Millennials’ Lust for Makeup Is the Lipstick on Retail’s Pig
- 6 years ago
Millennials’ Lust for Makeup Is the Lipstick on Retail’s Pig
“The trips are being villainized in a way because people feel since we’re going on the trips
that we won’t be genuine about the products and our reviews,” said Samantha Ravndahl, a 24-year-old influencer from Canada with 2.4 million Instagram followers who has gone to Bora Bora and the Cannes Film Festival with cosmetics companies.
“It’s popular among millennials because it looks great in a selfie,” said Ms. Hertzmark Hudis, who also reported big jumps
in sales of skin care products — particularly masks, which play well on social media and video blogs, or vlogs.
The brand’s success illustrates the way that millennials — who may spend hours on social media platforms watching video bloggers
and following so-called influencers — are rewriting the rules.
When Ulta held a meet-and-greet in November at a store in Los Angeles with Jaclyn Hill, a YouTube beauty
personality, nearly 700 followers stood outside for hours — some even camped overnight — to meet her.
Revenues at Ulta Beauty, which sells both prestige
and drugstore brands and has been opening about 100 new stores annually in recent years, are expected to top $5.9 billion this year, up from $3.9 billion two years ago.
Estée Lauder’s Double Wear foundation, a product that was launched 30 years ago, is experiencing
double-digit growth rates, said Jane Hertzmark Hudis, group president at Estée Lauder.
In exchange, most influencers agree to post a certain number of YouTube videos or Instagram posts about the company’s products.
“The trips are being villainized in a way because people feel since we’re going on the trips
that we won’t be genuine about the products and our reviews,” said Samantha Ravndahl, a 24-year-old influencer from Canada with 2.4 million Instagram followers who has gone to Bora Bora and the Cannes Film Festival with cosmetics companies.
“It’s popular among millennials because it looks great in a selfie,” said Ms. Hertzmark Hudis, who also reported big jumps
in sales of skin care products — particularly masks, which play well on social media and video blogs, or vlogs.
The brand’s success illustrates the way that millennials — who may spend hours on social media platforms watching video bloggers
and following so-called influencers — are rewriting the rules.
When Ulta held a meet-and-greet in November at a store in Los Angeles with Jaclyn Hill, a YouTube beauty
personality, nearly 700 followers stood outside for hours — some even camped overnight — to meet her.
Revenues at Ulta Beauty, which sells both prestige
and drugstore brands and has been opening about 100 new stores annually in recent years, are expected to top $5.9 billion this year, up from $3.9 billion two years ago.
Estée Lauder’s Double Wear foundation, a product that was launched 30 years ago, is experiencing
double-digit growth rates, said Jane Hertzmark Hudis, group president at Estée Lauder.
In exchange, most influencers agree to post a certain number of YouTube videos or Instagram posts about the company’s products.