Stay informed with WeArisma’s blog, offering expert insights into the latest trends and strategies in influencer marketing. From beauty to brand advocacy, health & wellness to trending topics, our blog provides actionable advice and thought leadership to help you succeed.
Stay informed with WeArisma’s blog, offering expert insights into the latest trends and strategies in influencer marketing.
While the global beauty industry shifts towards digital and independent brands, China’s market remains dominated by legacy brands like La Mer and Dior, with consumers favoring established names for their heritage and tech innovations. To compete, Chinese beauty brands must enhance their online presence and influencer marketing.
As Valentine’s Day nears, couple influencers are showing a significant boost in engagement. Our analysis reveals that featuring partners can increase engagement rates, as seen with UK’s Shantania Beckford, Italy’s Mariano Di Vaio, France’s Betty Autier, and Japan’s Ryuchell. Brands should consider leveraging couple influencers for greater visibility and a broader audience reach.
In 2019, Influencer Marketing is set to evolve with increased transparency due to regulations, the integration of AI for data-driven insights, a focus on social commentary, and the rising influence of podcasts for deeper audience connection.
In 2018, Dior Makeup led as Japan’s most mentioned beauty brand with their gender-neutral products, while NARS followed with impactful influencer collaborations and events. Shiseido also made notable progress by integrating Japanese culture into their marketing with their “Gifting Japan to the World” collection.
In 2018, Sephora led beauty brand mentions in France, followed by NYX Cosmetics and L’Oréal, with their success attributed to long-term influencer partnerships, region-specific content, and thorough vetting processes.
In 2018, Mac led beauty brand mentions in the UK, followed by Charlotte Tilbury and Fenty Beauty, with their success driven by global influencer collaborations, strong personal branding, and a focus on inclusivity.
In 2018, Anastasia Beverly Hills led beauty brand mentions in the US, followed by Benefit Cosmetics and Tarte Cosmetics, with their success driven by strategic social media integration, significant investments in influencer experiences, and global influencer marketing campaigns.
The Asian beauty market, valued at over $149 billion, is heavily influenced by digital channels. From January to September 2017-2018, Japan saw a slight increase in engagement among influencers with 1 million+ followers, while South Korea experienced higher engagement with those under 20,000 followers. Brands should target micro-influencers in South Korea and top influencers in Japan for 2019.
In August, Weibo reported a 70 million user increase in Q2, reaching 431 million monthly active users, alongside a 68% rise in net revenues to $426.6 million, fueled by a 69% increase in advertising and marketing revenues, while Gartner’s L2 Digital IQ Index on Beauty prompted an analysis of beauty brand performance on Weibo for the month.
Our analysis of the UK Beauty Market reveals that micro and large influencers have higher engagement rates than mid-sized ones, with top influencers dominating but careful selection and timing being crucial for maximizing impact, especially in the saturated Q2 period.
As 78% of brands prepare influencer marketing strategies by the end of 2017, focus on long-term relationships rather than short-term campaigns. Assess if you’re committed to sustained partnerships, align with influencers fitting your brand’s identity, and ensure timely compensation to build lasting, impactful connections with your audience.
As we continue to navigate our lives online, influencer marketing has emerged as a dominant force in social and digital landscapes. In 2017, expect Facebook to solidify its lead with live videos and interactive content, while AR/VR could redefine the shopping experience. With increasing competition, brands will need to tailor content and leverage trusted influencers to capture and maintain consumer attention amidst the growing flood of digital information.
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WeArisma is a specialist in precision earned media that unleashes the power in numbers. We leverage cutting-edge AI and unparalleled global data and insights to predict creative strategies that drive brand influence, grow communities and optimise business results. Removing the guesswork and reducing the risk.
