C O N T E N T SEvolution of Beauty Bloggers: Word of Mouth to today
Social Influencers Expansion
Value of Bloggers
Beauty Is Global Currency
Our Approach: How We Made A Science of Bloggers
A Glance Ahead: A Look At How NTG Will Tap Into This Market to Execute Its IMC Campaign Next Year
E V O LU T I O N O F B LO G G E R S
WORD-OF-MOUTH
THE ORIGINAL SOCIAL PLATFORM
THE RISE OF BEAUTY BLOGGERS
2005
2015B L O G G I N G W I T H O U T B O R D E R S
SOCIAL INFLUENCER MOVEMENT
IMPORTANT• Traditional bloggers
• Long-form, text-based communication
• Text-heavyproduct reviews
• Diary-like blog posts detailing personal lives
SOCIAL INFLUENCER MOVEMENT
IMPERATIVE IMPORTANT• Social
Influencers
• Short-form, visual communication
• Video tutorials
• Stylized, original images
EVOLUTION OF SOCIAL MEDIA
2004
2005
2006
2007
2010
20132011
2008
2009
2012
Mood/trend boards of beauty hacks, nail trends,
hair how-tos
Pulse out personal blog information
Beauty shots and 10 second
how-to videos15 second beauty tutorials
Makeup and hair tutorials or beauty diaries
Original lifestyle images with product shots
Real-time conversations between influencers and
fans/readers
Microblogging imagesand GIFs
C O N T E N T T R E N D ST H E S O C I A L B E A U T Y L A N D S C A P E
BEAUTY IS A
GLOBAL CURREN
CY
YOUTUBE
5 BILLIONHOURS OF BEAUTY
TUTORIALS UPLOADED
IN THELAST 10 YEARS
2005 2015
EVERY MINUTE,YOUTUBE USERS
UPLOADHOURS OFVIDEO WORLDWIDE300
MAKEUP VIDEO VIEWS
9.8 BILLION
BEAUTY-RELATEDVIDEO VIEWS
14.9 BILLION
3%ONLY
OF BEAUTY VIDEO VIEWS BELONG TO
MAJOR BRANDS
OF TRAFFIC COMES FROM OUTSIDE THE US
80%
PEOPLE ACROSS
THE WORLD USE
YOUTUBE EVERY MONTH
LOCALIZED INACROSS61 COUNTRIES
LANGUAGES
1 BILLION
GLOBAL VLOGGER LANDSCAPE
Michelle Phan, US,7.7 million subscribers
Luxy Hair, Canada, 2.3 million subscribers
Yuya, Mexico, 10.2 million subscribers
Taciele Alcolea, Brazil, 1.2 million
subscribers
Zoella, UK,8.8 million subscribers
ClioMakeUp, Italy, 768k subscribers
Asahi Sasaki, Japan, 370,480 subscribers
Lauren Curtis, Australia, 2.9 million subscribers
