A new marketing strategy has unveiled itself in the last few years. Famous Cosmetic brands used to depend on advertisements with attractive models or a brand ambassador (that is a famous actress or singer who can influence the audience) to try or purchase the product.
Since the rise of “Youtube stars”, cosmetic brands have been using famous make-up bloggers to advertise their products. There are several procedures for this kind of marketing. Brands will either pay the blogger to review their products in a positive way, which would influence the viewers to purchase them. Alternatively, every time a brand is about to launch a new product, they send them first to famous influencers for them to try them and review them honestly.
This new strategy in turn, has been a successful and creative one, that is implemented by cosmetic brands to promote their products – through positive word of mouth – to their current and prospective customers. The success of using influencers is mainly attributed to the fact they are more relatable and approachable to the consumer through social media platforms.