The ultimate guide to building beauty brands with influencer marketing


Influencers are a key tool for beauty brands, and integral to creating trust and loyalty amongst new audiences. Discover LTK’s proven strategies, and grow your beauty brand.

Download our guide, and start using influencer marketing to grow your beauty brand.

 

The ultimate guide to building beauty brands with influencer marketing

The beauty and wellness industry has something for everyone in skincare, cosmetics, hair care, and accessory products. Beauty brands are some of the most-followed and active accounts on social media, and the number one product category shopped from influencer recommendations per LTK’s national shopper study, in part because of the personalisation they add to the messaging. While this points to ample social selling opportunities, it also indicates just how competitive the space can be.

 

The most effective way for beauty brands to differentiate themselves in such a competitive market is by having the right influencers speak directly to their consumer. This helps people not only engage with their beauty brand but also buy from them and commit to it long-term. But beauty brands not only need that critical voice conveying their message to the world, but they also need to measure their success so they can build upon it.

 

In this guide, you will learn about the benefits of beauty influencer marketing with the top influencer platform, how beauty brands can utilise it to grow, sources for strategy, campaigns, and casting, and where to start the journey.


What is beauty influencer marketing?

 

Beauty influencer marketing: when beauty brands work with creators (influencers) who align with their brand and products to create content that connects with their specific audience to drive awareness and sales. 


Beauty influencers partner with brands to create a content strategy that speaks directly to their audience in an authentic way. Through a wide array of visual and interactive content, influencers convey the brand’s message, product features and benefits, and their personal experience with the brand.

Reaching audiences
that are more likely to convert
Establishing brand
identity in the beauty space
Effectively allocating marketing spend
Proving ROI on marketing efforts
Increasing brand visibility and awareness
Tracking data and trends for future strategy

Beauty brands can either pursue influencer connections independently, or they can work with an expert in content creator management to execute campaigns on an influencer marketing platform. 

With over 30 million influencers across today’s top social platforms, brands that attempt influencer marketing independently are often overwhelmed, especially in competitive markets like beauty and wellness. It’s easy to lose campaign focus. And it’s difficult to establish the right influencer connections, maintain relationships, and pull the metrics you need to prove marketing spend and ROI.

One million brands across more than 100 countries choose LTK to deliver their influencer marketing programs at scale. With our community management network of hundreds of thousands of global lifestyle creators, ten years of unmatched data, Advanced Audience Reporting™ and top in the world in brand sales, we’re here to drive your growth strategies across multiple channels with the right influencer mix to achieve your goals.

Understanding the beauty buyer

 

The beauty buyer crawls social media, mostly driven by emotion and connection. Beauty and wellness products directly impact a person's wellbeing, the way they feel, how they present themselves, and how they relate to others. It’s personal, so it’s no surprise that when consumers are looking for beauty products to enrich their lives, they’re going straight to their favourite influencers for advice, who often in many circumstances have similar beauty characteristics including features and tones.

In our decade-long relationship with influencers, we’ve come to establish that beauty buyers are looking for brands that:

1

Embrace new ideals of beauty

Consumers no longer accept limited definitions of beauty. They are looking for brands that celebrate diversity and new, more relatable ideals of appearance. Brands can utilise influencers to showcase a more diverse definition of physical beauty and wellness, which will create a deeper connection with consumers.

2

Evolve with them

People change, and they want their brands to do the same. Beauty and wellness influencers help bridge the gap between brands and consumers by offering fresh content that continues to appeal to followers as they evolve.

3

Are trustworthy and sustainable

Purchases impact the world, and consumers are becoming more conscious of issues like sustainability and animal testing. Beauty wellness influencers know how to tell the story of a brand in a personal way that gives buyers confidence they’re making a smart decision. Sustainable beauty influencers, for example, can speak your message of clean products through reviews that garner genuine trust.

4

Stay innovative and on trend

The science of beauty is always changing. With a direct line to your consumers, influencers stay on the pulse of new trends and consumer demand through a constant feedback loop. Beauty brands can work with content creators to market new products and put a voice to any improvements or updates to current ones.

5

Are both educational and inspirational

Online, consumers want to learn, be entertained, and to grow. Influencers can provide educational and inspirational value through their content, about your products and how to use them. When influencers inform their audience about ingredients or techniques, they build your brand value and inspire people to purchase.


Understanding the beauty and wellness influencer 

 

Beauty influencers are shifting away from the traditional linear approach to their personal brands. They talk about lifestyle, their day-to-day life, and the products that make it better. They bring consumers directly into their homes. They share what they eat, their nighttime routines, and the books they are reading. 

This openness allows influencers to better connect with your beauty buyers from every angle. With influencer marketing, you can build deeper trust in your brand and beauty product. 

As consumers look for products, they’re searching a full lifestyle landscape of their favourite influencers, who have — according to LTK’s 2021 national shopper study — become the top-ranked influential resource for what to do and buy. The benefit: a broader horizon of influence where influencers guide conversations about brands and products across all industries. 

Because influencers are branching out, brands are taking notice and trying to tap into that new territory. By leveraging an influencer network platform and expert in creator management, like LTK, brands can confidently execute a successful influencer marketing strategy based on unmatched influencer data in the beauty and wellness space.

Experts in target audiences for specific niches
The most believable and relied upon sources for the majority of shoppers
The most agile, cost-effective sales channel 
Nimble and able to adapt quickly to beauty news and trends
A source of aesthetic inspiration and escapism
A source of lifestyle inspiration

 

What to expect from beauty influencer content

 

Contrary to popular belief, consumers put a lot less stock in overly produced visual content. Beauty influencer marketing campaigns cut through the facade. In traditional marketing, you can expect to see highly polished and often unrealistic versions of products and even the people themselves. 

Influencers don’t need “the perfect shot” unless it’s for something more challenging to convey, like a fragrance campaign. Most content in influencer marketing campaigns is raw and unrehearsed, and it’s common for influencers to post beauty and wellness content while in a bathrobe or doing a quick touch-up in the car. Unlike traditional marketing content, beauty influencer content is relatable, attainable, and more fun: everything today’s consumers want. 

Ultimately, most beauty brands want their content to seem like a real testimonial, so they give influencers the autonomy to try out products for a few months before giving their feedback. This content ends up being a true declaration of their thoughts — not a shallow breakdown of a product they tried for the first time, which would be less authentic.

Whether it’s a makeup tutorial or showing “empties” (i.e. empty containers of beauty/skin favourites), all types of beauty products are a fit for an influencer marketing strategy. With the rise in video — Reels & TikTok — it’s easier than ever for beauty influencers to create quick, creative, and fun tutorials or application content that positively reflects your brand.

When do you use hyaluronic acid in a skincare routine?
Should you use a foundation brush or sponge?
Why should you double-cleanse?
How do you properly apply toner and what is it used for?

What beauty influencers want in beauty brands

 

Influencers create content according to their personal brand, which attracts a specific audience. These values impact the types of brands beauty influencers work with, whether it’s company culture, the way a product is made and tested, or the brand aesthetics.

The most common characteristics influencers look for before joining a beauty brand ambassador program:

 

Best practices for beauty brands looking for influencers

 

Searching for the right influencers is a vast undertaking. Working with influencer relationship management software and an influencer analytics platform is critical to successfully choosing influencers for your beauty campaigns. If you’re wondering how to find beauty influencers for your marketing campaigns, here are a few best practices to get you started.

How influencer marketing can help large and small beauty brands grow

 

Influencer marketing for small business 

Small beauty brands have much to gain from working with influencers because consumers love to discover new products. Who better to get a recommendation from than one’s favourite beauty or lifestyle influencer? When a consumer wants to try something new or get a sense of a new brand, they’re looking for engaging, educational, and eye-catching content from their most trusted and favourite influencers. 

However, smaller brands won’t grow until they are able to test and learn. Small beauty brands need to try out different influencer channels and verticals in order to learn about their audiences and reach new consumers. Influencer marketing builds a bridge from your small beauty brand to a larger audience — and makes the path to purchasing your products (and tracking those purchase trends) much easier.

 

Helping larger businesses scale

Larger beauty brands can substantially scale by working with a large group of influencers. From there, they can see who is a fit for an ambassador, while continuing to grow new relationships. Through influencer marketing management, larger beauty brands can deepen influencer relationships and expand to new influencers (i.e. consumers) at the same time. It's the most effective marketing strategy for achieving “cult-favourite” status for your beauty products, which is what every beauty brand wants. 

Bigger beauty brands also have the benefit of being able to test and learn a little faster than smaller brands because their budgets typically allow more flexibility. They should allocate their budgets to test different types of influencers and channels and learn from the results to strategically grow their program.

How to maximise your strategy with influencer marketing software and creator management

 

In-house marketing teams look for influencers who can be an extension of their team and help them tap into new, broader territory. While many brands have their own relationships with influencers in-house, executing influencer marketing campaigns can be complex because they require a lot of moving parts, like:

Determining goals and budget
Influencer research and casting
Determining target deliverables
Writing contracts
Negotiating rates

At LTK, we help brands — even various departments within the brand’s company — take their existing efforts and amplify them to scale in a meaningful way. Brands are realising that this is more cost-effective than completely outsourcing to an agency, or relying on an agency that might not have data-based testing or tracking. 

In today’s digital landscape, it’s especially critical for businesses to rationalise their marketing spend and tie it to performance. Experts like us offer beauty brands access to an extensive influencer analytics platform and data to tell you where to place your bets in a rapidly changing environment.

 


Where to start your beauty influencer marketing journey 

 

Many brands new to influencer marketing aren’t sure where to start. We recommend starting with a test campaign, guided by performance data to get a strategy going strong.

As the top influencer marketing hub for the last decade, LTK understands and solves influencer marketing challenges through:

  • Amplified distribution through the largest creator shopping channel: shopLTK.com with 30M+ shoppers
  • Full-service creator programs that deliver on your unique objectives
  • Strategic planning based on historical brand performance data
  • Expert brand consulting, planning, executing, and reporting 
  • End-to-end campaign execution and influencer casting 
  • Access to the most successful influencer platform in the world 
  • Licensed imagery from premium creators for your own marketing channels
  • Conference and event integration to build long-term relationships 
  • Access to real-time measurable results on the top influencer campaign management software

You can use your test campaign as an opportunity to discover best-match influencers who convert. Then, as you start to think about a longer-term strategy, our beauty influencer marketing platform will help you secure those influencers as your ambassadors.