Glossy+ Survey: 75% Rise in Creator Marketing for Beauty Brands
A Q3 2026 Glossy+ Research survey found 75% of agencies see creator marketing as more vital for beauty brands, with retail media networks emerging as a key channel for authentic content.
Advertising Agencies Prioritize Creator Marketing
Glossy+ Research reveals a significant shift in advertising agency strategies, particularly for clients in the fashion, beauty, and retail sectors. A survey conducted in third-quarter 2026 among 30 agency professionals indicated that 75% of respondents believe creator marketing has become notably more important to their business over the past year.
This change reflects a media environment increasingly influenced by AI search capabilities and the growing impact of content creators, prompting agencies to broaden their service offerings while evaluating new cost structures and required skills.
Performance Boost and Expanding Channels
The research shows a substantial performance advantage for creator-generated content. Agencies reported a 40% to 60% uplift in engagement and effectiveness compared to traditional creative units, particularly on platforms such as TikTok, Instagram, and YouTube.
Brands are also showing greater flexibility with their guidelines for creator content, aiming for more authentic, platform-native assets. While social media remains the primary channel for creator partnerships, used by 96% of respondents, retail media networks are quickly gaining traction, with 17% of agencies now collaborating with creators for content on these platforms.
Data-Driven Strategies and Authenticity Goals
To enhance the measurability of creator campaigns, companies like Omnicom Media have established data partnerships. One such agreement links Walmart Connect purchase data with Instagram creator campaigns via Meta, allowing marketers to better connect influencer activity to sales outcomes. A similar partnership with TikTok was formed last year.
Agencies reported their top objectives for working with creators include community building (61%), paid media amplification (57%), branded content creation (57%), fostering authenticity (50%), and establishing expertise (46%). Dweck from Go Fish Digital noted that creators, unlike influencers who offer broad reach, provide more lifelike, down-funnel content assets.
Implications for Asia's Beauty Brands
Asian beauty brands can adapt to these trends by integrating more authentic, community-driven creator strategies. The demonstrated 40% to 60% performance uplift for creator content on platforms popular across Asia, such as TikTok and Instagram, suggests a strong return on investment for localized creator collaborations.
Brands should explore direct deals for content distribution rights to maximize asset utility, as well as consider dedicated in-house creator programs, similar to Aerie’s Realmakers Creator Community, to cultivate deeper brand loyalty and generate a higher volume of authentic user-generated content from micro and mid-tier creators. This approach can build trust, which clients globally cite as a primary goal for creator partnerships.
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