Welcome to the Digital Fast Beauty Era
A recent study from McKinsney pointed out that 26% of purchases are induced by social media influence. The firm also affirms that marketing inspired by word of mouth generates twice as many sales as paid advertising. And let’s face it, for the biggest buying industry that’s kind of a big deal. So to get this straight, let’s take a step back for a minute. The first question is: why is the beauty industry the biggest advertiser out there?
Well, my guess is; the reason lies within the product itself. For instance, a cosmetic like; best face cream, is basically a chemical that is supposed to make you more beautiful and glamorous. Isn’t that kind of a contradiction? So obviously for centuries, no one wanted to focus on the chemical part of it because that doesn’t make anyone want to buy the product. The industry then chose to focus on the glamour part of it.
The Social Disruption
That’s when brands started to hire buses and told the consumer, “Hey, let me do this science part and you just focus on looking like Kim Kardashian.” But now the social web comes along and the consumer is not alone anymore.
She starts sharing thoughts about the product, how it works, what’s inside and how it doesn’t make her look like Kim K at all. Worse, the consumer doesn’t even idolize Kim K anymore. She wants to look like that awesome YouTuber giving her beauty tips and teaching her techniques that the brand never bothered sharing (if she was not willing to hear a 20-minute speech from their sales agent).
And that’s how the power shifted from the brand to the social media influencer.
My friend, that’s what I call social disruption!
From Fast Fashion to Fast Beauty
So here’s the deal: that awesome YouTuber now talks to a multi-million audience. And she’s not the only one. Every month there are more 1.6B views on beauty content on YouTube only, says a pitiably report. Beauty is also one of the top subjects on Pinterest and Instagram.
Well, you’ve got it, once you start posting selfies every day, you better have a perfect make-up style to show off. And if you are posting selfies every day then you also better have a new look to show off in each picture!
As a consequence, the selfie phenomenon has a huge effect on the beauty market. After years of having fast fashion trends induced by bloggers and magazines, social media is now bringing a shift in the beauty market.
Thanks to 15 years of fast fashion growth, that consumer is now used to over-consuming, high-quality products at affordable prices. And she expects the same from the beauty industry. She applies the same pattern to her beauty shopping habits: she buys beauty products very often, changes her routine every time a new trend comes along and wants quality for her money.
Viral Trends & Fast Beauty
You’ll be pleased to know that leading brands (I mean the big groups, you know who) are not the first to pull strings anymore. Trends spread so fast worldwide that traditional leaders, retailers, and brands are unable to keep up the pace.
Instead, a new type of brand has emerged. Those who use social media and social media alone, to spot upcoming trends and spread the word about their products.