"Popular Influencers Expand Activity Areas from 'Beauty to Home Living'"

Leferri, One-Quarter of Last Year's Marketing Projects Beyond Beauty
Influencer Market Expands from Cosmetics to Everyday Life Areas
"Shared Preferences Across Food, Clothing, and Housing... Consumer Purchase Conversion"

Nescafe Dolce Gusto featured on beauty creator 'Leo J' channel

[Asia Economy Reporter Kim Bo-kyung] The scope of influencers' activities is expanding from beauty to various aspects of daily life, including home living and food. Companies seeking the influencer effect are also increasing their calls for collaboration.

Influencer business group Leferi announced that, based on their analysis of influencer marketing trends last year, projects in non-beauty fields such as home living and food accounted for one-quarter of the total.

Among Leferi's total marketing projects last year, 23% were linked to lifestyle brands and product groups outside of beauty. The number of projects in this sector also rose sharply by 22% in the second half compared to the first half of the year.

This indicates that the influencer market is rapidly expanding from traditional cosmetics to everyday life areas.

This trend is analyzed as a result of increased interest in health and lifestyle due to the prolonged COVID-19 pandemic. The perception of beauty has shifted from merely enhancing appearance to nurturing one's body and living space.

Among non-traditional beauty sectors, the 'home living' category showed the highest demand at 35%. This was followed by △ fashion 34% △ health supplements (food/nutritional supplements) 14% △ beauty devices 9% △ IT applications 7%.

In particular, the increase in the home living sector was remarkable. The number of projects in the home living sector rose by about 16% in the second half compared to the first half, recording an average monthly growth rate of around 10%.

Representative brand projects include Nescafe Dolce Gusto, Lock&Lock, and Cubi& health functional foods. Recently, marketing inquiries for hair loss treatments and premium furniture have also increased, showing changes in product groups entering the market in line with the consumption trends of the MZ generation.

A Leferi marketing business official said, "Previously, professional product review content by beauty creators dominated, but gradually, vlog content capturing creators' daily lives has received higher responses, leading to more subscribers empathizing with their lifestyles and admiring their lives."

He added, "As creators' tastes in all aspects of clothing, food, and shelter form a consensus, this naturally leads to preferences for brands and products exposed on their SNS channels, resulting in purchase conversions."

An industry insider said, "As influencers' influence grows, their lifestyles become a brand in themselves, so it is expected that companies across various industries will increasingly seek influencers as brand storytellers in the future."

This content was produced with the assistance of AI translation services.