135,000,000- the number of people that the Forbes top 10 beauty influencers of 2017 reached through their social media outlets. A beauty influencer can be defined in many ways, as many influencers have different focuses and career paths. To me, beauty influencers are the middleman between brands and their target audience. Beauty brands reach out to famous beauty influencers on YouTube or Instagram and often partner with these influencers to market their products to millions of people. This tactic is called beauty influencer marketing.
“Every growing brand thrives on brand influencers and advocates.” – Bernard Kelvin Clive, personal branding coach
As an aspiring public relations professional, I find it interesting to see how brands think of creative ways to incorporate these brand influencers in their marketing strategies. Ways brands incorporate these influencers include sending them free pr makeup packages, partnering with them for paid videos, or even sending these influencers on paid vacations to broadcast their products to the world. For example, just this past month, Benefit Cosmetics sent many influencers to the luxurious, five-star Amangiri Resort in Utah for the launch of their new mascara. It sounds crazy, a brand sending dozens of influencers (and their significant others) on a luxurious, all-inclusive trip just for a single product launch. However, this type of tactic is worth it for these companies, because now they have some of the top influencers in the world posting all over their social media accounts about this new product. This entices their target market to purchase the product, and allows them to have a good relationship with these beauty influencers.
Brands that often partner with influencers:
- Benefit Cosmetics
- Maybelline New York
- Tarte Cosmetics
- Lancôme Paris
- NYX Cosmetics
- and more!
Some of my favorite influencers:
Youtube subscriber count: 2.9 million
Instagram followers: 3.6 million
Desi is by far my favorite beauty influencer on Youtube because she is relatable and always gives her honest opinion on whatever product she is reviewing. She started her channel about four and a half years ago, and since then has grown a huge social media following. Her success has lead her to partner with dozens of beauty brands, including a collaboration with her best friend for Dose of Colors, and even her own sunglass line with Quay Australia.
Youtube subscriber count: 1.8 million
Instagram followers: 2 million
Katy, who is Desi Perkins best friend, has also been one of my favorite influencers for a while. I love to watch the two of them collaborate together in videos or with beauty brands. Their friendship is fun and reminds me a lot of my best friend and I. In her videos, Katy sets off a pretty relaxed vibe which I love and she also incorporates a lot of sarcastic humor. It feels as if she is really speaking to her viewers every time she sits in front of the camera.
Youtube subscriber count: 5.8 million
Instagram followers: 4.9 million
Carli is one of the first beauty influencers I ever started watching. She has a huge heart and has used her success to help. Bybel has created her own scholarship fund and donated over $100,000 through the WAH Foundation. Bybel also has collaborated with BH Cosmetics and created her own eyeshadow palette. Her love for people, makeup and animals has always drawn me into her. Not to mention she is absolutely stunning. She is a must-watch guru in my eyes.