Beauty/Skincare Brands with Great Influencer Marketing Strategies

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The beauty industry – like many other industries – comes with its own challenges. There’s tremendous competition. That means that beauty and skincare brands need extra leverage to capture the attention of their audience. The savvy brands have leveraged the power of influencer marketing. Let’s take a look at some of the notable influencer marketing strategies.

Estée Lauder

Estée Lauder is a big player in the beauty industry, and they can afford big name influencers. They partnered with Kendall Jenner for an Instagram collaboration of their spin-off brand, The Estée Edit. Kendall has 75.1 million followers and the majority of them are younger and in the market for beauty products. If Kendall says it’s good, they’re going to listen. Kendall, along with model and blogger Irene Kim, created content featuring the makeup and skincare products and shared them on their personal Instagram pages.


Unlike Estee Lauder, Glossier has more recent beginnings and a smaller market share. They instead embraced micro-influencers and users to create content for their products. While they offer a referral program and have a horde of superfans who are thrilled to authentically promote their products, Glossier also takes a rather original approach to their social media content. It’s highly interactive and requires engagement. The posts ask questions, ask users to share their feedback and even more often to share images of themselves. It’s now, thanks to creative influencer marketing, a thriving beauty and makeup brand.


Becca partnered with YouTube Jaclyn Hill. She was prolific in sharing her love for Becca products on her channel and helped reach record single day sales for their Champagne Pop collection.


Lancôme, another established beauty company, chose a slightly different path for their 40 shades campaign. 40 shades refers to their 40 shades of foundation, to match skin color. They called it their 40 shades, 40 powers campaign and highlighted 40 inspirational women including director Gurinder Chadha and Olympic cyclist Laura Kenny.

As you can see from the examples, to create a great influencer marketing strategy for any industry, but especially for the beauty industry, you must not only think creatively – you also have to know your audience well. Know who they’ll respond to and give them content and value from influencers they know and trust.

Brands with Great Influencer Marketing Strategies

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Some of the strongest brands in the world do a fantastic job of leveraging influencer marketing. By exploring what they’re doing, it may help you create a stronger influencer marketing strategy for your business brand. Let’s take a look at a few brands with great influencer marketing strategies.


H&M has one of the largest Instagram followings of any fashion brand on social media today, due in large part to its influencer campaign with women who reflect H&M’s style all by themselves.

Fashion blogger Julie Sariñana and model Ela Velden are two influencers with whom H&M partnered for its fall 2017 catalogue. Sariñana loved the clothing so much, she promoted it from her own Instagram account. “So excited to share the looks I shot with @whowhatwhere for @hm Studio collection launching 9/14” She goes on to include relevant hashtags and a CTA (call to action) to check the link in her bio.

Bigelow Tea

Bigelow tea might be one of the biggest and most recognizable tea companies, but their business was struggling a bit with the increase in coffee shops and craft coffee. They partnered with lifestyle influencers to create posts that appealed to the millennial audience. Ashley Thurman (of Cherished Bliss) promoted Bigelow by sharing recipes that used Bigelow Tea.


GOODFOODS is an all-natural and environmentally-friendly food producer known for its dips, salad dressings, guacamole, and beverages. To boost awareness, they partnered with 60 influencers from food, home, and lifestyle niches to post recipes using their product. They hit several different celebrations specifically. They included game day, Thanksgiving, and Christmas and Hanukkah. The posts linked to the GOODFOODS landing page where visitors were able to find local retailers.

The more than 2,000 pieces of content generated more than 70,000 engagements and had a 34.2% and 44.5% conversion depending on the platform. (Source:

Work with targeted influencers to craft custom campaigns. Each campaign should be focused on achieving a specific goal. It might be engagement or traffic or sales. To create a great influencer marketing strategy, begin with research. What do you want to achieve? How will you achieve it? Who are the best influencers to help you accomplish your goals?