The internet and social media have kickstarted a tremendous wave in the beauty industry and altered the world of cosmetics forever. As vast as the beauty industry is, ranging from health and wellness products to skincare, hair care and make-up products, social media has revamped the marketing game of beauty products to a whole new level. The digital revolution is responsible for amplifying body positivity movements and breaking conventional beauty standards. This has further paved the way for newer varieties of beauty products suitable for individuals of all sizes and complexions. Social media isn’t just a platform for beauty brands for brand promotions but also their ticket to appeal to consumers all over the world in the most suitable way.Social media has made sure that both small scale and large scale businesses get an equal shot to prove their worth to consumers. Competition between beauty brands has increased massively and the creative aspect of marketing campaigns has become a crucial factor in determining the success of a beauty brand. How has the world of social media changed the course of the beauty industry? What do these recent developments mean for the beauty industry and its consumers around the world?
A few decades ago, the beauty industry was only available to certain social classes, the entertainment sector, and the fashion industry. Everyone who has a functioning internet connection and a social media account can now access the world of cosmetics. Social media platforms have given rise to social media influencers who can offer tutorials and educate consumers on the use of these cosmetic items. They have a role in normalising skincare and the use of makeup products in daily life. The social media era has led to a newfound respect for the art of makeup. This has further helped the profession of make-up artists and influencers around the world and improved the status of their professions.
Social media has shortened the gap between businesses and customers. The opportunity for beauty brands to pay attention to customer feedback has improved. This has helped beauty brands to align their new product preferences with that of consumers. For example, there are consumers who prefer a certain colour of lip gloss or a particular variety of blue nail polish from Sienna.co or prefer environment-friendly products. Beauty brands can make targeted efforts to appeal to their target customers and plan their marketing strategies accordingly. There is something for everyone because of all these different preferences, which lead to increased product variety.
Social media has made it possible for small scale beauty brands to thrive as it has made marketing possible online. Entrepreneurs in the beauty industry have the option to launch their companies from their homes, sell their goods online, take orders via social media, ship their goods, and then progressively expand their businesses.
Social media has played an important role in revolutionising the concept of beauty itself. Beauty brands no longer have an upper hand in defining beauty. For example, the campaign against ‘fairness and skin-lightening products’ has pushed some brands to even change their names and start endorsing products meant for all skin colours. Beauty is no longer restricted to a fair-skinned, size zero woman but it has expanded to all skin complexions and body sizes and has travelled beyond the gender binary itself. Beauty products are not just for women anymore but for everyone.
Social media influencers play a huge role in the success of the beauty industry. The product tutorials and endorsements carried out by influencers are received by a large audience from all over the world. The creative tutorials posted by these influencers inspire audiences who otherwise may not possess the knowledge required to use these products effectively. Social media influencers are hence a relevant part of the marketing campaigns of beauty brands. Apart from this, brands also encourage consumers to share their feedback on beauty products on social media and conduct contests and giveaways too. Creativity is a way to engage customers and social media management and influencing is a mandatory process for all competitive beauty brands. This is also one of the reasons why jobs are.
Social media influencers are however only a part of the massive social media campaign that a beauty brand undertakes. Social media may be used as a platform for a sales-driven campaign by producing material that is both extremely persuasive and engaging and ensuring that it reaches the intended audience. It is also feasible to develop sponsored adverts to entice customers through social media channels like Facebook and Instagram. Brands have the option of calculating their client engagement and even projecting the future of their operations in advance. Brands also have the chance to understand what really works for their customers and alter their product features accordingly. The success of a beauty brand depends on the level of customer trust it inspires, and such credibility can only be achieved by.
The struggle for authenticity among brands is fiercely competitive. Therefore in order to stand a chance, businesses need to be at their best. Beauty, as a social construct is ever-changing. Hence, the beauty industry is required to stay up-to-date with not only the current beauty trends but also the social fabric which affects their customers. For example, some programmes conducted by beauty brands are highly creative and commendable and this includes their collaboration with social issues.
Because consumers now have the capacity to influence a beauty brand’s destiny in the market, the rise of social media has also pushed the beauty industry to be more responsible in its endeavors.
