It’s a fact, beauty now goes right along with responsible and ethical influence, and many brands have embraced this new wave to meet the needs of their targets. In an ultra-connected generation that is hungry for content and offers that correspond to it, the beauty world has to play the transparency and honesty card.
By associating with KOLs sharing these same values, and having obtained the Responsible Influence Certificate set up by French advertising body ARPP, whose aim is to promote ethical and responsible influencer marketing, and respect of the public, beauty brands prove their commitments and show reassurance to their potential consumers. Moreover, to obtain this certificate, content creators must check several boxes. Among them:
By fulfilling this criteria, the KOL (Key Opinion Leader) will be recognized as responsible and therefore will be more easily identifiable by the brands but also by the Internet users. This action is still independent in front of a movement that is increasingly oriented toward consumption and also more responsible.
A greener, more accessible, more universal, and unfiltered beauty awaits the industry’s brands in the upcoming weeks – for those who have not yet gotten started. Beauty is no longer the same as the image of its products and packaging, which are no longer for women or men but have become «For sensitive skin, mixed skin,…», «cruelty-free», «vegan»,… Inclusivity is, moreover, at the heart of beauty brands’ strategies, like the brand Fenty Beauty and its campaign «Beauty For All» allowing everyone to create their universe and opening a new field of possibilities for Internet users in search of a new beauty experience.
It should be noted that «In its first year, the Fenty Beauty brand recorded the best launch in the history of YouTube in the beauty sector. It has generated enormous commercial success and is among the 25 best inventions of 2017, according to the American weekly Time Magazine. A successful bet for one of the most resounding launches in the sector, which notably gave birth to a powerful brand identity on social platforms.
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
Influence Responsable
