influencer

Addison Rae, Charli XCX Celebrate Pandora ME Launch in New York

Addison Rae, Charli XCX Celebrate Pandora ME Launch in New York

The relaunch of Pandora’s individuality-championing collection Pandora ME was celebrated Thursday night with a rooftop dinner and private concert at members-only club Dumbo House in Brooklyn. Campaign stars Addision Rae and Donte Colley hosted the event with Charli XCX, who performed for the crowd.The evening began with a cocktail hour during which guests could customize their own Pandora ME bracelets to their liking.
“The pieces that I really love are the chain necklaces,” said Charli XCX of her personal Pandora ME selections. “I love to layer jewelry. So for me, the fact that you can kind of layer them all on and then add medallions on top of it and change the colors of links and things like that, that feels very me. I just liked how it’s customizable and you can kind of rock it however you want.”

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The musician performed new songs for the crowd including “Sweat,” which is featured in the Pandora campaign, for an audience that boasted Rowan Blanchard, Barbie Ferreira, Aquaria, Devon Lee Carlson, Laura Harrier, Benito Skinner, Selah Marley and more.
Charli said her involvement with the brand began after they reached out and explained the concept was centered around self-expression, which the British singer was attracted to.
“I’ve always tried my best to be on my own path and do my own thing and not listen to what people expect of me or want from me, so I just do me. And so it felt like a nice fit,” she said.
Onstage she typically opts for “less clothes” than in her normal life, and jewelry-wise likes to layer items that will catch the light of the stage lights as she sings. Her favorite jewelry trend is chunky pieces, while fashion-wise she’s a bit more experimental.
“Obviously this has been going on for a while, but I love tiny bags — and I really like thongs showing,” she said, motioning with her hands what she means (underwear, not sandals, for the record).
In addition to getting to hang with pal Addison Rae, who she’s been in the studio with, and try on jewelry, Charli was eager to get onstage and perform again.
“I actually did a show a couple of nights ago in L.A., which was sort of my first headline show for a while. And it was just really emotional to see everybody be there and be so excited and genuinely have the best time,” she said. “I’m just really appreciative that that part of my life is back and that audiences can enjoy and go to things again, because I think it’s a really cathartic experience, to be at a show.”
And while the charm bracelet is a staple for many of the targeted age group, it was actually the singer’s very first Pandora.
“I think I always thought they were really cute and princess-y. And obviously when I was younger, everybody had a Pandora bracelet, but I actually didn’t,” she said. “So now it’s like I’m getting my time to shine.”

EXCLUSIVE: Courtney Shields’ New Beauty ‘Status’

EXCLUSIVE: Courtney Shields’ New Beauty ‘Status’

Influencer Courtney Shields’ forthcoming beauty company is dictated by a new “status.”
Shields and her business partner Jeff Lee, formerly the chief operating officer of A-Rod Corp who helped launch JLo Beauty, are cofounders of DIBS Beauty, a makeup company whose name is an acronym for Desert Island Beauty Status. The two met via an introduction from the cofounders of Tula, with whom Shields collaborated on a top-selling eye balm that launched last year.
DIBS raised $2.6 million in an initial round of funding from L Catterton partners Michael Farello and Jonathan Owsley, who invested individually; Tula cofounders Dan Reich and Ken Landis; and fellow influencers. (L Catterton previously invested in Tula.) The brand will launch on Sept. 15 with highlighters and blush-and-bronzer sticks, priced at $32 each. The direct-to-consumer launch coincides with the three-year anniversary of the death of Shields’ father, who was an entrepreneur in the computer industry.

“I am a single mom, and I have always had this massive passion for beauty,” Shields, who also has a jewelry company, told WWD via Zoom from her home in Austin, Texas. “I grew up in Austin, and I was the only Lebanese woman in my friend group. All of my friends were blond hair, blue-eyed. I spent a lot of my formative years not understanding that being different was actually an advantage. Over time I developed this self-love and love for helping other people enhance their own beauty and feel good in their own skin.”

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Blush-and-bronzer sticks by DIBS Beauty, $32. 
Courtesy of DIBS Beauty

Shields’ first product, Status Stick, is a thick highlighter meant for application to the face and body. There are also Duo Sticks, which contain cream blush and bronzer on either end.
“I was sick of using products that sprayed everywhere and exploded in my bag,” Shields explained. “I wanted to create a product that gave me beautiful, enhanced skin, but wasn’t messy, hard to use [or] sticky.”
DIBS’ hero ingredient is mango butter derived from mangoes sourced from India. The mangoes are brought to Denmark via a “seven-step proprietary process,” Lee said.
“We commissioned all our formulas, and we create the tools to make our sticks and our makeup when we have to,” Lee said. “We spent about a year devising the tool that will perfectly level the duo so it could be blend-able.”
Lee and Shields declined to offer sales projections, but industry sources estimate DIBS will bring in between $5 million and $10 million in first-year retail sales.
Headquartered in Austin, DIBS plans to raise brand awareness by working with local and regional influencers throughout the middle of America — a not-so-common strategy in a beauty industry dominated by brands based on either coast.
“Every brand is born in New York and L.A., and then rose out from the ivory towers of Melrose and SoHo,” Lee said. “We’re a brand that was founded in Austin by a woman who lives in Austin. People who live in Texas see her as one of them. We’re going to introduce [the brand] to them in-person on the local level, not necessarily [through] mega-influencers. We want to get to you through people you know and the people who would look up to someone like Courtney.”
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Tribe Dynamics’ Top Brands, Influencers

Tribe Dynamics’ Top Brands, Influencers

In spite of sluggish sales of color cosmetics, makeup brands are still dominating influencer marketing.
New data from Tribe Dynamics, which tracks the top brands garnering earned media value, shows that the top 10 thus far this year are all focused on makeup. Despite the proliferation of TikTok, Instagram and YouTube remained the most profitable channels.
“Video content, in general, is hugely important. That’s an area that we’re seeing influencers invest in, brands invest in and consumers respond to,” said Brit McCorquodale, Tribe Dynamics‘ senior vice president of revenue. Instagram Stories have also become a higher priority for social marketers. “Instagram Stories have surpassed the total volume of grid content, exponentially — probably tenfold,” she said.

Here, the list of top 10 brands ranked by EMV, and the top influencers.
1. ColourPop, $214,019,167, Amelia Morley.
2. Anastasia Beverly Hills, $184,636,016, Thivi Baskar.
3. Morphe, $184,616,353, James Charles.
4. Benefit, $147,385,385, Angelica Torres.
5. Huda Beauty, $132,933,974, Petra Miettinen.
6. Fenty Beauty, $128,713,291, Nae Harrison.
7. NYX Professional Makeup, $127,016,282, Mei Pang.
8. MAC Cosmetics, $112,390,556, Bailey Sarian.
9. Laura Mercier, $101,869,840, Vanessa Funes.
10. NARS, $97,195,666, Lena Bagrowska.
Source: Tribe DynamicsPeriod: January 2021 to April 2021
For more from WWD.com, see:
Tribe Dynamics Acquires eBench
Fitch Downgrades Anastasia Beverly Hills, Predicts Sales; EBITDA Will Drop
What to Expect in the ‘Datafication’ of Sustainability In Retail

Tula Taps Five Influencers for #EmbraceYourSkin Initiative

Tula Taps Five Influencers for #EmbraceYourSkin Initiative

Tula is furthering its commitments to promoting body positivity, empowerment and pushing beauty industry standards with its #EmbraceYourSkin initiative led by five major influencers.
The probiotic-based skin care brand tapped Tess Holliday, Tennille Murphy, Nyma Tang, Chizi Duru and Weylie Hoang for the initiative, which launches Monday. Each influencer has curated their own limited-edition #EmbraceYourSkin kit with existing Tula products that target a skin care concern, such as hydrating, clarifying, exfoliating, brightening and ageless skin. The influencers have also created skin care tutorials with their kits where they give insight into their own beauty journeys and provide advice for feeling empowered.

The influencers joined Tula for a virtual panel to discuss the partnership, as well as what they think needs to be done to continue the movement of body positivity in the fashion and beauty industries.
“I’ve seen the fashion industry shift, but not enough because you’re still not seeing a lot of plus-size folks in the high-fashion world that definitely need to be there,” Holliday said. “Representation is key no matter what you look like and no matter what your body type is, but we’re still seeing a certain body type. We’re still seeing folks who are hourglass and have proportioned bodies. You’re still seeing a lot of those beauty standards perpetuated and it is frustrating because we’ve seen all of this progress, but why are we still not seeing this progress reflected in mainstream media and in fashion? It’s a really stark reminder that there is still so much work to be done.”

Tennille Murphy for Tula 
Courtesy of Tula

Murphy, a lifestyle influencer, touched on “ageless beauty” during the panel, which is how Tula approaches the concept of antiaging in a more positive way.
“I feel there is a stigma behind getting old or aging,” she said. “I know we want to see diversity, but when it comes to age, it’s still a category that we don’t see so much. I don’t know if people just think they’re going to be in their 20s and 30s forever, but I know that my audience enjoys seeing someone that not only looks like them as a Black woman, but they can just have a crystal ball of, ‘oh wow this might be me with white hair,’ or this might be how I can age with grace in the future, so I’m happy to be a representation of that.”
Through the initiative, Tula is also tasking the five influencers to choose three micro-influencers each that promote confidence and empowerment to also partner with the brand. This initiative is part of Tula’s mission to create relationships with smaller creators from diverse and underrepresented communities.
Each of the five kits comes with two products housed in Tula’s holographic makeup bag. The kits are available through the brand’s website and range in price from $64 to $80.
Read more here:
How Tula Became One of the Fastest-Growing Skin-Care Brands 
Tula Taps Shawn Johnson for First Celebrity Partnership 
Tula Launches Body Positivity Campaign With Influencer Mik Zazon
WATCH: The Story Behind the Success of CeraVe 

These People of Color-owned Influencer Agencies Are Advancing Opportunities for People of Color

These People of Color-owned Influencer Agencies Are Advancing Opportunities for People of Color

Updated: March 4
The multibillion-dollar influencer industry must diversify to ensure equity among influencers of all races.
Racism manifests in a variety of ways within the industry — among them are pay disparity, tokenism and bias. In light of the global antiracism movement, some influencer agencies have rethought their practices: Fohr established a Diversity Advisory Board and MagicLinks’ diversity, equity and inclusion team recently implemented a 30 percent minimum requirement for racial diversity of talent in all campaigns.
As brands consider how to promote greater diversity through their activations, WWD is highlighting influencer agencies that are owned by people of color.

The Hyphen8
Influencer management and public relations company The Hyphen8 was founded by fashion and beauty p.r. veteran Taj Alwan. The agency works with talent such as Salem Mitchell, Devon Lee and Sydney Carlson and Chad Douglas, as well as luxury brands such as Louis Vuitton, Versace, Burberry, Prada and Dior Beauty.
G&B
Formerly known as God & Beauty, G&B is an influencer agency founded and owned by Kyle Hjelmeseth in 2015. The company counts more than 80 clients and has reached nearly $4 million in profits since it was founded. Kendra Bracken-Ferguson, cofounder of well-known influencer agency Digital Brand Architects, joined G&B’s advisory board in November.

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Society 18
Pamela Zapata is a former talent and marketing executive who has worked with a number of beauty brands in The Estée Lauder Cos. Inc portfolio. She is the founder and CEO of bicoastal consulting agency Society Eighteen. Since its founding two years ago, the agency has focused largely on multicultural influencers and has run more than 250 campaigns.
NYCXSTUDIO

NYCXSTUDIO is a newly formed consulting agency founded by sisters Shelcy and Christy Joseph, known as @nycxclothes on Instagram. The sisters, who have professional backgrounds in both editorial and digital marketing, aim to “humanize” influencer marketing, they said, by helping brands with content creation, content strategy, influencer casting, diversity and inclusion consulting and social media strategy.
Estate Five
Estate Five is a talent management agency cofounded in 2017 by Suzanne Droese, Lynsey Eaton and Tina Craig, the influencer known online as @bagsnob and founder of U Beauty. The agency currently works with 54 influencers, such as Diet Prada, Erica Choi and Micaela Erlanger.
Candace Marie 

Prior to launching her eponymous consulting agency, Candace Marie Stewart ran social media for Barneys New York and Prada Group. She is a part-time lecturer at Parsons School of Design, where she teaches about communication and social media. In 2020, she founded Black in Corporate, an online resource for Black individuals in corporate jobs.
Kensington Grey Agency
Kensington Grey Agency is a boutique firm that has worked with brands like J. Crew, Ikea, DSW and Sephora. Cofounded by Shannae Ingleton Smith, the agency represents influencers with a variety of followings and works with brands on influencer marketing, casting, talent strategy and campaign management.
2 Black Girls
2 Black Girls Consulting was founded by editor-influencers Chrissy Rutherford, a contributing editor at Bazaar.com, and Danielle Prescod, formerly BET.com’s style director, in June 2020. 2BG Consulting currently offers an antiracism seminar, held online.
Black Girl Digital
Black Girl Digital is an agency that aims to close the pay gap between Black and white influencers. Based in New York City, Black Girl Digital established Influencer Linkr, an influencer relationship management platform, in 2020. The platform aims to pair agencies and brands with influencers of color.

Noire MGMT

Ernest B. James, an alum of LaForce and APA PR, founded Noire Management, an influencer and marketing agency focusing on multicultural influencers, in 2018. James joined the diversity advisory board of Fohr, an influencer agency founded by James Nord that was accused in 2020 of discriminating against Black creators.
More from WWD.com:
Pay Disparity, Tokenism, Bias: Racism in the Influencer Industry
Influencers Are Driving Sales Through Texting
Report: Beauty Brands Returned to Posting Darker Skin Tones Over Holidays

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