Effectiveness of Influencer Marketing in the Beauty and Wellness Industry

Effectiveness of Influencer Marketing in the Beauty and Wellness Industry

Digant Bhatnagar, Astha Kakkar, Aman Kukreja, Jaipal Singh Bhagrot

Universal Business School, Karjat, Maharastra, 401201

Abstract

Influencer marketing has emerged as a pivotal strategy for brands in the digital age. This report provides an in-depth examination of Beauty & Wellness Platforms’ employment of influencer collaborations to enhance brand awareness, foster trust, and drive sales.

Adopting exploratory and descriptive research methodologies, the study analyses primary data from consumer surveys and secondary data on industry trends. Key findings reveal that influencer partnerships play a profound role in shaping audience perceptions and purchase intent for Beauty & Wellness products.

Consumers demonstrate high dependence on influencer recommendations and overwhelmingly purchase products endorsed by them. Authenticity, expertise, and engaging content are deemed crucial for influencer credibility.

Although Beauty & Wellness Platforms exhibits sound influencer marketing practices, opportunities exist to optimize audience segmentation, strengthen influencer relationships, and refine performance tracking.

Tailored partnerships, quality content, two-way communication, and robust analytics emerge as essential elements in an adaptive, targeted influencer strategy. While illuminating Beauty & Wellness Platforms’ influencer marketing efficacy, this report also uncovers inherent challenges in quantifying ROI, maintaining authenticity, and responding to dynamic industry shifts. Further studies can explore evolutions in consumer behaviour and emerging platforms in this sphere.

Keywords:

Influencer marketing, Beauty Industry, Consumer Behaviour, Content Marketing, Social Media