Big national brands are paying influencers to attend events like Essence Festival to reach Black consumers instead of using traditional advertising.
La Roche-Posay, a French skin care brand, brought out five Black dermatologists who are content creators to “democratize skin care education for people of color,” Justin Ollivierre, the company’s social media director, said. La Roche-Posay held panels on sun safety and treating dark spots and hyperpigmentation. Attendees could ask doctors questions directly. And hundreds of full-sized bottles of La Roche-Posay sunscreen inside clear fanny packs were dished out to attendees.
Events like Coachella are still important, said Barrington-Booker, but “places that were built by us and for us is the greatest support a brand could give because it is acknowledging that we see you all, we don’t want you to fit into our boxes, we want to fit into yours.”Milk Makeup representatives mingled with influencers at a private mixer on the third night of Essence Fest. They were there to scope out the scene for next year, which will be the festival’s 30th anniversary.
“We’re here to see all these beautiful Black creators and understand how in the years to come, how we can invest in a meaningful way to work with them,” Camille Hall, director of integrated marketing for Milk Makeup, said. “We learned that everyone here knows who they are, knows who their audience is and can speak to them without a filter. If brands are going to be here, it has to be right.
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