“The COSMEDIX marketing initiative is fully rooted in a tight omni-channel approach where influencer marketing lives at the core. We know that content creators are prolific and powerful, and by utilizing the Mavrck platform to drive brand awareness and inspire meaningful conversations, we were able to drive some unprecedented success.”

– Julie Campbell, VP Marketing, Astral Brands

Influencer marketing has long been a part of beauty and cosmetics marketers’ playbooks, but faced with the dynamic proliferation of digital channels and increasing complexities of social marketing, it has become increasingly difficult to scale using traditional tactics. Research shows that how consumers discover, research, and buy beauty products has fundamentally shifted:

•  Social media drives product discovery: 37% of consumers say they learn about new beauty products from social posts or online product reviews (A.T. Kearney, 2017)
• Authenticity has take over from celebrity endorsers – consumers are more likely to trust and act on recommendations from people like them. (Edelman, 2017)
• Visual commerce accelerates the path-to-purchase: 42% of consumers on Pinterest have made a beauty purchase after viewing a Pin. (Pinterest, 2017)

COSMEDIX saw the opportunity to not only create its own social community, but to also leverage that community as the foundation to deliver a new, personalized consumer experience that integrates the multi-dimensions of influencer marketing and social proof that consumers trust today.

Discover how COSMEDIX flipped the traditional influencer marketing model on its head. With zero spend on media or influencer activations, COSMEDIX Crowd, comprised of micro-influencers, advocates, referrers, and loyalists, powered campaigns around three key product lines through a mix of original Instagram content, social amplification and referrals to drive more than 500% ROI from e-commerce sales. 

About the Brand