The rise of beauty celebrities having tutorials and posting about their favourite products on Instagram continues to change the way consumers discover new products and engage with brands. In recent years, many health and beauty care companies, have started eschewing traditional advertising altogether, in favour of tapping into the power of influencer marketing and business partners.
At the same time, social platforms have evolved to be more shoppable by allowing consumers to purchase items they see in a post directly from the social media’s application.
