Awareness and Perception of Influencer Credibility on Beauty and Skin Care Products

This study explores the awareness, perception, and influence of beauty and skincare influencers on consumer behavior among females in Kathmandu Valley, Nepal. Conducted through a quantitative survey using Computer Aided Personal Interviewing (CAPI), the research engaged 400 female respondents aged 18–45 years who follow beauty and skincare content online. It provides insights into how influencer credibility, brand alignment, and social media engagement shape consumer trust and purchasing behavior.

Findings show that the beauty and skincare influencer market in Kathmandu Valley demonstrates strong credibility across key dimensions. Respondents rated influencers highly for attractiveness (96%), trustworthiness (94%), reliability (92%), and knowledge (80%), indicating a strong balance of appeal and authenticity. Sunscreen, moisturizer, cleanser/facewash, and serum were the most recalled products, reflecting growing awareness of daily skincare routines. Among respondents who recalled influencer promotions, 74% considered buying the featured products, 90% made a purchase, and 67% repurchased, showing strong influence and satisfaction. Similarly, 69% believed brands chose the right influencers, mainly for their popularity and content quality, while 68% felt influencers collaborated with the right brands due to their reputation and product effectiveness. Despite high credibility, 51% of respondents cross-verified influencer claims through social media discussions before purchasing, showing a digitally aware and cautious audience. Social media remains the dominant source of beauty information, with 98% relying on it, Instagram (91%), TikTok (69%), and YouTube (69%) being the top platforms.

Overall, Nepali beauty influencers play a crucial role in shaping consumer awareness, trust, and purchase behavior. Their credibility and authentic brand collaborations drive engagement and loyalty, though transparency and honest communication remain essential for sustaining long-term consumer trust.

1. Awareness and Perception of Influencer Credibility on Beauty and Skin Care Products JULY, 2025

2. OBJECTIVES AND METHODOLOGY Research Objectives To understand the influence of beauty and skincare influencers on consumer awareness, perceptions, and purchasing behavior in Nepal, and to assess how these influencer-led promotions shape brand image, trust, and engagement among target audiences. Research Methodology Length of Interview (LOI) 30 mins approx. Sample Size 400 Females Age Group 18 - 45 Data Analysis Descriptive statistics using Excel Thematic analysis of open-ended data Research Design Quantitative data with the survey questionnaire Data collection using digital data collection platform Administered survey with experienced field enumerators Computer Aided Personal Interview (CAPI) with the respondents Location Kathmandu Valley Note: This study is internally conducted by Avant Garde Solutions among 400 females in Kathmandu valley, Nepal.

3. DEMOGRAPHICS

4. RESEARCH PURPOSE 4/10 DEMOGRAPHICS

5. SHARE OF MIND

6. RESEARCH PURPOSE 4/10 AWARENESS ON PRODUCT Sunscreen is the most used recalled product of different brands influenced by Nepali Influencers. 245 of the respondents recall sunscreen product of different brands influenced by the Nepali influencer.

7. RESEARCH PURPOSE 4/10 FUNNEL 74% 90% 67% 72% The figure represents that among the 400 respondent who can recall one or more Nepali influencer (869) who have promoted skin care brand, among these, 74% (641) considered making a purchase, and 90% (575) went on to purchase. Among those purchasers, 67% (383) bought the product again, and 72% (276) recommended it to others.

8. RESEARCH PURPOSE 4/10 BRAND MATCH WITH INFLUENCER 69% of the respondents believe brand selecting the respective influencer was their right decision because of the influencer’s popularity. Among 69% of the respondents who believe brand selecting influencer was a right decision, 32.11% mentioned due to popularity. Among 31% of the respondents who believe brand selecting influencer was a wrong decision, 36.36% mentioned due to lack of knowledge.

9. RESEARCH PURPOSE 4/10 INFLUENCER MATCH WITH BRAND 68% of the respondents believe influencer selecting the respective brand was their right decision because of the Brand’s Reputation. Among 68% of the respondents who believe influencer selecting brand was a right decision, 30.02% mentioned due to product effectiveness.

10. RESEARCH PURPOSE 4/10 INFLUENCER CREDIBILITY Most of the respondents believe that the influencer’s have high credibility. Recall 869

11. MEDIA CONSUMPTION HABITS

12. RESEARCH PURPOSE 4/10 MEDIA CONSUMPTION HABIT Majority of the respondents rely on social media to get information on beauty and skin care product. 98% of the respondents use social media to get information on beauty and skin care product.

13. RESEARCH PURPOSE 4/10 MEDIA CONSUMPTION HABIT Majority of the respondents use Instagram followed by Tiktok and Youtube . 91% of the respondents use Instagram.

14. RESEARCH PURPOSE 4/10 MEDIA CONSUMPTION HABIT Majority of the respondents watch videos and read posts on various social media platforms . 100% of the respondents read posts on X (previously Twitter).

15. RESEARCH PURPOSE 4/10 MEDIA CONSUMPTION HABIT Majority of the respondents watch reels on Instagram (94%) and Tiktok (96%) while Youtube is mainly used for web series (63%) 63% of the respondents watches web series in YouTube.

16. RESEARCH PURPOSE 4/10 MEDIA CONSUMPTION HABIT Majority of the respondents spend three to five hours daily on social media . 42.75% of the respondents spend three to five hours daily on social media.

17. RESEARCH PURPOSE 4/10 MEDIA CONSUMPTION HABIT Majority of the respondents use social media in between 7 pm to 9 pm. 73% of the respondents use social media in between 7 pm to 9 pm.

18. THANK YOU THANK YOU Avant Garde Solutions Pvt. Ltd. Sankhamul, Kathmandu, Nepal [phone] | 5912340 [email protected] www.avantgarde.com.np