Beauty brands widen their social reach

In 2016, CoverGirl was the first beauty brand to sign a guy as its brand ambassador. James Charles is a social-media star with crowds following him on Instagram and YouTube. This is an opportunity to work with someone who influences a lot of consumers, enabling CoverGirl to extend its reach in a viral way.

Now other beauty brands are also widening their social reach by signing male brand ambassadors. Maybelline has signed Manny Gutierrez to promote makeup to his nearly 3 million social media followers. Rimmel London has signed YouTube and Instagram beauty guy Lewys Ball as its UK male brand ambassador.

Expect more deals with opinion leaders in the future as beauty brands react to changing consumer behaviour patterns and social-cultural factors. Social media can build brand awareness and send demand soaring, especially when influencers show how a product can be used creatively.