The year 2020 is one many would like to forget, and the cosmetics industry is no exception. While winners did emerge from the months of lockdown and social distancing guidelines, many brands found themselves shored up, and with a need to find new innovative content ideas.
Leading this charge were the cosmetics industry’s most impactful spokespeople – influencers.
But as a new landscape emerges, in which Covid-19 becomes our 'new normal', beauty brands will need to, once again, think about their influencer marketing strategies and tailor it to their ambassadors.
Here, Zach Donnenfield, Content Specialist at Tribe Dynamics, a leading influencer marketing analytics platform, explores three beauty companies that excelled at activating influencers during the pandemic, and offer tips for brands looking to build lasting influencer partnerships in a newly reopened world.