This study of influencer adverts across makeup, skincare and fragrance brands aims to highlight differences in who is driving audience engagement for each category. Unsurprisingly, the creators captivating consumers on scent are very different to those producing compelling makeup content.
It contains multiple data charts:
- Comparison of influencer demographics across skincare, makeup and fragrance looking at gender, age, location, ethnicity and audience.
- Top 50 skincare adverts of H1 2024 and influencer data trends.
- Top 50 makeup adverts of H1 2024 and influencer data trends.
- Top 50 fragrance adverts of H1 2024 and influencer data trends.
Key findings include:
- 62% of the top makeup adverts were produced by Gen Z creators, suggesting millennials no longer dominate consumers’ attention on Instagram when it comes to this category.
- Data suggests skincare brands are working with the most diverse range of influencers – 50% of the top adverts by brands in this category were produced by creators of colour.
Additional reading:
- Data charts: Comparison of H1 2024 skincare, makeup and fragrance adverts
- Makeup vs skincare: Four beauty creators on what engages audiences in 2024
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From Jellycat to Charlotte Tilbury: Inside five successful brand pop-ups
