Social media is the primary discovery channel for beauty consumers looking for new products, said 39% of respondents, and scientifically-backed, versatile and natural ingredients are driving search traffic, the research firm said. Vogue Business The beauty trend tracker reinforces the power of the so-called “skin intelligence demographic” and highlights the need for brands to cater to this consumer group.
Dermatologists have long been a core part of beauty marketing strategies, but the rise of short-form videos offering advice and tips has broadened the subject matter of these industry insiders, who now offer educational content on almost every common skin issue. Rare Beauty, the vegan cosmetics brand founded by singer and actress Selena Gomez, is rated the highest among beauty consumers for its social media content, with over 70% saying it offers inspirational content and beauty tutorials.
However, the rise of dermatologists in the beauty influencer space is being offset by “skin influencers,” who are drowning out the voices of certified experts with their “open” discussions of skin care routines and personal skin concerns that they often share with their established follower bases. Influencers were cited as a product discovery channel by 23% of respondents.
In some cases, this content could be dangerous: various beauty brands have had to clarify which products are suitable for children. Financial Times There has been a reported increase in underage influencers taking to TikTok and Instagram to discuss skin care issues. While many hacks and tips are harmless, some can actually cause problems if left unchecked, like the claim that sunscreen causes cancer. It's no surprise then that trust is an essential factor for beauty consumers. After social media, family and friends are the most important source of product discovery (34%).
Using medical dermatologists, especially those who are proactive in debunking scientifically unsubstantiated claims, is one way to maintain brand credibility. “Standing up for the truth” has not yet lost its appeal to consumers. But vetting of medical ambassadors and partnerships must be rigorous, because one “bad” dermatologist or one skin advice scandal can erode the trust a brand is trying to build.
Another way to capitalize on this trend is to align the brand with other health and wellness categories. La Roche-Posay Vogue Business The Beauty Index ranking coincides in part with the success of SPF's partnership with the U.S. Open, as the ad campaign garnered nearly 40 million views on YouTube, making it the most-watched piece of content during the competition's judging period. Vogue Business Beauty quotient.
