Performance-driven influencer marketing platform Traacker has released its "State of Influence: Beauty 2024" report, which offers a deep dive into the current state of beauty influencer marketing and reveals significant shifts and trends across the industry. The analysis highlights increased engagement with skin care content, evolving platform performance, and strategic insights from leading beauty brands, including YSL, Charlotte Tilbury, and Garnier.
We spoke to Pierre-Loïc Assayag, CEO and co-founder of Traackr, for his insights into the report's key takeaways and impact on cosmetics and personal care product manufacturers and suppliers.
Key findings and platform performance insights
The report shows a 9% increase in beauty creators engaging in sponsored content and a 23% rise in mentions. Despite these gains, organic beauty content has declined, suggesting a shift towards more controlled and sponsored content strategies.
Engagement and video views for sponsored content have increased modestly, while organic content has shown notable improvements, reflecting a growing preference for authentic interactions.
Instagram has emerged as a leading platform for beauty content, with a 5% year-over-year increase in engagements and a 68% rise in video views. This improvement underscores Instagram's growing importance in influencer marketing.
In contrast, TikTok's influence has slightly decreased, with lower engagement growth.
The report also noted that "Pinterest is the go-to place for discovering key beauty trends, encouraging self-expression and new aesthetics," said Rachel Goodman, Head of Beauty & Luxury Partnerships at Pinterest, adding that "the most popular beauty searches on Pinterest mirror the cultural zeitgeist."
Brand highlights
The report examined three top beauty brands' recent social media performance regarding Brand Vitality Score (VIT), including market demographics, consumer engagement, and brand penetration.
YSL
YSL has achieved impressive results in the US beauty market, rising 17 positions to reach #8 and increasing its Brand Vitality Score (VIT) by 82% year-over-year. The brand's performance is notably strong in fragrance content, ranking 2nd among all brands.
Instagram remains YSL's primary platform, contributing 64% of its VIT in H1 2024, up from 40% the previous year. TikTok's contribution has decreased to 28%. YSL's strategic partnerships with VIP ambassador Dua Lipa and beauty creator Alix Earle are central to its success.
Despite the significant role of VIPs, they account for only 18% of YSL's VIT, with megas driving the most impact through a blend of paid and organic content.
YSL has also leveraged experiential activations, such as the "Candy Shoppe" event during NYFW, to boost brand visibility.
Charlotte Tilbury
Charlotte Tilbury has seen notable success, with Instagram accounting for 67% of its VIT and TikTok rising to 28% in H1 2024. The brand's extensive network of macro and mega-tier creators earned 64% of its VIT in the first half 2024.
Charlotte Tilbury's strategic collaborations, including the F1 Academy partnership and a viral packaging campaign, have strengthened its presence at major events and driven high engagement.
Garnier
In France, Garnier ranked fourth overall and first in skin care and hair care, achieving a 102% increase in VIT year-over-year. TikTok, where Garnier earned 85% of its VIT, is a central focus for the brand.
Mega-tier creators have driven 33% of Garnier's VIT, with mid-tier creators contributing significantly.
Garnier's paid TikTok campaigns, featuring viral comedy skits and collaborations with the reality game show Koh-Lanta, have effectively engaged audiences and boosted brand visibility.
Expert analysis of current trends
Pierre-Loïc Assayag, CEO and co-founder of Traackr shared valuable insights on these trends. Regarding skin care content engagement, he explained that "one big factor driving engagement with skin care content is consumers' ever-increasing hunger for education."
Further, he added, "Consumers are searching for education from their favorite dermatologists and 'skinfluencers' to learn about the best routines and products for their skin health. Therefore, "brands partnering with creators who can both educate and entertain are seeing significant rewards," he said.
Assayag also highlighted how skin care brands like Summer Fridays and Rhode Skin have built engaged communities by embracing emerging trends, such as the rise of lip glosses. Rhode's viral lip gloss phone holder and Summer Fridays' PR packages for lip glosses are examples of this strategy.
Assayag further noted that large-tier creators (VIP, mega, and macro) continue contributing the most VIT due to their extensive reach. "A diversified approach involving mid and macro-tier creators has proven effective," he said. "Mid-tier influencers saw a 26% increase in VIT, while macro creators saw a 24% increase in 2024," so "brands that build long-term relationships across multiple tiers can drive VIT consistently," he explained.
Assayag said, "Instagram has optimized for video content, adjusting its algorithms to favor video posts." While "TikTok remains influential," he clarified, "Instagram's growth in engagement and video views indicates a potential shift," and "brands may start focusing more on Instagram as competition on TikTok increases."
In terms of emerging trends on Pinterest, "ath-beauty" and shades of aqua are shaping influencer marketing strategies, Assayag shared. "Savvy marketers are planning creator campaigns around these trends," he said. "For instance, peach makeup searches on Pinterest have doubled, and brands are collaborating with creators to highlight products that align with these popular looks," he added.
In applying these insights to brand strategies for improved market penetration and performance, Assayag advised brands to monitor content performance and benchmark against competitors. "Tracking real-time performance allows brands to understand which creators and content are driving impact," he explained. "Optimizing your program involves investing in high-performing creators and adjusting strategies based on trending content."
Increased engagement in skin care content, shifting platform dynamics, and strategic insights from leading beauty brands like YSL, Charlotte Tilbury, and Garnier all underscore the importance of adapting to current trends to maintain relevance and impact. As the beauty industry evolves, brands that prioritize education, diversify influencer partnerships, and stay attuned to emerging trends will be best positioned to thrive in this competitive market.