engleski

THE RISE OF INFLUENCER MARKETING IN THE BEAUTY INDUSTRY

The aim of this paper is to analyze and explain the rise and growth of social media influencers, in particular a specific niche of YouTube influencers called beauty gurus. Throughout the paper different definitions from various literatures are given for the terms: influencer, influencer marketing, social media influencer and beauty guru. It is also elucidated why an increasing number of internationally recognized brands are starting to work with influencers. Furthermore, this paper will also touch upon the topic of men in the beauty industry and how they are trying to promote the message of inclusivity. For the purpose of this paper, content analysis has been conducted on over 982 videos from three different YouTubers: NikkieTutorials, James Charles and Rosie Huntington-Whiteley. Analysis showed that influencers have specific personality traits and characteristics that make them influential. Conclusion of this paper is that the social media influencer phenomenon still hasn’t reached its final peak and that an even greater breakthrough of influencers in the beauty industry can be expected in the future.

influencer, influencer marketing, social media influencer, beauty guru, inclusivity

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