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org © 2024 IJCRT | Volume 12, Issue 4 April 2024 | ISSN: 2320-2882
THE INFLUENCE OF INSTAGRAM ON
BEAUTY INDUSTRY
A STUDY ON THE IMPACT OF INFLUENTIAL MARKETING ON CONSUMER PERCEPTION
AND PUBLIC RELATION
Ms. Geetika Grover Post Graduate student
Dr. Anshu Arora, Associate Professor
Amity school of communication
Amity University, Noida
Abstract - The study explores the dynamics of influential marketing in beauty industry, with a specific focus
on Instagram as a pivotal channel in increasing brand awareness. Additionally, the study aims to explore how
beauty influencers increase brand recognition and determine if Millennials or Gen Z are more likely to engage
with beauty-related influencer marketing. This study employs a Mixed-Method approach by conducting a
structured survey to get insights from individuals who are well-versed in the beauty industry's Instagram
influencers. In order to provide a robust data set from individuals actively engaging with Instagram beauty
influencers, purposive sampling is used to identify individuals with relevant experience or knowledge. The
expected results of this study should deepen our comprehension of Instagram's potential as a platform for
influencer marketing of beauty sector.
Keywords: Influential marketing, Cosmetics sector, Instagram, Consumer recognition, Brand awareness,
Beauty influencers, Public relations, Millennials, Gen Z
I. INTRODUCTION
In the contemporary landscape of marketing and public relations, social media platforms have emerged as
powerful tools for influencing consumer behavior and shaping brand perceptions. Among these platforms,
Instagram has become a prominent hub for influencer marketing, particularly within the beauty industry. With
millions of users actively engaging with beauty-related content, Instagram offers a fertile ground for brands
to leverage the influence of individuals with large followings, known as influencers, to promote and market
their products and services. The convergence of influential marketing and public relations represents a
dynamic shift in the way brands communicate and engage with their target audiences. Unlike traditional
advertising methods, influencer marketing operates on the principle of authenticity and personal connection,
wherein influencers endorse products to their followers in a more organic and relatable manner. Brands
leverage influencer marketing into their public relations strategies not only to enhance brand awareness but
also to maintain customer relationships authenticity and transparency, manage crises effectively and conduct
market research Therefore, this study seeks to critically analyze the effectiveness of influencer marketing in
the beauty industry within the context of public relations.
II. OBJECTIVE
Examining the reasons that contribute to Instagram's popularity among beauty brands for boosting brand
awareness.
To analyse the strategies utilized by beauty influencers to enhance brand recognition.
Exploring the impact of beauty influencers on the public relations industry.
Investigating the receptiveness of millennials and Gen Z to influencer marketing in the beauty industry.
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III. PURPOSE OF THE STUDY
the primary goal of this study is to look closely Which is the preferred Social Media Platform for promoting
beauty products. The study aims to find out how influencer marketing efforts affecting brand recognition,
customer interaction, and sales in the beauty industry by doing a thorough analysis. The study also looks the
transformation of PR from traditional PR evolving it to more dynamic and two way centric participation
involving Social Media. By meeting these goals, this study hopes to give useful information about how
influencer marketing is changing to the beauty industry, help players make smart decisions, and add to current
talks about effectiveness of influencer marketing.
IV. INFLUENCER MARKETING IN BEAUTY BUSINESS
Gaining customers' confidence and respect is a major goal of influencer marketing campaigns. Customers are
becoming more cynical of traditional advertising approaches and are increasingly looking to trusted friends
and family for advice. : By partnering with influential users, cosmetics companies may create eye-catching
videos that demonstrate how their products work. Makeup tutorials, product evaluations, and before-and-after
makeovers are some of the ways that beauty influencers exhibit the efficacy and adaptability of beauty
products. Beauty influencer are experts in their field and their expertise can add credibility to review. People
often look for such advices and knowledge before purchasing any beauty products. Beauty influencer help
them by sharing authentic and transparent review most of time of PR packages. Their honest reviews and
opinions lead to exposure of brand and hence increasing the brand awareness of particular beauty product.
One of the key aspect of beauty influencer is their participation in event particularly product launches. These
event helps to create a buzz and leads to influencer live previewing beauty product, audience gets a chance to
meet and greet and discuss trends.
V. REVIEW OF LITERATURE
Influencer Marketing is described as a third-party who significantly shapes the customer’s purchasing decision
but may ever be accountable for it” (Brown & Hayes, 2008). Influencer marketing include reviewing different
products, sponsored posts, and collaborative endeavors. In return for their efforts, influencers are often
compensated with monetary remuneration or complimentary products called as PR packages (Leung, Gu,
Li, et al., 2022). In this digital era, the combination of Instagram and Influencers are key aspects of any PR
strategy. Instagram is a visual medium that allows companies to generate brand awareness and as Carter
(2016) claims Influencers as ‘trusted voice”. Due to the rise of influencer, the consumers have started trusting
recommendation and reviews from them Vo (2023). Traditionally, public relations has aimed at raising
awareness of the company through the mainstream media; today, however, using grassroots methods such as
through local weekly community newspapers, the Internet, social media, email, and newsletters, public
relations has been able to improve the company’s public image by communicating directly with consumers
(Sherman & Perlman, 2010, p. 132). Brands such as MAC, Charlotte Tilbury, NYX, L’Oréal and Milk
Makeup are all well known for using influencers to promote and use their products (Hassan et al. 2021).
VI. RESEARCH METHODOLOGY
RESEARCH DESIGN
The research methodology involves a Mixed - method approach, utilizing a structured survey with both open-
ended questions and closed ended questions to gather insights from participants. By analysing the data
collected, this study intends to provide valuable insights into the effectiveness of Instagram as a platform for
promoting beauty products through influencer marketing.
POPULATION AND SAMPLE
There were 112 people who completed the questionnaire, and data analysis is done on the basis of their
responses. The selection of Gen-z and Millennials as the target demographic for the survey is based on their
high engagement and active participation with Influencer on Instagram. These two generation comparatively
consumes content from social media platforms on a daily basis.
DATA AND SOURCES OF DATA
For this study, Primary data was collected. A web survey was conducted to answer the research questions.
The survey comprises a total of 19 questions, divided into four categories: Demographic Information, Social
Media Usage, Influencer Marketing, and Consumer Perception and Opinions.
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DATA ANALYSIS AND INTERPRETATION
Figure 1: Preferred Social Media Platforms for Beauty-related Content
Social Media Platform Frequency
Instagram 87
Facebook 4
Twitter 0
Snapchat 0
Youtube 21
Figure 1: Preferred Social Media Platforms for Beauty-related Content
This table indicates respondents preferred social media platforms for accessing beauty-related content.
Instagram is the most preferred platform, followed by YouTube. This suggests that these platforms are
perceived as effective channels for consuming beauty-related content.
Table 2: influencers Contribution in PR Campaigns.
Contribution Level Frequency
Essential partners, driving innovative PR campaigns and brand messaging. 88
Minor role, with traditional PR methods remaining more influential. 20
No significant impact on PR strategies for beauty brands 0
Unsure/No opinion 20
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Table 2: influencers Contribution in PR Campaigns.
This tables indicates that the respondents believes that the influencers play a crucial in PR campaigns as they
helps in promoting and increasing brand awareness and also influencers help in shaping public perception.
The majority of respondent (88) believes that influencers play a significant role. By adopting influencers in
PR camp gains, the brand effectively reach wider audiences.
Figure 11: Purchase Behaviour Based on Instagram Beauty Influencer Recommendations
Purchase Behavior Frequency
Yes, frequently 62
Yes, occasionally 22
No, never 15
Maybe 13
Figure 11: Purchase Behaviour Based on Instagram Beauty Influencer Recommendations
This table indicates respondents' purchase behaviour based on recommendations from Instagram beauty
influencers. The majority of respondents (62) have frequently purchased beauty products based on such
recommendations, highlighting the significant influence of Instagram beauty influencers on consumer
purchasing decisions.
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Table 13: Appealing Features of Instagram
Instagram Feature Frequency
Short-form content (30-60 seconds) 12
Relatability and closeness to influencers 30
The algorithm that shows similar content 52
The access to user-generated content 5
The availability of personalized content 4
The algorithm that shows similar products 12
The 60-second limit for short-form content 1
The sense of relatability and closeness to influencers 1
Figure 13: Appealing Features of Instagram
This table indicates respondents' opinions on the most appealing features of Instagram. The algorithm that
shows similar content and the sense of relatability and closeness to influencers are the most appealing features,
followed by short-form content. This suggests that users appreciate personalized and relatable content on the
platform.
Table 3: Employment Status
Employment Status Frequency
Student 55
Employed 48
Self-Employed 2
Homemaker 5
None 2
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2%
4%
2% Student
Employed
49% Self-Employed
43%
Homemaker
None
Figure 3: Employment Income Status
This table outlines the employment status of respondents. The majority of respondents are students (55),
followed by those who are employed (48). There are also respondents who are homemakers (5), self-employed
(2), and none (2). The distribution reflects a varied sample of individuals with different occupations and
lifestyles.
VII. DISCUSSION AND FINDING
The analysis of survey data about the effectiveness of influencer marketing campaigns on Instagram provides
some important insights into the influence of influencer marketing strategies in the beauty sector. By
analyzing the perspectives, experiences, and opinions of respondents, we have acquired valuable insights into
the impact of Instagram influencers on customer behavior and brand perception. The demographic analysis
reveals a strong emphasis on younger individuals, specifically those between the ages of 15 and 27, who make
up the majority of respondents. Understanding the preferences and behaviors of this particular demographic
segment is crucial, as it aligns perfectly with the targeted audience for beauty-related content on social media
platforms.
In addition, the prevalence of Instagram as the main social media platform for accessing beauty-related content
highlights its significant role in influencer marketing within the beauty industry. The platform's effectiveness
as a channel for reaching and engaging with consumers interested in beauty products is highlighted by the
high engagement levels and frequency of usage among respondents. In comparison to other social media
platforms like YouTube or Facebook, Instagram caters to short span attention of the audiences as well as its
algorithm helps in providing and exploring more content in the same domain and could develop a personalized
content which audiences regularly consumes. It is clear from the responses of most participants that influencer
marketing on social media is highly regarded and seen as an effective promotional strategy for beauty
products. It is evident that there is a strong belief in the power of influential marketing when it comes to
launching new beauty products. This suggests a clear endorsement of using influencers to increase brand
visibility and boost sales.
Furthermore, the emphasis on product demonstrations rather than storytelling approaches on Instagram
highlights the significance of authenticity and transparency in influencer content. It's interesting to note that
when it comes to evaluating the authenticity of content by Instagram beauty influencers, most respondents
view the content as highly authentic. This suggests that influencer-generated content is generally well-
received. The success of different tactics used by beauty influencers, like sharing their thoughts on products,
partnering with brands, and hosting live sessions, attending events helps to gain significant media coverage,
giveaways and discounts offered by beauty influencer actually helps in enhancing the relationship between
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brand and consumers, highlights the significance of genuine interaction and relatable content in influencer
marketing campaigns.
Influencer plays a crucial role in disseminating the reach of a Press Release to a larger audience. Influencers
helps in tapping into those audience which the traditional media could not reach. Influencers plays a crucial
role in managing and re-establishing the public trust during the time of crisis. Influencers utilizes the platform
to reassure their followers, actively responds to any question rumours and provides valuable, reliable updates.
During the crisis, their legitimacy can help in altering consumer perception. Influencer can enhance the overall
engagement and involvement of public at events. PR efforts can increase participation by involving these
influencers and gaining article spaces in newspaper and magazines.
Overall, the results of this analysis offer valuable insights into the effectiveness of influencer marketing
campaigns on Instagram in the beauty industry. Having a deep understanding of consumer preferences,
behaviors, and attitudes towards influencer-generated content can greatly benefit brands and marketers. This
knowledge allows them to develop more focused and impactful influencer marketing strategies that can
improve brand perception, boost engagement, and ultimately drive sales in a highly competitive market.
IX. REFRENCES
1. Brown, D., & Hayes, N. (2008). Influencer marketing. Routledge.
2. Carter, D. (2016). Hustle and brand: The sociotechnical shaping of influence. Social Media+
Society, 2(3), 2056305116666305.
3. Hassan, S. H., Teo, S. Z., Ramayah, T., & Al-Kumaim, N. H. (2021). The credibility of social media
beauty gurus in young millennials’ cosmetic product choice. Plos one, 16(3), e0249286.
4. Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer marketing
effectiveness. Journal of marketing, 86(6), 93-115.
5. Sherman, G. J., & Perlman, S. S. (2010). Fashion public relations
6. Vo, T. (2023). The role of influencers in marketing in the beauty industry.
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