How Are The Popularity Of Photo-Based Social Media Apps Helping Beauty Companies?
According to Estee Lauder’s Annual Report, currently over 90 million selfies are being posted every day across the globe. Along with the desire to post photographs comes the desire to look ‘selfie-ready’ and this has boosted the growth in demand for beauty products. This recent trend, though more prevalent among the younger generation, has takers from the older age groups as well. As a result, beauty companies stand to reap the benefit of this recent surge in demand. The increasing popularity of photo-based social media such as Instagram, Snapchat, and also Facebook has created a trend where users wish to present their best photographed version to the world in return for ‘likes.’ Beauty products, especially in the skincare and makeup segments, offer the instant gratification of transforming the users’ looks in a jiffy and hence help them in garnering appreciation from their network of friends or followers. Hence companies like Estee Lauder have channelized this trend to provide instant benefits with products containing complexion hybrids, foil masks, and Hydroblur technology. L’Oreal on the other hand, became the first company to offer a make-lens on Snapchat.
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