Report: Identifying Social Media Influencers for Marcelle Cosmetics

This report analyzes the relevance of social media influencers for Marcelle Cosmetics, a Canadian beauty brand. It explores the significant influence of social media platforms, particularly Instagram, on online retail and consumer purchasing habits. The report identifies key influencers such as Huda Beauty, Kylie Jenner, Lily Singh, and Selena Gomez, evaluating their potential impact on Marcelle's marketing strategies. It emphasizes the importance of selecting influencers based on relevance, reach, and resonance, and discusses tools like Influential that assist in identifying the right influencers. The report suggests strategies for Marcelle, including adopting the style and methods of beauty bloggers, collaborating with lifestyle celebrities, and creating universal product ranges to capture a broader market. It also references the importance of creating video content, regular posts and relevant content regarding beauty and their product to increase consumer engagement and brand awareness.

Running head: SOCIAL MEDIA INFLUENCERS
Social Media Influencers
Name of the Student:
Name of the University:
Author Note:

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To: The CEO
Name of the Company: Marcelle Cosmetics
Address: Montreal, Canada
Date:
Introduction
Marcelle Cosmetics came to Canada when Dr. Phil Blazer sold the company and distribution
rights to Borden & Co. In 1970s it truly became Canadian with victor Cape taking over the
complete distribution rights, packaging and quality rights and setting up Head office at
Montreal. In the 1990s, the brand acquired Annabelle cosmetics and from then on slowly
gained popularity. In 2016 they acquired Lisa Watier Cosmetics and in the same year they
launched CW Beggs and Sons, a cosmetic brand for men. Since then, the popularity and
demand for the brand has increased slowly. Annabelle cosmetics has become quite popular in
social media websites like Facebook and Instagram (Welcome to Groupe Marcelle Cosmetics
- Groupe Marcelle., 2019). In this report, the major social media influencers that have
relevance to Marcelle have been identified and among them, the most influential ones for the
organization is selected.
Influence of Social Media and Influencers
Social Media platforms, especially Instagram has become extremely popular when it comes
to online retail (Khamis, Ang & Welling, 2017). People nowadays buy through these sites in
a greater number and this buying habits and trends are largely controlled by Social Media

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Influencers (Fan & Gordon, 2014). In most cases it has been seen that the online purchase has
been done by a consumer because either a celebrity or an influencer on social media has
recommended that product or uses that product (Subbian, Aggarwal & Srivastava, 2016).
Thus, it has become necessary to align the company with Social media influencers and their
strategies to enhance business. Through collaboration and following their methods,
companies like Marcelle can ensure global marketing and enhanced brand image (Hutter et
al., 2013).
Social Influencers relevant to Marcelle Cosmetics
Being a cosmetic brand, Marcelle needs to look at other brands that have created a large
customer base through media blogging or vlogging. Other influencers, like important
personalities, pop stars and inspirational gurus are also effective as influencers (Gulamali &
Persson, 2017).
Huda Beauty
The first influencer that Marcelle should look at is Huda Beauty. This brand is created by
Huda Kattan and has become one of the most popular and most bought make up product all
over the world. Due to the exclusivity of this product and the average price range, people can
afford it. The strategy that Huda Beauty uses is the make tutorials and product discussions
through videos (Top social media influencers of 2018., 2019). This gives the viewers a
clearer idea about the product and their usage. Whenever a new product is launched, the
owner explains the features herself through application which creates the unique experience
for the viewers. She has 29 million followers who follow her trends, tips and how to videos
religiously.

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Kylie Jenner
The second influencer related to the business of Marcelle is Kylie Jenner. She follows the
same method and is known for her socialite status and gives exclusive tips for makeup in her
Instagram post. She has more than 118.5 million followers and due to her modelling
background, her opinions are considered credible. She creates how-to videos and product
reviews and application videos to help her followers ((Top social media influencers of 2018.,
2019).
Lily Singh
Another influencer that has become very popular recently is Lily Singh. She is a Toronto
based comedian, author, actress and lifestyle influencer. Due to her regular posts in YouTube
viewers remain hooked and the suggestions that she gives are followed by the fans. Her fan
following includes 7.2 million in Instagram and 13.2 in YouTube (Top social media
influencers of 2018., 2019). Recently, Maybelline cosmetics collaborated with her just before
she was publishing her first book How to Be a Bawse: A Guide to Conquering Life. She
promoted the new range of limited edition lipsticks that focused on bold colors and thus a
look that aligned with her own ideal of the campaign and helped Maybelline gain
international popularity.
Selena Gomez
Pop starts and music artists are always highly influential among the youngsters. Selena
Gomez is one such star who has maintained her popularity for many years. She has more than
144 million followers making her the most followed individual in Instagram. She uses her
social media channels to promote her charitable cause. Being a role model of the youngsters,
the fashion and products that she prefers is a reason of craze among the people. Moreover,

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celebrity marketing has been practiced for decades. In recent market strategy, online popular
celebrities are included in the promotional activities (Top social media influencers of 2018.,
2019).
Choosing the Right Influencer
There are several ways that Mercelle cosmetics can align their business with social media
influencers. The most important consideration would be to choose the correct influencers to
collaborate or align the style with so that their business is most affected (Yogesh & Yesha,
2014). In order to decide which influencers are the most effective, three factors need to be
considered. The first one is Relevance. The choice of influencer should be based on the type
of business the company have. Different businesses have different audience and thus
choosing influencers that talk about or relate to the products or services that the organization
offers are most important (Husain, Ghufran, & Chaubey, 2016). If a fitness company chooses
an influencer who is travel expert, the alignment will become difficult and the target audience
will become small. The second factor is the Reach. It means the volume of audience that the
influencers have and thus the new segment of audience that the company will be able to
reach. The final factor is Resonance which implies the impact that the influencers are able to
create using their popularity and credibility over the social media platforms. The necessity to
choose the right influencer has become so important nowadays that tools like Influencial has
emerged. Influential is an AI and machine learning based tool that helps brands to determine
the correct influencers applicable to their business, the target audience and the resonance
power that they will generate (Lahuerta-Otero & Cordero-Gutiérrez, 2016). With the
popularity of social media influencer marketing, these kinds of tools are becoming more
relevant and popular in the market.

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Choosing the Correct Influencers for Mercelle
While choosing the right influencers for Marcelle for social media marketing two strategies
can be adopted. The styles and methods of some influencers can be adopted to create
popularity and awareness of the brand among the people and some collaboration can be done
with the influencers (Gashi, 2017).
Adopting the Style and Method of the Beauty Bloggers
The most effective strategy would be the first strategy. For the first strategy, the method and
style that most beauty blogger and vlogger follow should be used. Being a cosmetic
company, their technique will be effective for the company and the viewers will be more
hooked to the channels. Popular celebrities are extremely effective choice for this purpose.
Creating videos on application of the products and how to videos will give the audience a
better insight to their products. Moreover, posting regular videos will also be affective for
gaining a global audience. Creating relevant content regarding beauty and their product, their
journey and the process and ingredients of their product will capture the attention of different
segments of the consumers (Fan & Gordon, 2014). Other than that, popular models and
beauty bloggers can also be collaborated with so that their popularity and credibility becomes
useful for the company. The company might create videos regarding their process of
production to give the audience and viewers a sense of trust and clarity. If they know which
ingredients are being used for the products it will be easier for them to make the decision to
buy them.
Collaboration with Influencers
The second best influencer would be to collaborate with lifestyle celebrities like Lily Singh.
The advantage of doing so is that these celebrities provide versatility in the content of their

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post. With this collaboration, inspiring contents will be posted which will increase the
number of viewers. Due to the inclusion of new role model not only her followers but also
other people who are constantly trying to keep in trend will follow the product range of the
company (Gashi, 2017). Creating a special edition product that has some similarity with the
ideals that she preaches or the books that she plans to write will be effective as limited
editions generally sell easy.
Creating Universal Products
The third best influencer would be creating product ranges that have created craze in recent
times. In relation to this, the product range of Huda Beauty can be considered. They have
come up with makeup items for every skin tone. The basic practice of makeup has been
according to the traditional standards of beauty (Bi et al., 2014). Fair skin tones have been
considered more beautiful for ages. Thus, makeup brands have created products that gave
fairness effects to people. Huda beauty with their product range has broken this stereotype.
The foundation range have more than thirty shades so that all kinds of skin color can avail
their product. This inclusion has created a new trend which can be followed by Marcelle as
well. If they create products that can be used by all skin types and colors, capturing the global
market will be easier.
Along with these strategies, the company can use the tools like Influencial to determine
which other influencers over the social media can contribute in achieving their goals while
maintaining the values and objectives of the organization.

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References
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Top social media influencers of 2018. (2019). Retrieved from
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