The current marketing landscape encompasses a major share of influencer marketing. This is one of the major reasons why our social media is stuffed with influencers-endorsed skincare products. These skincare companies consider the influencers one of the easiest ways to reach out to large masses of people. We spoke to Saurabh Arora, Managing Director, Auriga Research Pvt Limited, West Delhi to understand whether these influencers-endorsed skincare products are just hype or stand by their claims.
All About Influencer-Endorsed Skincare Products
Saurabh Arora said, “In the current market, influencer marketing is critical and one of the best modes for spreading the word about good products because influencers provide a cost-effective way to reach out to a large number of customers, and they have customers who really trust and believe what they are saying because of their long-lasting relationship. However, some influencers are abusing this trust and relationship by peddling products which have unproven results.”
“I feel that influencers have a very important role to play in the fact that they need to promote
only proven, clinically tested and good products so that when their followers use the product,
they also see the result. I feel it is the responsibility of the influencers to ask for clinical testing
data and reports where the claims of the products have been established and proven beyond a
doubt so that when any of their followers end up using the product, they are also able to get the same result,” added Mr Arora
Current Influencers Marketing Landscape
According to Mr Arora, it has become more of a transactional dealing where influencers are just looking at what money they can make and blindly promoting products without thoroughly testing them or asking for the data.
“I feel that if, on behalf of consumers, the influencers start asking for proof and evidence and promote only products which are proven to be effective, it will be good for all of us,” said Arora.
Dr Arora said, all the responsible skincare and nutrition supplement and other consumer product companies are investing a lot of time and energy into research and evidence-based trials to prove the efficacy of their products. Therefore, it is the responsibility of influencers to ask for this data on behalf of their followers and consumers at large before they go on and promote any product.
Do Influencer-Endorsed Skincare Products Really Work?
Dr Arora highlighted that there are well-established protocols and procedures in place to establish the claims of any product, be it a nutraceutical health supplement or a skincare product.
He added that any claims that they make related to improvement of your skin or reduction of disease or whatever, can be established by doing clinical studies and testing with solid evidence which cannot be denied by anybody, even can be withheld in a court of law.
Mr Arora mentioned that, if the consumers become demanding and the influencers become demanding (on behalf of the consumers), I feel we can hold all the brands accountable and make sure that they only make claims which can actually be achieved by their product.
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According to Mr Arora, there is a large and available capacity of testing and research companies like us which can validate these claims scientifically and make sure that the final consumers get the results when they use these products.
Image Courtesy: Freepik
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