Research Article: Designing the Influencer Model

Beauty in Social Media

Identity Design of Beauty Influencers in Social Media
Piyawara Achanawong

From the changes in Thai society for a long time from the past to the present, there has always been a comparison of young women with proverbs. Therefore, there is a proverb that is familiar to Thais for a long time, which is "A beautiful chicken is beautiful because of its feathers, a beautiful person is beautiful because of their clothes". It is a proverb that has been with Thais from ancient times to the present. From the above sentence, it shows that beauty is something that has been with humans in every era. Beauty has been raised as a major issue in society. It cannot be denied that beauty is not important in life. But at present, there is a trend of Real Size Beauty that has been raised as a social issue from the question and answer in Miss Universe 2021. Anchilee Scott-Kemmis said that she is not an ideal beauty queen for many people, but she still wants to be a part of the beauty pageant industry and wants to show girls who are about to grow up that they can choose their own path in life. Even though we are not conventionally beautiful, we can be proud of ourselves. It is not only women who are interested in this issue, but also the beauty of men and LGBTQ+ are also increasingly interested in this issue. Taking care of yourself to look good when meeting people is like the first door to create a first impression. Therefore, beauty is no less important than basic human factors.

This research aims to analyze the characteristics of beauty influencers and to create and develop a model of beauty influencers. Both qualitative and quantitative studies were conducted. In the qualitative research, 13 beauty influencers were analyzed. Based on the theory, it was found that they used friendly and easy-to-understand language in communication, dared to reveal themselves, and had expertise and knowledge in cosmetics. They had different turning points and starting points in becoming beauty influencers, but they had a passion for beauty and makeup. In terms of psychology, they were sincere, straightforward, and used easy-to-understand language. They had knowledge of cosmetics, were able to highlight their strengths or abilities, and were able to communicate effectively with consumers. In the quantitative research, using a questionnaire as a tool to collect data from 100 Generation Y consumers aged 21-37 living in Bangkok, it was found that consumers placed the most importance on the presentation format. And in-depth interviews with 5 consumers found that consumers choose to buy products based on the reviews of beauty influencers because of their credibility, including facial cosmetics, cleansing cosmetics, and skin care cosmetics.

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