Beauty/Skincare Brands with Great Influencer Marketing Strategies

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The beauty industry – like many other industries – comes with its own challenges. There’s tremendous competition. That means that beauty and skincare brands need extra leverage to capture the attention of their audience. The savvy brands have leveraged the power of influencer marketing. Let’s take a look at some of the notable influencer marketing strategies.

Estée Lauder

Estée Lauder is a big player in the beauty industry, and they can afford big name influencers. They partnered with Kendall Jenner for an Instagram collaboration of their spin-off brand, The Estée Edit. Kendall has 75.1 million followers and the majority of them are younger and in the market for beauty products. If Kendall says it’s good, they’re going to listen. Kendall, along with model and blogger Irene Kim, created content featuring the makeup and skincare products and shared them on their personal Instagram pages.


Unlike Estee Lauder, Glossier has more recent beginnings and a smaller market share. They instead embraced micro-influencers and users to create content for their products. While they offer a referral program and have a horde of superfans who are thrilled to authentically promote their products, Glossier also takes a rather original approach to their social media content. It’s highly interactive and requires engagement. The posts ask questions, ask users to share their feedback and even more often to share images of themselves. It’s now, thanks to creative influencer marketing, a thriving beauty and makeup brand.


Becca partnered with YouTube Jaclyn Hill. She was prolific in sharing her love for Becca products on her channel and helped reach record single day sales for their Champagne Pop collection.


Lancôme, another established beauty company, chose a slightly different path for their 40 shades campaign. 40 shades refers to their 40 shades of foundation, to match skin color. They called it their 40 shades, 40 powers campaign and highlighted 40 inspirational women including director Gurinder Chadha and Olympic cyclist Laura Kenny.

As you can see from the examples, to create a great influencer marketing strategy for any industry, but especially for the beauty industry, you must not only think creatively – you also have to know your audience well. Know who they’ll respond to and give them content and value from influencers they know and trust.

Lifestyle Marketing

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What is lifestyle marketing?

Lifestyle marketing isn’t just about selling people products, but about linking the products to a particular lifestyle. Disney is one good example. They aren’t just selling vacations, they are selling an entire experience when you go to one of their theme parks, stay at one of their resorts, or go on one of their cruises. It’s not just about buying things, or vacationing, but about what sort of lifestyle the family wishes to live.  Nike is another good example. It isn’t just for the sporty, but the stylish as well.

What is a lifestyle blog?

A lifestyle blog is all about a particular lifestyle, such as style, green living, the single life, or parenting. A lifestyle blog incorporates different niches that would be of interest to those living that life. Therefore, if you are looking to market on a lifestyle blog, your marketing content needs to be in line with the typical needs of that audience.

Lifestyle Blog Opportunities:

Guest Blogging

Offer free content about the lifestyle and about products similar to your own, and including your own, to the blog owners. It is tough to keep a blog fresh and up to date with new content. As long as the post you offer is high-quality and genuinely useful, rather than a pure promo piece, most blog owners would be thrilled to give you a spot.

At the end of each guest blog post, include a resource box. This is basically a mini-biography about yourself and a special URL where they can go to learn more. Using a special URL is a good idea so you can track the success of each guest blog post. It also prevents the frustration they may feel if you just send them to your home page and expect them to find their way through your site. It can also be a golden opportunity to grow your email marketing list if you offer them an incentive such as a free ebook and put a sign up form on the page.

A guest blog post establishes you as an authority in your niche, which can help increase your subscribers and sales.

A Regular Column

If you love to write and/or have a lot of content, and have built a name for yourself, you could get a regular column on a lifestyle blog. You could be the go to person on, for example, cheap and easy ways to go green as a family. Each article you publish will establish your reputation. Start with a guest blog post and see how well things go. Establish relationships with lifestyle blog owners and editors.


Create a range of ads in different sizes, with different images and color schemes. See if there are any advertising opportunities at the lifestyle blogger’s site and/or in their email marketing. Their rate of pay should be reasonable, and will usually be on a per month basis.

Joint Ventures

If you have a website that could be considered a lifestyle one, consider a joint venture in which you swap content with each other to promote it to your email marketing lists. If you wish to promote a product, split the profits 50/50.

Influencer Weekends


Influencer marketing has become one of the hottest new trends in promoting one’s business online. Due to its success, many new and existing marketers want to get the inside scoop on influencer marketing best practices so they can create campaigns that will help them really stand out from the crowd.

As a result of this hunger for knowledge about influencer marketing, marketing companies and agencies all over the world have started to offer influencer weekends. During some of the weekends, you might learn best practices from other marketers. In other cases, you might actually get to mingle with influencers themselves. This is a great opportunity to form partnerships and to understand what kind of content influencers really need to satisfy their target audience.

A third type of course can teach you how to become an influencer yourself, growing your social media followers and enhancing your reputation as someone who is really in the know in their niche.


Here are a few influencer marketing weekends to look out for.

New York:

Brick and Portal – Brick and Portal offers influencer weekends where you can learn from influencers with huge followings online in arrange of niches.

Barney’s/The DropLA – Long-established clothing store Barney’s New York puts together exclusive fashion events with never-before-seen products and a large group of fashion influencers. Go along to learn, or consider being one of the designers being showcase.

Social Media Strategies Summit – This is a packed event held every October that gives senior marketers a chance to learn from top brands and influencers. Similar events are held around the country throughout the year, with some also focusing on a particular niche, such as for those marketers who target higher education institutions.

Social Media Week – Social Media Week conferences are held all over the world, including New York, Los Angeles, Copenhagen and Milan. Those in media, marketing and technology, and top influencers, can come together to learn how to expand their global presence.


Los Angeles:

Terranea Resorts – Terranea Resorts hosts influencer weekends featuring influencers from lifestyle niches like food, wine and golf. Both newcomers and experts are welcome.

Social Mix LA – This networking group offers special events almost every weekend to help social media professionals and influencers mingle and focus on a particular topic.



Digital Summit Boston – The Digital Summit series is for all professionals and influencers who want to boost their skills in content creation, strategizing, and more. Summits are offered in several other cities throughout the year, including Washington, DC, Philadelphia, Detroit, Chicago, Denver and Los Angeles.

Social Tools Summit – This unique one-day conference focuses on social media success, particularly through mastering existing tools to get the best return on investment. It takes place on October 18, 2018.



2-Day Influencer Marketing Crash Course – These events are held every 8 weeks in London and offer only 20 seats, for a highly-immersive course that will soon have you launching your first successful influencer marketing campaign.

BeautyCon Festivals – These are held throughout the year at various cities, including London, New York and Los Angeles. This is the top event for any influencers and professionals working in the beauty niche.


Basel, Switzerland:

Art Basel offers influencer weekends based on modern art. Basel is their central location, but they also offer various events in Miami and Hong Kong.

Top Influencer Events

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Depending on what niche you are in, there are a number of events you won’t want to miss. These events are a great way to discover new trends and connect with top influencers, who might be the perfect fit in terms of your online marketing goals.

Let’s take a look at the top events and their next dates:


Coachella is a premier music and arts festival held in Indio, California that stretches over 2 weekends. It offers all genres of music plus live art installations, sculptures and more. Around a quarter or a million people attend each year. – The next Coachella festival will take place from April 12 to Apr 21, 2019.


Ultra Music Festival

The Ultra Music Festival is the largest electronic and trance music festival in the world. It takes place every March at Bayfront Park, Miami, FL. They also offer festivals in several other countries, including South Africa, Australia and Singapore. The next festival will take place from March 29 to March 31, 2019.


Art Basel

Art Basel is the top showcase for modern art. Its locations are Basel, Switzerland, Hong Kong, and Miami.

Basel – Where it all started. The Basel location offers a wide range of shows, events and videos. There’s always something to learn, see and explore.

Miami – The next festival will be held from December 6 to 9, 2018.

Hong Kong – The next festival will be held from March 29 to 31, 2019


Fashion Week

As the name suggests, anyone who is worth knowing in fashion will attend these weeks in New York, London, Paris, Milan and Miami. They are hugely glamorous and ground-breaking events for both established and new fashion designers.

New York – September 6 through 14, 2018

London – September 14 to 18, 2018

Milan – September 19 to 25, 2018

Paris – September 14 to 18, 2018

Miami – SwimWeek, July 12-17, 2018


Vidcon US 2018

This celebrates all things video, and takes place on June 20 to 23, 2018. Learn secrets from top experts on how to grow your business and income.


Summer in the City (SITC)

This is the UK’s version of VidCon and the number one YouTube event in the world. It takes place in London from August 10 to 12, 2018.


The Connect Her Conference

This takes place August 4 and 5, 2018 in Las Vegas, Nevada. It is mainly an invitation-only event that brings together the top women marketers and influencers. The goals are interacting with each other and practical skills that can be used right away in one’s own marketing.


Content Marketing World 2018

This conference offers more than 40 tracks on online marketing, influencer marketing, content marketing, and more. It takes place in Cleveland, OH and runs from September 4 to 7, 2018.



This conference combines tech and cooking; it is designed for food bloggers and top figures in the culinary world. It travels around; the next locations and dates are:

San Francisco, CA– August 24, 2018

New York, NY – September 28, 2018

Los Angeles, CA – November 9, 2018


TwitchCon 2018

This conference digs deep into the online streaming service Twitch, offering talks, panels and lectures from the most successful marketers using the site. It takes place from October 26 to 28, 2018 in Long Beach, California.

Influencer Weekends: New Year’s Eve in NYC


New Year’s Eve in New York City: the concept immediately brings to mind the famous Times Square celebration with music, celebrities, and the famous ball drop. But there’s more to anticipating the New Year than standing in the cold in midtown; in a bumbling city of 8.5 million residents, there’s much to do—and much to show your followers—before ringing in 2018.

Food, food, food!

With New Year’s Eve comes dining opportunities similar to Restaurant Week: some of New York’s finest places to dine will be serving prix fixe several-course meals, some including a champagne toast at midnight. From Flora Bar to Momofuku Ssam Bar, you can enjoy three, four, five, six, or seven courses in a sleek, chic setting for under $200. What better way to step into the new year than with a full stomach and good company?


Of course, the classic option for spending New Year’s Eve in the city, aside from lining up to watch the ball drop, is partying the night away. Make sure to find a venue worth the hype and the money, with a good DJ, open bar, and a view to die for. For the night, many places offer 5-hour open bars, extra-special VIP packages, and parties that are guaranteed to last until 4 AM. Invite your friends, put on your swankiest outfits, and reach for a drink that’s slightly more festive than your usual G&T.

Go for a midnight run?

An unusual choice, but the healthiest way to greet 2018: a four-mile run. Show your fitness Instagram what you’re made of as you join the New York Road Runners in their annual midnight run; starting at 10 pm, it’s fun, it’s casual, and the path will be lit up with all the celebratory fireworks in the sky along the way. Bundle up as you stay in motion, and cleanse yourself of 2017 by running directly out of it.

Influencer Weekends: Art Basel

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It’s that time of the year again—Art Basel is back in Miami, and the weekend is sure to be full of food, drinks, and of course, art.

From December 7 to December 10, Miami Beach will be inundated with visitors, flocking to the Miami Beach Convention Center to view exhibitions, films, magazines, public sculptures and conversation panels at Art Basel. Single-day tickets are $50 online, $60 in person; all-weekend tickets are $120 online, $130 in person. The galleries are, and have always been, a hot place for celebrities, art fanatics, and rising artists alike to show their appreciation for art and culture.

Aside from the art event itself, the arrival of Art Basel brings a variety of pop-up shops and restaurants as well. Craft beer bars and breweries are sure to emphasize the popularity of beer in the city, throwing block parties and special events for the occasion. Local restaurants will bring their own artistry to foods, creating masterpieces that have both visual and gustatory appeal. The famous Museum of Ice Cream pop-up is up and running at Miami Beach just for the event, giving visitors a chance to experience the museum that has enraptured Instagram users from coast to coast for the past year.

For influencers, Art Basel is a great way to spend the weekend—a great way for online presences to spend their time connecting, taking pictures, eating, drinking, and appreciating art. Missing out? Be sure to attend next year, or go to Hong Kong’s Art Basel weekend in March.

A Guide To Photographing Food

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Always wanted to start a food blog? Always wanted to show off the courses at all the fancy restaurants you visit, especially with Restaurant Week returning at the beginning of next year? While it seems simple, we’ve got a guide for exactly how to capture the best photographs of your meal.

Lighting is key

The first and foremost step in photographing food is finding the perfect lighting. Soft, natural sunlight is preferred; you want to make sure that all the small, mouthwatering details of the food are illuminated with clarity, and with accuracy as well: you want to avoid any orange or yellow tints, either on the food or your white plate, from an artificial light. At the same time, however, keep shadows in control. Bright sunlight often creates sharp, harsh shadows that take away from the cozy vibes that a well-executed food photo should produce. Try to use sunlight from a window that doesn’t directly face the sun, or find a lightly shaded area. The lighting should be bright enough to show all the colors and textures of your food, but still slightly subdued enough that the food looks flattering and not disrupted by heavy shadows.

Angle—above, from the side, tilted?

Next, determine the best angle. Most photographs of food in plates, bowls, or cups are shot from above, in order to capture the full face of whatever is being served, and to avoid an unnecessary waste of space that occurs when you include the opaque sides of the dishes or mugs. However, other treats are best photographed from the side or at a tilt/diagonal, whether it’s an ice cream cone, a milkshake in a clear glass, a layered sandwich, or a cake. Depending on what kind of food is being photographed and what kind of dish the food is placed in, determine how many dimensions of the food you want to show. From there, you can figure out what angle is the best way to capture those dimensions and provide a full view of your food.

What else is in the picture?

Now that you know the best lighting and angle for your photograph, find an appropriate background. If shooting from above, you will likely be using a table or some other flat, solid backdrop—make sure that it is neat, clean, and that it complements your food in color or texture. Arrange your food in a way that draws the attention to it; make sure that it has enough space so that the picture isn’t cramped or overwhelmed, but ensure that the food is still the main part of the picture. Feel free to add other objects to create a more natural setting, such as silverware, a napkin, a book, or even a hand holding or reaching for the food. Conversely, you can decorate the scene in a more posed yet still subtle way, with an arrangement of flowers, fall leaves, or pretty stones—or even ingredients of the food, like scattered blueberries or grains around an acai bowl or a bowl of oatmeal.


You’ve taken all your photographs and selected the best one. Finally, it’s time to edit. Make sure to emphasize any colors that you’d like to see more vibrantly, or subdue them if the colors are too sharp. You can use filters on a variety of apps—from VSCO to Aviary to Instagram itself—as well as individually adjust each aspect, such as saturation, contrast, and temperature. Feel free to experiment and save multiple copies, until you find the combination that looks tastiest and matches your theme the best.

You did it! You’ve successfully photographed your meal or treat, and it’s ready to post. Think of a witty caption, be sure to mention or tag the location, and wait for your jealous and hungry audiences to eat your picture up.

Made In China…and New York, Los Angeles, Paris

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Lan Yu is a Chinese fashion designer who started her brand LANYU in the form of “LANYU Studio” in 2005. She studied at the Beijing Institute of Clothing Technology in 2004 and graduated in 2008. Immediately after she attended the Fashion Institute of Technology. LANYU is headquartered in Beijing, China, however, the brand has grown with representatives now in Paris, New York, Los Angeles and Sydney.

She is also considered one of Asia’s most influential and highly awarded designers. Some of her achievements include:

  • “China’s Top Ten Designers” by the China Designer Association
  • “Most Favored Designer by Superstars” by Cosmopolitan
  • Forbes China’s list of “2014 Forbes China 30 Under 30”.

Lan Yu is one of the several Chinese designers who has been able to successfully incorporate themselves into a world market setting. In 2016, she debuted her collection at New York Fashion Week for the very first time to launch her first ready-to-wear collection. In July of 2017, she created a 4D-Deco Tissue Wedding Dress at Paris Haute Couture Fashion Week and was also the first Chinese designer to be invited to Paris Haute Couture Fashion Week in 2014.

While she has designed and dressed some of the biggest stars in China, which include Fàn Bīngbīng and Líu Yìfēi, she has also dressed international celebrities like Lady Gaga for her performance on the X Factor in 2016 and even Kim Kardashian for the 2016 International Cannes Film Festival.

What truly makes LANYU Couture stand out and attract big-name customers is her ability to perfectly meld Chinese tradition with Western modernity with infusions of subtlety and delicateness. Her use of the Chinese silk embroidery technique known as Su Xiu, which has been handed down through three generations of her family, is what gives her designs exuberant elegance and represents her dedication to her craftsmanship. Her clothing from her ready-to-wear to her couture collection evoke a timeless feel that demonstrates beauty from multiple perspectives.

Her popularity also stems from her brand’s network of fashion micro-influencers who sponsor her ready-to-wear line. Because of influencers such as Mayssa Kasbi and Michelle Song, Lanyu is better able to build a large community of consumers that can integrate her designs and work into everyday life rather than just on the runway. Sponsorships such as these further allow LANYU to become a household name.

Lan Yu is not a Chinese designer. She is a designer from China whose impact on the fashion world is nothing less than globally significant.

If you want to check out more of Lan Yu’s designs, here is her website and a link to the LANYU Couture Instagram Page below:



A Matcha Made In Heaven: How Matcha Took Over the Food Industry

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You’ve probably seen it all over your Instagram feed: green desserts, green drinks, green pastries, and everything in between. It’s all due to one product: matcha.

Restaurants and companies in the U.S. have opened just to serve matcha-based food, including the New York City restaurant Cha Cha Matcha, which draws crowds of visitors every day. Excited to location-tag photographs, Instagram users line up outside the store to order a drink or a dessert and to sneak a snap of the pink and green aesthetics of the matcha-based shop.

Once limited to Asian cuisine, matcha—the ground powder form of green tea leaves—has now spread and dominated the global food industry. In fact, it has a market: valued at $2.62 billion in 2016, the global matcha market is expected to grow at a compound annual growth rate of 7.6% from now to 2025. Its global key consumers are no longer even countries in Asia, where matcha first took off: in fact, they’re the U.S., Canada, Germany, the UK, France, and Australia.


Food influencers love matcha, as do fitness influencers. The powder is promoted for its nutrients and antioxidants, added to both sweet and salty dishes for flavor, weight loss benefits, and the signature green color. The amino acid content of matcha is five times higher than it is in regular tea, and though more expensive than its original counterpart, matcha has become more accessible and affordable due to its popularity. Even Starbucks offers matcha—you can ask for a green tea latte, a green tea frappuccino, or even simply matcha powder mixed with water. All use matcha as a base, and are popular menu items.

In a society growing increasingly health-conscious and image-conscious, it’s no surprise that the use of matcha has caught on like a wildfire. Dominating the food industry, as well as the health industry, matcha has ensured that everything we touch, see and eat lately has had a little bit of green.

Instagram Feeds Get Hungry Too



One of the most loved events in New York is NYC Restaurant Week (which, by the way, actually runs for four weeks). This year it is taking place from July 24 until August 18, and the price for a 3-course prix fixe menu is $29 for lunch and $42 dinner. With over three hundred and eighty options for restaurant week at great prices, one might have a really hard time deciding where to go, but we’re here to help both your stomach and your social media feed.

Here are some of the most aesthetically pleasing places to spend restaurant week:

Bar Primi — located in NOHO, a number of their dishes are incredibly Instagram-worthy, including their pasta, like the popular garganelli with sugo rosa and prosciutto.

Catch — popular year round and known for its rooftop that turns into a bar at night, Catch is a favorite for many during restaurant week. Located in the Meatpacking District, it also manages to be very aesthetically pleasing, serving up cute and often interesting dishes, such as their s’mores pizza, which is served as a restaurant week dessert.

Delmonico’s — Known for being an old-school establishment (seriously, since the early 1800s!). For a great photo, we recommend ordering the Classic Baked Alaska, which comes with a meringue igloo.