As influencer endorsement wields more status than price point, many cosmetics brands are blurring the line between mass and prestige designations. ColourPop’s choice to offer its products alongside the prestige brands that have long defined Sephora underscores the changing landscape of the cosmetics industry. Traditionally, consumers have relied on price as an indicator of product quality: higher prices meant higher quality product, while lower prices meant lower quality product. With the rise of social media marketing, however, influencer endorsement could become just as relevant as pricing in a customer’s purchasing decision.
To better understand the growing crossover between mass and prestige cosmetics, we analyzed relevant influencer conversations using Earned Media Value, Tribe Dynamics’ metric for measuring social media engagement.