Influencer beauty campaigns with stronger free samples among top influencers with over 1 million followers
Founded in 2018, Odore offered an integrated online platform for brands to create and launch digital campaigns alongside physical sampling strategies. Already working with a variety of brands, including international majors L’Oréal, Sephora, Guierlain and LVMH, Odore recently conducted in-house research on influencer-led sampling campaigns – a growing trend among beauty brands. , according to Armaan Mehta, co-founder of Odeur.
“More recently, we’ve seen an increase in the number of brands using influencers to promote their products, which is interesting and works really well. But what we’re seeing is that they’re also exposed to influencers of different sizes and different audiences,” Mehta told CosmeticsDesign-Europe.
Odore therefore conducted the internal research comparing acceptance rates for receiving beauty samples and other brand information when working with major influencers versus micro-influencers on Instagram.
Major influencers versus micro-influencers – credibility and presence of big brands
Results showed that the number of followers who chose to claim free samples and wanted to learn more about brands in the future was 53% higher in influencer-led campaigns with over 1 million likes. followers vs. campaigns run by micro-influencers with less than 50,000 followers on Instagram. The speed at which subscribers swapped samples with “major” influencers was also faster; twice as fast, on average, compared to refund time with micro-influencers.
When asked why there could be such a difference between influencer size and campaign results, Mehta replied: “In theory, our view is that we believe larger influencers may be affiliated with perhaps more well-known or established brands that customers may resonate with. So it’s almost like you’re following a big influencer, you’re also following a big brand. So maybe if the influencer has a larger following or has been around longer, they have more credibility, so customers are more willing to sign up.
“That being said, micro-influencer results have also been fantastic for brands. We just noticed a difference,”he said. Micro-influencers have produced remarketing opt-in rates of over 50% on average – always on point “tangible returns”for brands and ideal for those with smaller budgets, research has shown.
To find out which influencer is good for a particular brand, Mehta said it’s important to take a “test and learn”approach. “What this can do is help with budget allocation, identifying the right partner, and better forecasting for campaigns.”
“…I really think influencers are here to stay, and they’ve proven to be very effective, not just for sampling but for other activities, and I really think [they] will continue to be effective, he said.
“Excellent growth” in demand for beauty product samples
In influencer-led campaigns, sampling has certainly quickly established itself as a valuable part of any digital beauty campaign, Mehta said, especially during COVID-19.
“We have seen phenomenal growth in demand for these sampling campaigns overall,” he said, especially during the COVID-19 crisis where the only way to get product to consumers “largely and efficiently” was via these digital sampling campaigns.
“…We’ve seen extremely high usage during COVID, and we’re still seeing it.”
And given beauty as a whole, there were particularly significant sampling opportunities for fragrances and skincare, he said, because those two categories still lacked smart digital technologies to enable home “trials” like makeup and hair color. had – the likes of augmented reality (AR), for example.
However, as opportunities and interest continued to grow around sampling beauty products, managing these campaigns was not without challenges, Mehta said.
“There are a lot of moving parts in a sampling campaign. Just at a low level you have the aspect of achievement. Then you have the aspect of preparing all your creations – creating these assets can be time consuming and if you are working with an external agency it can also be quite expensive. And, of course, collecting all the data in one place and understanding it. There’s one thing to generating leads and getting people to try your product, but it’s all about understanding that. »he said.
Beauty durability issues – the end of sampling?
Asked about the sustainability aspect of sampling and the continued backlash against single-use sachets and unnecessary sample-size products, Mehta said: “That’s a very good and extremely relevant question. The first thing is, quite counter-intuitively, we don’t encourage customers to taste that much. Our business model is that when you come to us, we want you to sample as little as possible, as efficiently as possible.
He said it’s critical for beauty brands to create targeted digital sampling campaigns, getting products to the “right” consumers. “The spray and pray approach is not effective. We have developed technology to help target customers more effectively.
One of this group was selected, it was also major beauty brands that distributed samples in sustainable packaging, he said.
“I don’t think the answer or the solution is to completely eliminate sampling, I think the answer is to work together to ensure that sampling is done in a sustainable way and that brands, platforms and other companies, like us, work hand in hand to make sure everything is more sustainable.