Influencers have massive sway over female consumers’ beauty buys. 

Influencers have massive sway over female consumers’ beauty buys. A study this week from LTK creator marketing platform provides insight into the depth of influencer’s influence. One key finding shows that consumers prefer video content over any other marketing content, signaling to brands to integrate more of this kind of advertising into their business strategies. Additionally, the research found that 78% of Gen Z and 61% of Millennial women trust creators the most when it comes to brand recommendations, with 82% of Gen Z and 66% of Millennials purchasing influencer recs in-store, as well as 83% of Gen Z and 71% of Millennials purchasing them online. YPulse research coincides with these findings, showing that young consumers trust influencers to recommend products to them more than any other public figure, and are being influenced to buy beauty products the most. (Glossy)