With the world turning more and more digital by the day it’s hard to think back to a time when social media and beauty were mutually exclusive. With beauty fans around the world sharing tips and tricks in YouTube videos and Instagram stories, it’s no surprise that conversations surrounding the industry have proven just as popular on Twitter, with over 118.4 million tweets going out about the subject over the last year. Makeup seemed to be the hottest conversation topic with skin and hair care coming in after, although the onset of the COVID-19 pandemic brought about a shift in this, forcing consumers to have a greater focus on skincare due to issues like ‘maskne’ surfacing and fewer people bothering to wear make-up while forced to stay at home, making it unsurprising that #Skincare was the most used beauty hashtag on Twitter throughout this period of time.
The pandemic also affected how consumers discovered new products, with Brits spending more than a quarter of their waking hours in lockdown online and social media users spending more time scrolling as venues shut and people were required to start working from home. TikTok in particular experienced a massive boom during lockdown, with beauty engagement on the app increasing by 1000% and brands not wasting any time in using this to target their Gen Z customer base, with CeraVe, e.l.f and The Ordinary all topping teens’ wishlists at the moment due to crafty campaigns and #tiktokmademebuyit videos having over 930 million views.
Thinking back to the genesis of beauty on social, YouTube was one of the first platforms to have an impact on the industry, with make-up tutorials and morning routine videos consistently going viral and beauty influencers not only collabing with big brands but also starting beauty brands of their own. In 2017 there were 88 billion beauty-related video views on YouTube, increasing from 55 billion in 2016, according to Statista. YouTube records more than 700 million views of beauty-related content every month so it’s no wonder that this accelerated the popularity of the industry, with people’s honest online opinions forcing brands to improve their formulas to avoid an onslaught of backlash and brand damage.
Here at Fashion Personnel we have enjoyed working with a wide variety of Beauty and Skincare clients for a number of years, and it is so exciting to work with brands that really set the pace and trends for the beauty industry!
We are looking forward to see what 2021 has in store for the Beauty industry!