We asked some skincare experts why they think Instagram and social media, in general, play a role in promoting products and treatments, and here’s what they had to say:
- “We live in a digital age, and much of our daily lives, not to mention purchasing habits, are influenced by what we see on social media. Most of us buy with our eyes first. They say seeing is believing, and when you can watch a product actively change or witness skin transformations over time via a video, Instagram story, or before-and-after photos, it can evoke intrigue among even skincare nonbelievers. Consumers want to know what they’re buying. If they can see the results, it makes them more apt to buy the products in real life.”—Shannon Esau, CEO and national educator, Rhonda Allison Cosmeceuticals
- “Texture-changing products are the perfect show and tell. Unfortunately, sometimes the visual image of the fizz, foam, or rubber gets more attention, much more than whether the product actually provides functional benefits to the skin.”—Janel Luu, CEO and formulator, Le Mieux Cosmetics
- “Information about new products and experiences is quickly and easily disseminated to consumers via social media. Celebrities and influencers who are drivers of consumer interest use social media platforms.”—Charlene DeHaven, M.D., clinical director, Innovative Skincare, makers of IS Clinical products
- “Visuals are so strong and appealing, and Instagram is the perfect platform to showcase the transformations.”—Shannon McLinden, founder and president, FarmHouse Fresh
- When the Repêchage Four-Layer Facial was first introduced, if you had a wonderful experience, you could tell seven people about it. Now, if someone has a great experience, 7,000 people can share the experience via videos, selfies, Instagram, and Facebook. These platforms capture the uniqueness of this treatment in real time. Followers can watch while the alginate mask is applied, can see it solidify, and can watch the mineral mask harden then get removed in one piece with the outline of the face. It’s visually appealing and intriguing.”—Lydia Sarfati, founder and CEO, Repêchage
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