As influencer marketing evolves, brands are seeking new twists to harness the power of the content providers. This month, Pur will embark on its third influencer trip, a vehicle that has been monumental in broadening the reach beyond its original audience of mineral-based beauty loyalists. Now, the brand has a large community of organic brand ambassadors who helped burnish the line’s rebooted high-performance skin-care and makeup reputation. But this trip, to Punta Mita, Mexico, has a new wrinkle. It will serve as the first collaboration-based journey, teaming with subscription service Boxycharm. The two entities combine to unveil a new box with a limited-edition palette from Pur inside. Boxycharm and Pur executives believe this is the first beauty box influencer collaboration.
The March box from Boxycharm will be revealed on the trip with 20-plus macro and mircoinfluencers ranging from Isabel Bedoya with 2.5 million Instagram followers to Kristi McKee with 249,000. The centerpiece of the $21 box is the Pur palette. “When we asked our Charmers the brands they want to see in boxes, we keep hearing about Pur,” said Joe Martin, chief executive officer of Boxycharm.
This isn’t the first time to two companies worked in tandem. The relationship was cemented when the Boxycharm team’s travel was hindered by a hurricane and both groups hunkered down at Pur’s headquarters. During that time, plans for the palette were hammered out. Also, an earlier palette housed in a Boxycharm release spiked sales for Pur, especially in stores, according to Tisha Thompson, vice president of marketing and innovation at Pur. The brand is sold globally in 4,000 doors including Urban Outfitters, Ulta Beauty, Shoppers Drug Mart and Kohl’s. Influencers such as Nikkie de Jager, Jackie Aina and Tati Westbrook, in particular, stoked interest in the original palette.
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The Pur x Boxycharm link is the kickoff of what Thompson said will be the biggest year ever for product releases for the budding company with 18 new items slated for the first half of the year. Boxycharm will continue to have a role in rollouts. “The best success we’ve had [with boxes] is with Boxycharm. They are a good partner because they have full-sized of ‘cool’ brands,” she added. Among the roster at Boxycharm are Makeup Geek and Colourpop. Boxycharm is racking up swift growth and should eclipsed $100 million in sales this year, according to Martin.