In the ever-evolving world of cosmetics, staying on top of trends is crucial for brands to thrive. Consumers are bombarded with new products and styles, and their preferences can shift seemingly overnight.
To navigate this dynamic landscape, beauty brands need a keen eye for what’s trending. Public relations – often seen as a platform for product launches and brand awareness – can be a surprisingly potent tool for uncovering the next big beauty trend.
The power of influencer marketing
Think back to a time when just one celebrity endorsement would set the beauty world ablaze. Now, things have changed. Today’s beauty sphere is no longer a one-person show but a stage shared by influencers. These are the social media virtuosos, who’ve made a name for themselves by sharing their candid insights and personal journeys.
Working with these influencers isn’t just about sponsored posts or slipping in a product placement. It’s more about forging a true rapport and really grasping what strikes a chord with their followers.
Trendsetters with a voice
Influencers are no longer mere billboards. They are trusted advisors with engaged followings who actively discuss what works and what doesn’t. By collaborating with the right influencers, brands gain access to valuable intel on a number of important elements.
Emerging techniques
Companies get to know whether intricate eyeliner designs are gaining traction with consumers or if the “glass skin” routine is back in vogue. Partnering with makeup artists and beauty enthusiasts can shed light on the latest application methods and product preferences.
Product innovation
They also get to learn if there’s a surge in demand for multi-tasking makeup products or those formulated with clean, sustainable ingredients among other things. Influencers can reveal what products their audience is actively seeking and what gaps exist in the market.
Ingredient spotlight
Consumers are increasingly interested in the science behind beauty products. Another thing that brands get to learn from influencers who focus on skincare ingredients as they can provide valuable insights into trending formulations and the hero ingredients consumers are searching for.
The power of social listening
The beauty PR conversation isn’t confined to brand partnerships. Social media platforms like TikTok and Instagram are a hotbed of beauty trends. By incorporating social listening tools, brands can actively track conversations, analyze hashtags, and discover what’s capturing consumer attention.
Hashtags
Hashtags are more than just a way to categorize content. They function as a language, revealing what users find exciting. Brands these days get to uncover hashtags that already have thousands or millions of views and interactions across social platforms. This signifies a significant interest in a specific aesthetic, potentially paving the way for a broader makeup trend.
Going beyond the obvious
Social listening isn’t just about identifying popular brands or products. It’s about understanding the why behind the trends. A granular understanding allows brands to tailor their offerings to meet evolving consumer demands. This means figuring out whether consumers are praising a specific product’s versatility or lamenting the lack of cruelty-free options, for example.
Media coverage
Press releases are no longer enough. To grab the attention of beauty publications with saturated inboxes, brands need to present compelling narratives that go beyond product descriptions.