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STEP 9: WORK WITH INFLUENCERS

A skincare brand should target influencers to promote its products.

These influencers can come in various forms, from skincare professionals like

dermatologists and estheticians to social media celebrities with big skincare
followers. Their authority may result from a higher social status, knowledge

of a particular topic or niche, or their relationship/popularity with the
audience.

The strategy for working with influencers depends on the brand's values and
how you want their message to be communicated.

Micro-influencers, for example, usually have a very dedicated following in a
particular niche. Often their content is more authentic and appears

trustworthy. Plus, it's much cheaper, so you can even afford it once you start

building your skincare brand.

TikTok has also established itself as a platform for skincare gurus by the

name of "Skinfluencer. "

The rise of skincare influencers creating content on social media platforms
like TikTok means dermatologists are no longer their first port of call when it

comes to skincare. They are now getting recommendations from skincare

influencers who are more relatable because they are older and know what it
feels like to be in their shoes. That shift has resulted in otherwise humble

brands like CeraVe, as mentioned, becoming popular enough to sell out their

entire offerings.

There are plenty of free tools you can use to find influencers who share the
same interests as your beauty brand. Start with a quick Google search.

Seasoned marketers often use platforms like Launchmetrics or
Influence—Co for more detailed results.

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