The report pointed out that the sector will enter the era of “authenticity” and open doors to other audiences, such as men and children
The beauty market is expected to exceed R$130 billion by 2026, according to Statista, becoming one of the industries that not only moves the needle in retail but also social networks.
According to BrandLovrs’ new report, “Beauty Creator Trends 2024”, 62% of women follow beauty influencers on social media and 85% of consumers stated that they are willing to pay more for a beauty product if they have proof of efficiency.
Furthermore, the report also pointed out that 86% of the 200 biggest beauty videos on YouTube are the work of creators, not brands, and that much of this content comes from consumers who are not part of the fashion circle.
According to BrandLovrs, the beauty market is entering the era of “authenticity”, which will give brands the challenge of “transcending the boundaries of automatic response with Creator Marketing”.
The research showed that, if previously the market was dominated by creators with followers in the millions, now it will be the turn of micro and small creators. This trend is explained by data from Euromonitor, which stated that 62% of consumers prefer to engage with UGC (user-generated content) over traditional brand content.
With this information, brands should connect with these small media channels and opt for strategies focused on engagement and conversion potential.
Another fact that drives this moment is the advancement of the alpha generation, which will cause child creators to generate a value of around R$2.7 billion in the coming years.
In addition to authenticity, Beauty Creator Trends 2024 also highlighted other trends such as the rising interest among children and adolescents, personal care among men, the clean beauty and personal well-being market and the influence of artificial intelligence in this universe.
In the case of male beauty, personal care products for this public, in Brazil, represent 13% of global sales, according to Euromonitor, and Mintel points out that two thirds of American men have more than one product in their toiletry bag, in addition to the regular ones. for hygiene.
With so many assets in the pipeline, the BrandLovrs study shows that the beauty and well-being market can rely on artificial intelligence, a tool that plays a crucial role for creators and the industry.
The technology enables a more sophisticated and adaptive approach, where content creators can utilize AI-based tools to create personalized and engaging content. For brands, it allows the development of applications and virtual services, such as virtual dressing rooms and skin analysis, which help consumers make more informed decisions about products.
This not only improves the online shopping experience, but also provides content creators with a set of innovative tools to engage with their followers in ways never before possible.
