Social media platforms like TikTok, Instagram, and YouTube shape beauty trends and influence consumer preferences among Gen-Z and Millennials. However, rising marketing costs and the presence of AI bots diminish social's effectiveness for brand discovery. Influencers' credibility also declines, with only 18% of consumers trusting them for beauty information. Physical retail emerges as crucial for discovery, as 21% of consumers report finding new brands in-store. Emerging brands should prioritize in-person activations and align marketing efforts with retail opportunities for better engagement.
With the cost of paid reach becoming increasingly unsustainable and AI bots comprising over half of web traffic, brands must shift from social media for discovery to more effective in-store strategies. Physical retail plays a vital role in brand discovery, as seen with 21% of consumers finding new brands in-store, followed by recommendations from friends and family at 15%. Emerging brands should focus on pop-ups and in-person activations, treating promotional activities and visual displays as essential marketing levers for engagement.
Social media platforms like TikTok, Instagram, and YouTube have significantly influenced beauty trends among Gen-Z and Millennial audiences, yet their effectiveness for brand and product discovery is decreasing. The rise in marketing costs, along with a dwindling trust in influencers, has prompted a reassessment of marketing strategies, emphasizing the importance of in-store presence and adapting social media to enhance brand identity and consumer interaction.
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