Gone are the days when it took a film star on a billboard or on TV to grow awareness of a makeup brand. Daily use of social media as a forum to educate and share has created a new wave of makeup artist celebrities. Their reach and credibility amongst Millennial and Gen-Z consumers has allowed independent brands such as Huda Beauty and Glossier, as well as major-owned brands like Maybelline, to grow exponentially on a far more cost effective basis.
For smaller, younger brands there is a growing network of credible yet more accessible makeup artists with a significant social media following able to drive engagement towards their brand and achieve growth rates previously unattainable when reliant on the shelves of Boots, Superdrug and the grocers. It's an exciting time and one where brands able to create genuine excitement and engagement with consumers on social media can become very attractive very quickly.
According to a recent study by ShareIQ, Maybelline has seen the highest levels of engagement for a cosmetics brand across visual social media platforms so far this year. It has generated nearly 60m likes on Instagram, which is 49x the amount of rival brand Revlon. Meanwhile, Maybelline now has over 100,000 followers on Pinterest, while brands like Estee Lauder and CoverGirl are trailing behind with an average of 60,000. So what’s behind Maybelline’s success on social? Here’s a deep-dive into its strategy, and how it has mastered the art of visual content.