Beauty: An Online Bonanza

“Bonanza” noun UK /bəˈnæn.zə/ US /bəˈnæn.zə/ – a situation from which large profits are made or a large amount of something good (Cambridge Dictionary https://dictionary.cambridge.org/dictionary/english/bonanza).

By beauty having such a strong, increasing presence online, sales of cosmetics are growing even more. Global sales of cosmetics in 2017 were at an all time high compared to 2014 according to https://www.statista.com/statistics/297070/growth-rate-of-the-global-cosmetics-market/.

Cosmetics companies, these days, will focus more on using social media platforms such as YouTube and Instagram to sell and market their products due to an increasing online audience of beauty cosmetics. L’Oreál Paris UK & Ireland had as many as 96.11 million uploaded video views as of October this year. Find out more at https://www.statista.com/statistics/778771/leading-beauty-brands-youtube-views/.

Most influencers will use polls on Twitter and Instagram to engage their audience and ask their followers what they would like to see from them. This helps to market the best possible content that will get the most views or likes. They may ask about a product that the audience would want them to review, for example. Then, after a positive review of a product, the idea is for the viewer to go out and buy it after they have seen how well the product works. Although, some people may buy a product just because an influencer they like has used it, regardless of quality or price of the product.

An Introduction Into How Beauty is Presented Online Today

More and more influencers are using beauty products in YouTube videos or Instagram videos or photographs which will also make an online audience want to buy the products. Influencers such as James Charles (@jamescharles) have been paid by brands to show their make-up on their social media channels due to their wide following. James Charles, for example, now has over 10 million subscribers on YouTube, along with over 10 million followers on Instagram and 2 million Twitter followers.

Screenshot from Jeffree Stars YouTube channel.

Influencers having such a large following goes hand in hand with receiving a large number of opportunities. Some have made their own brands using their own channels to market and sell the product. One influencer that has made an impressive brand cosmetics out of their own name is Jeffree Star (@JeffreeStar) with his brand Jeffree Star Cosmetics (https://jeffreestarcosmetics.com/). Jeffree Star has also created the concept Jeffree Star Approved where he will either approve or disapprove of make-up items and some of his followers will not buy a new product until it is Jeffree Star Approved. All products that Jeffree Star has (and has not) approved can be found
at https://www.cosmopolitan.com/uk/beauty-hair/celebrity-hair-makeup/g25220094/jeffree-star-makeup/.

However, being a beauty guru online comes with facing a lot of controversy such as hate comments. There are many people that do not agree with influencers, who will argue that they don’t have a real job. The more followers an influencer gets, the more hate they face and this is a major disadvantage of the digitalisation of beauty as they probably would not get such horrible things said to them if their make-up businesses were not online. Some comments even go as far as to tell influencers they should die, which is something nobody should read. Click the video below to watch James Charles sing his hate comments to see examples of the comments influencers receive daily.

Beauty influencers in 2018, have become so prevalent online that to make yourself stand out in the online beauty community, you must have a different technique or put out different beauty content than everyone else. As time goes by, more and more different, artistic make-up looks have been seen online that have changed the whole game completely. Make-up is now becoming more about art online, than it is about accentuating features and making yourself look “prettier”.

The beauty game has now become about people expressing themselves and their artistic skills, although it is still used every day by people, influencers have shown that there is more to make-up than just the everyday process of covering up blemishes. Make-up art has become so commonplace online because humans naturally gravitate towards beauty, it brings them pleasure and there is nowhere easier to view it than from our digital devices.

“Beauty is pleasure objectified”George Santayana, The Sense of Beauty.

Furthermore, make-up art taking over holidays such as Halloween and Christmas will be discussed in a later blog post and how those holidays have been affected by the presence of beauty online.

 

A photo from @mcdrew on Instagram.
A photo from @chloeandcosmetics on Instagram.

 

 

 

 

 

 

 

 

 

 

 

 

Overall, beauty influencers being so popular online has also boosted the popularity of make-up. Influencers such as NikkieTutorials (@NikkieTutorials) have said that make-up makes them more confident and for them, seeing a huge volume of other people with the same passion for beauty as them has made them feel part of a community with other, equally talented artists. Due to beauty influencers being so popular, it encourages people who want to be in this industry to be different to what is already out there, giving viewers a variety of different content.

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