US: Emma Chamberlain is Lancôme's new face – Do people trust influencers’ recommendations?

American digital content creator and influencer, Emma Chamberlain, is the new global ambassador for Lancôme. As the face of the brand, Chamberlain also features in a four-episode series on Lancôme’s YouTube channel discussing matters concerning self-image, beauty, skincare and makeup.

Do people trust recommendations made by influencers?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - at 36%, Lancôme’s current customers are more likely than the general US population (24%) to agree with the statement that they “trust products recommended by celebrities or influencers.”

However, more Lancôme consumers (56%) and the general American population (62%) disagree with the statement.

Profiles data shows that Millennials make up the largest chunk (40%) of Lancôme’s current customers, followed by Baby Boomers (28%) and Gen X (26%). Gen Z accounts for 3% of Lancôme’s consumers.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Christine Tu on Unsplash