Revlon is officially jumping on the influencer train.
While the brand works with a handful of celebrity ambassadors and an official nail expert (and manicurist turned influencer) Chelsea King, it is now adding a handful of new social mavens to its mix: Gigi Gorgeous (2.2 million Instagram followers), Kandee Johnson (1.5 million Instagram followers), Sabrina Carpenter (10.7 million Instagram followers) and Etienne Ortega (460,000 Instagram followers).
“We see a big opportunity to be part of the conversations that are happening naturally and organically in the social sphere,” said Tracy Rohrbaugh, vice president of marketing for Revlon. “The beauty consumer is multifaceted, but it doesn’t stop there — she’s participating in conversations about lifestyle, fashion and celebrity. We were thinking about how we could tap into those conversations with our brand.”
Revlon is the latest to link with a band of influencers for its brand. L’Oréal recruited 15 influencers for L’Oréal League, where influencers from Pari Ehsan to Olivia Culpo signed on to create content related to L’Oréal Paris.
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The idea is that each influencer — they are not exclusive to Revlon — brings in a different audience, frequently outside of the beauty environment. Johnson, for example, with more than 3.8 million YouTube subscribers, reaches a more traditional beauty enthusiast demographic while Gigi Gorgeous reaches that beauty-focused group but also those seeking to learn about her gender transition and life, which she’s documented on YouTube, where she has more than 2.4 million subscribers.
For Gigi Gorgeous, the Revlon deal is a return to her younger makeup-buying years. “It’s always been a staple at the drugstore, and when I started buying makeup, I always went to Revlon because I knew they had my back when it came to beauty,” she said. She’s been running her YouTube channel since high school, she said. “I didn’t have a huge collection of my own — I would literally steal makeup from my mother,” the influencer said.
Carpenter, the more traditional celebrity of the bunch, has a relatively diverse following of young fans and their family members — “It really gives us the possibility to tap into that younger Gen Z consumer,” Rohrbaugh said.
“At my age, you don’t want to spend $100 to have nice eyelashes,” 17-year-old Carpenter said. Working with Revlon marks the musician and actress’ first beauty deal — she’s previously collaborated with Coach. “I’m in love with the world of fashion and the world of art,” Carpenter said. “To be able to jump into the world of beauty was something I was really excited about because it really connects with people.”
It’s a departure from her usual jobs — acting and singing. But Carpenter, a star of the Disney Channel series “Girl Meets World,” thinks of social media as a place to interact with her fans but also as a way to build a community. “It’s your peers around you and it’s not that we all are able to cheer each other on and supply each other through social media,” Carpenter said. “There’s another side of it, which I won’t get into, but it’s nice to be able to spread positivity and love with just one click.
“My first job was ‘Law and Order SVU,’” she said. “I had always wanted to do comedy as a little girl and my first job was, like, this hard-hitting drama.” She eventually got more into music, through playing the piano and guitar, she said. “I started making covers on YouTube when I was nine years old,” Carpenter said. “That’s where I could cover every Christina Aguilera song, every Adele song, and that’s where I was happy.”
That love of music has translated into more than half a million YouTube subscribers and her first 40-city music tour, for which she did her own makeup, relying on cream eye shadows and brow pencil. “I did my makeup for every single show [on the tour],” she said. “It’s sort of like theater — in theater everyone does their own makeup.”