In Exclusives, Insight, Marketing, Trend

Is the consumer beauty community on Instagram a bit schizophrenic? It’s an argument that could be made. If you scroll through the endless accounts of bloggers and beauty enthusiasts, you’d notice a strong trend towards total product excess. This is user-generated content where the main objective is to show the vastness of the account holder’s personal product collection. One image could, for example, feature upwards of 20 or 30 Drunk Elephant products, or the entire line of Glossier Cloud Paints, or every nude lipstick that Bare Minerals currently has on the market. These are product shots on steroids—a celebration of excess and buying power.

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