Keeper Experience, part of APPLE TREE, brought together leading experts from the beauty sector at an event where key trends in influencer marketing and how to achieve tangible results were discussed. The meeting, which was attended by a hundred professionals from the fashion and lifestyle sector, and moderated by Doctor and Content Creator Paloma Borregón, also featured experts such as Virginia Lázaro, Communications Director of MAC Iberia; Pelayo Salor, Advocancy Manager of L’Oreal Luxe Parfums; María Orena, Media Manager Southern Europe of 3INA Cosmetics; and influencers and makeup artists @nobodyisugly and @isabelmarind.
The event highlighted the significant impact that content creators and influencers have on consumer purchasing decisions. According to the IAB Prime Tag study, 8 out of 10 users have made a purchase on Instagram based on influencer recommendations. This trend has driven brands to rely more on content creators than on their own channels, which is reflected by the projected increase in advertising investments by 46%, reaching an estimated €350 million in Spain by 2025.
Keeper Experience observed how beauty brands are increasingly investing in influencer marketing, given the excellent results in both sales and brand awareness. Susana Doncel, General Manager of Keeper Experience, stated, “At Keeper, we’ve not only made beauty products go viral, but we’ve also managed to reduce the market’s average CPM by 50%, optimize budgets, increase average campaign engagement by over 4.5%, and proudly place some of our brands in the top rankings of the beauty sector as measured by EMV.”
From a brand’s perspective, new criteria are being considered when selecting influencers, moving beyond just reach or engagement. Micro-influencers, with an average engagement rate of 6.8%, are gaining traction and now represent 41% of content creators in Spain. Pelayo Salor, Advocancy Manager of L’Oreal Luxe Parfums, pointed out that it is essential to have an influencer marketing strategy that combines macro and micro-influencers, “Macro-influencers will give us reach while micro-influencers provide engagement and credibility.” She also emphasized the importance of diversity, explaining, “It’s essential to support diverse communities year-round, not just during specific campaigns. For many brands, LGBTIQ+ representation is seen as a trend, and that’s a shame. Our responsibility as a brand is to show diversity and treat it normally.”
Similarly, María Orena, Media Manager Southern Europe at 3INA Cosmetics, stressed that it is important to work with all types of influencers, including giving the opportunity to small content creators who, with under 1,000 followers, do an impeccable job and have a dedicated, diverse and responsible community. She stated that,“The key, above all, with the influencers we hire is to talk about 360º inclusivity.” She also explained that, “technology is unpredictable but what will always prevail will be the human factor, so all influencer marketing campaigns involve a constant relationship between brands and content creators”.
Virginia Lázaro, Communication Director of MAC Iberia, emphasized the importance of aligning talent with the brand as a cornerstone of effective collaboration, “Collaboration with influencers must always be mutually beneficial. It is crucial to carefully select talent to build a connection that resonates with the public. The work brands put into these partnerships is complex, as every action must yield measurable results.”
From the point of view of content creators, the quality of content that brands demand from them requires trust and freedom to be able to create content that really connects with their audiences. Thus, the influencer and make-up artist @nobodyisugly noted,“Everything is evolving rapidly. Technology and the way we communicate will continue to change, and influencers must constantly be adapting to everything that happens”. One example is the rise of theTik Tok Shop
as a pivotal tool in the beauty industry, especially among Gen Z, with brands reporting a 20% increase in ROI within the first year of use, according to the Kolsquare Trends Report 2024.
Journalist and Content Creator, @isabelmarind, highlighted the importance of continuous learning to stay innovative and connected with audiences, “Those of us who manage social media must constantly reinvent ourselves and master the language of each platform and its audience to understand their needs, and this is a challenge for those who are passionate about communication”.
Dr. Paloma Borregón, the event moderator, emphasised that, as a doctor and communicator, technical influencers have a responsibility to share accurate information and, of course, to measure and carefully plan everything they say.
