An influencer’s opinion on a product really does affect a consumer’s purchasing decisions. When a product is liked and it receives a certain level of publicity, it will very often sell out.
For example, Kylie Jenner listed three of Charlotte Tilbury’s most iconic products, including the Filmstar Bronze & Glow, in her everyday make-up tutorial in 2015. This sparked a snowball effect, as the savviest bloggers jumped on the chance to recreate Kylie’s ‘Everyday Make-up Tutorial’. For a brand, this only amplifies the hype, usually with no extra cost.
Informing affiliates of any celebrity involvement will automatically create a buzz, as word of mouth is such a powerful thing, an extreme (but exciting) case of this is when a product goes viral and it sells out both online and in-store.
Overall, there are a number of essential components that make up a successful luxury beauty Affiliate Partner Programme. It’s about creating a buzz around a brand or product – raising awareness and getting in front of the customer at as many touchpoints as possible. We can, in turn, use this knowledge to organise some truly impactful campaigns for the Programme, whether it be advertorials, reviews or giveaways.
So, the next time you purchase that amazing, must-have, new lipstick, that you have seen on everyone wearing on Instagram, remember, this was most likely the result of a well-thought-out campaign.