“I saw that on TikToK”: The Amazing Evolution of Beauty Industry Marketing

POV: You come home after a long day at work. After eating your ‘girl dinner’, you mindlessly scroll on TikTok before bed. You see a review on NYX’s Hydrating Gloss Stain. 

Next thing you know, you see other people making content about NYX’s Hydrating Gloss Stain. You fall into this rabbit hole of beauty influencers making content, and suddenly it’s waaay past your bedtime. 

The next day, you stop by the drugstore before going home and pass by the beauty aisle to see NYX promoting the lip product. You look at it and say “Treat yo-self!” and buy it.

When it comes to cosmetics in beauty industry marketing, advertising has evolved with the growth of technology – now we have TikTok and Instagram, where we see ads at our fingertips. Plus, stores like Sephora and Ulta? Like Disneyland for the beauty girlies!

The (Eye)line from Traditional Marketing to Social Media Marketing

Before the rise in technology, we saw beauty industry advertising in magazines, TV, and occasionally billboards. 

We could only hope to serve looks like Gwenyth Paltrow’s blue eyeshadow or Liv Tyler’s dark red lips.

Then brands began keeping consumers in mind as their actual target audience. And with the rise of social media platforms like YouTube, Instagram, and TikTok, advertising became more visible to consumers like us. #Relatable! 

Consumer Trend Cycles & Behavior

Ever looked back on old photos and seen your makeup? Maybe you said, “Did I really think I looked good at the time?”, or “I can’t believe I was really blush-blind!”. 

Cringe!

When it comes to makeup consumer behavior and trends, one brand that comes to mind is ColourPop because of its marketing strategy of: social media focus, influencer marketing, limited edition and pop-up collections, customer engagement, and email marketing. 

They were the trailblazers of makeup marketing on Instagram.

Because Colourpop was affordable, beauty girlies were able to create many looks, from the popular 2016 Glam look to the vibrant makeup from the many colorful palettes they promoted. 

Since affordable makeup was just as accessible as social media, makeup tutorials were at the height of beauty marketing. The 2016’s Glam look – the dark lip, bold eyebrows, and the contour, which almost all beauty girlies were rocking.

And famous beauty influencers who are a household (or vanity) name now were just starting their career.

“Today, we’re going with an ‘Everyday’ look”: The Rise of Beauty Influencers

When you think of OG beauty influencers, who do you think of? For most, it’s Michelle Phan. As YouTube was getting more popular, Michelle Phan used the media platform to not only review beauty products, but give tutorials on how to wear makeup. 

Michelle Phan ran in the beauty industry so that people like Jeffree Star, Jaclyn Hill, and Huda Kattan (Huda Beauty) could walk – and make money out of it. 

Back then, beauty marketing lacked diversity and catered to a narrow audience. But almost everyone uses beauty products. YouTube gave space for people to share reviews and tutorials for others with the same skin tone or texture.

Although these people didn’t work for cosmetic companies, they were able to create space for different demographic groups who could relate. As we got more social media platforms like Instagram and TikTok, the content of beauty industry marketing grew as well.

Beauty influencers were able to solidify the brand’s customer loyalty. Brands have found a way for the beauty industry to have a community – Barbieland, if you will (with occasional Allans). In the beauty community, consumer are able to trust what beauty influencers say. Consumers see firsthand what the product looks on someone real. 

And because we’re creatures of habit, we’ll ride for our favorite products—until a new fave comes along.

To build on beauty industry marketing, Kylie Jenner entered the chat, making full pouty lips and matte lipstick a trend. Because of her celebrity status, she was able to collab with not only the beauty community, but also her famous family, gaining more popularity and a dynamic to the beauty industry. 

To be a nepo baby.

The more accessible to technology and free platforms, the rise of micro-influencers evolved. Although they don’t have a celebrity status or even a high follower count, they’re more relatable than maybe Nikki Tutorials because they’re also the average consumer – they have no brand deals to lie. 

Cosmetic campaigns that change the game

Campaigns in beauty industry marketing are a great way to bring customer engagement and brand awareness to showcase the product – how though, it depends on the audience.

Have you ever struggled with buying foundation that doesn’t match your skin tone? To add on, there weren’t many shade options to begin with. When Rihanna launched her cosmetic company, people with rare skin tones were able to find a shade.

Fenty Beauty’s campaign, Beauty For All, changed the number of shades the cosmetic company would sell –  shifting the beauty industry. Cosmetic companies that have been around for a long time now carry more foundation shades for customers to stay loyal. 

The Fenty Effect shade was real!

Watch video

Cosmetics have developed into something more than how you look.

Rare Beauty keeps its targeted audience in mind when it comes to its products. There’s a reason why it’s a $1.2 Billion Brand – it speaks to a large audience who love beauty and wellness. Not only are customers looking good, they’re feeling good too. 

Use of AI in Beauty Industry Marketing

The use of AI in the beauty industry marketing caters to the specific needs of the consumer. Whether it’s a customer service chatbox, or shade matching. No more having to go back and return the orange-y shade, because who would want to look orange? 

This helps get more accurate data to create more effective campaigns, forecast any trends that may come up, or predict your skincare routine for clearer skin.  

Conclusion

Beauty Industry Marketing evolves with the growth of technology – it relies heavily on word of mouth. Your co-worker shows you a product review on TikTok about L’Oreal’s new True Match foundation that makes their skin look like a filter.

Or you saw your friend put highlight on their face and they look super glowy. 

Marketing trends in the beauty industry build upon each other as it grows every day – much like girlhood, supporting and learning from each other every day.

✍️ Written by Lexine Estella