Beyond filters: How AR beauty and influencers are changing beauty marketing

Social networks have become the modern-day encyclopedias, and influencers our trusted advisors. And one of the areas they’re transforming the most is beauty marketing.

Beauty brands are now taking their marketing strategies to the next level by combining the authenticity of influencers with the innovation of beauty AR. This powerful combination is revolutionizing how brands connect with audiences, particularly Generation Z and Alpha, driving both engagement and sales.

Let’s take a closer look at how AR beauty and influencer marketing are shaking up the beauty world.

The growing role of influencers in beauty marketing

Today, influencers play a key role as trusted voices. Their recommendations often feel like friendly, personal advice, which makes them highly influential in shaping opinions and choices.

That is why influencer marketing has become an integral part of the beauty industry, changing how beauty brands communicate with consumers.

For example, platforms like Instagram and TikTok allow makeup and skincare to be showcased through “before and after” transformations, creating engaging stories that build trust.

TikTok, in particular, has become a valuable tool for brands, with hashtags like #TikTokMadeMeBuyIt often turning casual viewers into buyers. 

The integration of TikTok Shop further simplifies shopping, shortening the path from viewing to purchasing. The statistics speak for themselves: 83.8% of brands claim to receive higher-quality leads from influencer campaigns, and in 2024, 71% of TikTok users purchased a product they saw in their feed.

Another interesting piece of information is that 85% of brands believe that influencer marketing is a very effective form of marketing, which has grown significantly over the past few years. Additionally, 1/4 of brands are ready to spend more than 40% of their entire marketing budget on influencer campaigns, and 63% of brands plan to use AI in their influencer campaigns.

➥ Dive deeper into key trends shaping the beauty industry in our comprehensive cosmetics industry report.

Why authenticity matters in influencer marketing campaigns

The key to success is authenticity. Influencers attract audiences by sharing their personal experiences and daily routines, creating a sense of intimacy and trust that traditional advertising can’t achieve.

Today, younger audiences really look up to influencers and trust their recommendations, often picking up products they suggest. So, when a beauty brand teams up with a specific influencer, you can bet the younger crowd will pay attention and consider buying the product.

In addition to introducing new products, influencers are also the drivers of various trends. They are responsible for the popularity of Korean skincare, hyaluronic acid and “clean” cosmetics, no-makeup makeup, nude makeup, and other popular trends in the makeup industry.

Brands that choose influencers wisely and work with them authentically and transparently can build long-term trust and encourage customer loyalty. In the beauty industry, an influencer’s recommendation often means much more than a classic advertisement.

The power of influencer marketing and AR technology

You might have tried some of the filters on Instagram and Snapchat, where you can change things like the color of your hair, eyes, and lips, or even experiment with different makeup looks.

Similarly, in collaboration with cosmetic brands, influencers can use AR filters to promote makeup products. This gives customers the opportunity to visualize how different products and shades would look on them, turning curiosity into hands-on engagement.

Furthermore, AR experiences can inspire users to create and share their own content around the products they like, increasing your organic reach and strengthening your presence in the market.

As a result, consumers feel more confident in their decisions, making them more likely to connect with the brand and, ultimately, make a purchase.

Let’s look at a recent example of a successful AR influencer campaign.

Imagine this: You are getting ready for a special event, your outfit is on point, but you’re stuck deciding which lipstick shade will suit you the best. Dior solved this dilemma with AR technology in their campaign for Dior Addict lipsticks, featuring interactive ads on YouTube and Google.

Using their smartphones, users could see how different lipstick shades looked on them. And the best part? They could purchase their chosen shade right away.

With the help of influencers, the campaign reached over 4 million users in just 21 days, with 400,000 virtual lipstick try-ons.

This example shows how powerful the combination of influencers and AR technology can be in driving engagement, building confidence, and ultimately boosting sales.

Benefits of using AR beauty and influencer marketing 

✧ Greater engagement

By partnering with influencers and using beauty AR tools, brands can create exciting, interactive experiences that boost engagement, sales, and brand visibility. In fact, 61% of online customers prefer AR marketing campaigns led by influencers over traditional ones.

✧ Personalized experiences 

Influencers are amazing at sharing their recommendations and experiences, grabbing the attention of followers worldwide. But beauty AR takes things a step further by offering a personalized try-on experience, letting customers see how products look on their unique skin tone, face shape, and more.

✧ Increased conversions

While influencers help bring people in and show off the products, beauty AR allows customers to explore those products in a personalized, interactive way, bringing them closer to purchase decisions.

Add beauty AR to your influencer marketing strategy

Influencers have become a key element of any successful beauty marketing strategy, using their authenticity and creativity to get followers excited about the products they promote. At the same time, AR technology enables personalized, inclusive, and interactive experiences that captivate customers.

Now, with influencers and beauty AR working together, brands have the power to grab attention and drive sales like never before.

Here at Arbelle, we have created cutting-edge beauty AI and AR solutions to help create a tailored makeup exploration experience for every customer. Get in touch to learn more and enhance your influencer marketing campaigns with hyper-realistic beauty tech.