Si le marketing d’influence est de plus en plus développé, les marques de beauté et cosmétiques ne risquent pas de passer à coté de la tendance! Elles se sont lancées dans une stratégie visant à créer des relations privilégiées à long terme avec des influenceurs, dans le but d’en faire des ambassadeurs. Les marques de cosmétiques ont en effet bien compris qu’il fallait mettre à profit la relation des influenceurs avec leur communauté pour en faire une véritable stratégie de communication qui permet de mieux toucher leur clientèle cible. Évènements luxueux, soirées de lancements, collaborations : les influenceurs beauté sont partout! L’objectif est simple: maximiser l’exposition médiatique, garantir la génération de contenu et collaborer pour créer de l’attente et faire le buzz.
Pour témoigner de cette nouvelle tendance, le magazine Forbes révélait, le 10 juillet dernier, le top 10 des influenceurs beauté ainsi que celui des influenceurs des cosmétiques de luxe les plus influents au monde pour l’année 2019. C’est d’ailleurs la société française Launchmetrics qui a scruté leur côte de popularité et l’a évaluée en suivant 100 indicateurs comme la pertinence dans le secteur, l’engagement de l’audience, la qualité des contenus et j’en passe! Tout ça dans l’objectif de déterminer leur impact et la façon dont ils génèrent de la valeur et des retours sur investissement.
Sur la première marche du podium on retrouve bien entendu James Charles, l’influenceur au 16 millions de followers sur Youtube, suivi de près par Sadaf Beauty, l’influenceuse adepte des looks pointus et du teint glowy. Si ces noms vous sont étrangers, pas de panique, car la 6ème place du classement des influenceurs beauté pour les cosmétiques de luxe est attribuée à Sananas, une personnalité familière au public français! Avec ses 2,1 millions de followers sur instagram et 2,8 millions sur Youtube, c’est l’influenceuse beauté du moment dans l’hexagone grâce à ses make-ups audacieux et ses conseils aimés du grand public.
L’apogée de cette influenceuse, considérée comme la reine de la beauté suivie depuis plus de 10 ans en France, a d’ailleurs été dernièrement sacrée grâce à sa nouvelle collaboration avec Sephora Collection. Rien que ça!
Après avoir lancé Sananas Beauty, sa propre marque de make-up, en septembre 2018, et collaboré avec de nombreuses marques de cosmétiques comme Becca ou Benefit Cosmetics, la belle Sanaa a travaillé pendant plus d’un an avec Sephora pour développer une collection de maquillage exclusive et en édition limitée. La Sananas Family a de quoi être ravie!
Au programme, deux palettes dont les fards ont été fabriqués en Italie qui ont pour objectif de convenir aux débutants comme aux confirmés avec des prix tous doux! La première contient 18 fards et il y en a pour tous les gouts : des tons chauds, froids, du discret, du flashy, du mat et du métallique. Voici une belle palette tout-en-un qui regroupe du néo et du nude pour le bonheur de tous! Ultra pigmentées, ces petites poudres pressées jouissent d’une bonne couvrance et se travaillent facilement.
La seconde, plus petite, contient 6 fards aux tons rosés et nudes. Elle est parfaite pour créer un look de tous les jours ou un make-up plus sophistiqué!
Afin d’appliquer ces fards comme il se doit, on peut également retrouver dans la collection deux kits de pinceaux en poils synthétiques. Le premier contient 5 pinceaux (1 pour le visage, 4 pour les yeux) ainsi qu’une trousse de rangement. Le second, plus complet, contient 14 pinceaux et un pot de rangement.
Comme le dit la créatrice c’est donc « une collection de maquillage et de pinceaux exclusive développée pour tous les fans de la beauté décomplexée ! Cette collection s’adresse à tous les makeup addicts – des plus discrets aux plus extravagants, des plus débutants aux plus confirmés – pour créer leur maquillage parfait à tout moment. »
Pour le lancement de cette collection, un Press Day a été organisé en plein coeur de Paris. Y étaient conviés les journalistes ainsi que tous les influenceurs beauté français du moment qui se sont déplacés pour admirer les fards à paupières aux univers coloriels ultra riches et aux textures crémeuses et pigmentées présents dans les palettes de la collection. Ils sont aussi venus tester les pinceaux indispensables pour réaliser la routine maquillage complète des beauty lovers!
Comme l’a dit Sananas lors de ses interviews, le but était vraiment de s’inspirer des nombreuses collaborations qui existent entre les marques de cosmétiques et les influenceurs (notamment américains) mais en proposant une collection accessible à tous, et surtout à un petit prix!!
Pari vraiment tenu pour l’influenceuse comme pour Sephora : depuis le lancement (5 septembre 2019), la collection connait un véritable succès et a été victime d’une rupture de stock en seulement quelques heures! Voici donc encore une fois, un bel exemple de marketing d’influence qui a su créer du buzz et de collaboration réussie!
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