The debate was moderated by Doctor and content creator Paloma Borregón and included the participation of Virginia Lázaro , Communications Director of MAC Iberia; Pelayo Salor , Advocacy phone number database free Manager of L'Oreal Luxe Parfums; María Orena , Media Manager Southern Europe of 3INA Cosmetics and the content creators, influencer and make-up artist.
The event demonstrated the great impact of content creators and influencers on consumers' purchasing decisions. Taking into account that 8 out of 10 users have made a purchase on Instagram based on the recommendation of an influencer, according to the IAB Prime Tag study. These data have encouraged brands to increasingly focus on collaborations with content creators and less on their own channels, which is reflected in a 46% increase in advertising investment and is estimated to reach 350 million euros in Spain in 2025.
The role of influencers in the beauty sector
During the meeting, Susana Doncel, General Manager of Keeper Experience, highlighted the role of influencers in the beauty sector, detailing that her team has managed to reduce the average CPM by 50%, increase the engagement of their campaigns to more than 4.5%, and position their brands at the top of the EMV (earned media value) rankings. In this sense, investment in influencer marketing in Spain continues to rise and is expected to reach 350 million euros in 2025.
«At Keeper, in addition to making makeup products go viral, we have managed to reduce the average market CPM by 50% of the usual by optimizing budgets, increase the average engagement per campaign to over 4.5% and something we are very proud of, that some of our brands are positioned in the TOP 1 in the beauty sector rankings that measure EMV», says Susana Doncel, General Manager of Keeper Experience.
