Once upon a time, bloggers were underdogs in the world of beauty. They were seen as outsiders in the world of glossy magazines and selective PRs. To consumers they were a breath of fresh air. Their separation from the established relationships between PRs and journalists meant that consumers felt they were more honest. They built up a sense of intimacy with their readers using social media and small readership bases grew rapidly.
Fast forward a few years, however, and beauty blogging has become more commercialised than ever. Today brands regularly team up with digital influencers to work on paid-for posts or to act as the face of their campaigns as Ambassadors. YouTube sensation Zoella is thought to earn around £50,000 a month through a range of lucrative deals. Vlogging veteran Michelle Phan even has her own range of make-up and a beauty subscription service. The savviest bloggers are represented by their own PR agencies and consumers are becoming increasingly aware of their relationships with brands.
Is consumer trust in vloggers beginning to wane?
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