Celebrity 2.0

Introduction

Drivers of Influencer Marketing

Launching a New Brand Using Influencers

Can a new brand build its growth and build its brand image using primarily social media influencers (SMI)? New brands come and go and often have a tough time unseating the category leaders, especially in extremely competitive spaces such as beauty and skincare. However, indi skincare brand Tula (which means “balance” in Sanskrit) has been able to increase awareness and sales primarily through building their marketing foundation on authentic social media influencers and paid social advertising boosts. In 2020, the brand—which is based on the intersection of wellness and beauty—garnered $56 million in earned media value. The skincare brand unveiled its #EmbraceYourSkin ...