The aim of the thesis is to investigate the connection of influential persons with consumer preferences in the industry of electrical devices for personal care through the analysis of data obtained from promotional campaigns in which influential persons participate. Influencers are key factors in shaping people's views and perceptions. Their authenticity, expertise and popularity attract a large number of followers who identify with them and trust their recommendations and experiences. When an influencer recommends a certain product or brand, the audience perceives it as credible and relevant information. They also play a key role in raising brand awareness and influencing consumer decisions. Brand awareness is becoming a key differentiator in the electrical personal care industry. When promoting electrical appliances through social media, influencers showcase their reliability and quality, which encourages potential customers to purchase. Their recommendations are more likely to be accepted because of their status as relevant figures in the area of interest. Influencers can encourage customers to make purchasing decisions through recommendations, reviews and exclusive offers. In order to fulfill the stated goal of the thesis, a case study was conducted in the paper on the example of the company Braun, which recognizes the importance of influential people in modern marketing and successfully uses them to promote its products. The research results show that partnership with influential people was achieved through sponsored content. Through posts on their profiles, influential people showed how they themselves use Braun products, the results that occurred after using the products, and they encouraged a discussion with their followers about the qualities of the products. Thus, they created authentic content that is in line with their style, narrative and values, while promoting the products.