The make up and tech brands team-up with an influencer marketing company to create the ultimate blogger lounge.
Style Coalition (SC) is an influencer marketing company focusing on tastemakers in fashion, beauty, and lifestyle. The company manages a networking platform which incentivizes bloggers for contributing content to media owned by brands that SC partners with including Dove, HP, Windows, and Covergirl. SC’s Influencer Exchange enables inividuals to book campaigns and set their own rate to work with leading brands without signing any contracts.
We got the chance to check out their Fashion Week Influencers Lounge this weekend which was sponsored by HP and Covergirl. The lounge was strategically located at The Empire Hotel so bloggers could pull away from the hectic ambiance at Lincoln Center and is open to bloggers by invitation only until 6pm on Tuesday. Isolated influencers were invited to test HP notebooks, printers, and tablets while also getting a pedicure or their hair and make-up done for free.
To what extent is this an indicator that an evolution in the relationship between influencers and brands is taking place? In speaking with President of Style Coalition, Ted Nadeau, this weekend, it became clear that influencer marketing is a great method for brands looking to work around the purchasing of banners and search engine marketing. Since the marketing efforts are driven by influential individuals with vast networks, this method is particularly effective for brand managers looking to generate buzz through content sharing, social media platforms, and SEO in general.
Additionally, it should be noted that although brands have the ability to reach out directly to bloggers and Youtube stars, it seems that having an agency to set the terms between tastemakers and brands is necessary so expectations are set accordingly.