On this breakdown of influencer collaborations, we deal with hair care manufacturers and analyze why these fascinating and profitable collaborations work. 

• Manufacturers featured: GHD, Redken, Aveda, and Head & Shoulders.
• Key learnings: Temporary on the worth of a product not its attributes, construct belief by bringing creators into your model, and don’t overlook the worth in creating sturdy model advocates. 

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GHD

Greatest influencer collab: Chlöe Swift (@chloeswiftstylist)

• Academic Content material 
• Lengthy Time period Partnership 
• Elevating Model Advocates

What makes it work?

• Put money into advocates and educators: Entrepreneurs have lengthy coveted VIP influencers for his or her massive audiences (5M+), assuming that they’ll obtain greater than lesser-known influencers. Information backs this up — we frequently see VIP influencers contribute extra to a model’s VIT rating as a consequence of their excessive visibility (attain) and influence (engagement). Nevertheless, it’s not at all times doable to leverage VIP creators when contemplating finances or oversaturation of gives. GHD solved this problem by turning micro and mid-tier influencers into model advocates and educators. Chlöe Swift is an ideal instance of a creator who’s offering nice worth to GHD’s influencer applications. Though thought-about a micro to mid-tier influencer, Chlöe offers a powerful loyalty rating as a result of she makes use of her Instagram and TikTok to advertise her being a GHD hair educator – creating tutorial hair content material whereas utilizing solely GHD merchandise. 

“It’s concerning the repetition. When followers see your model a number of occasions, it exhibits a real connection somewhat than a transactional ‘pay to play’ program.” Firdaous El Honsali, senior director of world communications, goal and sustainability at Dove.

• Professional Tip: Discover influencers who create distinctive content material for every platform. Attempt to keep away from influencers who “parachute,” or share the identical content material, throughout their Instagram and TikTok pages. An excellent instance of that is Amy Chang in her collaboration with SK-II. 

Redken

Greatest influencer collab: Daniella Perkins (@daniellaperkins)

• Social Proof
• Worth-Primarily based Storytelling

What makes it work?

• Concentrating on the bond: Briefing creators is a fragile artwork. In the event you’re too particular in your transient, chances are you’ll stifle the influencer’s creativity and voice. In the event you’re too obscure, there may be a miscommunication about expectations or objectives. To search out the best steadiness, it is essential to keep away from giving particular artistic course and as a substitute give your companion speaking factors – what’s the product and its advantages, and why ought to the shopper care? Redken’s partnership with Daniella is an ideal instance of this technique in play. In Daniella’s TikTok video, we see her share why she makes use of Redken’s acidic bonding focus merchandise, how easy the 3-step hair care routine is, and the outcomes – multi functional minute. The clear messaging and social proof clearly resonated together with her viewers as she earned a 26.8% engagement charge for the TikTok video and garnered 6.06K VIT for the model. 
• Stroll the speak: We additionally love this collaboration as a result of it’s a part of Redken’s push to succeed in extra numerous audiences. The model claims that its acidic bonding focus merchandise work for all hair sorts. To show that, they partnered with creators with all totally different hair sorts together with Daniella, Aisha and Azara (@miantwins), and Bethony Fosbery (@bethanyfosbery). Put money into creators who can present that credibility to these forms of claims. 

Professional Tip: On this data age and advertising to digitally native customers, it’s worthwhile to present the worth of the product (the anticipated outcomes or advantages) first versus the product attributes or components. Gen Z is sensible and digitally savvy. Get them with an excellent story, they usually’ll do the analysis!   

Aveda

Greatest influencer collab: Ava J Lee (@glowwithava)*

• Academic Content material 
• Translating Traits

What makes it work? 

• Extending the ability of skinfluence: Not too long ago, there’s been plenty of content material speaking concerning the notion of “skincare to your scalp”. The info checks out with engagements mentioning scalp care rising 38% and video views rising by 123%**. Creator Ava J Lee is a skinfluencer who has gained traction for popularizing #JELLOSKIN. In her collaboration with Aveda, she highlights her scalp care journey and why she is specializing in her scalp well being. Skinfluencers have been recognized for his or her value-based storytelling and it’s thrilling to see their academic content material translate into the hair care house.   

*Perception: In accordance with the info, Ava may be a rising magnificence influencer! Our analysis exhibits that her viewers measurement elevated by 9%, and her engagements have additionally gone up by practically 4% since August. It seems that manufacturers are taking discover – she’s performed plenty of nice partnerships, together with one with Chanel Magnificence that we highlighted in our July collabs publish.

Head & Shoulders

Greatest influencer collab: Alexia Del Valle (@lexdelvalle)

• High quality Content material 
• Nice TikTok Activation

What makes it work? 

• Treating the roots with new model: Head & Shoulders may be recognized for its dandruff-fighting hair care merchandise, nevertheless it’s bringing a contemporary model to its influencer collaborations. In selling it’s new supreme version, Head & Shoulders partnered with Alexia Del Valle on one among her POV movies of enjoyable, single aunt and introduced an genuine perspective to the new scalp scrub. Head & Shoulders has been considered a product for older, much less savvy of us. By partnering with Alexia, Head & Shoulders now looks as if a product for those that are enjoyable, younger, and easily wish to handle a standard scalp challenge. Preserve the creator’s who can spotlight your merchandise and never make them seem to be an advert. This single video earned a 32.5% engagement charge and over 420K engagements!

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**Information analyzed was pulled from a pattern of 42,605 influencers situated in the US, Canada and Europe, and development percentages evaluate October 2019-September 2020 vs October 2020 – September 2021 to be able to get a year-to-date comparability.