INFLUENCER MARKETING: BEAUTY INFLUENCERS ARE CHANGING THE COSMETIC INDUSTRY

Open Access
Author:
Wang, Sally
Area of Honors:
Management Information Systems
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • John Jordan, Thesis Supervisor
  • John Spychalski, Honors Advisor
Keywords:
  • influencer marketing
  • cosmetic products
  • beauty industry
  • beauty influencer
  • marketing
  • beauty YouTuber
Abstract:
This study aims to discover how beauty influencers change the marketing strategies and business models for cosmetic companies by affecting their audiences’ opinions. A beauty influencer, also referred to as a “beauty YouTuber,” “beauty guru,” or “beauty vlogger,” is an individual who is knowledgeable about makeup, creates and posts videos about beauty and fashion on social media platforms, and affects their audiences’ purchasing decisions. Influencer marketing is a new concept that allows cosmetic companies to communicate with their consumers through collaborating with beauty gurus to promote, create, and distribute their products. This new concept is gradually being adopted in the makeup industry. Cosmetic companies are reaching out to beauty gurus in a variety of methods: product promotion, sponsorship, or creating their own product lines. The most influential beauty YouTubers can build their own brands. In addition, the overlapping between the rise of influencer marketing and the growth of e-commerce introduces new purchasing and distributing channels. This paper also explores that a successful global beauty YouTuber often exhibits superior makeup techniques in their videos and uses multiple languages on social media to interact with international audiences. Influencer marketing challenges the established makeup industry by introducing new marketing tactics and business practices to promote, design, and distribute cosmetic products.