Sephora shines a light on influencer strategy
The Future. Sephora’s annual influencer program, Sephora Squad, helps the company craft long-term branding campaigns on social platforms, while also working with influencers of all sizes and types. The program may be representative of a shift towards more organized influencer strategies, where brands put creators on exclusive retainers in exchange for consistent income.
Sephora Squad
Beauty brand Sephora doesn’t just hire influencers… it has a whole bootcamp dedicated to creating them.
The company has a year-long influencer program called Sephora Squad, which launched in 2019.
It focuses mostly on recruiting and training dozens of micro influencers and even employees to push the brand on TikTok, Instagram, and YouTube.
It provides mentorship courses and gives away products to participants.
It recruits a new batch of influencers every summer, and anyone is free to apply as long as they’re active on socials.
This year’s batch includes 48 influencers and 25 employees, and 79% of those 73 members are BIPOC.
Brand playbook
Sephora’s SVP of integrated brand marketing said that the idea behind Sephora Squad was to “establish a group of influencers that we work with on a more of an annual basis to really build partnerships with.” The program clearly works: Influencer-marketing platform HypeAuditor reported that Sephora is the second most talked-about brand on YouTube.
And that longer-term outlook could help the company attract new customers. This year, the company focused on Spanish speakers who made Spanish-language content and on creators with diverse hair types.
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