Whether big or small in scale, influencer campaigns have had proven success in raising a beauty brand’s profile and driving sales, especially among younger generations scrolling through TikTok for the lowdown on the latest aesthetic. However, for challenger brands, these ‘pay-to-play’ spaces are dominated by household names with bigger budgets that ensure them (and their products) a larger share of voice.
So how can a new and revolutionary beauty brand get noticed? The answer is simple: by using Digital PR to engage with editorial sections of key media while also improving online visibility.
That’s especially important when today’s media-savvy consumer understands the difference between paid-for promotions and editorial reviews. They’re increasingly aware which endorsement is authentic and which might just be paying an influencer’s bills.
In fact, according to a recent study more than half (53%) of consumers do not trust influencer content. What’s more, paid banner ads as an alternative aren’t an efficient option, with just 25% of consumers ever having gone on to buy a product after seeing one.
Continue reading at Retail TouchPoints.
