Over the last few years, an overwhelming number of beauty consumers have focused their attention to the advice of beauty vloggers in order to judge cosmetic products, how to wear them, and if certain products are worth purchasing. Precisely why it makes sense that almost 60% of fashion and beauty brands have implemented an influencer marketing strategy, and 21% plan to budget for it over the next 12 months.
Social media is empowering consumers to move away from depending on the air-brushed ads released by cosmetic brands to decide which products to purchase. And vloggers are at the heart of this trend, regulating the industry with unbiased reviews (in most cases).
Although some posts are independent and others are sponsored by cosmetics companies, followers of these popular influencers trust the information shared by them, more than that of cosmetic companies. BuzzMyVideos’ Online Video Barometer revealed 85% of UK consumers surveyed, aged between 16 and 45 years old would trust a review by a YouTuber over any other method.
Personally, I no longer buy cosmetics without thoroughly researching them first. When it comes to purchase decisions, swatches at the makeup counter of my nearest department store, or a flashy ad, no longer holds an influence.
Instead, I turn to various online platforms such as YouTube and Instagram for beauty tips, product recommendations and tutorials. This type of content is both informative, and fun to watch. When it comes to making purchase decisions, I will turn to my favourite beauty bloggers – Dubai based blogger, Huda Kattan, and Kaushal. Why? Because I can gauge how a certain product will look on my face before buying it, and I no longer have to waste money testing cosmetics that will not flatter my skin tone.
But don’t just take it from me; there are legions of beauty lovers that rely on online video to help them through their purchase journey – whether it’s through a product review or watching a tutorial to understand if that newly launched mascara or volumising hair spray is actually worth purchasing. See the stats for yourself: