Cosmetics brands look to build brand loyalty and awareness through key representatives whether in the entertainment industry or through rising social media influencers. Certain icons ruling social media today bring key consumer bases closer to the brands they associate with. How do Cosmetics brands utilize paid social media to grow their brands with the existence of influencer marketing?
Audience targeting strategies across various social media channels help build brand awareness and help lead to a growing number of sales. Our objective with this report was to analyze how major cosmetic brands use different social platforms and targeting strategies to achieve their goals.
We found:
Overall, the prominence of influencer marketing gives proof to organic marketing working better than paid social in some industries like Cosmetics. With key influencers, a few Cosmetic brands have been able to eliminate the need for paid social media spending and as a result, continue their success through consumer loyalty to their brand ambassadors. It will be interesting to see how other Cosmetics brands utilize their paid social budgets to perhaps enlist rising influencers on Instagram or Youtube to represent their brands.
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