INFLUENCER MARKETING STRATEGIES OF BEAUTY BRANDS IN INTERNATIONAL MARKETS

The role of influencers in consumers’ purchasing decisions has become increasingly significant as they act as key intermediaries between brands and their followers. Among the different sectors adopting influencer marketing, fashion and beauty is the most popular one. From an international perspective, collaborating with influencers allows beauty firms to improve trust and local relevance; however, it also poses risks related to reputation damage. The aim of this paper is to understand the role of influencer marketing in achieving the communications objectives of beauty brands in international markets. A qualitative study was conducted by collecting 14 semi-structured interviews with professionals operating in the beauty sector. This ongoing research attempts to contribute to the recent marketing literature on influencers through an empirical investigation of the beauty industry in an international context.