If you want a real-world example of how social media is shaping consumer interests, you need only look to the beauty industry and, more specifically, the glamorous world of #BeautyTok. As of this writing, the hashtag has 5.4 million posts on TikTok, where influencers can share tips and recommendations for newbies and enthusiasts alike.
These accessible, informative clips have brought a bold new dimension to the industry, and data from GWI shows that the number of UK beauty fans using TikTok to research products and brands has more than tripled since 2020, showing the industry is leading by example when it comes to connecting with audiences.
Companies like Huda, Fenty, and Rare Beauty have already set the bar high with their TikTok campaigns, embracing some of the trends we'll soon be overlooking. Others shouldn't just sit back and let the “lipstick effect” take over.
Here's how to bring back the shine.
The “skin influencer” effect
Thanks to social media, we no longer have to rely solely on magazines and search engines for beauty advice. We can find people who share our skin concerns and makeup goals, and get honest feedback on what has and hasn't worked for us. In other words, video-based apps remove some of the risk involved when trying new products.
Short-form video is garnering attention in many sectors, but the opportunity in beauty is huge: Skincare is the last thing UK Gen Z/Millennial women buy after seeing an influencer promote it, behind a much longer list of clothing, haircare, and accessories. And when asked what motivates them to buy from an influencer, UK beauty buyers are most likely to cite product demos, ranking them above influencer expertise and discount codes.
Younger generations are also keen to stock up on makeup. For those who haven't heard of the term “Sephora Kids,” it refers to teenagers who browse and buy pricey Sephora products. This suggests that brands should start building bonds with Gen Alpha, many of whom are beginning to understand what's on offer. In fact, 45% of 12-15 year-old girls in the UK say they've watched a makeup video in the past week, up from 36% in 2021.
Ultimately, beauty companies that aren't leveraging influencer marketing are missing out, as celebrities with relatable stories and struggles can help companies peel away the commercial layers and help audiences connect with the fresh brand underneath.
Shoppers want transparency
As the world's first Miss AI is crowned and fashion companies unveil AI-created campaigns, the beauty industry is now facing an important question: are AI influencers right for the industry?
The truth is, it varies by brand and even industry. Dove's “The Code” campaign targets people who are worried about the impact of AI on their perception of beauty, and for good reason: 43% of Dove shoppers in the UK said they would be less or significantly less likely to like content if they knew it was created using generative AI.
A human perspective is key, especially in the world of skincare. AI-generated influencers need to be well-informed about their real-world perspective to comment on what works for certain skin tones, conditions and hair types. What's more, AI-generated content should be labelled as such, an idea supported by 83% of Brits.
Inspired search is everywhere
Sure, TikTok is the talk of the beauty industry right now, but it's not the only platform or feature worth noting. For starters, the number of Brits using Instagram Reels has increased by 60% since the end of 2020, and around two in five of those who use it don't use TikTok, meaning it's reaching a pretty unique audience.
And then there's Pinterest, which is not only one of the fastest growing apps for Gen Z, but is also used by 38% of UK Pinners for style, clothing and beauty inspiration.
One idea from Pinterest's latest trend report, “Pinterest Predicts,” is that aquamarine makeup is “coming back bolder than ever,” which is why it's worth monitoring trending search terms. After noticing that users were pinning photos of the Beckhams in '90s parachute pants, Jaded London released their own modern version, selling more than 200,000 bottles.
The world of social media is non-stop and it can be hard to keep up. A third of Brits say they usually discover new products through social media ads, recommendations or pages, but most beauty brands can't afford to be everywhere at once.
Instead of jumping on the latest flashy trend, you need to take the time to understand your customer – after all, beauty is in the eye of the beholder.
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Shauna Moran, Trends Manager, GWI
