Phạm TúHey, brand babes! Influencer marketing is no walk in the park, but working with beauty KOLs? That’s a whole different ball game. These influencers hold serious sway in the beauty world, but collaborating with them can come with its own set of unique challenges.
The Price is NOT Right!
With the explosion of beauty KOLs, pricing has become, shall we say, “flexible.” It seems like every makeup enthusiast (and even those who aren’t so enthusiastic but love freebies) wants a piece of the beauty blogger pie. This chaotic environment has led to a serious case of price anarchy.
Agencies are constantly complaining about the unpredictable pricing. KOLs might increase their rates overnight, or even worse, agree to a price one month and then demand a higher rate when it’s time to launch the campaign.
Sudden price hikes and unreasonable fees are a common headache. The solution? Clear contracts and strong communication. While some KOLs might be willing to walk away from a deal, most rely on brand sponsorships to keep their channels afloat. After all, a few thousand YouTube views won’t buy that Dior lipstick, let alone fund a “room tour” showcasing their impressive makeup collection.
Mood Swings and Makeup Mishaps
Picture this: you’ve found the perfect KOL, their audience aligns with your target market, and they’ve sent you a stunning photo with your product. The client loves it, but then…disaster strikes! The KOL refuses to post it, claiming it no longer “fits their image.” Talk about a mood swing!
While this can be frustrating, it raises an important question: are agencies and brands choosing KOLs who are truly professional? But let’s be honest, “professionalism” in the influencer marketing world is a bit of a grey area.
Working with KOLs is a human-centered endeavor. Even with fancy booking platforms, you still need a dedicated KOL manager to ensure timelines are met and content quality is on point. No automated tool can replace that human touch.
“Busy” is the New Black
In a world where every social media post is strategically timed, the word “busy” can be a real campaign killer.
“Busy, can’t do the giveaway yet.” “Busy, just send the payment on time and I’ll post later.” The excuses are endless.
The lack of standardized professionalism in the influencer marketing world makes it difficult to set clear expectations. Most beauty KOLs work independently, without managers or structured schedules.
When KOLs juggle multiple campaigns, blog updates, trend-chasing, and endless events, it’s no surprise that timelines go haywire. There’s the story of a beauty KOL who agreed to film a sponsored vlog for a brand. The agency, caught up in the whirlwind, forgot to follow up. By the time they checked in, the vlog was already filmed, leaving no opportunity for the brand to be featured.
Calling Out the Fakers
It’s inevitable that some KOLs will face controversy, potentially damaging a brand’s reputation. But in the beauty world, it seems like scandals are a dime a dozen.
Many beauty bloggers are self-taught enthusiasts who share their personal experiences and knowledge. They lack formal training or expertise in dermatology or makeup artistry. With “expose” pages popping up like mushrooms, revealing everything from fake products to misleading information and shady practices, brands need to be extra cautious about who they partner with.
Even Changmakeup, one of Vietnam’s top beauty bloggers, faced backlash for promoting a shop selling counterfeit cosmetics. Despite her explanations, the incident tarnished her reputation and impacted her career.
Social media is no longer a playground for just celebrities. Consumers are demanding authenticity, transparency, and quality. Beauty bloggers who lack the knowledge to provide credible reviews often become targets of criticism, losing credibility and making them less appealing to brands.
Zero Selectivity
This issue affects both brands and KOLs. Some brands fail to do their due diligence when selecting KOLs, ending up with influencers who promoted a competitor’s product just last week.
On the other hand, some beauty bloggers take on too much, promoting a dozen brands a month, regardless of conflicting messages or target audiences. In the current Vietnamese market, it’s easy to find examples of KOLs who prioritize quantity over quality, lacking originality and becoming mere puppets for brands. One day they’re praising a gentle cleanser, the next day they’re bashing it to promote a different product. This leaves their followers confused and undermines their credibility.
Product authenticity is paramount for consumers. But when a beauty blogger or vlogger overdoes the sponsored content, their audience starts questioning the genuine value of their recommendations. Excessive promotion also reduces a product’s viral potential.
So, there you have it! The beauty KOL landscape is a wild ride. But with careful planning, clear communication, and a focus on authenticity, you can navigate these challenges and create successful campaigns that deliver real results.
