4 Influencer Collaborations that Work & Why I Traackr

Welcome again to our month-to-month sequence the place we examine which magnificence manufacturers are making waves with their influencer collaborations! 

This month, we wished to broaden our definition of influencer collaborations and look past simply “conventional” paid engagements. Under we spotlight a couple of manufacturers which can be doing an awesome job of investing in deep influencer relationships. The consequence? Advanced engagements which can be a mix of natural, paid and long-term performs. 

As standard, we used a pool of 42,022 influencers throughout the US and Europe to supply knowledge from for our evaluation.

Make Up For Ever

Greatest influencer collab: Katy Degroot (@katy)

• Excessive engagement 
• High quality content material

What makes it work?

• Content material pattern hacking. Shoppers love tutorial. The truth is in our current State of Affect: Magnificence report, knowledge confirmed that magnificence routine content material elevated by 39% and engagements with these posts elevated by 265% throughout all platforms (evaluating 2020 to 2019). What made the Katy x Make Up For Ever collab work so properly was that the content material pattern was properly suited to the model’s merchandise. Katy posted a 5 half instagram story detailing Make Up For Ever’s 9 totally different primers – she describes the totally different use instances for every primer, discusses which of them she likes finest, after which demonstrates the place to make use of each and why. The result’s tremendous wealthy content material that promotes Make Up For Ever’s merchandise with out being too salesy.
• Distinct name to motion. Instagram Tales have at all times been a little bit of a conundrum for entrepreneurs. Whereas it may be a extra informal (and cheaper) technique to attain an influencer’s viewers, understanding the ROI may be tough. Nevertheless, this problem is minimized with influencers like Katy who’ve a large enough following to activate the swipe up operate. On this collab, not solely did Katy ship wealthy content material however she was capable of present a definite motion for her audiences to take. 

Aurelia Skincare

Greatest influencer collab: Lisa Potter Dixon (@lisapotterdixon)

• High quality content material
• Frequent posting

What makes it work?

• Instructional. Lisa Potter Dixon is undoubtedly a magnificence professional – not solely is she a make-up artist, she has written 3 bestselling books about magnificence methods. She brings this experience to her content material about Aurelia Skincare, usually utilizing her Instagram Tales to create content material that’s extraordinarily instructional whereas additionally feeling intimate. Just a few of her prime Instagram Tales for Aurelia this yr included: deep dives on product substances and what they do, and a “present and inform” the place she movies herself utilizing her favourite merchandise whereas detailing why she likes them.
• Affiliate partnership. Lisa and Aurelia have discovered an awesome combo of their partnership – instructional content material, adopted up by a particular provide. Lisa is an Aurelia affiliate so she follows a few of her instructional Instagram Tales with a code, and a swipe up name to motion. This not solely gives her followers an unique deal, but additionally provides her additional incentive to constantly speak concerning the merchandise. The truth is in 2021, Lisa has already posted about Aurelia Skincare 23+ occasions on her Instagram tales!

NARS

Greatest influencer collab: Gary Thompson (@theplasticboy)

• High quality content material
• Frequent posting
• Deep relationship

What makes it work?

• Model affinity. Onerous to inform precisely the place the connection began, however nonetheless it began, it’s going very well. Gary has talked about NARS lots throughout 2021, in reality our knowledge reveals he has talked about them a minimum of 98 occasions throughout platforms this yr. The kind of content material ranges – generally Gary will simply casually use NARS throughout a vlog alongside different manufacturers’ merchandise, different occasions he’ll produce a full-blown YouTube video with NARS merchandise as a key focus. What retains NARS prime of thoughts for Gary? Model affinity. In March, one in all Gary’s followers requested what manufacturers he recommends for males along with his pores and skin tone – NARS was one in all two manufacturers he advisable due to their big selection of basis and concealer shades for deeper pores and skin tones and the “unisex packaging”. Gary and NARS not solely share the widespread worth of inclusivity, however NARS reveals actual dedication to that worth by the merchandise it creates.
• Reciprocal relationship. Plainly Gary has been on NARS’ gifting PR record for some time, however now they’re taking the connection to the following stage. This month, NARS invited Gary and some different influencers to lunch to have fun the launch of a brand new tinted moisturizer. It’s probably that NARS took observe of the truth that Gary provides them plenty of natural model love, and is trying to deepen the connection even additional. Treating your influencers (and their audiences) like VIPs at all times pays off!

Caudalie

Greatest influencer collab: Stephanie Valentine (@glamzilla)

• Excessive engagement 
• High quality content material
• Deep relationship 

What makes it work?

• Transformational overview. One of many prime items of standalone content material this yr from Caudalie and Stephanie’s partnership is that this TikTok overview. What makes it work so properly is that it’s not only a overview, it’s a visible transformation. The video present’s Stephanie’s pores and skin “transformation” over a 30 day interval utilizing Caudalie’s Vinoperfect product line. Stephanie’s followers not solely get to see the outcomes the product can produce for themselves, they get to see her actual pleasure concerning the product. 
• Stay occasions. On Might 18th, Mathilde Thomas, Caudalie cofounder hosted a dwell occasion together with Stephanie and Sephora to debate Caudalie’s finest promoting merchandise and model journey. We’re seeing much more manufacturers transfer influencer partnerships off of social media and into extra formal codecs (like webinars). This technique not solely permits the content material to be extra longform/complicated, however may also help create a way of exclusivity when acceptable (solely people who join the occasion get full entry to the content material).
• Cross platform content material. Keep in mind that profitable TikTok video that Stephanie made concerning the Vinoperfect Radiance Serum? Not solely was it additionally re-posted to Caudalie’s TikTok profile as UGC (consumer generated content material), Stephanie additionally used it to advertise the dwell occasion on her Instagram. Discuss bang in your buck.
• Deep and inventive relationship. Caudalie has accomplished a number of issues with Stephanie in 2021 – each paid and natural – which is likely one of the issues that has made their work collectively so potent. Working with such a outstanding influencer in such inventive methods additionally helped catch the media’s eye, as evidenced by the characteristic they acquired on this Elle USA piece about TikTok’s affect on magnificence shopping for habits. 

Like this breakdown? Keep tuned for subsequent month’s – or subscribe to our Magnificence Leaderboard publication, which delivers you unique data-backed pattern recognizing, in-depth analyses of collaborations and international magnificence model rankings.