The landscape of influencer marketing is changing, with brands now inviting everyday customers on luxurious trips once reserved for online celebrities. This shift, ushered in by brands like Tarte, Topicals, and Refy, reflects a broader strategy to enhance customer engagement and generate authentic content while addressing growing public backlash against perceived elitism in influencer culture.
Traditionally, influencer trips provided brands with a glamorous backdrop for marketing campaigns. Influencers showcased their travel experiences, complete with stunning visuals of luxury accommodations and lavish activities, effectively serving as aspirational content for followers. However, over the years, criticism of these extravagant excursions has intensified, especially in an economic climate characterized by rising living costs. As social media users face financial constraints, the opulence displayed by top influencers has begun to generate resentment rather than admiration.
Tarte, a cosmetics brand notorious for its extravagant influencer trips, has taken significant steps to amend its approach. Following backlash stemming from a highly publicized trip to Bora Bora, where the brand catered to high-profile influencers, Tarte introduced its “Trippin With Tarte” events, actively including regular customers. In 2023, a trip to New York City brought together contest winners along with influencers to attend a Beyoncé concert. Tarte founder Maureen Kelly emphasized that this shift was driven by customer requests, highlighting a recognition that inclusivity can enhance brand perception.
Similarly, Topicals and Refy have embraced the concept of “community trips.” Topicals recently hosted a combined influencer and customer trip in the Hamptons, emphasizing that incorporating customers into these experiences is essential for the brand’s identity. As Natalie Holmes, Topicals’ director of community and social impact, noted, these trips are “a need to have, not a nice to have.” By involving customers, brands can create memorable experiences while generating user-generated content (UGC) that resonates with wider audiences.
The benefits of community trips extend beyond merely avoiding negative public opinion. By offering customers the chance to participate, brands not only cultivate a sense of loyalty but also enhance positive brand sentiment. Customers who feel included in a brand’s narrative are more likely to become advocates and share their experiences widely on social media, effectively serving as organic brand ambassadors. The impact of these genuine experiences can be significant; brands like Benefit Cosmetics have noted that community trips often generate stronger engagement than exclusive influencer trips.
Furthermore, brands are creatively involving customers in the planning of these excursions. Refy allowed followers on its social media channels to vote on trip destinations, resulting in an overwhelming response that garnered thousands of applications for limited spots. This strategy cultivates stronger community ties and generates excitement leading up to the event, which can amplify brand visibility.
Despite these advancements, it’s important to recognize that the exclusivity of influencer trips remains. While brands strive to include more customers, the reality is that only a select few will ever have the opportunity to travel to these sought-after destinations. However, companies understand the need to democratize access to experiences typically promoted through influencer marketing. For example, Tarte is conducting a 25-city tour, distributing thousands of dollars worth of products to attendees, creating a celebration of both brand loyalty and product promotion across the country.
In conclusion, as the marketing landscape continues to evolve, the integration of customer experiences into influencer-driven campaigns is becoming increasingly vital. By inviting everyday customers on luxurious trips, brands are not only enhancing their image but also generating authentic narratives that resonate with a broader audience. This shift signifies a movement towards inclusivity and genuine customer engagement, ultimately cultivating deeper brand loyalty and retention.
