ANALYSIS OF TIKTOK'S GRWMS IMPACT ON BRAND RECOGNITION AND CONSUMER BEHAVIOR IN THE BEAUTY INDUSTRY

Abstract

The beauty industry has evolved significantly over the past few years, driven by the evolution of social media and more specifically, of TikTok. These changes have altered the digital marketing strategies of most cosmetic brands targeted at Gen-Z but, not only that, it has also had a significant impact in the way Gen-Zers consume beauty products. Traditionally, consumers were influenced by the latest actors, musicians, and models to acquire and make use of makeup and skincare items. However, as a result of the rapid expansion of social media, Tiktokers and influencers have become the best allies for brands to reach their target audiences and maximize their profits.

In particular, the emergence of GRWMs, a type of video content and hashtag used on social media, has presented an opportunity for cosmetic brands to increase their exposure and visibility online. This format has become widely popular on TikTok and, every product that appears on them, automatically turns into a success. The key to its rapid growth on the platform is the relatability presented in these videos: influencers share their lives and ¿storytimes¿, keeping the audience entertained while they apply their favorite beauty products. That way, users connect emotionally with content creators and, in some cases, want to purchase the same items showcased in their TikToks to achieve the same lifestyle.

Nevertheless, the virality of this trend has transformed into a paradox. In one hand, it represents an advantage for makeup and skincare brands due to its multiple benefits such as visibility online, brand recognition and trustworthiness; in spite of that, in the other hand, teenagers and young adults are seeing as their mental wellbeing deteriorates due to the pressure created by this phenomenon: issues like overconsumption, comparison and social and economic differences keep rising, having a direct impact in the mental health of Gen-Z.