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Breanna Armstrong Managing Editor firstname.lastname@example.org 4 October 2016 | beautystorebusiness.com Editor's Note "The well- followed beauty blogger now holds more sway in one Instagram post than a coupon in Sunday's newspaper." The Age of the Beauty Infl uencer IN 2016, NUMBERS MATTER. I'M NOT talking about financial figures; social media numbers matter. One good way to increase your social media standing is to collaborate with beauty bloggers. After all, it's pretty hard to ignore the signs— the literal signs—of companies partnering with today's most influential beauty blog- gers. Brands like NYX Cosmetics, Anas- tasia Beverly Hills, Too Faced Cosmetics and Becca Cosmetics are using beauty influencers as the faces of their national campaigns found in Target, Wal-Mart, Wal- greens, Sephora and ULTA Beauty, to name a few. But how does this affect your stores and the brands they carry? The well-followed beauty blogger now holds more sway in one Instagram post than a coupon in Sunday's newspaper, relatively speaking. Dedicated fans obsess over not only what products to buy, but where to buy them. Platforms like YouTube, Facebook, Instagram and Twitter have given influencers audience to become the industry's newest marketing tool. One company that is making this trend work for it is NYX Cosmetics. The beauty brand recently held its 5th Annual NYX Fine Artistry of Cosmetic Elites (FACE) Awards, a show and makeup artist com- petition that culminates in the crowning of a "Beauty Vlogger of the Year." The final- ists competed for the coveted title, plus $50,000 and a year's supply of NYX Cos- metics by vlogging themed looks for the public to vote on. The NYX FACE Awards encourage all levels of beauty vloggers to create inspirational masterpieces for the masses on social media. In addi- tion, NYX displayed just how much they value the power of beauty influencers by including them in the opening of several new retail stores last year, surrounding the store with pictures of the influencers and including them in appearances at the stores' launches. One thing is certain: Customers are taking notice. Are you? This month, we highlight the power of the beauty influencer, beginning with our cover story featuring some of the most influential male beauty bloggers, Patrick Starrr, Manny MUA and Jeffree Star (turn to page 24 for "All Hail the Queens"). And to learn how, as a busi- ness, you can collaborate with some of the internet's biggest stars, check out "It Takes Two" on page 18. Whether you're searching for new brands to place in your stores or are looking to leverage this huge marketing tool, take note: Beauty bloggers and their influence are here to stay. ■