Have we reached 'peak influencer' in beauty?

Published: 13-Mar-2017
Marketing

Campaigns are saturated with social media influencers. It could seem like little thought is coming from the marketing department, but there is hope

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Peter Clayton is the founder of anonymous social network Pencourage. The former advertising executive started the UK-based website to allow consumers to talk freely without the perfect picture pressure of traditional social media. It is now an online home to 70,000 personal diaries.

Here he talks to Cosmetic Business about the limitations of influencer marketing and how brands should strive to act beyond this trend.

Peter Clayton

Peter Clayton

"Is there anything lazier than the landmine field that is influencer marketing?

Pick a celebrity, fire off a cheque then hope they

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