Pure Beauty

CoverGirl partners with influencers to bring digital beauty in-store

Published: 8-Aug-2017

The Coty-owned brand has announced that new members of their Collective influencer network, a new program linking social media and in store shopping, will appeal via in-store displays, reports Camille Lemoine

A post shared by Tina Kosnik (@tinakpromua) on

CoverGirl is going to enable consumers to connect the looks they love from social media, with products they see in shops by using in-store displays.

The displays will feature trending beauty looks created by each of the brand’s newly appointed influencers, showcasing the different products used as well as tips on how to recreate it.

Ukonwa Ojo, SVP of CoverGirl, said: “We’re constantly looking for innovative ways to bring influencers into the brand experience through opportunities that show the power of our products to create transformational looks.

“By featuring curated beauty looks designed by influencers on our display offerings, we bridge the online/offline gap to solve a key consumer challenge.’’

The Coty-owned brand is said to have chosen skilled beauty influencers with the ability to educate consumers.

CoverGirl’s influencer Collection includes Kelly Strack, Sharifa Easmin and Ryan Kelly.

The brand’s other influencer partners are Tina Kosnik, Karla Tobie, Ellarie Noel, Kayla Hagey, Ashley Feasel and Rosalina Young.

According to software developer Hubspot, 71% of consumers are more likely to make a purchase based on social media reference alone – and CoverGirl is not the first brand to notice this major shift in the beauty industry.

L'Oréal-owned colour cosmetics brand Nyx has previously teamed up with social media influencers to develop their retail concept, including YouTube's Charisma Star.

Nyx has also previously sent customers new products to try, resulting in consumers posting large amounts of content on social media, detailing what they liked about the product and how to use them.

Meet ups and in-store content takeovers with these influencers were also set up, and the brand has steadily gained a huge online audience.

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