The internet is increasingly popular for people looking for beauty products. Empowered by the supercomputer in their pocket, consumers are in control. With nearly every 18 to 54 year-old in the UK now using a smartphone, it comes as no surprise that the value of the mobile commerce market is expected to nearly triple to £17.2 billion in the next three years. In 2015, consumer expectations will reach new heights when it comes to shopping across channels and devices.
The findings contained in a 2014 Beauty on YouTube study has become a
call to action for many of the world’s leading beauty brands, who were
surprised to discover that independent beauty content creators on YouTube were far more successful at attracting an audience, engaging subscribers, and owning the conversation around branded products on YouTube than they were independently. Over the past 12 months, a variety of global beauty brands have worked to increase audience engagement on their official YouTube channels, identify and partner with leading content creators, and improve their videos’ overall performance on YouTube. Viewership of brand-produced beauty content on YouTube grew 35% faster than the overall beauty industry from January 2014 – April 2015, partly because of a strategic blend of paid advertising campaigns, good PR and content creator sponsorships.
For more information please get in touch with Leandra Cardozo at Fuel PR (Leandra@fuelrefuel.com)