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AiMCO To Host Inaugural Beauty Marketing Events With Leading Creators, Brands

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AiMCO To Host Inaugural Beauty Marketing Events With Leading Creators, Brands

The Australian Influencer Marketing Council (AiMCO) will host its first beauty influencer marketing events in February 2025, bringing together member agencies, creators, and brands for exclusive industry sessions in Melbourne and Sydney.

The breakfast events, scheduled for February 5 at Publicis’ Melbourne office and February 13 at Poem’s Sydney office, will feature panels of national beauty marketing experts moderated by Vamp APAC sales director Gemma Shuttleworth. 

According to an announcement, sessions will explore campaign strategies, emerging trends, consumer purchasing decisions, and methods for building authentic consumer connections.

The Melbourne panel includes pharmaceutical scientist and content creator Hannah English, known for combining beauty expertise with scientific knowledge, alongside Ego Pharmaceuticals marketing communications and content manager Courtney Barlow. English, described by the Times as a leading “pharmafluencer,” has partnerships with global beauty brands, including MECCA and SkinCeuticals, and published “Your Best Skin” in 2022.

Sydney’s panel features TikTok creator Mitch Greer, recently named one of TikTok’s 2024 Visionary Voices, alongside Unilever digital and data lead Maria Paula Gudino and Wella Company digital marketing and communications senior manager Celeste Godoy.

AiMCO To Host Inaugural Beauty Marketing Events With Leading Creators, Brands


Image credit: Campaign Brief
Top row L-R: Gemma Shuttleworth, Hannah English, Courtney Barlow
Bottom row L-R: Mitch Greer, Maria Paula Gudino, Celeste Godoy

Industry Context and Strategic Focus

“The beauty influencer industry is one of the biggest sectors for creators globally, with brands committing millions to powerful influencer-led campaigns,” AiMCO Managing Director Patrick Whitnall said in a statement. “In Australia, beauty influencer marketing is big business – it has the power to resonate deeply with consumers looking for tips, tricks, and products.”

Whitnall stated that the upcoming events are “designed to leverage the buzz around beauty marketing, giving our members an exclusive insight into emerging trends, campaign strategies, and success stories so they can stay at the forefront of the ever-evolving beauty industry.”

Vamp’s Shuttleworth noted the company’s extensive experience in the sector: “Over the past 24 months, we’ve worked across hundreds of campaigns in this category, giving us a front-row seat to the trends shaping the industry.”

Based on Goat Agency data from early 2024, Australian businesses typically saw $6.50 in revenue for every $1 spent on influencer marketing in 2023.

Panelist Celeste Godoy emphasized the industry’s dynamic nature: “Influencer marketing in the beauty industry continues to evolve rapidly, and the key to success lies in authenticity and strategic partnerships.”

The Melbourne event begins at 8:30 a.m. (AEDT, UTC+11) at Publicis Offices, Level 7/28 Freshwater Place, Southbank. The Sydney session starts at 8:30 a.m. (AEDT, UTC+11) at the Poem Office, 28 Windmill Street, Milsons Point. Both events are exclusive to AiMCO members.

The events come as the Australian influencer marketing industry projects growth to $800 million by 2028, with year-on-year growth of approximately 11%.

Operating under the Australian Communications and Media Authority (ACMA) oversight, AiMCO enforces advertising standards and promotes industry best practices for transparency and ethical marketing.

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David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

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