This month Shiny hosted Shiny Magnificence Pop, a convention the place magnificence influencers, manufacturers, and specialists come collectively to community and talk about a few of the most urgent points within the influencer advertising and marketing business.
There have been some unbelievable panel audio system, together with Vanessa Hudgens (founder and CEO of Know Magnificence), Patrick O’Keefe (VP of built-in advertising and marketing communications at e.l.f. Magnificence), Somer Tejwani (SVP of world advertising and marketing at Too Confronted Cosmetics), Patrick Ta, Glamzilla, and plenty of extra.
Under I share a few of the finest influencer advertising and marketing insights and snippets that I heard all through the day.
5 Influencer Advertising and marketing Insights from Shiny Magnificence Pop
1. Constructing Significant Connections: The Way forward for the Model-Influencer Deal
Shanina Shaik (Founder, Sala), Somer Tejwani (SVP, Too Confronted), Jun Younger Lim (Founder & CEO, Beaubble)
Most important takeaways: Good brand-influencer offers require robust foundations that may date all the way in which again to the preliminary planning part (i.e. it’s finest for those who’re an skilled objective setter). Plus, a plea for extra model independence in pursuit of higher innovation and creativity.
Somer Tejwani harassed the significance of determining beforehand what you hope to realize by the influencer marketing campaign. Is it to drive gross sales? To create content material and artistic belongings to repurpose throughout model properties? To teach shoppers on a brand new ingredient or product? Having readability right here will then information you on what sort of influencer to associate with.
Professional tip: Understanding your targets forward of time gained’t simply assist you determine what sort of influencer you’re searching for, however how to search for them. Your influencer discovery techniques would possibly change, relying on what your goals are. Take a look at this text that illustrates real-life examples of how three manufacturers discovered creators for his or her influencer advertising and marketing campaigns.
One other attention-grabbing level made by Jun Younger Lim — the wonder business remains to be extremely concentrated, with most manufacturers owned by a small handful of massive manufacturers. Lim felt that this limits the quantity of creativity and uniqueness we see within the house. The anecdote? Lim feels that there’s a chance to “unbundle” the house. New manufacturers ought to attempt to stay and develop independently whereas smaller incubators and portfolio manufacturers rise to compete with massive gamers.
2. From Affect to Entrepreneurship: Unveiling the Success Tales of Influencer-Based Manufacturers
Lo Bosworth (Founder, Love Wellness), Iskra Lawrence (Founder, Saltair), Desi Perkins (Founder, Dezi Pores and skin)
Most important takeaway: Group and shut relationships will help a model overcome inconceivable odds.
Desi Perkins shared an attention-grabbing anecdote — she launched an eyewear model in the course of the pandemic whereas everybody was holed up of their properties. Perkins figured it could possibly be an enormous flop as a result of, “who wants sun shades for those who’re not going anyplace?” However, hours after launching the model’s social web page, it gained tens of 1000’s of followers and almost offered out of the preliminary batch of merchandise. She attributed this totally to the shut relationship she had constructed together with her group of followers within the years previous to beginning her personal manufacturers.
3. The Energy of Affect: Revamping and Rebranding
Vanessa Hudgens (Founder & CEO, KNOW Magnificence), Chriselle Lim (Founder, Phlur)
Most important takeaway: Celebs are nice, however they don’t depend as a complete influencer advertising and marketing technique.
Vanessa Hudgens is a well-known actress and Chriselle Lim, a life-style blogger with a big following that locations her within the “mega” influencer class. Each now personal their very own magnificence manufacturers — one skincare and one perfume — and are a part of an even bigger development of celebrities and influencers opening up their very own manufacturers.
The influencer advertising and marketing business has been a bit divided on this matter. Some people really feel that celeb/influencer-led and owned manufacturers are only a truth of the long run. They maintain huge affect, so that they most likely will be capable to drive good enterprise, proper? Folks really feel that model possession is healthier left to specialists from the particular magnificence subject.
Apparently, each Hudgens and Lim each talked about how vital it’s for a model to have the ability to stand by itself and never depend on the recognition of its proprietor/founder. For their very own manufacturers, they really feel it’s vital to not financial institution on the truth that the high-profile celeb proprietor will drive consciousness and gross sales. Actually, Chriselle deliberately isn’t featured in Phlur’s current marketing campaign content material for that reason.
Primarily based on what I’ve seen within the business, I believe that is extremely astute. Uncommon Magnificence (owned by Selena Gomez), is a superb instance of a model that has an extremely refined influencer advertising and marketing technique that doesn’t hinge on its celeb proprietor/founder.
4. The Energy of Collaboration: Content material Methods for Manufacturers and Influencers
Patrick O’Keefe (VP, e.l.f. magnificence), Kensington Tillo (Content material Creator), Sheena Zadeh-Daly (Founder, Kosas)
Most important takeaway: Collaborations thrive on inventive freedom.
Actually, there was so many good issues mentioned by this panel that it was arduous to jot all of it down. Primarily, O’Keefe, Tillo, and Zadeh-Daly mentioned the methods by which manufacturers and creators discover each other (typically it’s by rigorous analysis, typically it’s simply blissful serendipity) and finest practices for approaching and briefing (shameless plug for an article on how to do this).
That being mentioned, the most important takeaway and underlying theme was the crucial for inventive freedom. Influencers = creators, so it makes loads of sense that inventive freedom is crucial to constructing robust and lengthy lasting influencer relationships. This was particularly nicely acquired by the creators in attendance that day, and I had the pleasure of talking with just a few people about it throughout our intimate roundtable dialogue.
Whereas I can’t share particulars from that particular dialogue, I can share a quote from VIP influencer Kat Stickler from when she attended certainly one of Traackr’s digital influencer advertising and marketing occasions final yr. The setting may need been totally different, however the sentiment was the identical:
“After I sense that there’s restricted inventive freedom, I instantly pull again as a result of I don’t need to just do an advert. I need to do one thing that’s humorous, relatable, and promotes the corporate in my very own voice.” – Kat Stickler, Influencer & Comic
5. The TikTok Impact
Patrick Ta (Founder, Patrick Ta Magnificence), Ashley Tisdale (Founder, Being Frenshe), Stephanie “Glamzilla” Valentine (Content material Creator), Susan Yara (Founder, Naturium)
Most important takeaway: Individuals comply with folks, not platforms. Additionally, anybody gatekeeping is a celebration foul.
This panel ended up being about extra than simply TikTok! The star studded creator panel talked about platforms of selection, how they current themselves on totally different platforms, capability points, and the trickiness of traits (to comply with or not comply with). I particularly cherished a few of the factors that Glamzilla made about social media being social, and the way we have to lean into group. This doesn’t simply pertain to 1 influencer’s particular person community! She made the purpose that what advantages one usually advantages all, and each folks and types ought to keep away from gatekeeping for the better good. This obtained a rousing response from the attendees.
One different attention-grabbing perception from the panel — a reporter requested in regards to the panelists’ expertise with TikTok Purchasing. None of the manufacturers have experimented with it but, as a result of the founders really feel prefer it presently is extra focused in the direction of small mother and pop sort of manufacturers.
