Is creating accounts on social media essential for cosmetics brands? What type of influencers should they target, so consumers eventually buy a product they just glanced at at first? At a conference of the Cosmetic 360° show held in October in Paris, Garance Ferbeck, of the Harris Interactive market research firm, and Nadia Gabriel, founder of Mon Vanity Ideal, presented the results of a survey on this issue.
Nadia Gabriel created Mon Vanity Ideal in January 2015. This platform aims to help consumers find the beauty product that best suits their needs, based on the opinions of consumers and influencers that look like them. Today, it counts almost 20,000 members, including 2,000 beauty bloggers.
Who are beauty influencers?
To introduce the subject, Nadia Gabriel reiterated Facebook CEO Mark Zuckerberg’s basic premise: 'A trusted referral influences people more than the best broadcast message.'
Today, the people we call influencers are individuals who have the power to guide the buying acts of a great number of other people. In the field of beauty, they are mostly women. They derive this power from their status, network, but also from the public that perceive their opinions count. For example, Nadia Gabriel mentioned Anna Wintour, Michelle Obama, or Michelle Phan…
Tiny and great influences
Beauty influencers can be divided into different categories, depending on their potential impact:
• Macro-influencers: they are social network mega-stars, they count at least 80,000 followers
• Micro-influencers: they are still emerging people who have reached 5,000 to 80,000 people, and if they are less famous, they may prove more efficient in terms of impact on certain niche markets
• Individuals like …
