If you haven’t already noticed, we’re living in the peak digital influencer age. Bloggers, YouTubers, and social media stars have the potential to turn their creative outlets into superstar careers; think millions of followers and hundreds of thousands of dollars in sponsorship deals and collaborations. Influencers have the power to reach celebrity status, and because of their ability to reach wide audiences and convert advertisements into sales, brands are flocking to influencers to create sponsored content and collaborate on products.
Take Ingrid Nilsen, the girl behind YouTube channel Miss Glamorazzi, for example: she’s a brand ambassador for makeup line bareMinerals and recently released a foundation kit for the brand. Nilsen has always been a fan of bareMinerals and loves that their large range of foundation shades means she can always find her perfect match. A partnership between Nilsen and bareMinerals was only natural! Plus, with Nilsen’s large audience and her ability to influence what brands people purchase, a partnership such as this one is mutually beneficial.
Both Nilsen and Claudia Poccia, bareMineral’s Chief Marketing Officer, are sharing a bit more about how the collaboration came about and why influencer partnerships are so successful in the digital age:
Sarah Boyd: Tell us more about your collaboration with bareMinerals.
Ingrid Nilsen, Brand Ambassador for bareMinerals: My relationship with bareMinerals grew really organically. I think that's why this partnership is so wonderful; it feels natural for everyone. I love their products, I love what bareMinerals stands for as a brand and I love working with their team. It's truly a dream come true! For 2017, I will be the face of Original and Matte foundation and promote the partnership across my social channels, in point of sale materials, and host tutorials and in-store activations throughout the year. I also co-created the Be Your Best Self kit that includes Original or Matte Foundation, Invisible Glow Highlighter in Resilience, and a limited-edition rose gold Beautiful Finish Brush.
SB:Why did you decide to partner with bareMinerals?
IN: I've been a fan of bareMinerals for a while, so when they asked to work together in an official capacity it was a no-brainer for me. My viewers are no strangers to BareMinerals popping up in my videos—even videos that aren’t beauty related…[like] an apartment tour. This is one of the first brands I used when I started wearing makeup, and as a bi-racial woman with blended skin, it’s great to know that with their extended shade range, I’m able to have my perfect shade (Original Foundation in Golden Beige).
SB: Any advice for up-and-coming influencers?
IN: Be the best version of yourself each day.
SB: We’re seeing more partnerships between influencers and large beauty brands. Why do you think this is happening?
Claudia Poccia, Chief Marketing Officer of bareMinerals: Influencers have emerged as the authorities in the beauty and fashion industries. The beauty world is evolving and brands have taken notice and changed with the times. We have learned over the past few years that our biggest voices and brand advocates are the consumers who love and use our products so in an effort to speak directly to our audience we partner with culturally relevant brand ambassadors who live and breathe our brand messaging.
SB: What are the benefits of brands partnering with influencers vs. celebrities?
CP: We want to bring the brand to life in a way that matters to consumers today, in both range of shades and how we’re communicating our messaging to her on a global platform. Influencers and celebrities go hand in hand, as they have become one in the same. Influencers are the new celebrities, and traditional artists like actors and musicians have grown their following by creating their own blogs that talk about beauty and fashion.
SB: Tell us more about the additional shade range.
CP: Adding 12 shades to the iconic Original & Matte Foundations (there will be 30 total) allows more women to find their perfect shade. Now women with blended skin, darker skin tones or women who are in between shades have more options.
