{"id":1584,"date":"2020-02-06T19:00:00","date_gmt":"2020-02-06T19:00:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/retail-social-media-trends\/"},"modified":"2026-05-26T15:47:13","modified_gmt":"2026-05-26T15:47:13","slug":"retail-social-media-trends","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/retail-social-media-trends\/","title":{"rendered":"Social Media and the Beauty Industry Trends"},"content":{"rendered":"

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When it comes to the retail industry, cosmetics and beauty are some of the most competitive spaces for brands. Standing out among a sea of competitors (and new, viral brands) is critical. Gone are the days when traditional marketing ad campaigns were the only thing driving customers to the beauty counter. Today, as with so many other facets of the retail industry, social media is a driving force when it comes to marketing and engaging consumers in the beauty\/cosmetics space.<\/p>\n

As many established brands face growing competition from buzzworthy \u201cInstagram\u201d brands<\/a>, embracing new technology and social media to reach new customers is a tactic that can\u2019t be overlooked. In this blog post, we take a deep dive into beauty brands successfully leveraging social media to engage consumers to help you get a head start on where to begin. Let\u2019s explore some beauty retail social media trends.<\/p>\n

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How Social Media is Transforming the Beauty Industry<\/h4>\n

Did you know, consumers are nearly 41% more likely to find a new brand or product from an ad they see on social media, and 47% more likely from updates on a brands social media page? Additional findings from a report by GlobalWebIndex<\/a> note that 37% of beauty buyers find out about new products from ads they\u2019ve seen on social media, while 33% find out from comments or recommendations shared on social.<\/p>\n

\u201cBeauty buyers clearly enjoy engaging with brands on social media \u2014 even more so than the average internet user,\u201d notes GlobalWebIndex. \u201cAround 1 in 5 asked questions to brands on social media last month, and a similar number shared a brand\u2019s post.\u201d<\/p>\n

So, why has social media been so resonant in the beauty\/cosmetics industry? Social media is highly accessible and the makeup industry\u2019s visibility is at an all-time high, with YouTube makeup vloggers hitting new levels of prominence, more and more celebrities pushing out their own makeup lines<\/a>, and indie brands gaining viral traction like never before. Thus, ushering in a wave of retail social media trends.<\/p>\n

If one thing is clear, social media is having a clear impact on the beauty industry, influencing it in multiple ways – from giving it a greater global platform to opening up new avenues for sales.<\/p>\n

\u201cVisual social media platforms like Instagram are being used as virtual stores with feeds acting as virtual product displays,\u201d says Influencer Marketing Hub<\/a>. \u201cTake the beauty brand, Sephora, for example. On their Instagram feed, users can simply click on a picture to shop.\u201d<\/p>\n

It\u2019s also forced brands to examine their practices, especially when it comes to being eco-friendly and inclusive, given that for millennials and Generation Z, being environmentally friendly and embracing diversity is more important than ever.<\/p>\n

\u201c25% of beauty buyers want their favorite brands to provide eco-friendly products,\u201d says GlobalWebIndex. \u201cSocial media has also been instrumental in bringing awareness to issues of diversity and inclusivity \u2014 including race, body positivity, sexuality and gender.\u201d<\/p>\n

Another way it\u2019s influencing beauty? It\u2019s bringing technology to the experience, specifically augmented reality<\/a> – but more on that soon! Let\u2019s dive into some examples of brands using social media to the fullest and the hottest retail social media trends.<\/p>\n

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E.L.F. Cosmetics and Tik Tok<\/h4>\n

Social platform TikTok just keeps growing in popularity and beauty brand E.L.F. Cosmetics (stands for Eyes, Lips, Face) capitalizes on that with an exclusive hashtag challenge designed to increase brand awareness and reach consumers in a digital way. What makes its branded, highly successful #eyeslipsface challenge<\/a> so unique is that it\u2019s the first one on the social platform to feature an original song – one that even makes it to iTunes and Spotify.<\/p>\n

\u201cThe cosmetics company partnered with Brooklyn creative agency Movers+Shakers to turn its eponymous abbreviation \u2014 eyes, lips, face \u2014 into the song,\u201d notesMobile Marketer<\/a>. \u201cThe song was written and recorded by artist Holla FyeSixWun and Grammy-Award winning songwriter iLL Wayno.\u201d<\/p>\n

So how does it work? The hashtag challenge consists of a one-day only E.L.F. branded takeover of TikTok, plus additional media, TikTok content creation, and influencer marketing. The brand\u2019s ultimate goal is to push out content daily on the platform. And it succeeds, generatingover 1 billion views<\/a> on the social platform.<\/p>\n

\u201cWith its #eyeslipsface campaign, e.l.f. shows one way the recent trend of brands embracing TikTok might go to the next step as marketers invest in creating musical content specifically for the platform,\u201d notes Mobile Marketer.<\/p>\n

Talk about a brand leading the way in retail social media trends.<\/p>\n

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Dior Instagram Filter<\/h4>\n

Anyone who uses Instagram knows, it\u2019s all about thefilters<\/a>! Dior gets in on the action on the social platform with its first-ever augmented reality experience to highlight its 2020 Dior Holiday Makeup Collection<\/a>.<\/p>\n

What sets this apart from other beauty brands using augmented reality to showcase its products to consumers, is that Dior uses the technology as a face filter, add sparkly, fireworks effects to selfies.<\/p>\n

\u201cTo see the filter, users need to visit the @diormakeup account on Instagram and click on a link in the biography section that opens the image-messaging app’s camera feature,\u201d notesRetail Dive<\/a>. \u201cThe Dior face filter appears in the carousel of AR effects at the bottom of the screen.\u201d<\/p>\n

The idea behind Dior\u2019s approach to augmented reality is to capitalize on how people are using social platforms like Instagram, moving past \u201cphysical makeup in a world where social media is creating a new form of \u2018homoinstagramus\u2019 beauty,\u201d notes the Retail Dive piece.<\/p>\n

The colors featured in the face filter are that of the brand\u2019s 2020 Holiday Makeup Collection. Learn even more about Dior\u2019s creative efforts to incorporate augmented reality into its marketing campaigns and how it\u2019s hopping onto some of the latest retail social media trendshere<\/a>.<\/p>\n

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Disney and Maleficent Makeup Try-On<\/h4>\n

As part of its promotion for its film, \u201cMaleficent: Mistress of Evil\u201d, Disney launches a virtual makeup-try on experience (one of the latest retail social media trends) exclusively on YouTube. The way it works is that users have the chance to \u201ctransform\u201d themselves into the Disney villain Maleficent while watching a makeup tutorial done by makeup artist Promise Phan, a user with almost 6 million subscribers.<\/p>\n

\u201cTo promote the “Maleficent” sequel, Disney aims to reach younger audiences who are tuned into online tutorials and more likely to watch video content on their mobile phones than traditional TV,\u201d notesMobile Marketer<\/a>.<\/p>\n

According to a survey conducted by Piper Jaffray<\/a>, YouTube comprises 37% of teens\u2019 daily video consumption, making it a natural social avenue for Disney to target its marketing efforts. To utilize the augmented reality portion of the experience, video viewers who have the most up-to-date version of YouTube can choose the \u201claunch camera\u201d option while watching the Maleficent makeup tutorial that allows them to both watch the video and get a selfie view at the same time.<\/p>\n

\u201cApp users can decorate their selfies with virtual eye makeup, lipstick and Maleficent’s headdress, and take a selfie to share on social media,\u201d says Mobile Marketer. A wickedly good combination indeed!<\/p>\n

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Social media and augmented reality experiences show no signs of slowing down, and as the beauty industry continues to expand, its using social media in new ways, and brands need to take notice of the latest retail social media trends.<\/p>\n<\/p>\n<\/div>\n<\/section>\n

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When it comes to the retail industry, cosmetics and beauty are some of the most competitive spaces for brands. Standing out among a sea of competitors (and new, viral brands) is critical. Gone are the days when traditional marketing ad campaigns were the only thing driving customers to the beauty counter. Today, as with so […]<\/p>\n","protected":false},"author":93,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-1584","post","type-post","status-publish","format-standard","hentry","category-trends"],"acf":[],"yoast_head":"\nSocial Media and the Beauty Industry Trends - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/retail-social-media-trends\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media and the Beauty Industry Trends - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"When it comes to the retail industry, cosmetics and beauty are some of the most competitive spaces for brands. 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