With the global beauty market expected to reach $US675 billion by 2020, a new Fashiobi report has looked at how beauty video bloggers and make-up professionals will impact this number.
The report, titled Top 15 Best Beauty Bloggers to Watch: Make-up & Beauty Vloggers - Evolution, Strategy, Influence and Success Factors, found well-known beauty vloggers are likely to have more impact on a brand than when they name a professional make-up artist as creative partner.
“Luxury brands are still reluctant to use the beauty bloggers as the faces of their campaigns, however, given the power of these bloggers, they are really missing a big opportunity. These bloggers have highly expanded presence, daily activeness, daily growth in followers and positive appeal that brands only stand to gain from a collaboration,” says Fashionbi CEO Ambika Zutshi.
“Today, vloggers are reaching millions of followers and views compared to the professional make-up artists and beauty brands themselves. The top-of-the-list beauty bloggers are present on all the most important channels, have an audience reach of 26 million on average and speak in the local language of their audience.
“On the other hand, the professional make-up artists are not even present on all channels, do not interact one-on-one with their fans given their status, are mostly from English-speaking countries and could be quite intimidating for the young digital customer-base. This sets a hurdle between a brand, its spokesperson and its influence on the final purchaser.”
An example of how vloggers are directly leading to brand sales can be seen via beauty influencer Zoella, with Topshop receiving a 40 per cent click-through rate to their site after she recommended one of their blushers.
Image: Instagram.com/zoella
