Margaret Zhang is one of three influencers tapped by Bulgari Parfums to appear in the digital campaign for Omnia Pink Sapphire.

Technology and data analytics provider Launchmetrics is now offering “Influencers by Launchmetrics,” which is an influencer relationship management self-service tool that the company said allows “brands to identify, activate and measure projects with Style Coalition’s premium network of opted-in influencers.”

Launchmetrics acquired Style Coalition last fall for an undisclosed sum. The company said the acquisition and the IRM tool combines “the company’s near decade of expertise in influencer marketing with Launchmetrics’ technological know-how.”

The company also said that the new tool offers brands visibility “of the influencer’s impact way beyond the campaign with the help of Launchmetrics’ global data team. Utilizing the company’s proprietary audience-driven, media impact value algorithm, brands will be able to understand how their influencer activations impact their brand equity across different voices, channels, media types, time periods, products, regions and more.”

The rollout comes as influencers in beauty and fashion continue to have a strong impact on consumer purchases. Emarketer noted in a recent report that influencer posts on Instagram doubled in 2017. And in a survey by the research firm last month, 70 percent of marketers said they expect budgets for influencers to grow this year.

Yuli Ziv, the founder of Style Coalition and chief executive officer of the influencer marketing division at Launchmetrics, said with “the world of influencer marketing continuing to mature, our clients have been demanding more sophisticated tools that go beyond the simple marketplace and address the unique needs of the [fashion, luxury and cosmetics] market.”

Launchmetrics said the tool’s methodology uses both “quantitative and qualitative data to help brands better arbitrate their budgets and understand how influencer programming is impacting their consumer, owned media and traditional media projects as well as benchmark it against their competitors.”

“Style Coalition by Launchmetrics,” as the division is now known, continues to offer a suite of products and services in the influencer marketing arena, and has clients that include Chanel, Dior, Bulgari, Givenchy, L’Oréal and Guess, among others.

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