Data Point: 1 In 5 Beauty Fans Discover New Brands Via Vlogs

From paid-for celebrity and vlogger endorsements, to TV and print ad campaigns, there’s a whole host of channels that beauty brands are using to reach their target audiences.

But for those hoping to reach the youngest beauty fans (those aged 16-24), it’s clear that digital should be a key focus here. Although traditional channels like TV ads and search engines are among the top scoring, online ads now feature as joint-top of the list (on 40 percent). And with social media recommendations also securing a place in the top five, social channels undoubtedly have a key role to play in enhancing brand awareness and credibility.

Something else that stands out here is the potential to reach this audience via influencer marketing. A look at where they are furthest ahead of the average 16-24-year old, it’s blogger posts and reviews and vlogs that see the greatest over-indexes. And with 63 percent watching a vlog in the last month, there’s a sizeable share of beauty fans who are engaging with this kind of content.

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