The rise of ‘wanghong’ beauty influencers in China and growing interest for functional and customised cosmetics have been revealed as some of the changing purchasing habits post-COVID-19.
Global consumers are leaning into everyday influencers versus celebrities and established figures because this is where they believe authentic content can be found – a trend beauty brands must look at carefully, says an expert.
The plethora of influencer-created beauty content online continues to swell worldwide, and brands should monitor it closely as it provides an important feedback loop that can unlock innovation and power business growth, says a specialist.