2020 and Covid-19 pandemic forced beauty brands to pivoted to online. As a result, a spike in online influencer activity and beauty chatter across all media outlets began.
But 2021 did not see the same outcome. Instead, online mentions, particularly on one digital platform, took a rapid decline.
So, how can beauty maximise their media presence in the modern day? Leonora Eckley, Marketing Director, mmi Analytics, explains.