IMPACT OF INFLUENCER MARKETING ON CONSUMER PREFERENCES IN THE INDIAN SKINCARE INDUSTRY

Abstract

The study explores how influencer marketing shapes consumer preferences in the Indian skincare industry, a sector experiencing rapid digital transformation and strong growth. With the proliferation of smartphones and social media, platforms like Instagram and YouTube have become central to how urban Indian consumers discover and evaluate skincare products. The research surveyed 100 digitally active consumers, primarily young women, to understand the impact of influencer recommendations on their purchasing decisions. Findings reveal that over 60% of respondents have purchased skincare products based on influencer endorsements, highlighting the significant conversion power of this marketing approach. Micro-influencers-those with 10,000 to 100,000 followers-emerged as the most trusted and effective, likely due to their relatability and authentic content. Product demonstrations and detailed reviews were identified as the most persuasive content types, while personal stories and discount codes played a secondary role. Instagram was the leading platform for influencer engagement, followed by YouTube, which was preferred for in-depth tutorials. The study also found that trust and authenticity are crucial; consumers are more likely to act on honest, transparent reviews than on overtly promotional content. Two-thirds of respondents reported discovering new skincare brands through influencers, underlining their role in brand awareness and market expansion. Statistical analysis confirmed that influencer type, platform, and content authenticity all contribute to influencing consumer preferences, though trust alone does not guarantee purchase. The research recommends that brands prioritize partnerships with micro-influencers, focus on authentic storytelling, and tailor content to platform strengths to maximize impact in the competitive Indian skincare market.