Beauty brands have known for some time that influencers have truly become exactly that – an influence over the thoughts and behaviours of everyday people.
Until recently, the extent of this influence has been somewhat unquantifiable. However, Australia’s biggest beauty review website, beautyheaven.com.au, recently surveyed 2,638 Australian women to uncover the role that influencers play in their beauty content consumption and purchase behaviour. The insights revealed just how powerful influencers are in the customer’s path to purchase.
The findings revealed that 80% of people trust the influencers they follow, and they follow them for entertainment (64%), to learn new skills (62%) or for inspiration (54%).
The findings also uncovered the extent of influencer’s influence on purchase behaviour:
- 83% would consider purchasing a product after seeing an influencer post it
- 81% have actually purchased a product after seeing it in an influencer’s post
- 46% have purchased products 2-4 times after seeing them in influencer posts
Beautyheaven general manager Amber Robinson said, "The rise of social media influencers is nothing new, however we now have in-depth evidence that trusted influencers do have a real impact on buying habits. These insights are another reason that Bauer’s recent announcements in the Influencer space make sense for brands looking for a holistic media solution".
To view all the results from the survey click here: 
beautyheaven–influencer-survey.pdf
