Influencer trips — and brands — are trending in beauty, too.
Author:Dhani MauPublish date:Jul 15, 2019Updated onJul 15, 2019Apparently, selling one category isn't enough for retailers anymore. A big phenomenon within the ever-changing consumer goods landscape over the past few years has been stores and e-commerce platforms initially known for their fashion and apparel offerings diversifying into different categories, especially beauty.
The latest strategy, it seems? Influencers. Speaking of exclusives, in June, Nordstrom became the exclusive U.S. retailer for mega-influencer Chiara Ferragni's collaboration with Lancôme. The Seattle-based chain has made a big investment in influencer brands on the fashion side through partnerships with the likes of Chriselle Lim, Something Navy's Arielle Charnas, Gal Meets Glam's Julia Engel — and it's paid off.
Then there's Revolve, which practically wrote the playbook on influencer marketing and collaborations. Since launching beauty three years ago, the now-billion-dollar public company has seamlessly integrated beauty into its influencer strategy. Revolve also works with influencers to curate beauty boxes of their favorite products. "That's been very successful for us," notes Revolve beauty buyer Kandice Hansen. One of those influencers was Hewitt, who subsequently launched her own skin-care line Summer Fridays, which is carried on Revolve Beauty. Influencers and Instagram actually factor heavily into the buy for Revolve Beauty, too.
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