Listening to social chatter
Creators who often receive free products in exchange for promoting brands on social media are noticing the deluge amount of marketing about cheaper products, too.
“I can buy five e.l.f. blushes with the same amount of money that I can buy one Makeup by Mario blush stick,” said beauty consumer Hannah Ektefaei. “I also love being able to buy more things.”
Lifestyle creator and disability activist Paula Carozzo agreed that cheaper products work as well as high-end products, making them easy options to promote to followers. She said that she’s aware most of her audience is budget-conscious when it comes to products and buying something for its name isn’t enough to justify a purchase.
“I’ve tried all these brands that claim to be great beauty brands, and are so expensive, and the product doesn’t even sit well,” Carozzo said. “We’re at a point where loyalty, manufacturing, and just the credibility behind the brand means more.”
Drugstore brands are partnering with creators because they value creators’ input, said e.l.f. Cosmetics’ O’Keefe.
“We partner with bold disruptors with a kind heart and renegade spirit who resonate with our community and authentically express themselves through positivity, inclusivity, and accessibility,” he said.
