Dive Brief:
As retailers embrace influencer-driven methods, magnificence subscription firm Ipsy has launched “The Next 10,” a social media initiative to spotlight a brand new technology of creators, in accordance to a Monday press launch.
In celebration of its tenth anniversary, the corporate will choose “The Next 10” creators and award them paid contracts and all-expenses-paid journeys to New York for an Ipsy Live occasion in October. The grand prize winner will likely be awarded an extra $30,000 money bonus in the course of the occasion, the corporate mentioned.
The firm’s casting name will settle for submissions till July 30. After deciding on 20 finalists to compete in 4 social challenges, the corporate will solicit its group’s enter to select the ultimate 10 based mostly on social media engagement and creativity.
Dive Insight:
Ipsy’s pursuit of on-line creators follows a broader development of manufacturers harnessing the ability of influencers, an authority that analysis suggests might be a key to fascinating shoppers’ consideration.
Retailers as numerous as Macy’s, West Elm and Walmart have enlisted the assistance of influencers to function model ambassadors, or in Walmart’s case, to host reside buying occasions. Influencer partnerships could be highly effective instruments for manufacturers, and so they have been much more impactful final 12 months. Per Klear’s State of Influencer Marketing report, partnerships with influencers had 57% extra attain and affect in 2020 than in 2019.
Ipsy has enlisted mannequin Tabria Majors and sweetness influencer Christen Dominique to host the challenges for the semi-finalists in August and September. In the announcement, Majors known as the chance to assist different collaborators achieve recognition from Ipsy “a no brainer.”
“Creators have been integral to Ipsy from the very starting, and now we have continued to pave the way in which as a creator-led model, constructing a passionate group of thousands and thousands of magnificence fans around the globe,” Lani Kuramoto, vice chairman of selling at Ipsy, mentioned in an announcement. “With this challenge, we wished to leverage our platform to give the creators publicity and visibility, and to empower our group to play an energetic position in deciding on the creators that may serve them academic and inspirational content material next 12 months — and past.”
Over the previous 12 months or so, Ipsy has been investing in its personal product choices in addition to different up-and-coming manufacturers. In the aftermath of a number of police killings of Black folks, the corporate final 12 months introduced its intention to make investments $5 million in Black-owned magnificence manufacturers, and in January mentioned that quantity would doubtless exceed $7 million. Also in January, the corporate debuted a vegan, cruelty-free model dubbed Refreshments, full with face wipes, physique wash and physique cream.
