With the holiday season coming to a wrap, many people have unused gift cards and money burning a hole in their wallets. For beauty lovers out there, this is an opportunity to save on favorite products, try out some new worship items, or refresh their makeup collections. For a Sephora employee like me, it’s an obvious reminder of the enormous changes in the beauty scene over the last decade.
I would like to promote if buying luxury items and owning a lot of makeup is satisfying, satiable and permissible on your own budget, by all means, continue to enjoy your passion.
However, unfortunately, the reality of the situation is that due to the current climate of the online beauty community, consumers feel more pressured than ever to get beauty out of their budget by smoothing out the massive makeup collections that appear on the internet “collector’s mindset”. “and the tactics used both consciously and subconsciously by the most important brands of the web site and content creators.
To understand how wide the world of beauty is, we need to look at the money made in the last decade. According to Allied Market Research, in 2010 the world of cosmetics saw annual revenues of $ 33.3 billion. Fast forward seven years, that number has increased by 1300%, while the beauty industry is valued at $ 445 billion.
The question is? what caused this huge uptick in beauty sales?
As a huge consumer of beauty content since the beginning of 2012 and a makeup artist, the biggest changes I’ve noticed are the number of product releases at the same time, the number of products used to complete the look and mindset of the collector. “
In an effort to see how much it would take for a consumer to complete a look from their favorite YouTuber, I created makeup lessons from two of the most paid beauty channels at the time.
The videos I compare were Michelle Phan’s 3 million + who watched “Spring Delight” in 2012 and Nikkie Tutorial’s “Full Face of Flawless Makeup” posted a few months ago. What I found was that Phan’s video featured 9 products with a total of $ 163 for full display, while Nikkie’s video included 15 products totaling $ 322 – almost double that.
But can we really blame content creators? They perform their duties and often hear their audience requesting to see their new releases constantly. While the influence of beauty content creators is not low on any caliber, what sets the tone for beauty is the brands that create the products. Companies see the opportunities and the money that needs to be made and use it to their advantage.
As before, when makeup releases were timely, inspirational and evergreen, the new releases follow the rapidly dying trends and become of poorer quality. Laura Nelson, founder of Seed Beauty (Colourpop’s parent company, Kylie Jenner and most recently Tati Beauty) even compared their marketing style to “fast-fashion”.
Along with promoting more releases than ever, brands also deliberately create products designed to collect and encourage the same. Looking at brands such as Urban Decay, Anastasia Beverly Hills, Colourpop and Jeffree Star Cosmetics, social media pages play a strong part in this ‘collector’ mentality.
Colourpop delivers a new 9-line eyeshadow palette to their monochrome line every couple of weeks and for the holidays there is a huge treasure release featuring 6 of them.
As mentioned earlier, if you enjoy owning a large makeup collection and do not break the bank, keep enjoying your hobbies. However, if you are one of the many people who are interested in the beauty field and feel pressured to own bulk makeup collections, be aware of the marketing tactics used in the beauty field to encourage massive spending.
There is always a way to achieve similar results with a more affordable budget or products you may already have.