When It Comes to Beauty, It’s an Influencer’s World

Beauty brands are being forced to rethink their digital strategies — all thanks to influencers. A study released today by Launchmetrics, “Beauty Redefined,” looks at the leading voices in the beauty, fashion and luxury spaces. Media remains the most prominent voice across the fashion and luxury categories, but when it comes to beauty, influencers have emerged as dominant. “Influencer marketing is the process of collaboration between brand marketers and influential content creators who have organically built an audience of consumers,” said Michael Jaïs, chief executive officer of Launchmetrics. “The result of this collaboration is original content in a form of photo, video or social conversations that authentically integrates a brand’s message. This content is communicated by the influencers across their various media channels and often used by brands in other forms of advertising as a credible reference.” The report defines the three major types of beauty influencers as vloggers, celebrities and makeup artists. It also categorizes influencers by following size. Micro-influencers have a following of 10,000 to 100,000. Medium influencer followings begin at the 100,000 mark, with macro-influencers starting at 500,000 and mega-influencers at 2 million. Launchmetrics found that beauty influencers are generally less loyal to one specific brand than fashion or luxury ones. Beauty influencer Tati Westbrook, for

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