The Rise of Instagram Beauty Brands
If you were to spend some time on my Instagram explore page, you would find that there is a lot of beauty companies, gurus, and creators that come up on the feed. Not only has the platform become the focus of most marketing campaigns in the beauty industry, but it was the launch pad for many brands that have come into the spotlight recently. Take Colourpop as an example. They do all of their marketing online, and only recently started selling a few items from their line in physical Ulta stores. Up until recently, they were a social media based beauty brand. Other brands that have blossomed from Instagram include Jeffree Star Cosmetics, Morphe, and Beauty Bakerie. So how does social media get a company from being a startup to doing millions of dollars in profit?
The main market segment for these brands are young women ages 18-25, most of whom spend a lot of time on Instagram and Twitter. As brands begin promoting their products across these platforms, the target market sees the products and begins to create hype behind each brand. Morphe is geared toward women who are on a limited budget, Jeffree Star Cosmetics markets to the makeup lover who enjoys doing more "fun" looks, and Beauty Bakerie has one of the most diverse lines of base products to entice women of all ethnicities and backgrounds. By knowing that their target markets spend time on social media, the brands have been able to grow rapidly and completely change the industry as a whole. These brands will sell out of new launches in a matter of hours, while customers sit on waiting lists for weeks at a time to get their hands on the newest eyeshadow palette.
Let this serve as a warning to all beauty brands that haven't stepped up their social media game. If you can't keep up with these Instagram brands, you're the next one out the door.
I find is kind of funny that social media has made such sort of endorsement and marketing so much easier now that people who never even were planning to release any products are now launching products just because they know they have a strong social media following and they can. I still am shocked at how Shane Dawson jumped from conspiracy theories to collaborating with Jeffree Star on a make-up business deal.
ReplyDeleteIt amazes me how one person like Jeffree Star can make a line of makeup explode the way he did. I seems like I always see posts about makeup artists or just makeup in general every time I get on any form of social media. These makeup brands are thriving due to the popularity of their influencers. These brands are very smart when it comes to marketing.
ReplyDeleteI use Instagram and YouTube to find what beauty products I want to purchase. I watch influencers and brand page videos for reviews and inspiration. I am do hair and makeup freelance and this is an amazing way to stay on top of current products and trends.
ReplyDelete