Reaping the whirlwind of what Smashbox’s Ginny Chien called “the crazy world of influencers” can be tricky business.That was one of the many points made by Chien, who opened the WWD Digital Beauty Forum in downtown Manhattan Feb. 7 by giving an insider's road map into this unmarked terrain. “In makeup, it’s definitely been a game changer," she said of the rising power of influencers. "There’s literally cottage industries popping up around these influencers from dashboards that show you how to contact them to full-on fancy agencies having divisions dedicated to influencer buying,” Chien added.Chien, executive director of global digital and consumer marketing at Smashbox Cosmetics, provided a warning: “When you invite the world of influencers into your brand, it can be sort of easy to take on their voice and their persona because they always come with their own distinct voices. You just don’t want to lose sight of your own brand.”Describing influencer marketing as “more of a developing art than a well-defined science,” she posed the challenge: “How do we integrate this world of influencers into a brand that we have worked really hard to define; how do we do that without sacrificing any of our integrity?”She started this quest by defining a menu of activations, divided into four buckets, ranging from a “mega 360 partnerships” with one or two influencers, including efforts ranging from merchandising to in-store events, and social media content. Then there are also sponsored campaigns of ad content, with brands hiring influencers to create content. Often opportunistic deals pop-up sporadically, such as sponsoring an influencer’s master class. Finally, there is the rudimentary box campaign, in which products are sent to influencers to see if they sample the products and hopefully create some content and reveal if they have a gateway amount of followers. It is the most efficient generator but lacks control.Part of this process is picking the kind of influencer a brand should look for. In Smashbox’s case, it was neither the dramatic makeup user or the ultra-arty type.Chien described the Smashbox ideal as “creative, confident and fun.” Smashbox settled into a relationship with Shay Mitchell of "Pretty Little Liars."The process for picking the right influencer is like dating, she observed, noting the box campaign is like casual dating and the 360 partnership stage feels like a “full-on relationship with lots of levels to clear.” Chien added, “when there is that much money on the table you better make sure you and that influencer are committed to each other.”The proof is in the yardstick. Smashbox adopted, as its measurement, earned media value. A dollar value is assigned to each form of content — such as Instapost or YouTube video, and that is added to the dollar value of the engagement that is generated. The EMV is important because it is believed to correlate with market share.“The more EMV you generate through influencers, the higher your market share can potentially be,” Chien observed.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion