Firm News

The Art of Social Media Slayage

May 4, 2017

Thanks to stellar social media strategy, influencer marketing and content development, beauty brands are reaping all time high profits. Here’s how they do it.

Take even a cursory look at Instagram’s Discover tab and you’ll see it: beauty tutorials, everywhere. From winged liner to meticulous eyebrow mapping, the beauty industry is taking over social media. Here are a few takeaways from cosmetic companies that have made them a dominating force:

1.Investment in Strategic, Quality Content

  • If you’re looking for a perfect example of social media excellence, look no further than Kat Von D Beauty’s Instagram. One glance and you’ll notice each photo adheres to a rainbow color scheme that is only visible as users scroll through images on the profile. This meticulous attention to detail and clever use of user-generated content creates a clear visual identity that has netted the brand over 3.2 million followers. Kat Von D, tattoo artist and creator of the brand, is herself featured frequently (along with a merry band of influencers), injecting personality and joy into an already formidable presence with legions of fans.

2.User-Generated Content (UGC)

  • Kat Von D Beauty isn’t the only brand using user-generated content. In fact, featuring makeup artists, beauty influencers and YouTube stars has become par for the course in cosmetic industry marketing. From cult brands like ColourPop to natural beauty purveyor Tarte, harnessing user-generated content has become an easy way to show fans some love while cherry-picking quality posts with minimal resources wasted. Featuring content from prominent influencers can also strengthen meaningful relationships with an already engaged audience.

3.Influencers: Word of Mouth on Steroids

  • There’s no denying that influencers have taken over the beauty industry in droves, especially on YouTube. Beauty gurus like Nikkie Tutorials and Jackie Aina fill a much needed space in the cosmetic industry: reviews and demonstrations. Viewers can see a product applied to a similar skin tone, type and coloring as well as get feedback after a full day of wear. These types of reviews give consumers valuable information that can heavily influence their choice to purchase a product, but they also give a personal endorsement from a source audiences trust. If the product passes the test, it can result in explosive sales. By some estimates, every $1 spent on influencer marketing yields $6.50 in ROI - an investment that has certainly paid off. In 2016 alone, the beauty industry raked in $62.46 billion, an all-time high in profits.


  • Beauty brands don’t just feature influencers in their social media, they establish brand partnerships through collaborations. For example, top-tier makeup artist and beauty influencer Jacklyn Hill collaborated with Becca Cosmetics to create a highlighter called “Champagne Pop.” As many collaborations are often released as limited edition products, fans of both Jacklyn and Becca rushed to get their hands on the sparkly concoction. The result? $4 million dollars in just 4 days -proof that the right partnership can truly impact your bottom line. The product has since become a permanent addition to Becca’s line and continues to be a top seller.

The cosmetic industry continues to be a trailblazer on social media, quickly and deftly adapting to new platforms and strategies. The appetite for beauty content on social media shows no signs of stopping, with current projections for 2017 profits topping record highs from last year. Investing in your social media content, connecting with your fans and forming strategic partnerships can clearly bring some impressive returns. 

Allison Staub is a Digital Media Manager at Bond Moroch.