2025年美容行业网红营销趋势报告

By House of MarketersGlobal TikTok Marketing Agency HouseOfMarketers.com Introduction: The Rise of Influencer Marketing in Beauty Industry04 08Digital Marketing Trends: Digital Influencers, De-influencing,and Live Shopping Beauty Key Focus Area : Skincare, Makeup/Nails, Haircare andFragrance, and Clean Beauty 11 Table OfContent 17House of Marketer Success Studies: Treatwell, Artisse, Endoca TikTok, the Leading Social Media Marketing Beauty Trends 21 22Consumer Behaviour: Personalization, Organic Beauty andCampaign, and Spending Product Innovations : The Quiet Beauty and AI Crossover “As one of the first EMEA TikTok employees, I’veexperienced and harnessed the transformative power ofinfluencers in the beauty industry first-hand.. Marketing success in the beauty sector hinges on socialproof, authenticity and genuine audience connections. Leveraging top-tier influencers who can compellinglynarrate and visualize your brand’s story in anentertaining way, is not only the most effective way tocaptivate beauty consumers, get them to purchase yourproduct or download your app, but it’s also powerful forfostering loyalty and engagement. The key is to launch campaigns that do more than justattract attention—they must entertain and inspire” – Inigo Rivero,Co-Founder and Managing Directorof House of Marketers The Rise of Influencer Marketing in Beauty Industry ●Nearly 2/3 (65.8%) of InfluencerMarketing Hub survey respondents admitto havinga dedicated budget forcontent marketing ●The 84.8%survey respondents believethatinfluencer marketing is aneffective form of marketing.Beautybrands that strategically leverageinfluencer marketing have seen a boost intheir revenue and online sales. ●50.1% of the responders also believe thatTikTok deliver the best ROIforshort-form video The global influencer marketing market has experiencedsignificant growth,more than tripling in sizesince 2019.Current projections estimate an average annual growthrate of 21.2% from 2022 to 2024, with the market expectedto reach U.S 24 billion by the end of 2024. ●Micro-influencers contributed to 7.7%of the Influencer Media Impact Value(MIV®) in the beauty industry. Young Adults DominateTikTok's Audience The younger segments are TikTok's main audience:17.3% are females aged 18-24, and 18.9% are males. The25-34 group is also significant, with 14.6% females and19.3% males. Overall, the user numbers drop as ageincreases. TikTok has the Highest Followers of Beauty InfluencersWorldwide TikTokwas theleading platform for beauty influencer followersin both the United States and the UnitedKingdom. In the United States, TikTok attracted over 1.5 million beauty influencer followers.In the United Kingdom, TikTok also led the market with 559,840 beauty influencer followers. TikTok and The Growth of MaleGrooming Globally the average userspends 52 minuteson TikTok every day.About90%of their worldwide users access TikTok on a dailybasis. TikTok confirmed that1 in 4 boughtsome beauty productsafterseeing a beauty TikTok video. Globally, men are increasingly expanding their grooming routines. The celebrity-driven‘malepolish’ trend has persisted into 2024,highlighted by a collaboration between Pharrell Williams’Humanrace and Tyler, the Creator’s Golf Le Fleur brands to launcha new limited edition green nail polish. Notably, even Dwayne ‘The Rock’ Johnson and LeBron James havelaunched their own skincare and personal care brands for men. Digital Influencers areShaping the BeautyIndustry's Growth Interest in Virtual Reality Content from Influencers Over 1/3of Americans who follow beauty influencerscheck their reviews or recommendations beforepurchasing a new product. Interest in blending the real and virtual world is on the rise. Whenquestioned if they would watch virtual reality content from social mediapersonalities, over half of consumers gave a positive response Additionally,3/5of UK consumers consider the socialmedia personalities they follow to be experts in thebeauty fields. A prevailing trend in the beauty and personal care (BPC)industry is the significance of purchasing productspromoted through inclusive advertising, highlights theimportance of diverse and inclusive content in brands’social media and influencer marketing. Notably,59% of Black US consumersand58% ofHispanic USconsumersfollow BPC influencers withtheir specific skin toneor type for productrecommendations on social media. New Influencer Trends:“De-influencing“ De-influencing is a trend where influential socialmedia personalities advise their followers on whatbeauty products not to buy and which brands toavoid. The trend gained popularity partly as a means tocall out influencers and put an end to anydishonest or deceptive marketing practices. Additionally, Consumers Care About MakingMore Conscious Buying Decisions90%of Gen X consumers would be willing tospend 10% more for sustainable products “TikTok user Megi, known as @mothermegi,posted a viral video announcing her