Working with beauty bloggers

bloggers-mainWorking with beauty bloggers

Currently in the UK, it is estimated there are 750,000 beauty bloggers. Antonia Mariconda explains how medical aesthetic professionals haven’t tapped into the power of beauty bloggers and how they can benefit your business, profile or brand


Beauty bloggers use a blog to communicate their thoughts and opinions about products, brands and even people who work in the aesthetics industry. They often review the latest products and update their blogs, typically twice a week or more. Some prolific beauty bloggers update their blogs more than three times a day.
Frequently, beauty bloggers are passionate about beauty in general. Sometimes they have niche areas in blogging as well. For example, my niche area is anti-ageing, simply because it interests me. I focus on coaching, educating and empowering the consumer to make sensible choices.

Mutually beneficial relationships develop between beauty bloggers and brands. The blogger receives free products and the brand receives free advertising. Prominent beauty bloggers are  invited to exclusive events and launches and collaborate with brands that host those events.

There are also beauty vloggers. A vlogger is the same as a beauty blogger, only their medium is video. Instead of communicating reviews and thoughts on a blog, vloggers video their opinions and share on YouTube.

Social media

Social media is vital to bloggers to promote their blogs and grow their following.

I am often asked who the top beauty bloggers are. There are different sources that rank the criteria of the top beauty bloggers, and if you perform a search you’ll neverget the same top 10. Cision have compiled a list of the UK’s top 10 beauty bloggers and their blog-ranking methodology takes into consideration the social sharing of the article, the topic-related content, and the post frequency. They rank Jane Cunningham, known as British Beauty Blogger, as the UK’s top beauty blogger, and she has around 36,000 Twitter followers. Bearing in mind how companies rank their bloggers, there are others out there that have a higher number of Twitter followers. Popular blog Vivianna Does Makeup, run by Anna Gardner, for example has around 54,000 Twitter followers.

My blog has become popular because I’ve worked at growing my Twitter presence. People won’t read your  blog unless they know that you’re there, and the way to have people read your blog is to grow your following. To do this, social media is key—and it’s hard work. I’m constantly tweeting. I use automated software too, but once every 15 to 20 minutes I tweet, and I have gained around 40,000 followers.


Having built up a substantial following, top beauty bloggers persevere by producing good quality content. They blog at regular intervals and the blogs are easy to navigate, with user-friendly wording. Attention is paid to layout and design, with posts supported by great images and also video.

Good bloggers are knowledgeable and are considered trusted sources of information. Their content is engaging and clear, and they inspire readers to take action. A good beauty blogger will present the reader with the truth, and inject some personality into their posts.

You can use sites like Bloglovin to find relevant blogs for your company. Do your research and find four or five bloggers that you think will fit your product, brand, clinic or treatment.


Bloggers are extremely influential. They are essentially mini magazines, and some bloggers have a bigger following than published magazines. Jane Cunningham described blogging as the gift that the beauty industry was waiting for. And this is in relation to the enormous amount of influence that bloggers have.

The value of bloggers is being realised by brands who see collaboration as a chance to tap into their audiences.

DeVries Public Relations conducted a survey that shows that bloggers are very influential resources for women who purchase beauty and personal care products. In response to the question, “which resource is the most helpful to provide beauty product advice”, 61% replied, a familiar blogger. Some said store website and others, social networks.

Blogs are 2.5 times more likely to drive beauty product purchases than magazines.


The enormous reach that bloggers have can drive up sales of featured products. They can be invaluable in helping you to promote products and services. They can reach large and relevant audiences and offer the opportunity for commercial relationships that can be very lucrative for you, as a brand. They can get the word out about beauty products that normally you wouldn’t see in magazines or on TV, and can provide the coverage and scope of publicity that perhaps your average magazine or TV channel can’t.

Beauty bloggers can also provide copious amounts of customer feedback which is vital,  and may not otherwise be possible through traditional forms of market research.

It’s all about visibility, that which you create yourselves as brands, and that which beauty bloggers can offer you. Remember, everywhere on the internet that you have content, that talks about your brand, the better your search engine optimisation. The better your search engine optimisation, the more people buy your brand or try your product or come to your clinic and try your treatment.

Building relationships

I get an average of 150 to 200 interactions a day on Twitter and most of those are requests for me to try products and treatments. Due to the sheer volume, unless something is particularly interesting, I can’t  respond. Don’t tweet a beauty blogger to say “Hi, will you try my cream? It’s the best cellulite cream on the whole planet, you’ll love it!” They’ll ignore you. Instead, try something like, “Did you know that 87% of women suffer from cellulite? We’ve found an alternative product that might provide a viable solution.” A statistic or a fact is interesting. If you really want to grab attention, send a before and after picture with just one strap line.

Remember that even if there’s commercial interest, you cannot expect bloggers to speak falsely about your product or treatment being the best if they don’t believe it is. Reputation is more important than remuneration. If I genuinely believe in what you do and it’s brilliant, I will write about it for free. If there’s a commercial agreement there, I will be as biased as I can be.

Exclusivity is important. If a product is out there already, beauty bloggers will be less interested. If something is new and fresh, approach beauty bloggers about it.
Build a relationship by pitching something unique, quirky and completely out of the ordinary—that’s how you’ll capture the attention of a beauty blogger. Attend meetings or launches where influential beauty bloggers will be and approach them personally.

It’s imperative to treat bloggers with respect and project a positive image of your brand. One product featured on an influential blog can propel your brand, your name, or who you are as a person.

Always explain yourself. When you engage with bloggers, tell them who you are, your background and why you’ve reached out to them. Creating a relationship is what gathers you a circle of potentially powerful bloggers. If you approach with an aggressive sales stance, you’ll be  ignored. Gain initial interest, then take that interest and build a genuine and comfortable relationship.

Invite bloggers to well thought out events—tea at Claridges or champagne and cocktails at an exclusive bar. The invitations I say yes to are always quirky, fun and different. Also give your favourite pool of beauty bloggers an exclusive scoop.

Build trustworthy, genuine relationships and maintain them and bloggers will be loyal to your service, your brand and your product—beauty bloggers are a powerful force.

Antonia Mariconda is an award winning beauty blogger and author and writer and hosts and runs ‘Blogging for Success’ workshops W:; Twitter: @CosmedicCoach

Author: bodylanguage

Share This Article On