News > Influencer marketing may have a gender mismatch

Influencer marketing may have a gender mismatch

Women-specific cosmetics, beauty and personal hygiene brands are reviewing their influencer marketing strategy as influencers they have hired on Instagram are found to have over 70% male followers - a gender mismatch amounting to a waste of marketing budgets, industry insiders said. Beauty and cosmetics companies such as Nykaa, Lotus Herbals, Sugar Cosmetics, Lakme Lever, L'Oreal and Mamaearth collaborate with thousands of influencers.