“To produce this report, we observed the content posted by consumers on their social networks, we looked at the queries they make on search engines, and we pay attention to the work of expert beauty influencers,” explains Marie Aubert in her preamble.

The informed consumer

When it comes to beauty, the general public is no longer in the dark: they know their stuff. “This desire to know has grown out of the controversies surrounding certain decried ingredients and the lack of trust in brands.” To educate themselves, consumers turn to “skinfluencers” (a clever contraction of “skin” and “influencer”). These experts (dermatologists, doctors, beauticians…) popularize many subjects that were previously little or poorly understood by the general public. They have a huge following on social networks, with an engagement rate five times higher than normal.
Skinfluencers have the power to highlight trends and popularize brands.

Consumers’ expertise therefore leads them to better understand their skin. “It is now seen as an autonomous living whole with its own natural capacities.”

Beyond super performance

This trend flows directly from the previous one. As consumers become more informed and expert, they are necessarily looking for ranges that are truly effective.
First and foremost, the …