By  on April 13, 2018

As influencer marketing is evolving, brands are sorting out how to best use socially created content. Professional skin-care brand Cosmedix recently launched a campaign with not just influencers, but also some of its biggest brand enthusiasts.

According to A.T. Kearney, social media now drives product discovery with 37 percent of consumers noting they learn about new beauty products from social posts or online product reviews. To that end, Cosmedix decided to activate a campaign that would turn discovery into sales. Instead of rounding up a cadre of just influencers, the company pinpointed a mix of people who are advocates, referrers and loyalists to the brand.

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