Let’s be frank: the influencer and their role in a brand’s marketing mix can be a misunderstood and perhaps much maligned element of an overall PR campaign.

Done right, the impact can be huge, lasting, and the brand association with a name and a face with clout can be memorable, and funnel into the ultimate aim for a brand: shifting product from shelves, and fostering brand loyalty.

There are several myths around the influencer’s role we can unpack here too, demonstrating just how much the influencer has evolved, and how this commercial marriage made in heaven can be the stuff of synergy dreams.

The key is: a brand is not reliant solely on what the famous face brings to the table; rather, they are part of the toolkit for the overall campaign.

Celeste Godoy Digital & Communications Senior Manager at Wella Company echoes this sentiment, saying: “At Wella Company, working with influencers is an integral part of our advertising mix and PR campaigns as they impact all stages of the marketing funnel, by allowing our brands to effectively reach and connect with an audience that aligns with our target demographic.

“Working with Maria Thattil as the new face of Wella Professionals is helping us build awareness, credibility and trust with an audience we may have not been able to access through traditional advertising or PR. Maria’s values truly reflect Wella Professionals, so we see her as the perfect brand partner to communicate our campaign messages to her own community and beyond, including editorial, digital and in-store activations.”

Did you just visualise Maria’s full mane of glorious, healthy, ‘swishy’ hair? So did we. The beauty of Maria is that her approach is very much akin to a gal pal sharing haircare tips and styling hacks with you, so you’re more inclined to listen and adopt the advice. And right there is the appeal of an on- point influencer; it’s giving bestie vibes, while also ensuring the brand message is delivered and packaged up with a pretty bow in a friendly and palatable way, which ensures better cut through.

The influencer providing that amplified brand recognition can be a truly winning formula. “For Wella Professionals and OPI, as the world’s number 1 salon colour brand and number 1 salon nail brand respectively, Pro-influencers such as nail technicians and hairdressers like Monique McMahon who has a huge following on social media, help us reach both a B2B and B2C audience to drive the superiority of our products,” adds Celeste. “By partnering with a respected voice such as Maria Thattil for Wella Professionals, we can see a positive impact on our brand health; improving awareness, recognition and preference.”

Preference is such a key word here. Dazzled by myriad options for beauty products across the skincare, haircare, and makeup categories, and more accessibility around these purchases, (you don’t have to go to a department store anymore for an incidental lipstick purchase; you can pick up a bright new blush or a heavy duty moisturiser while shopping for fresh fruit and veggies), what is it that sways your ultimate decision to spend on this product instead of that one?

Personally, if I have seen a strong socials presence and a clever Instagram Reel or TikTok with a face I know, driving home that message to me in an impactful way, I’ll be remembering that when I make that incidental beauty purchase.

“Usage of influencers especially on social media channels like Instagram and TikTok is pivotal for brands today,” says Monica Ferris, Digital Manager at Revlon. “At Revlon we see great value from our PR and marketing tools and tactics, but Maria Thattil is the new face of Wella Professionals by collaborating with influencers, we get a different type of touchpoint with our (target) audience; our influencer work allows for in-depth showcase of products and benefits.”

“By combining all of these external elements and ensuring they all work together and separately, we have a hard-hitting 360 approach.”

So beautifully expressed: the joy of social media is that you can watch and save a Reel–and its algorithms will dictate that you will keep seeing more of the same–and refer back to it when you commit to spending, with longer form videos giving the influencer the platforms to extol the virtues in a way that is friendly, and ultimately, convincing. Seeing the traditional TVC starring a Hollywood brand ambassador for the brand will only serve to strengthen the entire brand campaign.

And this is one of the myths we get to unpack here; brand partnerships with content creators are now aplenty, and at the same time, the consumer is far savvier than in the early days of social media. Because we now invest so much time on socials, more than ever we value truth, actual road-tests, and a language and tone that is relatable. The buyer is more likely to part with money if a content creator is authentic, and if they are true aficionados of a product, it shows in their delivery. Brands now seem to give a wider berth to talent tasked with promoting a product, ensuring it’s actually their voice excitedly speaking about a product.

We are several years into the influencer/brand business arrangement, so the myth that brands have less control can be deemed untrue. Detailed briefs and agreements can help mitigate that risk, and many influencers have management now, so they meticulously oversee contracts, and ensure deliverables are met. That consistent relationship serves everyone well: the influencer and the brand get to have that collaborative presence that just makes sense; the familiar face with their next TikTok instalment feels genuine to the audience.

From the influencer with the highly engaged following, to the micro-influencer with the strong, authentic voice and real followers who care and ask questions, the influencer is here to stay, with the role steeped in even more accountability and authenticity than ever before.

This article was first published in the Spring issue of Retail Beauty:

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