10 Instagram accounts of beauty brands we adore
Who’s the ‘grammest of them all, mirror, mirror on the wall? Instagram’s embrace of magnificent visuals and self-expression appears tailor-made for the beauty market — particularly today’s sophisticated Millennial and Gen Z buyers. Beauty companies couldn’t be more in agreement.
This Statista analysis found that 96% of beauty brands use Instagram. Their motivation for using the platform extends beyond form and function. According to our Shopper Story analysis, shoppers who use multiple devices, channels, and platforms are more valuable, spending 22% more online and 3% more offline.
The approach, style, and tone of each beauty brand’s Instagram account are as diverse as their consumers’ faces. But those who do it effectively understand that it’s about more than just a close-up of a model’s face or a flashy product photo. These ten firms stand out as examples of how to master Instagram. You can do it as well if you follow these Instagram beauty marketing tips:
- Glossier: Make friends with your followers to look more polished.
Glossier’s Instagram is so warm and inviting that you want to reach out and hug it. The fervently loved cosmetics business effectively blends commercial and just-for-fun posts while taking great care to communicate with followers via regrams. They creatively reinforce their identity by publishing photographs of their packaging, a sunset, or a strange pink ceiling. The feed of Glossier is as light and dazzling as their favorite highlighter stick.
- MAC: Connect with the professional community.
MAC is known for its vibrant, colorful aesthetics, and its Instagram account does not disappoint. However, it also honors the cosmetics artist community by regramming MAC artists and pushing hashtags such as #MACArtistChallenge and #MyArtistCommunity. Creating a devoted following? Check.
- Lush: Make it a customer research tool.
They’re just so interesting to look at, whether on the shelf or in the tub. By asking followers questions such as “Bath or shower – which team are you on?” or “What is your favorite Lush rose product?”
- NYX: Emphasize your mission.
NYX invites Instagram users to use the hashtag #nyxcosmetics to be featured in unique ways, and there’s no shortage of stunning looks highlighting their products. Bonus points for their cruelty-free goods, which they promote using the hashtag #crueltyfreebeauty.
- Urban Decay: Show them how it works.
Urban Decay’s Instagram feed is packed with video content, ranging from product advertisements to beauty hacks and tutorials. It is one thing to own a product and quite another to use it successfully. UD’s films teach its followers how to use their items like an expert. They make you look nice by making you look good.
- Anastasia Beverly Hills: Allow your followers to be brand ambassadors for you.
Today’s look is all about the brows, and Anastasia’s Instagram is chock-full of video lessons (primarily regrams) on how to achieve the ideal arches. It’s a win-win situation: Anastasia gets to show off the incredible transformations her products enable without having to produce the lessons herself, and fans get explicit steps to recreate the looks at home.
- Benefit: Get them to share.
Benefit is the winner of the prize for eliciting the most interaction from their followers. They keep fans engaged and expose their brand to new audiences by asking questions and enabling followers to tag friends. Cross-promotion with Snapchat is also beneficial for growing followings on both platforms. They’re also clever with their regrams, describing the particular Benefit products utilized in each look.
- Too Faced: Create excitement and demand.
Too Faced’s Instagram is an excellent example of how to launch a new product. Teaser posts stating when the new product will be available generate interest, and after the product is out, a succession of posts with product-specific hashtags promote each new item. They can reinforce without the worry of message weariness because each post is unique. Too Faced fans will appreciate the early peaks of new products, exclusive discounts, and sweepstakes.
- Bare Minerals: Solve a problem.
For its cosmetic emergency videos, we adore the Bare Minerals Instagram account. These tiny nuggets advise followers how to update their look in 30 seconds or fewer for a variety of situations, such as “Late for a Date,” “Pitch in 10 Minutes,” and “Knock at the Door.” Looking put-together in less than a minute with only three products? We’re all in.
- Kat Von D Beauty: Make the most of your superstar status.
@katvondbeauty is an excellent example of leveraging the celebrity behind the company, with links to Kat Von D’s personal Instagram and leading fans to their YouTube channel for tutorials and interactions with Kat. If neutrals and girly pinks aren’t your style, this feed’s edgier looks and rock star attitude are the ideal alternative.
To get the most out of their Instagram pages, these ten beauty firms use a range of strategies, including regrams, lifestyle content, special hashtags, video, tutorials, and promos, to name a few. Their efforts have resulted in millions of followers and potential customers.
What else are you capable of?
Another approach to harness the network’s power? Instagram advertising with dynamic retargeting. Instagram, with over 800 million users (and increasing), is an immensely useful channel for retargeting marketing. Re-engage shoppers who are most inclined to buy with highly tailored ads, and you could see a 12% or more increase in sales.
