Feb 15 2024 41 mins
The beauty industry thrives at the cutting edge of Social Commerce and Brand Advocacy. It’s fast-moving, easily visual, and fully embraced by creators.
Join Paul & Verity LIVE from the Social Commerce Summit: London 2024, at the dynamic intersection of beauty, commerce, and community. They’re joined by industry insiders, Charlotte Geoghan (Head of Brand Marketing @ REFY), Camilla Craven (Fractional CMO, ex-Charlotte Tilbury, and ex-FaceGym), and Hannah Sheanan (Head of Social @ ELEMIS).
Their tactical conversation dives deep into:
- The changing dynamics of Social Commerce and Advocacy in the beauty space; from the rise of nano influencers and the concept of ROBO (Research Online, Buy Offline), to the resurgence of OG word-of-mouth marketing and the pivotal role of in-store experiences to bridge the digital divide.
- REFY's remarkable journey over the last 18 months, dissecting the factors that propelled the brand’s success and sharing the secrets behind what makes REFY one of the hottest beauty brands right now.
- Nailing the briefing process when working with creators, and the success formula ELEMIS has cracked when it comes to the creative execution of conversion briefs.
- The art of working with creators across the entire marketing funnel – from awareness, to conversion, to creating conversations. REFY shares success in partnering with nano and micro-influencers to deliver authentic product education, while ELEMIS leverages affiliate marketing to fuel a content-making machine. They do both while driving Advocacy, and fostering stronger connections with customers.
Tune in to gain practical strategies and considerations that are necessary for navigating the changing retail, marketing and influencer landscape in the beauty industry.
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