The key elements of a successful influencer marketing strategy in the beauty industry : cross-case analysis

Abstract

The beauty industry is more and more prolific and complex every day, with new brands arising exceptionally fast. For the longest time, this industry was controlled by a handful of traditional groups, yet today, the rise of digital technologies and the massive shift in customers’ taste fostered the lowering of barriers to market entry. Combined with the attractiveness of social media platforms in terms of audience and the expanding power of influencers – who detain the vast majority of views compared to brands – as well as consumers’ growing immunity towards traditional advertising, the beauty industry happens to be a very prolific field for influencer marketing, especially given the enormous reliance of generation Z and Millennials on recommendations from peers and opinion leaders on social media platforms. This paper aims to identify the elements that shape the decision to opt for a certain form of influencer marketing strategy in this specific industry. From the type of goal to the measurement of the results, passing by the selection process and the authenticity of the message, the author wishes to cover the majority of influencer marketing’s strategic elements, and furthermore, bring light on the elements that may vary depending on the type of business. In light of the above, the author first laid the background of influencer marketing in the grand scheme of communication by analysing the literature at different levels as a theoretical review. Moreover, a contextual review took place in order to study the critical elements revolving around the beauty industry. Subsequently, two different quantitative types of research were conducted – on sponsors and influencers from all tiers – in order to refine the literature and analyse strategic elements highlighted by sponsors. The latter is usually not presented in the literature due to its undisclosed character in such a competitive market. Influencers bring a view on contextual elements, solely observable in the field. Finally, this study offers a full-length view of influencer marketing to brands, retailers, and agencies willing to perform influencer marketing in the beauty industry. This paper may take the shape of a guide on good practices depending on the type of business, with a perspective on the influencers’ point of view, which provides a basis to avoid potential bottlenecks.