Bloggers more important beauty influencers than celebrities, research finds

Bloggers are overtaking celebrities as source of beauty inspiration for Brits, according to new research by market analysts Mintel. 

While 70% of social media, blog and vlog (video blog) users in the UK access beauty content, only 8% express an interest in images of celebrities and the beauty products they use, Mintel found.

Meanwhile, as many as 17% have made purchasing decisions based on product recommendations by beauty bloggers, a figures rising to 35% for women aged 16-24.

Charlotte Libby, senior beauty analyst at Mintel, said: “The fact that such a small number of beauty and personal care social media users are interested in celebrities using beauty products is reflective of a wider trend of consumers placing a low level of trust in advertising and celebrity endorsed products.”

Accessing beauty online is not a phenomenon restricted to women. Mintel reports that 65% of male blog, vlog and social media users had viewed online beauty content in the six months preceding the report.

The report also reinforces the importance of the selfie, revealing that 25% of beauty consumers on social media had posted a product-related selfie. This number increase to 41% among women in the 16-24 age group.

Highlighting a link between beauty selfies and giveaways, Mintel found that 66% of those who have posted a product-related selfie would be interested in receiving free products from brands.

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