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Cosmedix Combines Influencers and Enthusiasts in Brand-Building Campaign

As influencer marketing is evolving, brands are sorting out how to best use socially created content. Professional skin-care brand Cosmedix recently launched a campaign with not just influencers, but also some of its biggest brand enthusiasts.
According to A.T. Kearney, social media now drives product discovery with 37 percent of consumers noting they learn about new beauty products from social posts or online product reviews. To that end, Cosmedix decided to activate a campaign that would turn discovery into sales. Instead of rounding up a cadre of just influencers, the company pinpointed a mix of people who are advocates, referrers and loyalists to the brand.
In the past, Astral Health & Beauty, the parent of Cosmedix, turned to mega-influencers, especially for its Purpose brand. But considering the theory that the best endorsements come from customers, the strategy was broadened. “I wouldn’t say that the power of influencers has totally shifted away from celebrity or mega-influencers; it’s the realization that, just as in any good marketing program, you have to have a healthy mix of tactics to realize your return-on-investment,” explained Julie Campbell, vice president of marketing for Astral Health & Beauty. “We found that celebrities/mega-influencers were able to bring a wonderful level of

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