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The Business Of Grooming Influencers

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There was a time, not long ago, when the only way for grooming products to reach the public, from Ax deodorant to razor, was to advertise what girls would get. But, as men’s skincare products have shifted from a simple shave gel to products that take care of the skin type and share masks, influencer marketing has been instrumental in changing the game for him. care of men, in terms of scope as well. Popular hashtags, shaving rituals, and even exfoliation have become more about self-care, as opposed to ‘do it for the girl’, and some grooming influencers are making their mark by reaching audiences that otherwise would have slipped. directly on this commercial sexist boxer.

Sayan Bakshi is a Mumbai-based content creator with over 2.85,000 Instagram followers. While he covers fashion, lifestyle, and travel in his News Feed, his main focus is on male grooming content. To this end, he has worked with brands such as The Man Company, mCaffeine, Man Arden, Everyuth Naturals and The Beauty Co. His fees for an Instagram post differ depending on the content required and the production costs involved he typically makes. between Rs 30,000 and Rs 80,000 for each article or content he is invited to create.

Karron Dhingra is an attorney who stands out as a digital creator and is a popular grooming influencer. Its content on men’s clothing and luxury goods. With nearly 2.56,000 followers on Instagram and a subscriber base of 120,000 on YouTube, Dhingra has collaborated with brands like Park Avenue, Skinn by Titan, Bulgari and Beauty Concepts to name a few. For a post on Instagram, he usually charges Rs 27,000. Then there is Sarang Patil, with around 45,000 followers on Instagram. He has collaborated with brands such as Truefitt & Hill, Ponds, The Man Company and Beardo. Considering the following, his fees are comparatively lower – Patil charges Rs 15,000 for a static post, Rs 20,000 for a carousel post and Rs 30,000 for a video. Bakshi, Dhingra and Patil are a new breed of Instagram influencers who have brought male grooming to people who didn’t know it was a thing, and who didn’t notice how the industry is actually teeming with the importance of grooming for men. Ordering huge social media followings with impressions and high engagement on their posts, they act as magnets for men’s skincare brands looking to promote their products.

“Grooming influencers are resolutely focused on the importance of sustaining yourself and how that instills a sense of trust and overall perception. To cite examples, we have worked closely with grooming influencers for our GoodBye Yellow shampoo, our Osis + styling collection and our premium Oil Ultime range, ”says Shama Dalal, Marketing Manager at Schwarzkopf Professional India. After seeing promising results from their association with male influencers, the company has doubled its investment in influencers over the past three years. Rumi Ambastha, Brand Director, The Man Company estimates that by the end of 2020, global influencer marketing is expected to grow into a $ 20 billion industry. Of this amount, India accounts for a significant share, between $ 75 and $ 150 million. Seeing this potential, The Man Company invested around 5% of their marketing budget into influencer marketing.

One of the main reasons male grooming influencers demand such high amounts is because their followers are very committed to their lifestyle and the products they promote. “The return on investment (ROI) depends entirely on the engagement the influencer enjoys on social networks. It’s not so much about the subscribers, because we all know they can be bought, but the real test of the pudding, as they say, is how well subscribers engage with the content, ”says Ambastha . But while brands say content is king, it’s worth noting that social media numbers still play a key role. Therefore, although Ranveer Allahbadia is not primarily a grooming influencer, he has worked with figures like Gillette, Nykaa Man, and WOW Skin Science due to the fact that he has nearly a million followers on Instagram. The same goes for the YouTube phenomenon Nick, which has nearly seven million subscribers on digital platforms and more than 1.2 billion views of videos online.

While Allahbadia and Nick were unwilling to disclose their pricing table for the collaborations, Viraj Sheth, co-founder of Monk Entertainment, the agency that manages the two, says it could be anywhere between Rs 75,000 and Rs 6. Rs 6 lakhs per YouTube video. “While each brand has its own set of strategies, I’ve seen many brands at least double their spend on influencer marketing in the male grooming space. A new startup is ready to spend one to three lakhs per month on pilot projects, while the brands that have reaped the benefits of this marketing medium have not hesitated to spend large sums of around 20 to 30 lakhs per month, ”he says. But why are brands flocking to male grooming influencers, leading to a boom in the male grooming industry? Influencers think it’s because they get to plan their campaigns better with influencers.

“We’re not going to give them a photoshoot one day, eight o’clock, and forget about the mark the next day. We are much more involved in the product and the public knows that these are products that we actually use. It works great for a category like grooming which can have serious effects on your body if the approved product is not completely safe, ”says Allahbadia. Bakshi, on the other hand, thinks it’s because not only are male influencers more profitable tools to promote products, but brands are assured of quality content, where all production is taken care of by the influencers themselves. Manish Chowdhary, co-founder of WOW Skin Science, says the brand has seen consumers tend to trust an influencer who is an ordinary person with the vibe of the next door neighbor, rather than celebrities.

“Influencer followers are able to connect better with them and take their advice more seriously, as most of them present the products in a more real / real-time scenario. Our marketing strategy has been very straightforward and we like to be direct in our messages as we do to reach our consumers. Social media itself has a big impact on people’s choices and their buying decision. Since we are very digitally inclined, using social media influencers in the grooming category has worked well for us, ”he says.

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