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The Leading FMCG Brands in the UK

February 20th, 2023 by Socially Powerful

Fast moving consumer goods (FMCG) are products that are sold quickly and at a relatively low cost, due to their monthly – or weekly – repurchasing cycle.

FMCG products are traditionally sold in stores and include things such as your toiletries, packaged foods, cosmetics and other consumables. However, as a result of the pandemic and multiple lockdowns throughout the country, FMCG brands have tried their hand at marketing their products online in a bid to cater to new consumer behaviours.

Though the modern day consumer is partial to an online shopping spree (or five), they are no longer fooled by lacklustre banner pop-ups or ingenuine advertisements from celebrities. Brands have stepped their marketing games up and leveraged the power of social media in order to remain relevant in an ecommerce world.

Check out our blog on influencer marketing for FMCG brands to gauge a better understanding of what brands are doing to ensure this.

In this blog, however, we will run you through the top 10 brands that dominate the UK FMCG scene and what they are doing to solidify their presence online and maintain their customer base.

Who are the companies that control what we consume?

Unilever Group

As the country’s leading FMCG brand, it is highly likely that you’ve seen more of their social media campaigns than you care to imagine. Looking after the likes of Dove, Knorr, Ben & Jerry’s, Cif and many more household names, Unilever employs over 8,000 talented individuals to look after these brands online as well as in the 190 stores worldwide.

Within the last five years, Unilever has solidified its place in the Europe and Asia Pacific market, reaching a revenue of 60.1bn by the end of 2022. It is also committed to sustainability and working towards a better future for everyone, making it an important part of the FMCG industry in the UK.

Notable social media campaigns from them include the #MagnumRemix campaign which featured the likes of Kylie Minogue and Peggy Gou

@magnum_icecream At our exclusive 📍Magnum Cannes Spray Bar 😍🍦. Who wants a go!? #MagnumIceCream #ClassicsRemixed ♬ Can’t Get You out of My Head (Peggy Gou’s Midnight Remix) – Kylie Minogue

And the Dove #SelfEsteem project that advocates for online positivity and detoxing platform feeds to avoid falling prey to the dark side of social media.

@dove Social media is NOT reality✋🏼 @spencer.barbosa @dove #DovePartner #DoveSelfEsteemProject ♬ original sound – dove

Kraft Heinz Company

Kraft Heinz was established in 2015 and now sits on a revenue of £24 billion as of 2022 and employs over 21,000 people across six continents.

Its brands include Kraft Mac & Cheese, Philadelphia Cream Cheese and Maxwell House Coffee and many other brands you can find on the shelves of the UK’s most popular supermarkets.

The Kraft Heinz Company also does a great job of promoting their brands online in a bid to keep up with the rise in ecommerce. The Kraft Mac & Cheese TikTok account has 237.3K followers alone and makes good use of trending sounds.

@maccheesebykraft the spinach I bought last week in the fridge like 👁️ 👄 👁️ #anyoneelse #oops #macandcheese #fyp ♬ original sound – Literally everyone

Diageo

Founded in 1997, Diageo is a popular alcohol FMCG brand based out of the UK. It has grown considerably since then and, according to a 2022 revenue estimation, should be sitting close to £22 billion.

The FMCG giant employs over 31,000 people across 199 countries and owns brands such as Smirnoff, Tanqueray, Baileys and Don Julio. A lot of its brands can be found on the shelves of physical stores, but their social media efforts have increased ecommerce sales recently too.

Guinness, for example, launched their #LooksLikeGuinness campaign in 2021 to celebrate the reopening of pubs after the lockdown.

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Reckitt Benckiser Group

Reckitt Benckiser Group is a leady health and hygiene company with operations spanning more than 60 countries worldwide. Just a few of the iconic brands that they own include Veet, Dettol, Nurofen and Lysol cleaning products.

As of last year, RBG has 50,000 employees dotted around the globe and, as a company, generated an annual revenue of over £15 billion in 2022 alone.

Notable social media campaigns from them include Veet’s #RewriteTheRules TikTok campaign which encourages people to share their body hair stories, just like the examples below have done.

@thelewissisterss Veet cold wax strip storytime👀😂 read full pack instructions before use #VeetUk #YourChoice #RewriteTheRules #AD ♬ original sound – TheLewisSisterss

@laurensaddingtonx Why do we get embarassed about everything when we’re younger? 😂 Veet helping me with my cute hairy toes 🤣 read full pack instructions before use #VeetUK #Yourchoice #RewriteTheRules #AD ♬ original sound – Lauren Saddington 👑

FAQ’s

What brands are FMCG?

Any brand that sells cosmetics, packaged goods, dry food, toiletries etc.

How big is the FMCG industry in the UK?

The UK FMCG industry is valued at £110bn.

What is the no.1 FMCG brand in the UK?

Unilever Group.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

Posted in Social Commerce

A Month in Fashion: October 2022

October 26th, 2022 by Socially Powerful

Following a busy fashion month in September, October was go-go-go in the fashion world. We’ve rounded up the key highlights you need to know for this month.

Keep reading to find out who’s been busy!

Walmart expands virtual try on technology

Walmart has expanded its AI try-on technology that helps shoppers visualise clothing on models

that look like themselves, in both appearance and body type. The new tech, called Be Your Own

Model, allows shoppers to use their own photos instead of choosing one of the existing fashion models.

Walmart expands virtual try on technology

Ebay’s bagging bargains on TikTok

Ebay has been using paid TikTok ads to promote its services. Using the hashtag #ebayway and the phrase “bagging bargains on…”, Ebay has amassed over 34M views with just 4 TikTok ads.

@eBay_UK Saving a pretty penny on… pretty much anything. That’s the #ebayway ♬ Promoted Music – eBay_UK

Nike integrates its digital services

Nike is integrating its digital services with Zalando and JD Sports in return for a better understanding of its customers. Shoppers from Zalando and JD Sports will have access to Nike’s exclusive member’s products and loyalty scheme in exchange for customer data. Nike members will also be able to add their Zalando and JD Sports purchases to their Nike account, gaining further points.

Nike integrates its digital services

Shein launches resale program in the US

Shein has launched a resale program, Shein Exchange, in the US, with plans to expand into global markets come next year. The platform, which was created in partnership with branded resale technology platform Treet, pre-populates customers’ previous purchases to streamline the resale process, and bring pre-loved Shein products back into the Shein ecosystem.

Shein launches resale program in the US

Shein exposed in new Channel 4 documentary

Chinese online retailer Shein has recently been at the centre of a social media storm, following a damning documentary by Channel 4. The documentary revealed that Shein is guilty of paying factory workers under £500 a month (while making 500 garments a day), or just 3p per garment made. In addition, one factory was found to be docking one third of a worker’s pay for each mistake made on a garment.

Still. Shein remains one of the biggest fast-fashion companies in the world, with a valuation greater than Zara and H&M combined.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

A Month in Beauty: October 2022

October 26th, 2022 by Socially Powerful

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry.

So, who’s been busy in the beauty world this month?

Trend spotlight

Products I Regret Buying

Brands and TikTok users alike are sharing products they “regret” buying. In reality, they are sharing products that have had a positive impact on their beauty regime, eg “this made my hair too healthy”.

@isabellakatee Linked them in my bio🤷🏼‍♀️ #hairtok #productsiregretbuying ♬ F R E K im a movie i should be on replay – emm.

@brooke_paradise The Natrium niacinamide tho👀#skincare #skincareproducts #skincareroutine #skincaretips #productsiregretbuying #nikkiminaj #frek #skincare101 #skintok #skincaretiktok #greenscreen #foryoupage #fyp #foryou ♬ F R E K im a movie i should be on replay – emm.

Skin Cycling

The skincare trend of the month is skin cycling. Recommended by professionals, skin cycling is a four day process of using an acid on day one, retinol on day two, and then resting your skin for the next two days. Professionals and skinfluencers have been sharing their cycling routines.

@sarahpalmyra Replying to @joan_jou Welcome back to skin cycling night 3 or hydrate/recovery night! As you probably already know I’m passionate about skin barrier health so these products also double as my holy grails for a damaged skin barrier. Spot any faves? 👀 #skincycling #snailmucin #cicaplast #skincare #skincyclingroutine #skinbarrier #damagedbarrier #skinbarrierroutine #skincareroutine ♬ original sound – Sarah Palmyra✨ Skin & Beauty

@drwhitneybowe I have a detailed blog on drwhitneybowebeauty.com under Derm Scribbles! #skincycling #thatboweglow #dermatologist #tretinoin #exfoliationnight #retinoidnight ♬ BIZCOCHITO – ROSALÍA

Creator spotlight

Maryam Remias

Maryam is a beauty creator taking over Reels and TikTok. Sharing her favourite beauty tips for ageing skin and showing that colourful looks have no age limit, she has gained 150K followers on Instagram and 16K on TikTok. Not only is she breaking stigma on makeup, she’s showing her followers how to embrace greying hair (while providing top curl tips).

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A post shared by Maryam | Beauty Videos (@maryamremias)

@maryamremias Touchable wavy curls of my dreams! All thanks to @prosehair Styling Gel! I love the smooth texture of this gel, and doesn’t crunch or flake. You must try this for yourself! Go to the link in bio to get your Custom Styling Gel! #ProsePartner #ProseHair #CurlOutsideTheLines #grayhair ♬ Canyons – Official Sound Studio

Brand Spotlight

Sephora

Sephora has come back to the UK! The esteemed beauty store acquired Feel Unique and has taken over the website to become sephora.co.uk. UK shoppers will have direct access to its range of beauty products—including the viral Sephora Collection. There’s currently talk of a London Sephora store opening very soon.

@sephorauk Something beautiful is on the horizon… 🌅 #sephorauk ♬ original sound – Sephora UK

@sephorauk That’s right, we’re talking hotter than rush hour on a Monday morning (IYKYK!) 🔥 Ready to get on board? Sign up to hear the news and travel to our next destination — all things beautiful! #ExpressAllOfYou #SephoraUK ♬ оригинальный звук – Мария – Stories • SMM • Фриланс

Content spotlight

Prada: #NeverTheSameAlwaysMyself

For its new signature perfume Prada Paradoxe, Prada used influencers to show snippets of every element of their lives that makes them them. Using the hashtag #NeverTheSameAlwaysMyself (38.1M views) and original sound (over 79 videos), Prada created a trend that is easy to replicate for viewers.

@reganmia Being all versions of myself wearing prada 🪩 @pradabeauty #PradaBeauty #PradaParadoxe #NeverTheSameAlwaysMyself ♬ son original – pradabeauty

@paolalct Life in the blink of an eye Never the same… Always Myself @pradabeauty #pradaparadoxe #neverthesamealwaysmyself ♬ son original – pradabeauty

Wild: Always On

Wild has been pushing its refillable and mini deodorants with influencers this month. Messaging emphasises the sustainability benefits, range of scents, ease of set up and ease of use. To encourage purchases, influencers were given a 48 hour 20% off code for their audiences.

@kali.sluzza What I take to a sneaky links 😛 You can use the code KALI to get 20% off any WILD Deodorant 💖 Link in bio 👀 @wildrefill #AD ♬ original sound – Kali

@rachelspicer_ Surprised my mum with her new @wildrefill 💚 fair to say she absolutely loves it as much as I do! Use the link in my bio and my discount code RACHELS20 for 20% off site wide chickens (only available for 48 hours) #chintok #wildrefill ♬ Spongebob Tomfoolery – Dante9k Remix – David Snell

Boots UK: Taboo Talk

Boots UK brought back its podcast Taboo Talk for Menopause Awareness Month. Hosted by Vogue Williams and guests Sally Philips, Shaparak Khorsandi and Andrea McLean, the panel discuss the challenges of menopause to destigmatise the topic on social media.

@bootsuk Taboo Talk is back for a one-off #menopauseawarenessmonth special 👀💖 @voguewilliams is joined by Sally Philips, Shaparak Khorsandi and Andrea McLean – discussing everything menopause 🤩 #bootsuk #bootbeauty #tabootalk #menopause #menopauseawareness #menopausesymptoms #perimenopause #menopauseawarenessday ♬ original sound – Boots UK

REFY: 10 Hour Test

To showcase the lasting power of its Lip Sculpt, REFY Beauty used influencers and employees to show the product’s wear throughout the day without top ups. The lip product is put through a smudge, food and drink test to show its staying power.

@refybeauty Come with our Creative Manager to Paris Fashion Week whilst she puts our Lip Sculpt 10 hour wear to the test. Wearing shade Fawn #refybeauty #refylips #refylipsculpt #makeup #beauty #10hourtest ♬ Countless – Official Sound Studio

@elizabethkayeturner AD – Putting the @refybeauty Lip Sculpt to the 10 hour wear test!! I’m wearing shade Dusk!😍 #refy10hourliptest #refybeauty #refy #makeuptest #makeupchallenge #makeup ♬ original sound – Lizzy Turner

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

Influencer Marketing for Beauty Brands

September 15th, 2022 by Socially Powerful

The beauty industry is perhaps the most perfectly poised to take advantage of the benefits of influencer marketing. Tutorials, unboxings, hauls, first impressions etc. are all opportunities for brands to promote their products. So with 74% of Gen Z and 66% of millennials driven to make purchases based on beauty influencer posts, implementing influencer marketing is a no brainer for brands within the beauty industry.

In this blog we will reveal the secret to successful beauty influencer campaigns, the industry’s future and how platforms such as TikTok and Instagram have been integral to its projected $100 billion growth.

Campaign Examples

With the sheer size of the beauty industry comes a whole host of successful campaign examples. Before delving into the details, let’s take a look at some essential statistics responsible for their success.

Beauty companies are expected to spend $7.7 billion on advertising in 2022.

Though the top advertising channel is still television, digital advertising is quickly gaining traction. In an industry that generates so much revenue, it is only right that companies spend billions of dollars on advertising its products. However, let’s not mistake the amount of money spent for the success of the campaign.

Digital advertising makes up 34.1% of the total ad spend in the beauty industry.

One third of beauty product buyers interact with brands on social media. This ensures that as the target audience moves online, so do the marketing efforts of brands.

Influencer marketing for beauty brands is heavily leaned on by a select few. Here are some notable examples.

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A post shared by Glossier (@glossier)

Glossier

Glossier quickly became a household name within the beauty sphere, standing tall as a $1.8 billion company. The key to their success? “Regular women who promote the brand so devoutly” – according to CEO Emily Weiss. While working with influencers has always been at the core of Glossier’s marketing strategy, it is the shoutout to and feature of the brand’s regular customers on their page that entices new consumers to want to get to know what Glossier has to offer. This highlights the importance of customer appreciation within influencer marketing for beauty brands.

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A post shared by ColourPop Cosmetics (@colourpopcosmetics)

ColourPop

Colourpop is unique in its approach to influencer marketing, as it relies solely on the recommendations of social media influencers to promote their products. By incorporating ColourPop’s products into their YouTube videos, influencers have managed to achieve the following:

Encourage followers to buy the brand’s products
Generate interest among fellow makeup artists to pursue their own collaborations with the brand

Just like other brands who work with micro influencers, ColourPop relies on the re-purposing of user generated content to fill up their social media platforms.

Social media platforms X beauty brands

The beauty industry is set to exceed $100 billion by the end of 2022 and platforms such as TikTok and Instagram are integral to that growth. The success of influencer marketing for beauty brands greatly depends on the social media platform they are run on.

According to a Think with Google study, YouTube is the number one source for beauty content among women aged between 18-54. This is because, unlike other industries, 46% of consumers of beauty products still prefer to see beauty products in person, meaning they are seeking influencers purely for information and knowledge on certain products as opposed to using their recommendation to purchase products online. YouTube is the perfect platform for this as its long-form video format allows for lengthy product reviews.

TikTok is also growing as an influencer hub as its short-form video concept allows influencer marketing for beauty brands to reach a wider audience than platforms such as YouTube and Instagram can due to over 1 billion users on the app.

influencer marketing for beauty brands

The future of influencer marketing for beauty brands

It is no secret that things are looking bright for the future of the beauty industry, with it projected to sit at $758.4 billion by 2025, however, beauty influencer marketing itself could take an unexpected turn.

Consumer complaints regarding influencers are often targeted at questioning the validity of what they have to say, given that the majority of them aren’t actually qualified MUAs or skincare experts. A surfeit in sponsored posts on an influencer’s profile also reinforces this scepticism and pushes consumers to question whether their recommendations are truly authentic.

To combat this, some brands are hoping to re-instill consumer trust by upskilling their influencer partners to ensure that they are more informed and, therefore, better ambassadors for their brand.

In January 2022, the No7 Beauty Company partnered with the British Beauty Council on a skincare education program designed to upskill social media content creators. The UK-based, invitation-only program consists of six modules both online and in-person with the aim of it being the start to a solution for the changing industry. Educating those with a voice in the beauty industry will mean that influencer marketing for beauty brands will appear more authentic and trustworthy.

Influencer marketing for beauty brands: round up

As influencer marketing for beauty brands continues to grow, companies that want to stand out and thrive need to recognise the importance of getting content and social proof from creators; whether these be customers or established influencers. It’s true that beauty is in the eye of the beholder, but in this case it is also in the hands of the consumer.

FAQ’s

Who is the most popular beauty influencer?

Huda Kattan, better known as @hudabeauty, continues to sit at the top with over 50million Instagram followers.

Who is the best beauty blogger?

Wendy Rowe (www.wendyrowe.com) is a beauty and skincare expert with over a decade of experience in the industry.

Who are the top three TikTok beauty&skincare influencers?

Mikayla Nogueira – @mikaylanoguiera – 2.4M followers
Christina “Tinx” Najjar – @tinx – 1.2M followers
Hyram Yarbro – @hyram – 6.2M followers

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

A Month in Beauty: August 2022

September 1st, 2022 by Socially Powerful

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry.

So, who’s been busy in the beauty world this month?

Trend spotlight

Lash curler eyeshadow

The beauty TikTok community has been getting creative with eyeshadow hacks; the latest involves an eyelash curler. The original viral video is credited to @lenkalul and has over 29M views, and nearly 3M likes. The trend has been replicated thousands of times, with exciting new looks each time.

@lenkalul the easiest way! ad using lunar beauty nude prism palette & eyeko black magic cocoa edition eyeliner from my @boxycharm 🤍 #boxycharm #boxycharmpartner #makeup ♬ original sound – 𝙖𝙧𝙞𝙛𝙛_

@fairy.freak Okay but this filter ✨👀 #eyeliner #speedliner #1secondeyeliner ♬ оригинальный звук – Valerie

Indie slease

While the “Clean Girl” is still running rampant, we are beginning to see a resurgence of indie slease/grunge makeup looks. The shift back towards a more unkempt look is inline with a cultural shift towards indie music, maximalism and unedited social content.

@brynnemarieeee First of all, OW???? Ib: @divinamuse ♬ super freaky girl nicki minaj out now – SUPER FRE@KY GIRL OUT NOW !!

@notilirida my 0 skill makeup routine for the 2 ppl that asked, happy friday be good :’-) #grwm #❤️‍🔥 #makeup #indiesleaze #bleachedbrows ♬ original sound – housewife

Creator spotlight

MissDarcei

MissDarcei is a Canadian TikTok creator with over 530K followers, and 20M likes. Originally starting on YouTube, Darcei transitioned over to TikTok, where she continues creating fun content, trying weird products and fun styles/aesthetics. She also shows her followers how to recreate Korean makeup looks on deeper skin tones.

@missdarcei This is the weirdest foundation I’ve ever seen 😧 #makeup #beauty #foundation #makeupreview #beautytok #fyp #foryoupage ♬ original sound – Darcei

@missdarcei Reply to @reena.humaira This is by far my most requested look #makeup #beauty #indianmakeup #makeuptransformation #fyp #viral ♬ original sound – chrisbrownofficial

Brand Spotlight

CeraVe

CeraVe successfully positioned itself as a go-to skincare brand for Gen Zs through an extensive push on TikTok, using native content and influencers. It created a #CeraVePartner team full of TikTok-famous dermatologists, making CeraVe trustworthy and culturally relevant. Its latest campaign #CleanseLikeADerm has nearly 200 million views propelling #CeraVe to 2.3 billion views in total on TikTok.

@dermdoctor #CeraVePartner How to pick the right cleanser like a dermatologist @CeraVe #dermdoctor #skincare #CeraVe #CleanseLikeaDerm ♬ Bedtime Groove – CeraVe ft. Matatama

@skin.doctor Cleanse like a Dermatologist! #CeraVePartner @cerave #CleanseLikeADerm #CeraVe ♬ original sound – Dr. Mina, MD

Content spotlight

Clinique UK: Even Better Clinical Foundation

Clinique UK used In-Feed Ads to promote influencer content that had been reposted to its own channel. Using the Even Better Clinical Foundation, influencers created makeup looks for various summer occasions, while using on-screen text to inform viewers about the benefits of the foundation.

@cliniqueukA mini wedding-guest makeup masterclass with @Yemani_elise and Even Better Clinical Foundation.♬ Promoted Music – cliniqueuk

@cliniqueukA long-lasting, flawless summer look by @Ryley and Even Better Clinical Foundation.♬ Promoted Music – cliniqueuk

Estrid: Self Care

Razor brand Estrid using In-Feed Ads to promote influencer-created content that was reposted to its own channel. Estrid used two key messages: ease of use, and embracing oneself. Ease of use videos were mainly focused around travel, and embracing oneself videos discussed embracing female body hair.

@heyestrid Lets shave our face together! #foryou #fyp #estrid #heyestrid #pcos #hirsutism #psocawareness #shaving @thatgirlsare ♬ Aesthetic – Tollan Kim

@heyestridEstrid – A razor for humans♬ Promoted Music – heyestrid

VO5: #GreatHairAnywhere

VO5 used influencers to promote its heat protectant, blow-dry spray and anti-frizz mousse, using the hashtag #GreatHairAnywhere. Influencers took their audiences through their hair care routines before showing themselves out and about, with their hair looking great. Influencer content was boosted from their own channels, and the hashtag has over 650K views.

@nissheegg Achieve the bouncy Voluminous hair with @vo5_official Volume Blow dry spray. #GreatHairAnywhere ♬ I THINK I’M FALLIN’ (ALTERNATE EDIT) – Dominique

@jahanara.makeup Get great hair all the time and anywhere with @vo5_official ! I am obsessed with the Frizz Free Air-Dry Cream🤩 my hair lasted all day in the heat without frizzing up at all!☀️💫 even in the humidity, my new hero product! #GreatHairAnywhere #ad ♬ Hotel (Sped Up) – Lawsy

Veet UK: #RewriteTheRules

Veet UK worked with influencers and boosted their content for its #RewriteTheRules campaign. Influencers took viewers through their waxing routine, while sharing funny waxing stories from their younger years or when they first started waxing. Boosted content received over 25K likes, with some reaching as many as 54K.

@rosiebreenx My Veet story time! How I managed my unibrow at 15😂 #VeetUK #YourChoice #RewriteTheRules #AD ♬ original sound – R O S I E 🦋

@laurensaddingtonx Why do we get embarassed about everything when we’re younger? 😂 Veet helping me with my cute hairy toes 🤣 read full pack instructions before use #VeetUK #Yourchoice #RewriteTheRules #AD ♬ original sound – laurensaddington

Fenty: Ketchup or Makeup?

Fenty Beauty collaborated with MSCHF to create a Ketchup or Makeup campaign, promoting a new Fenty Gloss Bomb. The “palette” consists of 6 sachets, with some containing Ketchup and others containing the new gloss. Fenty gifted palettes to TikTok creators, who went through each sachet to discover if it was Ketchup or makeup. The #KetchupOrMakeup hashtag has over 14M views after just 2 days of posting.

@madeleinecwhite What sick individual thought of this i just wanna talk #ketchupormakeup ♬ Anxiety Is My Boyfriend – Haven

@christxiee @fentybeauty x @mschfz this is INSANE #mschf #ketchupormakeup ♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey

Olaplex: Olaflex

Olaplex ran a sponsored Hashtag Challenge, with an original sound by DJ Felix Cartal. Olaplex challenged users to show their hair transformations from dry, damaged hair, to hair that had been revitalised with Olaplex routines. The #Olaflex hashtag has over 4.3 billion views, and countless user-generated content.

@goldynaps @olaplex always brings my dry hair & curls back to LIFE, so I had to show y’all how I #OLAFLEX ♬ OLAFLEX – OLAPLEX

@icychat As many of you may know how much I LOVE @olaplex already.. you KNOW I definitely had to do the #OLAFLEX ♬ OLAFLEX – OLAPLEX

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

A Month in Beauty: July 2022

August 11th, 2022 by Socially Powerful

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry.

So, who’s been busy in the beauty world this month?

Trend spotlight

Kitana Wins

An eyeliner trend once again reigns supreme in the TikTok beauty world. This time, it’s showing off speed liner to a soundbite taken from Mortal Kombat X, using the Blue Diamond filter, which gives the video an iridescent glow. The filter has over 109K videos created using it, and the sound has over 558K videos.

@alondra.ceo She THICK! Thick wing liner 😎 STAY MAD— youre giving me views and engagement 🥰 thx bestie! #fyp #wing #winglinertutorial ♬ оригинальный звук – Valerie

@fairy.freak Okay but this filter ✨👀 #eyeliner #speedliner #1secondeyeliner ♬ оригинальный звук – Valerie

Creator spotlight

Ohemaa Bonsu

Ohemaa is a popular TikTok and Instagram beauty creator. She regularly reviews products for darker skin tones, sharing her favourite finds with her audience. She has over 150K followers on TikTok, but over 4 million likes. She has a popular series called Atrocious Shades, where she tries to make odd makeup shades work.

@ohemaabonsu Did you say no talc loose powder foundatio? Yes, i did! #beauty #makeuptips #powderfoundation #mineralfoundation ♬ original sound – Ohemaa

@ohemaabonsu The most expensive blotting powder I own plus shipping. #makeup #makeuphack #beauty ♬ original sound – Ohemaa

Brand Spotlight

BASMA Beauty

BASMA Beauty launched in 2021 and has already taken over TikTok. The brand went viral on TikTok following posts showing incredible colour matches of its foundation. It has also been praised online for being transparent about its new share creation process, and is working directly with diverse beauty influencers to create more shade options.

@basmabeautyofficialReply to @idkwtp55 a problem we need to solve.♬ original sound – BASMA Beauty

@basmabeautyofficial shade matches we’re obsessed with. #shadematching ♬ timeXkashy challenge – @PAPPiKASHY

Content spotlight

Maybelline: Sky High

Maybelline ran an In-Feed TikTok campaign promoting its TikTok-famous Sky High mascara in a new Cosmic Black colour. It used influencers to create space-inspired makeup looks showcasing the new mascara or to create a GRWM-style video, discussing the difference between the original Sky High and the new one. Content was posted to and promoted from Maybelline’s own TikTok channel.

@Maybelline New YorkSky High mascara goes Cosmic Black! Shop @Look Fantastic♬ Promoted Music

Refy: Skin Finish

Refy used influencers to showcase its new Skin Finish water-based powder. Influencers either created videos talking through the application process, or simply showed a side by side difference by only applying the product to one side of their face. Content was posted to and boosted from Refy’s own channel.

@refybeautyREFY Skin Finish Transformation with @shanspaldingx♬ Promoted Music

@refybeautyWait for the transformation… Skin Finish leaves your skin looking like SKIN! ##refybeauty ##waterbasedpowder ##makeup ♬ Sia – Xeptemper

Pat McGrath: Divine Blush Duo

To promote its Divine Blush Duos, Pat McGrath used multiple popular trending sounds and soundbites, and trends. It boosted ads from its own channel, and also boosted sponsored influencer content. Both types of ads showed the product in use by creating looks using them.

@patmcgrathrealADDICTED TO THE BLUSH DUOS 😍😍😍 SHOP all 6 shades NOW at PATMcGRATH.COM ✨✨✨ ##blush ##patmcgrathlabs ##makeup ##tutorial ♬ original sound – den-chan – den-chan 🇵🇭

@hayleybuixObsessed with the new blushes from @Pat McGrath Labs ! Couldn’t decide on one ##PMGPartner ##DivineBlushDuo ##ombreblush ##blushtrend ♬ Vegas (From the Original Motion Picture Soundtrack ELVIS) – Doja Cat

Pantene: Hydra Glow Summer

To promote its Hydra Glow Summer range, Pantene used influencers to show a before and after of their hair. Creating hair-wash routines to a commissioned track, influencers highlighted how the products will keep their hair feeling hydrated when out and about during summertime. The #HydraGlowSummer hashtag has nearly 10M views.

@lucyedwards AD The feeling of amazing hair just adds to the sensory experience of walking alongside gorgeous waterfalls ✨ #HydraGlowSummer #Pantene #PowerOfHair ♬ Hydra Glow Summer – Harry Price

@georgia.barratt Reply to @megannnr_x @Pantene Pro-V hydration collection keeps my hair looking healthy always. Products are now available at asda 🤍 #makeup #beauty #xyzbca #hydraglowsummer #ad ♬ Hydra Glow Summer – Harry Price

Essie: Live Your Colour

For its new Live Your Colour campaign, Essie partnered with beauty and nail creators to show how they live their colours. TikToks created by influencers showed them painting their nails, before transitioning into fun summer activities. Some influencer content was reposted to Essie’s own channel and boosted.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Monthly Beauty Roundup: May 2022

June 10th, 2022 by Socially Powerful

Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. So, who’s been busy in the beauty world this month?

Trend spotlight

Skincare-infused makeup

Skincare and self-care have been incredibly popular beauty trends over the past year, but we are now seeing skincare infused makeup take over social media. While makeup with skincare benefits isn’t a new trend, many brands have begun hopping on the hype to offer hyaluronic or mineral infused mascaras, foundations, concealers and more.

@skinncosmetics ##GRWM ft. SKINN’s Scientific Color skincare-infused makeup 💕 @isalealm_ ##makeup ##skincare ##beauty ##makeuproutine ♬ pink and white slowed mix – xxtristanxo

Creator spotlight

Hannah Tyre

Hannah (@hannah_beauty27) is a US-based beauty influencer. With 1 million TikTok followers, Hannah regularly shares exciting and colourful makeup looks, skincare tips and her favourite drugstore products. Hannah also shares snippets of her life living with brittle bone disease.

@hannah_beauty27 I found this blue & brown look on Pinterest and I really wanted to recreate it 💙 #motd #blueeyeshadow #makeuptutorial #makeupismypassion #makeuplover #grwm ♬ Fearless (Taylor’s Version) – Taylor Swift

@hannah_beauty27 Take off my makeup with me! 🥰 #skincareroutine #nightlyroutine #nightroutine #nightroutineskincare ♬ Taste It – Ikson

Brand Spotlight

Jones Road Beauty

Jones Road Beauty is a beauty brand by makeup mogul Bobbi Brown. Although founded in 2016, it didn’t rise to internet infamy until this past month. To launch a new foundation, JRB gifted the product to influencers. Although generally met with positive results, a select few influencers didn’t know how to use the product properly, leading to Bobbi Brown herself creating a fun TikTok response.

@trevorbarrett This foundation has been getting so much hate!👀Here’s why I actually like it!❤️#jonesroadbeauty #foundation #jonesroad #bobbibrown #stitch #makeupreview ♬ Night Fishing – C Y G N

@justbobbibrown How did I do?? Applying Jones Road’s light to medium coverage What The Foundation 🤣😅 #foundation #foundationhack #foundationroutine ♬ original sound – Bobbi Brown

Content spotlight

Garnier: Ultimate Blends

To promote its Ultimate Blends Hair Food, Garnier used influencers to create videos showing how the product is used and the difference it makes to hair health. Videos were posted to influencers’ own channels before being boosted by the brand to drive it to wider audiences.

@isabellakateead | You can use it as a MASK, CONDITIONER or a LEAVE IN product!! Wowwww🤩👀💖 @Garnier UK & Ireland♬ original sound – isabellakate

@alxcextThe @Garnier UK & Ireland Hair Hood 3-in-1 Masks are an affordable haircare gem! 😉have you tried them? 👀 AD♬ original sound – Alice T

Murad: Correct & Protect Serum

Skincare brand Murad used influencers and recognised skincare experts to promote various products on TikTok. Influencer posts promoting the AHA/BHA Exfoliating Cleanser were boosted by the brand. Murad also used influencers to film content for its new Correct & Protect Serum SPF45. Content was posted to Murad’s own channel and then promoted as in-feed ads.

@nilltavangarMy skin absolutely loves acids 💦 I use the ##Murad AHA/BHA Exfoliating cleanser 2-3x a week, as part of my noble quest against dull/congested skin 🤺 ##AD ##skincaretips ♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

@muradskincareNEW Correct & Protect Serum SPF45. Satiny-smooth serum with 100% mineral SPF that’s tested and scientifically proven to visibly correct discoloration and prevent future hyperpigmentation. ##murad ##muradskincare ♬ original sound – Murad Skincare

Medik8: Crystal Retinal

To promote its cult favourite Crystal Retinal, Medik8 used influencers and a commissioned TikTok sound. Playing on a TikTok trend, Medik8 used influencers to lip sync to the sound before showing their skincare routines using Crystal Retinal. Influencer videos were boosted and shown to audiences as in-feed ads.

@emily__blackwellNight time skincare routine @officialmedik8 ##retinalrevolution ##teamcrystalretinal |AD♬ RetinAL not RetinOL – officialmedik8

@charbarker My evening skin routine using @officialmedik8 Crystal Retinal 🤍 #RetinalRevolution #TeamCrystalRetinal ♬ RetinAL not RetinOL – officialmedik8

Caudalie: #HowDoYouMist

Caudalie launched a competition on TikTok, where the winner would receive a year’s supply of Caudalie products. Users were encouraged to duet an original video using an influencer and commissioned sound, and show their beauty transformation using the Beauty Elixir. The hashtag #HowDoYouMist has over 14M views in just 5 days.

@Caudalie It’s GLOW time! Show us your #BeautyElixir transformation using #HowDoYouMist ♬ Promoted Music – Caudalie

@amelia0livia #duet with @caudalie are giving you the chance to win a year’s supply of skincare, one of my fave brands ever so you’re in for a treat!✨ Take part in the #HowDoYouMist to enter🤍 Ad #beautyelixir #caudalie ♬ Mist, Prep, Set, Glow – Caudalie

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Ecommerce VS Social Commerce

April 4th, 2022 by Socially Powerful

Ecommerce vs social commerce at first glance may seem a hard choice to make, but once you get to know the difference between ecommerce versus social commerce, you’ll realise that they both work together to participate in sales increase.

Kicking off with social commerce, social commerce is made up of social media marketing and ecommerce. Social commerce is the promotion and selling of products and services using social media platforms. When a good social media marketing campaign is launched, impressions, clicks, reach and engagement increase, leading to conversions in the form of sales as the user is redirected to an online store. Put simply, social commerce are purchases made directly from a social media channel. So when you think about social commerce vs ecommerce, social commerce is a way for people and brands to connect over a product interest.

Social commerce happens entirely on a social media platform, from product discovery and interest, through to consideration and purchasing. Ecommerce is a sales experience or consumer journey which leads to a product purchase on a company’s website or application.

When it comes to ecommerce vs social commerce, we need to understand that as social media grows, it causes an increase in e-commerce for social media. For example, a study by Facebook in 2019 saw 87% of users following a brand or visiting their website after seeing a product on Instagram and 54% of users purchased a product. With social commerce increasing sales, retailers are utilising social commerce as part of an omnichannel commerce strategy, delivering experiences across channels and interacting with consumers. Retailers are not the only brands to use social commerce, as social commerce marketing agencies are created to help brands implement social commerce as well as ecommerce, creating impactful campaigns that increase sales for brands.

Moving onto ecommerce, ecommerce is when we purchase and sell products or services through the internet. Consumers do not browse for products, but click on products based on photographs or descriptions. Ecommerce may seem similar to social shopping but when it comes to ecommerce vs social shopping, ecommerce involves more than just one category. Ecommerce is made up of 4 categories: business to business, business to consumer, consumer to consumer, consumer to business. These 4 categories enable ecommerce to work as well as it does, opening up new opportunities for businesses and consumers.

Now both ecommerce and social commerce are defined, let’s return to ecommerce vs social commerce. Social commerce is the use of social media platforms to complete ecommerce transactions, increasing sales by working in correlation with each other.

Ecommerce vs Social Commerce: The similarities

The similarities between the ecommerce vs social commerce enables them to work well together as a pair, the similarities can be seen here:

Inability to physically touch the product: until the product is shipped, the customer can not gain a real feel of the product. This means that expectations may not be met.
Internet access: to order products or services online, customers must have access to the internet and some do not.
Market costs: both ecommerce and social commerce offer products at a discounted price.
Market trend: sellers keep an eye on the market trends when it comes to both ecommerce and social commerce.

Ecommerce vs Social Commerce: The differences

Although ecommerce vs social commerce may seem super similar, there are some distinct differences:

Trading: ecommerce has a global trading scope whereas social commerce has a limited trading scope.
Monitoring: ecommerce does not require daily monitoring, whereas social commerce needs daily monitoring
Communication: ecommerce requires one-way communication and social commerce requires a two-way communication
Time: ecommerce is more time-consuming than social commerce
Customer engagement: there is less customer engagement when it comes to ecommerce. Social commerce results in more customer engagement
Trust: ecommerce is more trusted than social commerce
Offered by: ecommerce is offered by Amazon, Flipkart, Alibaba, and more. Social commerce is offered by Facebook, Instagram, Pinterest, TikTok and more.

So with these similarities and differences in mind, ecommerce vs social commerce leads to only positives for businesses and consumers, both working as a pair to get brands known and increase sales.

FAQs

What is the difference between ecommerce and social commerce?

Ecommerce is purchasing products and services over the internet, such as Amazon and Flipkart, whereas social commerce is ecommerce through a social media platform.

Are ecommerce and social commerce the same?

Although they both seem similar at first glance, ecommerce and social commerce are different, with the main difference being social commerce is a ecommerce performed on a social media network.

Why is social commerce better than ecommerce?

Social commerce is better than ecommerce because social commerce increases brand following and product interest as well as sales, meaning there are more benefits to social commerce than ecommerce.

What is a social commerce example?

An example of social commerce is an in-app purchase, such as on Asos’s Instagram page where you can browse images of their products and purchase a product directly based off of the image provided.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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How Can Brands Unlock Black Friday and Cyber Monday on TikTok?

November 24th, 2021 by Socially Powerful

Black Friday is arguably the biggest shopping event of the year, closely followed by Cyber Monday. Although initially created as an offline, in-store sales event (featuring thousands queuing outside stores in hopes of a steal), it has since transitioned to include online shopping as a result of consumer habits changing.

As a result of the pandemic, the way consumers shop has once again changed, with online shopping more important than ever before as consumers look for deals from the comfort of their own homes. This change, while led by stay-at-home orders, was solidified by social media phenomena, namely the “TikTok Made Me Buy It” mindset.

TikTok has been a driving force behind changing consumer behaviour. Not only has it changed the way we spend our time (i.e. spending hours and hours scrolling through hilarious, digestible videos), but it has changed our purchasing habits and the way we view and respond to ads.

TikTok has a unique ability to deliver authentic content that resonates with users all over the globe. The potential audience reach of the platform makes Black Friday on TikTok an opportunity that brands will not want to miss out on.

Black Friday on TikTok

According to TikTok, 54% more users plan to find Black Friday offers through sponsored social media posts on TikTok than any other platform. In 2020, 80% of TikTok users who made a purchase on Black Friday said that TikTok played a role in their decision, and 40% of purchasers said they made a purchase after seeing an exact item on TikTok. For Black Friday 2021, 80% of TikTok users expect TikTok to inspire them to make a purchase this year.

Pre-pandemic, Black Friday used to be about rushing to stores or malls as early as possible on Friday morning. Now, things look slightly different. Online retailers have begun stretching out their Black Friday sales over multiple weeks and offer regular customers early access to discounts. The early start of sales may have been a result of supply chain issues facing retail markets all over the world. However, TikTok users have happily embraced this change and have already begun their purchasing.

The communities available on TikTok are almost endless. Think of a community niche and there’s an incredibly high chance they’re active on TikTok. However, TikTok has revealed there are certain categories TikTok users are more likely to buy in Black Friday sales compared to other platforms.

TikTok users are 35% more likely to purchase gaming devices, 20% more likely to buy personal care items, 16% more personal electronics and 15% more clothes.

How to hack Black Friday

So, with this in mind, how can brands make the most from TikTok during the Black Friday and Cyber Monday sales season?

The first thing to remember before making any content for TikTok is that authenticity rules the platform. TikTok users see straight through overly-promotional ads; you have to be genuine. Authenticity is the reason many brands have been able to succeed on the platform.

The best way to target users on TikTok is through paid ads. TikTok offers a suite of paid ads that all offer their own benefits to brands. In general, TikTok ads capture users’ attention and encourage engagement more than other platforms. They also increase brand recall more when compared to other social platforms. The average user’s attention span has shrunk to only 8 seconds, so make sure you begin all your ads with key points and call-to-actions.

There are a variety of paid ads available. One of the most effective at capturing attention is TopView ads. These present ads to users as soon as they open the platform, capturing their attention immediately.

Another ad available involves creating a Branded Effect. Branded Effects are a fun way to increase reach and conversions, and can seamlessly navigate traffic to your website or dedicated Black Friday landing page.

As with all social platforms, influencer marketing is highly effective on TikTok. Using TikTok creators to demonstrate or promote your deals not only increases reach and brand awareness, but gives your brand social proof and credibility—something brands can never have enough of. TikTok has its own Creator Marketplace you can browse to find the perfect creators for your brand.

Another thing to remember is that, while Black Friday is technically only one day, deals can last for multiple days or weeks. You don’t need to stop promoting your deals on TikTok just because Black Friday is over. Users love deals at every time of the year, but especially in the run-up to Christmas.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

The Future of Fashion is Digital

October 21st, 2021 by Socially Powerful

Technology is developing at an incredible rate. With social media platforms offering in-app shopping, Facebook and Snapchat’s AR glasses, AR in retail stores and live shopping platforms, the Metaverse is creeping closer and closer with each incremental innovation. We’ll soon be spending a significant amount of time in the Metaverse, but we have one important question left: what should we wear?

Within the past couple of years, the fashion world has actively begun adopting AR and technology—from NFTs and digital garments to AR try-ons in retail to virtual shopping, now including virtual stylists.

The main way we interact with others nowadays is through digital. We instant message, voice call and video chat. We like, comment and watch livestreams. Living in an era of instant gratification, it’s unsurprising that our shopping experiences are taking a digital turn.

The rise of digital in retail

Livestream Shopping & Virtual Styling

The concept of blending entertainment with instant purchasing isn’t new—it’s been incredibly popular in China for the past few years. However, it is only just making its mark in the West. Livestream shopping is an immersive experience that keeps shoppers engaged for extended periods of time. The latest development in livestream shopping is the introduction of virtual styling.

Livestream Shopping & Virtual Styling

Hero is a virtual styling platform. Brands can partner with the platform to provide text, chat and video styling assistance to their customers. Using the platform, brand teams can walk customers through key pieces in their physical stores to help identify the right items for the customer. Customers could ask real-time questions about the garments, return policies and even store availability for specific products.

Hero allows brands to seamlessly blend online and in-store experiences. Many brands—including Levi’s, rag & bone, Nike, and Chloé—have partnered with Hero and seen incredible results. As a result of real interactions between associates and customers, Hero can yield an incredibly high conversion rate of 20%, and for some stores, up to 88% of users make a purchase within 24 hours of a virtual styling session.

Having the ability to speak to potential customers in real time allows chosen associates (or stylists) to offer their expertise on products they handle day in, day out. A brand’s stylists have the best understanding of the brand’s product offering and can most accurately provide a solution to a customer’s fashion query; stylists can also invite customers in for a private, reserved fitting room session to try on the clothes they discussed in their styling sessions. This not only increases footfall, but the opportunity to create a completely unique and personal experience for customers, increasing the likelihood of conversion.

With the development of social commerce, it will be interesting to see whether digital styling will take its place on social media. TikTok and Instagram are leaders for in-app shopping, and with livestreaming capabilities where customers can purchase directly from a livestream, we could anticipate that influencers and brands may begin to offer virtual-styling services.

Virtual Try-ons

Virtual try-ons using AR are bridging the gap between traditional brick-and-mortar retail and ecommerce. This tech allows consumers to achieve an accurate sense of look and fit of fashion items before making a purchase, all from the comfort of their own homes—something that is increasingly appealing to consumers following COVID-19.

Sneaker and apparel resale brand GOAT launched an AR try-on feature within their app that allows shoppers to virtually try on sneakers. The brand implemented the feature to elevate the experience of discovery and to allow customers to see what some of the most exclusive trainers available would look like on their feet.

Shopify retailer Tenth Street Hats has implemented AR tech directly onto its ecommerce website, allowing shoppers to try on selected hats on mobile and desktop devices, without having to download an app. The AR works by superimposing a real-time image of the hat onto the user’s head.

Virtual Try-ons

The tool increased purchasing confidence significantly. For shoppers who engaged with the tech,the conversion rate increased by 52%. Data also showed that the longer a consumer engaged with the tool, the higher their average order value became.

The rise of digital fashion

Digital Clothing

A few years ago, if you suggested to customers they could buy an outfit that didn’t actually exist, you would have been laughed out the door. What’s the point in owning something that doesn’t exist? However, since the rise in popularity of cryptocurrencies and the consumer switch from a physical to digital mindset, the idea of digital fashion has become more accepted and even anticipated.

Many fashion brands have already bought into the concept of digital fashion by creating branded items Snapchat users and gamers can dress their avatars in—including Adidas, Levi’s, Gucci, Valentino and Burberry.

Digital Clothing

In more recent years, the fashion industry has been plagued with the issue of sustainability. As fast fashion brands have been boycotted and attacked for encouraging a disposable mindset and inflicting 10% of the world’s carbon emissions, the demand for digital fashion couldn’t have come at a better time; digital fashion could be the sustainable answer to fast fashion.

With supply chains in tatters thanks to COVID-19, and social media revealing the impoverished worker’s lifestyles and the sad truth behind many “ethical” brands, the appeal of digital fashion has grown. For as little as $35, consumers can have a unique digital garment photoshopped onto their selected photos, which they can then share on their social media profiles.

Digital fashion has no supply chain, no factories and no delivery delays. All digital fashion requires is a digital designer, a photo editor and a computer. With these three components, the expanse of digital fashion is limitless. Digital fashion presents the opportunity to be highly reactive to fashion trends, without any of the negative impacts of real fast fashion.

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Digital Fashion & Social Media

The popularity of digital fashion on social media is rising. Popular influencers have begun investing and posting their digital looks on social media and have been met with overwhelming positivity from their audiences.

In addition, Farfetch has become one of the first large retailers to rest digital sampling by dressing influencers in digital clothing to promote the launch of its pre-order offering from brands such as Balenciaga, Off-White and Oscar de la Renta.

Using digital clothing gives brands the opportunity to work with influencers in a new and exciting way, without having to send any physical products. This opportunity saves fashion brands of all sizes money and resources, all while generating a buzz on social media.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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