BXP - May 2018 - 28
utilizes sever Al
different l AnguAges
on its pAck Aging to
show the Br And's
"The influencers you choose to represent your brand need
"We like testimonials and encourage consumers to engage
to be authentic in voice and in audience," Young says. "Due
with us," she says. "We use every opportunity to tell the
to the 'gold rush' in influencer marketing, there are several
annemarie Börlind company story."
influencers who have fake followers, don't engage with their
audiences consistently, or misrepresent themselves. Do your
still, while maintaining a new audience is key, corsi warns
homework to ensure your influencers can best represent your
that sometimes companies hire inexperienced people to
come in and maintain social media and it can hurt the brand.
The rise of social meDia
"it might lead to things that don't resonate with your brand
in september 2017, pop superstar and fashion icon rihanna
and its true essence, such as images not being top quality, or
launched fenty Beauty with a full line of color cosmetics
a message that isn't what you want to tell," he says.
including the cult favorite complexion matching makeup in
40 shades "for women of all shades, personalities, attitudes,
success in the future, he notes, will be a combination of
cultures and races."
traditional brick and mortar and online. he cites smashbox
as an example. The company engages customers by having
"Using the full power of social media, rihanna promoted
them interact with a 3-D lipstick matching game, so it brings
the line much the way any powerful influencer would with
customers into the store and marries it with technology, with
great content and photos across instagram, facebook, and
the result adding to increased sales for the brand.
Twitter," Young says. "This content was also instrumental in
creating the buzz and anticipation around the brand prior to
"The key will be good beauty in an interactive experience,"
the launch all but guaranteeing its success."
corsi says. "Women love to interact with beauty counters,
and the interface between brick and mortar and electronic
rowley says it's vital to post and repost/regram regularly to
possibilities in this area will transform and the brands that do
engage consumers directly through compelling visuals and
it best will be most successful."