Why beauty influencers are creating a regulatory ‘wild west’

Influencers have weaved their way into marketing strategies, but what risks do they create for brands – and what is being done about it?

Ian Samuel

Over the past few years, consumer goods companies and their marketing teams have had to adapt fast to the ascent of influencers.

And no industry knows this better than beauty, which quickly saw the benefits of aligning products with bloggers and vloggers in order to reach specific consumer sub-sets.

But with such power, comes great responsibility. There have been several brands that have faced criticism over their choice or treatment of influencers and ambassadors, including industry giant L’Oréal.

Ian Samuel, Chief Commercial Officer at influencer marketing platform Buzzoole, talks to Cosmetics Business about the case for thorough research and setting clear-cut goals.


“Last year, the influencer marketing industry exploded in importance and scale, estimated to be worth US$2bn in 2017 and set to reach $10bn by 2020.

And nowhere have influencers become more integral to the launch of new product lines and building brand reputation than in the beauty sector.

After the success of Insta-ready brands like HUDA Beauty, Farsali and Glossier, as well as the huge influencer push for brands such as . . .

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