With great followers comes great responsibilities. New research from Datamonitor has found the ‘Twitter culture’ and beauty blogs have a huge impact on consumers’ views on beauty and make-up regimes. This is especially true when it comes to young people, who find it important to adopt the latest cosmetic looks and styles.
The looks-oriented generation fuels the demand for new make-up tools and products that allow them to emulate the looks of current beauty icons and twitter is unquestionably one of the most powerful modern ‘trend-spreading’ tools,” Datamonitor researcher Nina Nowak tells CosmeticsDesign.com USA.
Major Twitter stars like Katy Perry (55.2 million followers), Rihanna (36.6 million), Kim Kardashian (22.7 million), Miranda Kerr (3 million), and Cara Delevingne (1.8 million) have a powerful influence when it comes to beauty.
A recent picture of Kardashian wearing un-blended highlighter was a good example of this kind of power. According to Nowak, the reality star’s photo contributed to an explosion of the face contouring trend. While contouring was already popular in the professional make-up community, the technique went mainstream after Kardashian uploaded her picture.
With market analysis showing that celebrities continue to propel current beauty trends, consumers are more likely to be influenced by organic Instagram posts and beauty blogs than paid advertising and brand campaigns.
