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Influencer Marketing in the Make-up Industry

In: Advances in Digital Marketing and eCommerce


  • Ioanna Yfantidou

    (Liverpool John Moores University)

  • Mile Grncarov



The growth of social media usage and its utilization in marketing campaigns has created a new class of community leaders online, called influencers. Influencers appeared on social media as relevant content creators on a certain niche topic such as sports, comedy, make-up etc. The make-up industry has completely adopted the trend of influencers which ended up disrupting the entire industry. The purpose of this study is to demonstrate the effects that influencer marketing has had on the make-up industry and how it has become essential for marketers with a focus on that industry. This includes a comparison of influencer marketing to other marketing options such as TV and Online Paid Ads, the cost of advertisement, effectiveness and ability to influence consumer behavior, primary data, data obtained from secondary sources as well as personal contact with influencer agencies.

Suggested Citation

  • Ioanna Yfantidou & Mile Grncarov, 2021. "Influencer Marketing in the Make-up Industry," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 1-15, Springer.
  • Handle: RePEc:spr:prbchp:978-3-030-76520-0_1
    DOI: 10.1007/978-3-030-76520-0_1

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