The Beauty Gifting Campaigns That Drove The Most Influencer Interest in 2023
Data from influencer marketing platform Skeepers indicates Gisou and Huda Beauty were among the brands micro- and nano-influencers most wanted to tap into in 2023.
What defines an effective influencer gifting campaign?
Scale, product novelty and value are all key considerations according to Courtney Siegel, vice president of marketing at user-generated content platform, Skeepers.
In an era where macroinfluencers are flooding For You Pages with unboxing videos in which the contents of several PR mailers are haphazardly unloaded in one sitting — much to the growing fatigue of viewers — the value of product performance-focused UGC is rising.
"Consumers want to know how a product looks, how it feels, how [a creator] likes or dislikes it, how it touches your skin," said Siegel, adding that the average TikTok follower count among Skeepers' creator community is 70,000, with 50 percent of the platform's 100,000 creators having under 10,000 followers. "We work with micro- and nano-influencers because that's what we think can have the best benefit for brand; it's proven that they have higher engagement than macro influencers and celebrities."
According to Anna Araman, Skeepers' senior vice president, North America, fragrance and makeup brands in particular are "taking off" on the platform, while high-value and high-price point offerings, like those by hair tool brand Shark Beauty, are seeing a swell in interest.
"The popularity of a brand, the newness of the brand and its products — those are two of the biggest factors in [generating interest]," she said.
In general, the platform recommends brand giftings have a value of at least
$40. "If you're promoting lip pencils or something where the price is a bit lower, we recommend doing bundles, because you'll see more demand," Siegel said.
In terms of creative strategy — that's best left in the hands of the creator. "The beauty of UGC is that it's rough and real; that's why TikTok exploded in the first place," Siegel said. "Give influencers a brief with some guidelines, but don't micromanage — it's a fine balance that you have to find."
Here, the 10 beauty campaigns which drove the most influencer interest via Skeepers in 2023.
1 Gisou
Iconic Oils Set Campaign
2 Huda Beauty
Beauty Easy Bake and Snatch Pressed Brightening and Setting Powder Campaign
3 Gisou
Honey Infused Lip Oil Campaign
4 Estée Lauder
Double Wear Stay in Place Foundation Campaign
5 MAC Cosmetics
Holiglam Blush Campaign
6 Estée Lauder
Futurist Tint Campaign
7 Jo Malone London
Sofia Richie Graine’s Signature Holiday Scent Campaign
8 Sunday Riley
CEO Serum Campaign
9 Sol de Janeiro
Bum Bum Body Obsession Holiday Set Campaign
10 Shark Beauty
Shark FlexStle FrizzFigher Finishing Tool Gift Set Campaign