In the world of beauty marketing, influencer partnerships have become a key strategy for enhancing brand visibility and engagement. Traackr, the leading performance-driven influencer marketing platform, recently released the State of Influence: Beauty report, shedding light on the evolving landscape of beauty influencer marketing. The report, which includes insights from Pinterest, highlights the top beauty brands, creators, and trends that have the most influence on social media.
According to Pierre-Loïc Assayag, CEO and co-founder of Traackr, beauty marketers are embracing new tactics to amplify the impact of their creator collaborations. By investing in paid media to boost posts, these marketers are able to reach a wider audience and drive higher levels of engagement. The report indicates that while the number of active beauty influencers may be reaching a plateau, influencers across all tiers – from nanoinfluencers to VIP celebrities – are generating more impact and driving greater Value and Impact for beauty brands.
One of the key findings of the report is the significant increase in engagement with creator content across various beauty categories such as makeup, skincare, hair care, and fragrance in the first half of 2024 compared to the same period in 2023. Skincare, in particular, saw a 44% increase in engagement, while video views and Brand Vitality Score (VIT) also experienced substantial growth.
Beauty brands are increasingly turning to sponsored content and boosting to drive engagements and elevate their VIT scores. The report reveals the top 10 beauty brands across makeup, skincare, hair care, and fragrance categories by VIT in the U.S., U.K., and France, showcasing the brands that have been most successful in harnessing the power of influencer marketing.
Some of the standout brands include Sephora, Rare Beauty, L’Oréal, Kylie Cosmetics, and Fenty Beauty, which have maintained high ranks in 2024. Notably, SKKN made a significant leap to the No. 7 spot after a successful relaunch of its makeup line earlier in the year, further demonstrating the impact of strategic marketing initiatives on brand performance.
Instagram emerged as the platform with the highest increase in engagements, video views, and VIT scores for beauty creator content, outperforming TikTok and YouTube. Despite having fewer active influencers, Instagram content garnered significantly more views and higher VIT scores, showcasing the platform’s effectiveness in captivating audiences with beauty content.
On Pinterest, emerging beauty trends such as track hair, lacrosse hairstyles, and dance makeup have gained popularity among Gen Z users. Additionally, the trend of „everything aqua“ has taken off, with searches for marine-inspired products and blue aesthetic looks on the rise.
Overall, the State of Influence: Beauty report by Traackr offers valuable insights into the evolving landscape of influencer marketing in the beauty industry. By leveraging data-driven strategies and collaborating with creators across different tiers, beauty brands can optimize their influencer partnerships and drive meaningful engagement with their target audience. To delve deeper into the report findings, interested readers can access the full report on Traackr’s website.
