In the vibrant landscape of beauty marketing, the relationship between brands and influencers is evolving. As beauty influencers and editorial professionals voice their frustration over the overwhelming quantity of promotional mailers received, brands are facing a critical juncture. The question is no longer just how to reach influencers, but how to do so in a manner that is efficient, sustainable, and genuinely appreciated.
For many influencers, landing a spot on a brand’s PR list is a significant accomplishment that marks a milestone in their careers. However, what initially feels like a validation of their influence can quickly turn into a source of frustration. Cases have emerged where influencers receive packages filled with products that do not align with their needs or interests. As Zoe Weiner, co-founder of the non-profit Beautyfor, pointedly remarks, receiving “15 different psoriasis products” when one does not even have the condition highlights a disconnect between product offerings and influencer needs. Such mismatches not only clutter their space but also contribute to unnecessary waste.
This misstep stems from a traditional practice known as “blind gifting.” In this method, brands send out unsolicited products to a wide audience without sufficient targeting. Unfortunately, this strategy is proving to be wasteful. Research from the UK-based waste management company Business Waste indicates that approximately 40% of unopened beauty products are discarded, contributing significantly to environmental issues.
Recent social media trends show a pushback against this rampant wastefulness. Influencers such as Olivia Marcus and Jas Anahis have publicly criticized large, wasteful packaging on platforms like TikTok, where they showcase how brands send excessive quantities of products in equally excessive packaging. The focus here has shifted from merely receiving gifts to advocating for mindful gifting practices that reflect sustainability and careful consideration.
So, what does this mean for beauty brands? To stay relevant and effective in their outreach, they need to pivot towards more personalized gifting strategies. Brands are increasingly starting to implement opt-in systems, where influencers can choose the types of products they wish to receive. This not only makes influencers feel valued, but it also optimizes costs and reduces waste.
A noteworthy example comes from the premium skincare brand Versed. With their thoughtful approach, they transitioned from sending 1,500 mailers a month down to a targeted 500 to 600. This cutback didn’t just save the brand money; it also allowed for stronger engagement and relationship-building with influencers who were genuinely interested in their products.
Furthermore, brands like Glow Recipe are leading the charge by aligning their gifting campaigns directly with product launches and core brand values. Instead of random extras, Glow Recipe focuses on educational content about how to use the products effectively. Their mailers are made from recycled materials to support sustainability, ensuring that the brand’s marketing efforts reflect its commitment to responsible practices.
The challenge remains: how can brands balance effective marketing with sustainability and relevance? The answer lies in intentionality. Instead of pursuing a scattergun approach, brands should select recipients based on genuine interest and prior engagement with their offerings. This necessitates a thorough understanding of influencers within their target market, which is achievable through careful social listening and relationship management.
As the landscape continues to shift, brands must recognize that by approaching gifting as an opportunity for connection rather than mere promotion, they set themselves apart in a crowded market. The emphasis should be on meaningful interactions and building authentic relationships, transforming one-way mailing practices into two-way dialogues.
To foster these dialogues, brands could take cues from successful models like Merit, which solicited input from potential recipients before sending out products. This not only informed their strategy but also educated influencers about product launches, ensuring excitement and engagement in promotional initiatives.
In summary, beauty brands must act decisively to adjust their gifting strategies in alignment with evolving influencer needs. By being more mindful about whom they target and how, they can enhance efficiency, substantially reduce waste, and cultivate a more sustainable relationship with influencers. As influencers call for fewer, but more meaningful interactions, brands that adapt quickly will flourish in the modern beauty ecosystem.
