumer trust in influencers grows, their reach expands, and
television time is replaced by mobile screen time and social media.
Influencer marketing works well because consumers regard those they follow on Instagram as
trusted friends. The outcome is the marketing power of word-of-mouth recommendation. The
collaboration of influencers allows consumers to see products being used with real results right in
front of their eyes. The influencer's content is most engaging because it is done with authenticity
and transparency. Collaboration, on the other hand, helps the brand raise awareness, increase
engagement, and drive sales. WithThe influencer marketing scenarios that were there are no longer
an option; it is the key to success for beauty and cosmetic brands.
