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Bloggers Are Challenging Beauty Industry’s Standard Business Practices, Creating Headaches For Established Players

November 30, 2016: 12:00 AM EST
Social media has spawned many bloggers that are starting to shake up the beauty industry, changing what we expect from makeup, how models get noticed and how brands go to market. These bloggers are often young and with little experience of or allegiance to established ways of doing business and some players are irritated. Social media tends to homogenize and makeup is now tilting to “Instagram makeup” that relies on strong contouring and highlighting as popularized by Kim Kardashian West, leaving some makeup artists frustrated.  Aspiring models are offering time and photoshoots to popular bloggers and cutting out agents in the process. And some brands are working with bloggers to promote launches, some with notable success. While brands previously focused on those bloggers with largest reach some are now working with influencers with a smaller, perhaps more dedicated audience where there’s a stronger overlap in values: “…brands that will be successful and the influencers who will be successful are those who keep the idea of authenticity,” said Robert DeBaker, the CEO of Becca Cosmetics.
Crystal Martin, "Instagram Face’: Is It the End of Good Makeup?", The New York Times, November 30, 2016, © The New York Times Company
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