Step 3: Empowering Influencers as Co-Creators

headshotStep 3: Empowering Influencers as Co-Creators
By Alex Rawitz

In our last post, we described how brands reward their most prolific influencers with personalized experiences, engendering loyalty that helps build a strong brand family. Having a dependable squad of influencers who produce a steady stream of content is a major milestone, and plenty of brands are content to operate at this level. But after the trips to exotic locales are over and the lavish boxes of products are sent, a question remains: how can brands engage both influencers and their audiences on an even deeper level, driving a spirit of genuine personal investment? The answer lies in our next step, as brands work together with influencers to develop new products, a process that greatly accelerates their personal and professional development. Continue reading Step 3: Empowering Influencers as Co-Creators

Step 2 : How To Win Friends and Influencers

cpna-13Step 2: Influencer as Valued Member of the Brand’s Family
By Grace Chao


Last month, we discussed how to embrace influencers who are already talking about your brand: Check out their content, listen to their needs, and send them product accordingly. Let influencers know that your brand cares about what they think. But after you’ve reached out to an influencer once, what next? How can you ensure that they will continue using your products, and keep talking about your brand with their followers? Continue reading Step 2 : How To Win Friends and Influencers

How To Win Friends and Influencers

cpna-13At Tribe Dynamics, we measure the Earned Media Value (EMV) of social media content created by influencers in the Beauty, Fashion, and Lifestyle spaces. EMV is our prescribed metric that quantifies the estimated value of publicity gained through user engagement of digital earned media. We work with some of the fastest-growing brands in the industry to track and analyze online conversations about these brands and their competitors. Our clients often look at the influencer marketing and prodigious ascension of brands like Anastasia Beverly Hills, NYX, and Tarte, and ask us, “How can I do that? Where do I start?” Continue reading How To Win Friends and Influencers

TV Home Shopping Culture: Is your Brand Camera-Ready?

image001 (2)With combined worldwide sales exceeding $13B, together QVC, HSN and EVINE share millions of happy consumers, and hundreds (if not thousands) of brand partnerships, and it’s clear that home shopping is here to stay.  But just exactly who is the home shopping consumer, and what does it take to get her to open her wallet?  TBC, QVC, Eve Pearl and Doll 10 have the answer.  Join us at Cosmoprof on Sunday, July 24th at 1pm for TV Home Shopping Culture: Is your Brand Camera-Ready?—a deep dive into everything that makes the home shopping beauty consumer tick, from the people who know. Continue reading TV Home Shopping Culture: Is your Brand Camera-Ready?

Give Your Brand A Makeover: How Top Beauty Brands Stand Out

cpna-12When it comes to beauty brands, there’s good news: the demand for digital content has never been higher, or more accessible for consumers. Social Media has allowed beauty brands to create a more viable experience to learn, share and try new products. Where other industries may be challenged, it’s easier to create an engaging video tutorial for makeup application or a new hair product than ever before. Through culturally­relevant, highly shareable content such as expert tips, incentives and giveaways, beauty brands have taken advantage of the high demand for constant digital and social content. Platforms like YouTube, Instagram, Facebook and now Snapchat have allowed consumer engagement to increase leaps and bounds leading to not only views but engagement ultimately driving sales. Continue reading Give Your Brand A Makeover: How Top Beauty Brands Stand Out

Storytelling That Keeps Consumers Awake & Excited

cpna-11Q&A with Ethelbert Williams, Chief Marketing Officer, InstaNatural


What is brand storytelling and why is it important?

In today’s environment, consumers have endless choices and distractions.  It’s important we, as brand leaders marry the needs of our target consumers with the right message and in the right medium.  The perfect storm is created by delivering a seamless brand experience throughout all touchpoints and without a loss of signal. Continue reading Storytelling That Keeps Consumers Awake & Excited

The Many Facets of the Dynamic Multicultural Hair Care Market

cpna-11Ethnic hair care is the fastest growing hair care category in the United States in 2015, recording robust growth of 8.5%. The main reason for this dynamic growth is that the category has been flooded by “multicultural” brands that appeal to a broader audience and is no longer defined by brands exclusively targeting black consumers.

Market-movers like Shea Moisture and Carol’s Daughter (L’Oréal), increase their share with naturally positioned products that appeal to a wide spectrum of consumers, including those that previously used mainstream or ethnic brands. Continue reading The Many Facets of the Dynamic Multicultural Hair Care Market

Alice CosmoProf Interview Q’s and A’s

How is the Millenial Generation changing eCommerce for beauty brands?

cpna-10Millennials bring to the table a unique set of purchasing habits unlike anything we’ve seen before. They shop differently than their mother’s and grandmother’s, and want complete control over the shopping experience. Millennials go out of their way to cultivate their own unique style, and purchase decisions are more likely to be influenced by social media, advice from their friends, celebrities, or famous beauty bloggers than by a brand or traditional advertising. Consumer incomes are on the rise, and the changing lifestyles presented by the Millennial group are driving the global beauty industry, which is forecasted to reach $265 billion by 2017. This consumer group gravitates towards eCommerce instead of in-store shopping since it allows Millennials to achieve complete control over their shopping experience. Beauty brands are rethinking their strategy to reach these consumers, taking advantage of augmented reality beauty solutions so shoppers can instantly try and buy online or in an app, creating a true end-to-end eCommerce experience. Continue reading Alice CosmoProf Interview Q’s and A’s

SHIP SMART: Brief Global Export and Import Guidelines

cpna-9Importing and Exporting can be a daunting task for brand owners the first time they are doing so. Do contact a Freight Forwarder for assistance, and for tradeshows contact the recommended forwarder. You do not have to use them in most cases, but it is wise to at least be in contact to be sure things are done properly. Don’t always go with the least costly alternative. Commercial Freight Forwarders may not know the nuances of getting samples and prototypes into a country for a tradeshow. They may also not be familiar with the drayage practices as they vary all around the world. Continue reading SHIP SMART: Brief Global Export and Import Guidelines

Common Trade Show Selling Mistakes

cpna-8Conferences can be a great environment for meeting new people, catching up with industry colleagues, and, of course, parties. But let’s face it: you wouldn’t pay to exhibit at a conference unless you are trying to grow your business. Conferences are a fantastic source of leads yet so many exhibitors end up with zero additional revenue when they look back at their results. Why does this happen? Simple: most people have never spent time building a conference strategy. Don’t let that be you. Here are some techniques that will ensure you have a productive and profitable conference:

Continue reading Common Trade Show Selling Mistakes