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Published by:
IBS Center for Management Research (2020)
Length:
10 pages
Data source:
Published sources

Abstract

The case study 'Influencers: Key Voice in Driving Brand Value of Beauty Products' describes how cosmetics companies, from well-established multi-nationals to start-ups, are reaping rich dividends by adopting influencer marketing to engage consumers across different social media platforms, including YouTube, Facebook, and Instagram. Various established cosmetic brands like L'Oreal and Avon and new entrants like The Man Company and Frank Body have used the influencer marketing strategy to improve brand relevance and brand awareness of existing beauty products and to launch new beauty products in the market. The case describes how Avon India adopted influencer marketing to increase brand relevance, engage consumers, highlight the core ethos of its brand, and increase market penetration of its products. The Avon True Make Up Marathon campaign included contests to keep consumers engaged and involve them in the product launch. The influencers urged their followers to try out four new makeup looks, and share their photographs on Avon's social media handles. On the other hand, the L'Oreal Group took the influencer marketing route to launch the NYX range of makeup products in India. The makeup products were launched by leading beauty influencers in India, among them Shreya Jain and Pratibha, through Facebook Live. Similarly, The Man Company adopted influencer marketing to promote its limited edition Valentine's Day gift box. The firm approached Qoruz, an influencer marketing agency, for development and execution of the influencer marketing campaign titled 'Show, Tell and Sell' wherein 50 female and male micro-influencers specializing in fashion and lifestyle on Instagram were brought onboard to share their first-hand experience with the gift boxes. In Australia, Frank Body, a bootstrapped cosmetics company, engaged influencers to spread the word about its products at the time of their launch. The founders sent body scrubs to micro-influencers, including makeup artists and beauty bloggers, across Australia. All the campaigns were successful with the Avon True Make Up Marathon being among the 20 leading Facebook posts during April to May 2017. The Facebook live launch event conducted by NYX reached 1 million people and more than 100,000 people actively engaged with the video either by commenting on it or by liking or sharing it. Over 151,000 people on Instagram watched The Man Company's influencer marketing campaign and over 42,000 people liked, commented, and shared the campaign. Since Frank Body launched its products in 2013 through influencers, it had over 690,000 people following it on Instagram. The company's website registered 80,000 visits every month and over 2 million of its body scrubs were sold in 149 countries. The case study ends with how influencer marketing is expected to grow tremendously in future on account of rising consumer trust in influencers, the wider reach of influencer marketing, and the gradual replacement of TV time with mobile screen time. Among influencers, micro (non-celebrities with 10,000 to 50,000 followers) and nano-influencers (non-celebrities with 1,000 to 10,000 followers) were expected to be preferred by marketers on account of their expertise in a particular field and genuine interest in brands.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Topics

Advertising & promotion; Consumer marketing; Growth strategy; B2C marketing; Product launch; Public relations & media; Technology in marketing; Brand management; Macro-influencers; Micro-influencers and nano-influencers

Setting

The events covered by this item took place in 2013-2018.

Geographical setting

Region:
Asia
Countries:
India; Australia

Featured companies

Company name:
L'Oreal Group
Employees:
10000+
Turnover:
EUR 26.9 billion (2018)
Type:
Public company
Industry:
Cosmetics & toiletries
Company name:
Avon India
Type:
Self-owned
Industry:
Cosmetics & toiletries
Company name:
The Man Company
Employees:
51-200
Type:
Self-owned
Industry:
Cosmetics & toiletries
Company name:
Frank Body
Employees:
5001-10000
Type:
Self-owned
Industry:
Cosmetics & toiletries

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