A social media survey undertaken by Estée Lauder and influencer platform Vamp has revealed what Millennial followers are most invested in when it comes to beauty.
#Nofilter skincare came out on top when 60 of Vamp's Australian beauty influencers were anonymously surveyed about their content and followers.
Estée Lauder's corporate digital and social media marketing lead, Kate Gildea told B&T that the company is seeing increased interest in skincare among Millennial and Gen Z consumers and products that help prepare the skin for makeup application or removal are growing in demand.
"Products such as face wipes, micellar water and makeup removers index strongly amongst Millennials, but we also see that masks are a hot category for this age group," Gildea told B&T.
The survey also indicated that the most successful brands on social media are the ones that see lots of influential people enjoying and talking about them regularly on their channels. BEAUTYDIRECTORY reported back in October that according to a Netscribes global market report Shiseido, Maybelline and Avon garnered the best engagement on Instagram (of all the brands tested). However, Vamp's study, conducted on a more local scale, revealed the top brands as MAC, Mecca and Clinique, closely followed by La Mer, Estée Lauder, Glossier, Aesop and NARS.
These brands, that dedicate time to social media campaigns – including video content of which 79 percent of beauty consumers look to – and work with a range of influencers, were selected as the most successful, reports B&T.
Image: @ozbeautyexpert
