The influencer marketing agency Keeper Experience, part of Apple Tree, organised an event that brought together leading professionals from the beauty sector to explore the keys to influencer marketing and its impact on the commercial results of beauty brands. With the participation of more than 100 fashion and lifestyle experts, the event offered an in-depth look at the growing importance of content creators in purchasing decisions.

The debate was moderated by Doctor and content creator Paloma Borregón and included the participation of Virginia Lázaro, Communications Director of MAC Iberia; Pelayo Salor, Advocacy Manager of L’Oreal Luxe Parfums; María Orena, Media Manager Southern Europe of 3INA Cosmetics and the content creators the influencer and make-up artist @nobodyisugly and @isabelmarind.

During the event, the great impact of content creators and influencers on consumers’ purchasing decisions was demonstrated. Considering that 8 out of 10 users have made a purchase on Instagram based on the recommendation of an influencer, according to the IAB Prime Tag study. These data have driven brands to increasingly bet on collaborations with content creators and less on their own channels, which is reflected in an increase in advertising investment of 46% and is estimated to reach 350 million euros in Spain in 2025.
The role of influencers in the beauty sector

During the meeting, Susana Doncel, General Manager of Keeper Experience, highlighted the role of influencers in the beauty sector, detailing that her team has managed to reduce the average CPM by 50%, increase the engagement of their campaigns to more than 4.5%, and position their brands at the top of the EMV (earned media value) rankings. In this sense, investment in influencer marketing in Spain continues to rise and is expected to reach 350 million euros in 2025.

«At Keeper, in addition to making makeup products go viral, we have managed to reduce the average CPM of the market by 50% of the usual by optimizing budgets, increase the average engagement per campaign above 4.5% and something we are very proud of, that some of our brands are positioned in the TOP 1 in the rankings of the beauty sector that measures the EMV», says Susana Doncel, General Manager of Keeper Experience.
The strength of collaborations with micro-influencers

From the point of view of brands, more and more of them are taking into account new parameters when selecting influencer profiles to collaborate with, and brands are no longer based solely on reach or engagement. Likewise, in this sense, micro-influencers are gaining more and more ground. However, it remains important to have an influencer marketing strategy that combines macro and micro influencers. As Pelayo Salor, Advocacy Manager of L’Oreal Luxe Platform, explains, macro influencers provide reach, while micro influencers provide engagement and credibility.

Along these lines, María Orena, Media Manager Southern Europe of 3INA Cosmetics, highlighted the importance of working with all types of influencers, even giving opportunities to small content generators who, despite having fewer followers, can carry out brilliant work that truly reaches a dedicated and interested community.

Within the framework of this evolution of influencer marketing, Virginia Lázaro, communications director of MAC Iberia, emphasized the “brand fit” as an essential criterion in the selection of talent: “Collaboration with influencers must always be a win-win and it is vital to select the talent well in order to generate a connection and transfer it to the public. All the work of the brands behind it is complex, since every action must have a return. Everything is measurable».
The trust of brands towards content creators

From the point of view of content creators, the quality of content that brands normally demand requires great trust and freedom when creating content that each profile considers to fit and go with the values ​​and principles of their community. In this sense, the influencer and make up artist @nobodyisugly assured: «Everything is going very fast and technology and the way we communicate will continue to change and influencers must be constantly adapting to everything that happens».

For her part, @isabelmarind, journalist and content creator, pointed out the importance of continually learning in order to be innovative and connect with the audience: "Those of us who are dedicated to social media management must always reinvent ourselves and know perfectly the language of each tool and the audience that follows us in order to know what they want, and this is a challenge for those who like the world of communication."