COVERGIRL is announcing additional members of their COVERGIRL Collective influencer network, nine influencers who are part of a new program to take Instagram-worthy get-the-look content to the retail shopping aisle, a first for the brand.
Because the mass market shopping experience can be frustrating, with an abundance of products that people typically can’t try before they buy, COVERGIRL created this solution to help shoppers connect the looks they love from social media with products they see in store. This is a win for consumers and retailers alike – according to Hubspot, 71% of consumers are more likely to make a purchase based on a social media reference alone.
Starting this summer, select in-store displays will feature trending beauty looks created by each of the new COVERGIRL Collective members, showcasing the specific products used to achieve the look and tips on how to recreate it, a seamless experience from social media feed to in-person at retail.
“We’re constantly looking for innovative ways to bring influencers into the brand experience through opportunities that show the power of our products to create transformational looks. By featuring curated beauty looks designed by influencers on our display offerings, we bridge the online/offline gap to solve a key consumer challenge. As we imagine the shopping experience of the future, merging the worlds of digital content and ‘bricks and mortar’ shopping is an important priority for COVERGIRL,” said Ukonwa Ojo, SVP, COVERGIRL.
COVERGIRL chose influencers with the skills and expertise to create transformative beauty looks and educate others to do the same, but who also encourage their audiences to have fun playing with makeup. Influencers include Kelly Strack (@kelly_janexx), who created a gorgeous “All Day Fierce, All Day Flawless” look;Sharifa Easmin (@sharifaeasmin), known for taking looks from simple to glam for a “No Makeup Makeup” look; and Ryan Kelly(@ryankellymua) for a sophisticated Halloween look like “Pop Art Princess.” Other influencer partners are Tina Kosnik(@tinakpromua), Karla Tobie (@princessbellaaa), Ellarie Noel(@ellarie), Kayla Hagey (@kaylahagey), Ashley Feasel(@atleeeey) and Rosalina Young (@ahitsrosa).