"Influencer Marketing", which has become popular in recent years, mostly faces consumers in the beauty industry. Beauty brands raise visibility and revenue by establishing connections with specific target audiences through collaboration with influencers who are familiar with their brands and goods. Stating that conveying the brand's message, product features and experiences to its followers with the content created by influencers and their cooperation with brands has grown the beauty sector at an unprecedented rate, Istanbul Gelisim University (IGU) Vocational School of Health Services Asst. Prof. Dr. Pelin Ozgunay said, "It has become very important for beauty brands to catch up with the age and to adapt and adopt innovative strategies in order to stay ahead of the market. Creative marketing methods can help you increase your success and obtain a competitive advantage. Beauty has become a personal sanctuary. As a result, while looking for beauty goods in their own industry, people turn directly to their favorite influencers with their own personal beauty features for assistance."
“Consumers are shifting away from the ideal appearance”
Traditional marketing approaches always display items and people to the buyer in excessively flashy, faultless, and often unrealistic versions. Contrary to popular belief, Asst. Prof. Dr. Pelin Ozgunay stated that consumers attach less importance to visuality and said, "Most of the content that influencers offer to consumers through social media channels is raw and unrehearsed. It is common for influencers to publish beauty and wellness content in their everyday form, for example, in a bathrobe. This makes the content more approachable and enjoyable. Above all, customers today want to see 'authentic' and 'experienced' content. Consumers are turning away from the flawless look achieved via the use of filters and photo editing. As a result, we now have more texture, acne scars, and fine lines.''
The right influencer, the right strategy
Most beauty firms nowadays want customers to see that the material provided by the influencers with whom they work is a "real" experience. As a result, it allows influencers to build expertise by utilizing products for a few months prior to posting. Stating that this can reflect an original and real experience, Dr. Ozgunay said, "When it comes to influencer marketing, it has become critical for beauty brands to have the appropriate marketing strategies in each category. There's something for everyone, from creating inspiring content for luxury businesses to creating instructional and authentic content for dermatological brands. Brands can grab the attention of their target consumers with the appropriate influencers and strategy, and as a result, they may produce effective campaigns that will create high brand preference.''
