Instagram and Facebook were looking to help their beauty clients leverage social media as part of their media mix across EMEA. To do that, they wanted to demonstrate an understanding of culture – the fashion influencers and communities thriving on their platforms.
We wanted to understand people’s relationships with the beauty industry and the success stories behind the brands connecting with them on social media.
with a globally recognized digital anthropologist and a world-renowned ‘niche beauty’ expert.
of Facebook-commissioned research on the beauty industry.
with 15 beauty ‘insiders’ in each of our key markets.
with six leading beauty influencers and brands, from Huda Beauty to @MissFameNYC to @HarnaamKaur.
The insights are being used by teams at Instagram and Facebook to better support beauty clients’ social strategies – from Messenger through to Shopping. And with attitudes from ‘beauty insiders’ across our key markets adding localized nuance to the overarching themes, the report helped activate strategies for brands across EMEA. The report was Instagram and Facebook’s first big foray into the niche beauty sector. Considering the presentation at the Facebook event was “rated among the highest for the day” and received “fantastic client feedback,” it supported them as an authoritative voice in this sector.