When it comes to marketing for beauty brands, no other ways can beat Influencer marketing at its best. Influencer marketing is not just an emerging trend, for the beauty industry, it’s a fundamental part. Beauty brands were among the first to realize and take advantage of the capability of online influencers. Businesses in this area, markedly Korean beauty companies, generally view this form of marketing as the heart of their customer engagement and brand building. Influencers can help brands to have many advantages, for example, the authenticity of the products when it was favored by someone who has the respect and admiration of millions of online followers.
In the Vietnam cosmetic market, Influencers also have a high position as 69% of Vietnamese consumers often search for cosmetics information through Facebook accounts. More than half of cosmetic users have ever bought cosmetics online once or twice a month. And 72% of these people have bought cosmetics through social networks. (Source: VIRAC, Q&Me). K-beauty brands did take advantage of this insight in their conquest of the Vietnamese beauty market, not only famous brands used KOLs (Key opinion leaders) to amplify their presence but smaller, emerging businesses also made the most of Vietnamese beauty bloggers to grow.
So, if you are a new player in the Vietnamese cosmetic market, which Influencer should you work with to build your brand awareness?
Choosing Influencers is not easy work, it’s not hard to look for a Youtube star, an Instagram model or a hot Facebook account with million followers, but the question is, who worth the effort of building the relationship? The chosen Influencers must share like-minded values and tone of voices. And it takes time, dedication and research to find one.
In Skyperry, with experience in Influencer marketing since 2014 and being the first Influencer marketing agency in Vietnam, we have a huge data of Vietnamese Influencers, Vietnamese KOLs and a lot of it is beauty bloggers. Let’s take a look at a few names that we think are typical of this field. Maybe you can find your idea for the next marketing campaign.
Quynh Anh Shyn is arguably one of the most recognizable Vietnamese KOLs around, with over 1.2 million followers on Facebook, 2.5 million on Instagram and more than 400.000 subscribers on YouTube. And she just had a collaboration with Loulou cosmetics – a Korean cosmetic brand for a Glow tint lipstick. There’s a lot to say about how she gains her massive audience, but primarily because she never fits herself into any stereotypes. Started as a hot girl around the 2010s, she had shed her sweet image and became a vivid, attractive beauty blogger/fashionista. Her work is well prepared and has a strong sense of professionalism, that is the reason why you shouldn’t pass by her when looking for Influencers, especially if the product is aimed at the younger ones
Though mainly available on Facebook, the influence of HannahOlala is still unbeatable. With more than 15 years of working in the beauty industry, Hannah has a professional and unique view of an expert. She usually uses and reviews middle and high-end products, which really suits her 25 ~ 40-year-old Vietnamese audiences. Not only reviewing, but she has also brought many chances for her fans to buy cosmetics with an offer price through her livestream with brand representatives, each livestream attracts around 40,000 to 50,000 views. Beautiful, independent and optimistic, she has inspired a lot of Vietnamese women to take part in the self-care journey.
Loveat1stshine is not managed by an individual, there are Diep & Loan, besties of each other and also the big names in the early Vietnamese beauty blogger world. The differences in points of view between Diep & Loan create a special attraction when two girls share their experiences with beauty products. Their blog is told in a gentle and intimate way and information is really valuable for women in their 30s, which fascinates more than 100,000 followers on Facebook and 110,000 subscribers on Youtube. Loan & Diep now have babies of their own, and so their blog now includes tips for pregnancy time, which are very useful and rare to find because usually Vietnamese women think that you shouldn’t use cosmetics during your pregnancy.
Wanna find a new name for GenZ audiences? Ha Linh Official is there for you. Straightforward, honest and don’t afraid to speak about a product’s bad experiences or downside, Ha Linh youtube channel attracts around 1 million to 1.5 million views each clip. She is delighted to test trendy beauty products and cleverly inserts skincare and beauty tips in. Her motto is: “real people, real things”, follow the path of honest reviews and only review after a definite time of use. This way of content production has met what Vietnamese youth are looking for, as they have a habit of looking for comments from others before buying any product.
If you value the influence that the Influencer has more than a massive number of followers or flashy images, Through Magnifying Glass must be here in your list. Addicted to cosmetics and regularly out of control before miraculous promises of skincare products, Phuong – the lady behind this blog brings many fascinating reviews on various products, especially cosmeceuticals. Since she shares her own interest products, she doesn’t write often, but her blog always has a gentle air combined with valuable skincare knowledge that is so soothing to read. Remarkably, she is one of a few Vietnamese beauty bloggers who have very dry skin, consequently, moisturizer is always in her highlight list of review. With more than 30,000 followers on Facebook, this blog is like a hidden gem for skincare lovers.
Compared to the list above, Beauty in your way is the newest beauty blogger. Sa – the owner of this blog, though doesn’t have an outstanding appearance, has a sweet voice that endears Vietnamese audiences. Beauty in your way shows a difference and specialization when focusing mostly on swatch and review lipstick, signally the new and trendy Korean products, brings around 20,000 views for each clip. The introduction and review are short, yet informative and extremely honest, giving audiences a multi-dimensional view of the products.
Building an all-star team of Influencers is no longer new to product marketing, nevertheless, it is still a cutting-edge approach. According to Alist Daily, an overwhelming majority or 86% of women turn to social networks before making a purchase. And there is no doubt that Vietnamese consumers are forming the habit of looking for reviews before buying cosmetics and Influencers play the role of providing the reputation reviews as they have more knowledge and a better chance to get their hands on new products.