What is the secret sauce for the ultimate beauty influencer trip?

By Julia Wray | Published: 29-Jan-2025

Komodo’s Joe Ellyatt explains what makes for a successful and authentic influencer event, like the one for Penhaligon’s AlUla launch

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Joe Ellyatt, co-founder of Komodo, a global social agency and influencer marketing specialist agency, discusses his top tips for a truly great influencer trip, with Penhaligon’s AlUla launch as a case study.

How important a part of launch campaigns are influencer trips?

Clients are growing their budgets for influencer activity – in 2025, over 50% of brands plan to increase spend on creators, according to a study by LTK and Northwestern University. As brands put more money into influencer campaigns, they expect greater professionalism and a clear ROI. Every element of influencer marketing has had to grow up, and that includes the trip.

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