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Influence Peddler: Alessandra Steinherr Aims to Make Skin Care Accessible to All Through Primark

LONDON — Alessandra Steinherr, who began her career at Cosmopolitan and Glamour magazines and went on to become a beauty and makeup influencer, has founded her own skin-care line, Alex Steinherr x Primark.
With 186,000 followers on Instagram and plenty of background in skin care, Steinherr is seen as a trusted source, with many fans tuning in to her weekly Instagram live-stream, “The Sunday Facial,” where she introduces products.
“I’ve been doing it for a while now, and the feedback that I’d gotten was, ‘Alex, that’s really nice but I can’t afford 60 pounds for a serum.’ So while I had always gone on performance over price, I know for a real customer, that’s a big purchasing consideration,” Steinherr said, adding that it was these messages that pushed her to create an affordable skin-care line.
Despite her love for, and ties with, luxury beauty brands, Steinherr took an unconventional route and decided to partner with Primark, best known for its inexpensive fashion.
On the first day of the global launch in October 2018, a product was sold every three seconds. She added two products, Pollution Solution Dual Texture Exfoliating Pads and Pollution Solution City Mask, to the line last month and will launch One-Step

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Via:: https://wwd.com/beauty-industry-news/beauty-features/influence-peddler-alex-steinherr-partnering-with-primark-skincare-accessible-to-everyone-1203081366/