We’ve been looking into the latest beauty insights within social and influencer marketing.

Social Insight #1

When advertising a new beauty product, brands are turning towards sensory marketing to help them, using the visual of the product to transport their consumers to an entirely new world. 

@coldestjoel The BEST brands using sensory food marketing to grab your attention 👏🏽 #marketing #socialmediamarketing #creativemarketing #socialmediastrategy #creatoreconomy #sensorymarketing #contentstrategy #haileybieber @Jacquemus @rhode skin @SKIMS @LOEWE ♬ original sound – Joel | Social Content Creator

Here’s what we’re seeing already – Glossier’s new lip gloss launch invited talent to a workshop where they could make their own cherry jam; whilst Poppi soda collaborated with InnBeauty to create their own lipgloss scented lipgloss. Influencers are even incorporating food into their reels as accessories. 

This sensory content popping off in the beauty space is very highly produced, but the majority of influencer content isn’t. Here at The Fifth, we help influencers produce their own high-end sensory content, editing it for them in-house to post on their channel.

Social Insight #2

Make-up application on social has gone ‘avant garde’, with people posting videos of them putting blusher on their eyelids or lipstick on their cheeks, creating these unexpected yet ethereal looks.

Does this mean people are swapping the polished look to perhaps to a more nostalgic and messy look we used to see in the early 2000’s?

This movement has yet to fully take off on social media, presenting a fantastic opportunity for beauty brands to get ahead of the curve. By partnering with forward-thinking influencers who are already creating this content, we suggest showing how products can be used in ways beyond what they’re made for, engaging with a community that remains largely untapped.

Social Insight #3

The social trend celebrating ‘girlhood’ suggests many women once let go of the feminine aspects of their life to seem more mature or ‘edgy’. Now women are reclaiming what it means to be a woman to reconnect with their younger selves and find solace online with other women. 

Although some trends have been fleeting including #GirlDinner, #JustAGirl and #GirlMath…..

Girlhood is here to stay!

At The Fifth, we see a unique opportunity to help beauty brands authentically tap into ‘girlhood.’ The key to achieving this lies within the communities that influencers have already built, making influencer-driven content the most natural and effective approach.

We can also help the influencer content feel more elevated by helping talent with post-production elements too like our reference video. If you’re interested in elevating your social and influencer beauty campaigns then reach out to us!