In the last episode, Formula Botanica CEO and podcast host Lorraine Dallmeier discussed the world of the beauty influencer with School Education Manager Ana Green and questioned whether influencers were talking about, let alone talking up, beauty brands’ sustainability.
One key thing hit home in that episode: the power and great responsibility beauty influencers have. In a recent survey, some 49% of shoppers interviewed said they relied on recommendations of vloggers, YouTubers, bloggers and social media influencers in making purchases, viewing their opinions as they would those of trusted friends. In this short Green Beauty Opinion, Lorraine proposes how influencers can use their platforms responsibly to drive home the message that sustainable beauty should be the norm, not the exception in the industry.
Influencers have an exciting opportunity given their reach and reputations to change the hearts and minds of beauty consumers. Imagine influencer product reviews mentioning how easy it is to refill packaging or that a beauty brand has gone plastic free or is working towards zero waste goals?
Influencers have enormous reach and clout in what is a massive industry. The beauty industry is worth over half a trillion dollars each year. With beauty permeating our daily lives, and consumers looking for the next big thing, influencers play an important role as intermediaries guiding shoppers to the right products for them.
It is not feasible to ask influencers to stop covering new brand and product launches, but they could do more to challenge brands about their sustainability credentials and include this information in their regular content output. In this way, they will influence consumers to make sustainable choices and to ask their own questions of brands. Changing the beauty industry is a collective job that we all need to participate in.
Lorraine’s challenge to influencers is to embrace their power and harness it to promote a more sustainable beauty industry. In doing so, influencers could have more influence than they perhaps realise and make a truly positive and lasting contribution to changing the beauty industry.
Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on Apple Podcasts, Spotify or Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.
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Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.
