Glossy+ members stay ahead of the rapidly evolving fashion and beauty industries with access to exclusive content, like our quarterly research reports. In our newest edition, we surveyed more than 150 beauty and wellness insiders to discover which trends will transform the industry in the year ahead. Here’s a snippet of what we found. Glossy+ members can read the full report here.
Instagram’s influence on beauty — once the purview of beauty bloggers and camera-friendly contouring — is now patently limitless, from packaging and product “drops” to serving as a customer service tool. Now, makeup mustn’t just look good on the face; it has to pass the Insta-test before it’s even been applied.
According to Glossy research, about 60 percent of respondents spend the majority of their advertising budget on paid social media ads, with 23 percent spending a majority on influencer marketing — a testament to the power of the social sphere to influence purchasing decisions. And of platforms including Instagram, Facebook, Snapchat, You- Tube, Google and Pinterest, a whopping 61 percent reported that Instagram was the most important platform for driving brand awareness (with the next being Facebook, at 21 percent).