We’re again with our month-to-month sequence the place we examine which magnificence manufacturers are producing essentially the most attention-grabbing and profitable influencer collaborations! 

• Manufacturers featured: Profit Cosmetics, Kiko Milano, Shiseido and Chanel Magnificence
• Key learnings: make-up challenges do greatest if they’ve a “wow” issue, offering area for creativity permits for deeper connections, and nice examples of the worth skillful storytelling and in-person experiences

For extra in-depth magnificence developments and influencer marketing campaign breakdowns, subscribe to our month-to-month Magnificence E-newsletter. 

Profit Cosmetics

Finest influencer collab: Manuel Gutierrez (@mannymua733) 

• Excessive engagement
• High quality content material

What makes it work?

• Inventive problem: Make-up challenges are a dime a dozen nowadays, however Profit Cosmetics managed to maintain issues attention-grabbing by considering outdoors the field. Profit is the primary magnificence firm to ever companion with Crocs, and the collaboration didn’t disappoint. The model created the #benefitofcrocschallenge, a make-up problem led by key influencers like Manny Mua that spanned TikTok and Instagram Reels. The problem entails individuals doing their magnificence routines whereas carrying sparkly, sizzling pink Crocs on their palms (this was a genius concept given the recognition of this shoe firm amongst Gen Z and younger Millenials). The outcome: movies which might be each hilarious and extremely product centered (with out being salesy). The problem paid off for each manufacturers – not solely did the problem obtain 4.8 million views on TikTok, it probably performed a big position within the restricted version Crocs line promoting out. 
• Model match: Selecting influencers solely by the dimensions of their viewers is not at all times good – as we have all realized greater is not at all times higher. Nonetheless, it is protected to imagine that Profit did not select Manny only for his 4M+ followers (inserting him squarely within the high tier). What made this collab such an ideal match was the truth that Profit was capable of finding a well-liked magnificence influencer with model affinity for itself and its companion. Manny has not solely been a long run Crocs fan, he has frequently used Profit merchandise on all of his social channels. 

Kiko Milano

Finest influencer collab: Tess Masazza (@tessmasazza)

• Excessive engagement 
• High quality content material 

What makes it work?

• Priceless storytelling. French actress, Tess Masazza, transports you to the outdated Italian cinema in her collab with Kiko Milano. A handful of influencers, together with Tess, recreated their favourite traditional Diva seems utilizing Kiko Milano’s Dolce Diva assortment, however what we love about this explicit collab is Tess’ potential to deliver the story to life. She immediately grabs your consideration and makes use of her creativity and talent to take you on via a day within the lifetime of an Italian Diva. The eye just isn’t centered across the magnificence merchandise however slightly on how they seize the sensation of being a younger starlet within the countryside. She even by some means makes placing mascara on whereas utilizing a shovel as a mirror look glamorous – now that’s storytelling at its most interesting!

Shiseido 

Finest influencer collab: Lena Conditions (@lenamahfouf)

• Excessive engagement 
• High quality Content material

What makes it work? 

• Effortlessly inventive. Whereas most magnificence collabs present us the glam up course of for an evening out, Lena Conditions selected to indicate her getting “unready” routine with Shiseido’s Waso Magnificence merchandise. In this video, the French vlogger fantastically illustrates how she makes use of the clear skincare merchandise to unwind and hold her pores and skin wholesome after an evening out in Paris. The collab is compelling due to its simplicity and lightheartedness – reminding us that skincare is an important a part of a wholesome magnificence routine.  

Chanel Magnificence 

Finest influencer collab: Ava (@glowwithava)

• Excessive engagement 
• High quality Content material 

What makes it work? 

• Experiences trump hauls. In-store buying is again! To have fun this, Chanel invited magnificence influencers, together with Ava, to return to their New York retailer totally free presents and a makeover. In return Ava filmed a stroll via of the shop and confirmed herself getting pampered with a pure magnificence makeover – this earned roughly 9x extra engagements than the straightforward unboxing video she posted a day later. Offering influencers with the prospect to advertise your model via immersive, first-hand experiences is a recent, interactive method to get their viewers engaged! 
• Dream collaborations. Discovering an influencer who not solely makes use of your model’s merchandise however goals about your model’s picture and values is the holy grail of influencer collaborations. Placing within the additional analysis to seek out influencers who’re mega followers of your model pays off – Exhibit A, Ava’s pleasure is contagious when she shares that she obtained an invitation from her “dream model,” Chanel. On the finish of the day, influencer advertising and marketing is about constructing relationships, and the strongest ones are constructed on a basis of shared values and pleasure.