Jamie Matusow, Editor-in-Chief12.05.19
Weighing in on the importance of Instagram, six experts spoke to Beauty Packaging about the popular app, and how it influences the beauty business.
Photo above: screenshot via Instagram/fraya.beauty
Mintel’s social media analyst, Sara Nettesheim
“It is my opinion that Instagram is extremely important in terms of helping consumers understand packaging innovation; 46% of U.S. women aged 18-24 who use beauty products get information about said products on Instagram, making the platform one of the first places consumers go for product education.”
Jess Abrams, executive director, product development, Global Makeup Center of Excellence & Shiseido Makeup
“Instagram and other social media platforms have become our consumer feedback barometer. The sentiment shared helps brands gather quick learnings regarding product performance (in packaging and formulation) in order to quickly react and improve the consumer experience.&
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