The Reality of Reference Groups: Social Influence in Beauty Marketing

As we covered in a previous blog post, brand personality is an impactful way brands showcase their authenticity. It is important to mention that consumers refer to reference groups for peer accounts that support or don’t support brands. Consumers rarely make purchases in a vacuum in the beauty industry. Customers often survey and look to their peers, influencers, and social outlets to confirm what is in best interest to them. This practice by consumers is where reference groups come to life. Reference groups serve as a marker for what behaviors and appearance is considered desirable. Marketers in the beauty industry understand how to strategically leverage social influence and how it gives brands a strong competitive edge.

A reference group is distinguished as any group whose behaviors, opinions, or norms influence the attitudes and actions of individuals. There are three types of reference groups. Aspirational groups which would consist of influencers and celebrities. Associative groups would consist of friends, coworkers, and beauty enthusiasts. Dissociative groups can be seen as avoiding low quality and unethical brands. Consumers are more likely to adopt the consumption patterns of the reference group they identify with. From trending makeup releases to must-have skincare routines, social influence through reference groups can be showcased in the following ways:

·      Influencer collaborations and endorsements: Endorsement is highly persuasive due to the status of the influencer or celebrity

·      User-generated content and social proof: Prospective buyers see relatable people and feel comfortable to purchase products

·      Exclusive strategies and community: Private groups and VIP clubs are cultivated by brands and interest is created for access to join the club

·      Norm priming: Suggests that brand belongs to a reference group of influencers and consumers should conform to the standard

Reference groups influence beauty consumers through normative influence and information influence. With normative influence, groups establish norms that result in rewards for compliance and sanctions for deviations. Conformity occurs in brand choices and lifestyle decision due to the influence pressures. With informational influence, groups present valuable insight that leads consumers to better decisions. This influence impacts research initiatives and influences the decision-making process.

Marketers should first position a brand, so it becomes a part of relevant reference groups. Secondly, marketers should push and amplify aspirational and membership group behaviors, so the brand’s target audience views the brand with social legitimacy. Reference groups play a crucial part in converting influence on sales, loyalty, and lasting brand equity.