How cosmetics Brands can Jenner-ate more income

Jenner ate more income

A Quick Summary for Your Busy Day: (45 second read)

Cosmetics companies who develop and sell their own products have never had more opportunity to bring their products to market.

The past five years have seen a rapid rise in the availability (and affordability) of selling products online through ecommerce platforms such as Big Commerce, Hybris, Shopify, Magento, and WooCommerce, which has made it easier than ever to launch products to a wide audience without having to invest in costly brick and mortar stores.

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An army of lovers: the surprising new stars of influencer marketing

influencer army

Once a function of PR, but now very much embedded within everyone’s marketing strategies, influencer marketing is the biggest game in town. But, in the light of recent reports highlighting the untrustworthiness of many influencers, is it time to think again?

We explore the past, present and future of influencer marketing, and take a look at the technology that’s helping marketers engage millions of genuine voices with genuine influence, delivering genuine results.


The internet was supposed to save us from marketing bunkum. Gone were the days of super-expensive creative, plastered over billboards and magazines and televisions with nebulous impact. This was a new dawn, where everything was measurable, where scale kept prices down and where campaigns could be tweaked or switched in a heartbeat.

Then the internet broke.
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Black Friday Sales: Getting the most out of the inevitable bargain hunters

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Sales exist for a good reason!

While clearing out last season’s left over stock frees up warehouse and display space and provides cash to reinvest in your business, the main reason you, as a retailer, sacrifice short term margins is in the hope that deep discounts will tempt good customers into your stores to begin a long term and profitable relationship. Of course everyone knows that sales also attract price sensitive bargain hunters with little notion of brand loyalty, but as long as there are enough good customers to compensate for the bad, sales make economic sense.

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What influences the influencers?

Right. Elephant in the room time. You know those influencers you’re getting to plug your products? It’s not your brand they’re attracted to – it’s your wallets.

Your big, bulging wallets, as it turns out. Now that influencer marketing is the fastest-growing method of customer acquisition, it’s become a big-money game. Twenty-five percent of brands are spending over half a million dollars on it every year. Five percent are spending over $5m. That translates to about 200 bucks for every half-arsed “Hey, guys – check out this amazing thing I’ve discovered” and ten grand for every “I just spent a day testing the latest doo-dah from thingumabob.”

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Word of Mouth: So What Happened?

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Remember the good old days, when the Nescafe Gold Blend couple getting together was a big enough story to warrant a front-page splash in The Sun?

That’s when people used to care about marketing (and newspapers, come to think of it). These days, people don’t just install ad-blockers, they download entire browsers devoted to nuking every last atom of marketing from their online lives. Meanwhile, social networks and search engines algorithmically mess everything up for retailers, sheep-dogging their marketing teams into ‘paid media’ pens where it costs a small fortune to utter so much as an audible bleat. Telly’s a no-go thanks to ad-zapping PVRs, on-demand and piracy. Print, sponsorship, stunts – nothing seems to work like it used to. 

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