Five successful influencer marketing campaigns from major cosmetic brands

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In the beauty industry in particular, aesthetic advertising is particularly important and collaborations with stars and influencers are widespread. This is due, for example, to the fact that many influencers have specialised in the fashion or make-up industry. That is why today we want to take a look at five successful influencer marketing campaigns from major make-up brands such as L'Oréal, Maybelline and MAC Cosmetics, among others.


Key points
In 2023, experts expect the global cosmetics market to reach a value of $863 billion by 2024.
Some examples of successful influencer marketing campaigns in the beauty sector include:
L'Oréal x Edward Zo on TikTok.
Fenty x Golloria, also on TikTok
Rare Beauty x Selena Gomez
Maybelline x Trevor Barrett
MAC Cosmetics x Johnny Ross

Despite the health and economic situation, the beauty industry remains popular with consumers . As trends, features, and formats continue to evolve, brands in this sector must also adapt their strategies, create engineering directors email lists innovative content, and foster relationships with KOLs and consumers. That’s why, before we share with you five successful influencer marketing campaigns from well-known beauty brands , let’s introduce you to the sector itself . These key statistics, seen in Kolsquare’s study, can be important to better understand the sector and your target audience and optimize your own strategy accordingly.

Key statistics for beauty brands around the world and in Europe regarding influencer marketing
The Kolsquare study “ Beauty brands & KOL Marketing in 2022 ” is based on the analysis of more than 3 million Kolsquare influencers , including more than 587,000 profiles that mentioned one of the 170 beauty brands analysed or used one of their branded hashtags at least once. In total, we analysed 8,636,335 posts between September 2021 and August 2022 that mentioned the corresponding brands or hashtags on Instagram, YouTube, TikTok, Facebook and Twitter.

According to the analysis firm Zion Market Research, the global cosmetics market will be worth $863 billion by 2024. In Kolsquare's study, we provide you with detailed information on key figures in the sector, the main players, the most influential influencers, inspiring campaigns (five of which we have just presented here) and general trends for 2023. You can download the study for free here .