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.
For the beauty industry, staying authentic isn’t a nice idea, it’s a business imperative. This sector is held to the highest ethical standards by shoppers who want to make the most informed decisions possible as part of their commitment to conscious consumerism. Finding a transparent way to get skincare and haircare products featured is vital.
And that means having a stand-out Digital PR strategy.
Continue reading at Retail TouchPoints.
